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Digital Marketing Privacy and Ethics

Course Description

Examination of the impact of data collection and privacy issues, social advertising norms, corporate and governmental policies, and the overall effects on marketing practices around the world. A comparison of European, Asian, and United States consumer attitudes, law, and ethics.

Athena Title

Digi Mark Privacy and Ethics

Equivalent Courses

Not open to students with credit in MARK 4670

Non-Traditional Format

This course will be taught 95% or more online.

Prerequisite

MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H

Grading System

A - F (Traditional)

Student Learning Outcomes

  • At the end of this course, students will have gained a deep understanding of the business of digital advertising and the impact big data and AI has on consumers.
  • At the end of this course, students will know what data the largest platforms are collecting on individual consumers and what can be done about it (EU vs U.S.).
  • At the end of this course, students will know how to consider the ethics and unintended consequences of today’s practices and form a personal stance drawing the line between influence and manipulation.
  • At the end of this course, students will understand the basics of the law surrounding data: GDPR vs U.S. state laws and the case for U.S. national regulation.
  • At the end of this course, students will have gained an understanding of the current options for privacy-preserving advertising of the future and understand how to navigate a future dominated by big data and artificial intelligence.

Topical Outline

  • Evolution of Digital Marketing
  • Big Data and AI
  • The I in AI
  • Foundations of Advertising Delivery
  • The AdTech Ecosystem
  • Out of Control: Exploitation of Consumers
  • Harmful Effects of Profiling and Behavioral Advertising
  • The Surveillance Economy
  • The Platforms: Meta, Google, Amazon, TikTok, Apple
  • Data Ethics and AI
  • Avoiding Unintended Consequences
  • The Law: GDPR
  • The Law: U.S.
  • The Future: Privacy-Preserving Advertising
  • Future Proofing: How to Remain Relevant as a Human
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