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ICT710 Ethical Consequences of Westfield into Digital Firm Assessment Answer

ICT710

ICT Professional Practice & Ethics

Task 3

2019 ATMC Semester 1

All assignments will be checked for plagiarism and/or collusion between individuals.

Refer to the assignment rubric on Blackboard for the marking criteria and standards. The assignment will be marked out of a total of 100 marks.

Refer to your course outline or the course Blackboard web site for a copy of the “Student Misconduct, Plagiarism and Collusion” guidelines.

Note: Each student MUST retain a copy of the assignment and this copy MUST be produced within 24 hourof it being requested by the Course Coordinator. Failure to produce the second copy of the assignment when requested may result in loss of marks or a fail grade for the assignment.

Requests for an extension to an assignment MUST be made to the Course Coordinator prior to the date of submission and requests made on the day of submission or after the submission date will only be considered in exceptional circumstances.

Case Study: Westfield

Background:

Westfield’s Australian ‘searchable mall’ featuring 100,000 products online

  • The Westfield Group harnessed the bang with the realization that their hugely successful model of building large, quality, long-lasting shopping malls across the world, was being challenged by a profound change in shopper behavior - driven by technology enabled connectivity. It became apparent that this could be a disruption with a big bang, or a transformative opportunity to connect the digital shopper with shopping centers that improved the shopping experience.
  • By 2012 Westfield Labs was set up to leverage the retail ecosystem with innovative social, mobile and digital market opportunities that converge the digital shopper with the physical world.
  • Westfield’s learnings include getting curious around technology, seeing scenarios in the shoppers’ journeys, and supporting them with a broad range of new digitally enabled innovations. Now digital storefronts, digital in-center signage, click and collect hubs, Wi-Fi networks, frictionless car parking payment services, mobile food service apps and the searchable mall web platform all integrate retailers and help shoppers find what they want in their local Westfield shopping center.

There is limited information available to you now, hence you are required to further explore the case.

Assignment Requirements and Deliverables

You are required to write a report (3000 words) that researched the above case study and should include the following details in the main body of the report. Please note standard report structure including an executive summary, introduction and conclusions in addition to the main body must be adhered to.

  • Frameworks for analysis, i.e., ethical and IT governance
    • Decide on and use appropriate frameworks for analysis
  • Assessment of the ethical consequences of moving to a digital firm on diversity and inclusion
    • Your assessment must consider IT governance issues and what technologies can be used to achieve inclusion while maintaining a competitive advantage.
    • Your assessment must be supported by concepts and other material from the literature (text, readings, etc.).
  • Recommendations.
    • Provide recommendations on your assessment.
    • You must convince management to adopt your recommendations (i.e. ‘sell’ them to management).

Your aim should be to write a report outlining the ethical implications of changes that have occurred in the business due to digital innovation and to identify how competitive advantage can be maintained.

Relevant Resources

Australian Computing Society (ACS) Ethics:

Submission

The report is to be prepared as a single Microsoft Word document with electronic submission through SafeAssign by the due date.

For details on report structure refer to:

Summers, J. and Smith, B., 2014, Communication Skills Handbook: How to succeed in written and oral communication, 4th, Wiley, Singapore

Appropriate referencing is required (both in-text and a bibliography).

The assignment will be assessed according to the assignment rubric available on Blackboard. Late submission of the assignment will be penalised according to USC policy 7.8.2.

Assignment Return and Release of Grades

Assignment grades will be available on the Blackboard web site with an electronic assignment marking sheet.

Where an assignment is undergoing investigation for alleged plagiarism or collusion the grade for the assignment and the assignment will be withheld until the investigation has concluded.

Answer

Title: ICT Professional Practice & Ethics

Reference style: Harvard


Executive Summary:

Westfield is a shopping centre based in Australia. The management of the retail store now plans to enhance customer experiences by introducing a new digital innovation in its business processes. The assignment will discuss the ethical consequences of the shopping centre into a digital firm based on diversity and inclusion. It also provides a more suitable technological recommendation to sustain the competitive market by incorporating various cybersecurity policies, data ecosystem facility, and user-friendly interface for the digital marketing platform. This assignment justifies how the recommendation strategies could be helping the company to get a competitive edge in the market among the competitors through implementing digital marketing facility. 

Introduction:

The assignment will discuss the Case study of Westfield’s Australia. Westfield is the Australian shopping centre. It is operated by the Scentre Group, located on Sydney Tower. Westfield Sydney is the largest shopping centre in Sydney. The Westfield Shopping centre is featuring 100,000 products online (Westfield 2019). The case study of this assignment identifies that The Westfield Group has a hugely successful model because of a large building, quality of the products and long-lasting shopping malls which are located across the world. But, unfortunate change of customer behaviour gives them the challenge to drive the business by enabling the technological connection. The Westfield shopping centre wants to support the customer by giving them excellent experiences with a new digital innovation of the Westfield group (Westfield 2019). They want to provide wifi networks, mobile food service apps, and frictionless car parking payment services. The Westfield Shopping centre aim is to give the searchable mall web platform with integrating retailers and helps the customer to find out what the customer wants in the local Westfield shopping centre. The assignment will analyse this situation based on the Ethical and IT governance framework of Australia. The assignment will discuss the ethical consequences of the Westfield Shopping centre into a digital firm based on diversity and inclusion. The assignment will discuss the issues of IT governance and also provides information about what technologies can be used to develop the changes successfully and helps to gain a competitive edge in the market. In addition, the assignment will provide a recommendation to improve the services of the Westfield shopping centre.

Ethical and IT Governance Frameworks Analisis:

This section analyses the case study of the Westfield Shopping centre based on the Ethical and IT governance framework because of the Westfield shopping centre wants to leverage its retail ecosystem with the innovative mobile, social and digital market (Todor 2016). It gives them the opportunity to converge the physical world with the digital customer.

Ethical framework Analysis:

The Australian computer society has some code of ethics that advance and uphold the dignity, honour, and effectiveness of the particular organisation. According to the case study of the Westfield shopping centre, if the Westfield group wants to leverage its retail ecosystem with the innovative mobile, social and digital market then they should follow the ACS code of ethics to uphold the following society values:

The Primacy of the Public Interest:

This code of ethics stated that customer preference is an important factor for the organisation. The customer interest takes more precedence than the organisation's other personal, sectional and private interest (Westfield 2019). It helps to resolve the conflicts among customer, and the organisation should resolve the conflicts in favour of the customer (Acs.org 2019). According to the case study, the Westfield organisation should focus on customer safety to enhance the business by the innovative digital market system.

The Enhancement of the Quality of the Life:

This code of ethics stated that the development of the innovative mobile, social and digital market has a significant impact on the customer, society and their way of life. The innovative ICT technology has a different negative impact. This ethical approach helps to identify and minimise the negative effects (Acs 2019a). According to the case study, the Westfield shopping centre develops the innovative mobile, social and digital market that helps in enhancing the quality of the customer life by giving them the facility of the wifi networks, mobile food service apps, and frictionless car parking payment services.

Honesty:

This code of ethics helps to create a strong relationship between the customer and organisation based on trust and honesty. The organisation should focus on the quality of the product to attract the customer base (Acs, 2019a). The organisation should focus on customer service facility to enhance the trust-based and honest relationship with the customer. According to the case study, the Westfield shopping centre develops innovative digital marketing idea that provides honest and trust-based relationship to the customer by giving them a proper protective digital platform.

IT Governance framework analysis:

ITIL is the best framework for enabling the IT service facility in the organisation. ITIL basic framework managed the entire lifecycle of the IT services of the organisation. According to the case study, the Westfield shopping centre can also use this ITIL framework to leverage its retail ecosystem with the innovative mobile, social and digital market (Acs, 2019b).

Following are the service components of the ITIL framework:

Service Strategy: it focuses on monitoring the entire IT service facility of the organisation on a daily basis. This monitoring strategy helps to identify the organisation structure and its needs to update the configuration of the organisation as per the requirements (Chaffey & Ellis-Chadwick 2019). The Westfield Shopping centre can improve its retail Ecosystem facility into the digital market facility by implementing the service strategy of the ITIL framework.

Service design: It is the initial activity that designs the entire structure of the IT services, which is matched with the organisation structure. It focuses on the design of IT services and processes that best fit with the needs of the organisation (Visser et al. 2018). The Westfield shopping centre must develop the proper IT services and process design by the IT experts that help to satisfy the needs of the digital market facility of the Westfield.

Service transition: This service transition facility of the ITIL framework helps to mitigate the risks and adopting the required changes through proper change management and planning process (Visser et al. 2018). The Westfield shopping centre also uses the service transition facility of the ITIL framework to identify the risk associated with the digital market facility of the company and adopting the changes based on the customer and company’s needs.

Service operation: it assures that delivering required and current recursive support task during the daily operation of the organisation such as back up and service desk facility (Chaffey & Ellis-Chadwick 2019). The Westfield organisation should focus on the operation of the digital market facilities and take back up of the daily operation to secure the entire transaction facility through the digital market.

Continuous services improvement: it focuses on establishing KPIs to identify the problems and performance and bottlenecks. It helps to improve the facility of the organisation by continuous improvement of the IT services and employee performance. The Westfield organisation should focus on establishing the KPI's indicator facility to identify the problems and performance of the employees related to the digital market facility (Acs 2019a). Continuous improvement of the Digital market services helps in providing proper services to the customer.

Benefits and drawbacks of transforming the retail ecosystem with the innovative mobile, social and digital market:

According to the case study, the Westfield company leverage its retail ecosystem shopping facility with the innovative mobile, social and digital market. The company wants to enable more innovation in its services.  It wants to provide wifi network services in their shopping centre, frictionless car parking payment services system through mobile apps nearby the shopping centre, mobile food service apps, and searchable mall web platform with integrating the retailer’s product and helps the customer to find out their right choice from local Westfield shopping centre.

Followings are the benefits of digital market services based on Ethical and IT governance:

  1. Digital marketing is the Affordable and cost-effective platform for the organisation. digital marketing is the best promotional strategy than other promotional strategies. Digital marketing is a more organic and neutral way to enhance the quality of the life of the customer (Acs 2019a). It is more time consuming with long term benefit facility for the Westfield shopping company to enhance their business.
  2. Digital marketing platform has a huge level of Transparency. Transparency is the main factor of the ethical approaches of the business. The digital marketing facility of the Westfield company provides a huge level of transparency in the business (Visser et al. 2018). Transparency helps to identify the needed changes and figure out the changes to improve the quality of digital marketing services to maintain a high level of transparency.
  3. Digital marketing enhanced the return of investment by targeting the crowd.The Digital marketing facility of the Westfield company helps to cover the global crowd and enhances the customer’s interest by representing the proper information through the digital marketing platform facility (Chaffey & Ellis-Chadwick, 2019). It helps to build a trust-based and honest relationship between the customer and Westfield shopping company.
  4. Digital marketing facility provides better accessibility and cross-browser compatibility. The digital marketing facility of the Westfield Company provides better accessibility feature and compatibility feature through the digital platform. The IT department of the Westfield Company is responsible for making the digital platform more compatible. The IT department responsible for enhancing the visibility option by improving the features of the product’s images, contents and looks on a daily basis.It helps to enhance the market value of the organisation.
  5. The digital marketing facility of the Westfield Company provides measurable and high-quality analytics results (Westfield, 2019). It helps to analyse the result and provides the opportunity to improve the outcomes of the company’s marketing campaign. The analysed data from the social and websites helps to organise a better marketing campaign on the platform of the right digital channel to increase their customer base.
  6. The digital marketing facility of the Westfield Company provides an opportunity to connect with more customer to enhance their business in an organic manner. Digital marketing facility provides search engine optimisation method, it appears on the search engine of the customer and gives them the facility to easily find out the particular brand’s product (Visser et al. 2018). The customer feedback facility of digital marketing helps to engage with the customer directly.

Followings are the drawbacks of digital market services based on Ethical and IT governance:

  1. The digital marketing facility is more dependent on technology. The Westfield company must focus on the IT department of the company because of the IT department of the company related to technological issues. The company must update its technological services on a daily basis either digital marketing facility of the company fails to satisfy the needs of the customer (De Pelsmacker et al. 2018).
  2. The main drawback of the Digital marketing facility is Privacy and security problems regarding payment facility (Visser et al. 2018). The Westfield company must focus on the privacy and security strategy of the Digital marketing platform to provide a more safe and secure platform of shopping to the customer.
  3. Another drawback of the digital marketing facility is the maintenance cost of the digital platform. The Westfield Company must spend resources and funds on maintaining the platform of the digital marketing facility.

The Ethical and It governance issues related to the digital marketing facility:

The Westfield company wants to leverage its retail ecosystem shopping facility with the innovative mobile, social and digital market. The company may be facing some ethical and IT governance issues due to moving into the digital firm. 

Following are Ethical issues related to digital marketing:

  1. Privacy, awareness and transparency issues: Privacy is the most vulnerable issue in the digital marketing platform. The Westfield Company may be facing these issues during moving into the digital marketing platform. The digital marketing platform is the most controversial platform that includes the protecting sensitive information of the individual customer (De Pelsmacker et al. 2018). This platform needed to maintain the balance between the privacy of the customer and gathering information to use the information in a digital advertising platform.The Westfield company needs to maintain the transparency of the business. The company must advertise the products in a transparent way to get customer's attention.
  2. Be Aware of the rules of the change for maintaining the privacy of the digital marketing platform: the Westfield company should be aware of the changing rule of privacy. The company maintains the privacy rules for the customer and company to present the digital platform of the Westfield company actively. The company needs to be aware of the new developments of the privacy-related rules to improve its facility by maintaining business ethics (Acs, 2019a).
  3. Payment and security issues: The payment related issues are the most vulnerable issues in the digital market platform. The customer wants a secure and safe payment platform during purchasing the products form the digital market of the Westfield company. Online shoppers are facing several issues if the platform of the payment is less secured (De Pelsmacker et al. 2018). Then the customer demotivated and not wants to purchase the product from the digital platform of the company.

Following are IT issues related to digital marketing:

  1. Poor search engine optimisation: The most important IT issue of the digital marketing platform is a poor search engine facility for the customer. The poor search engine related issues directly linked to low traffic. The unnecessary errors like an unoptimized link on the digital marketing platform, lack quality content on the digital platform, do not focus on the meta description keyword (De Pelsmacker et al. 2018). These unnecessary errors can reduce the efficiency of the search engine facility of the digital marketing platform of the Westfield Company.
  2. Outdated content: outdated content one of the major IT-related issue in the digital marketing platform. The lack of updated content in the digital marketing platform reduces the efficiency of the SEO and it causes stagnation. It reduces the percentage of traffic and reduces the sale of the products. These outdated content issues can reduce the efficiency of the digital marketing platform of the Westfield company.
  3. Non-use or non-updating the latest website trends: the critical digital marketing IT governance issue is non-updating of the latest website trends create different technical issues of the digital platform such as hang related issues of the digital platform. The Westfield company may face this issue if its digital platform not updated on a regular basis (Visser et al. 2018).
  4. Choosing a bad platform for digital marketing facility: one of the biggest issues related to the digital marketing IT related issue is selecting a bad platform for digital marketing facility of the Westfield company (De Pelsmacker et al. 2018). The inappropriate platform can create a lot of technical and non-technical issues for the customer. The customer leaves the digital marketing platform because of slow page loading issues.
  5. Data privacy and security issues: Data privacy and security issues is one of the greatest issues for the digital marketing platform (Visser et al. 2018). The improper use of the customer’s sensitive data and inadequate protection of sensitive information can create issues like criminal activity or unauthorised access. It can hamper the Westfield organisation and their customer.

Recommendation:

After analysing the Ethical and It governance issues related to the digital marketing facility of the organisation. This section provides some recommendation for the Westfield company to avoid Ethical and It governance issues by implementing more updated technology. According to the case study of the Westfield company, the company wants to leverage its retail ecosystem shopping facility with the innovative mobile, social and digital market. 

Following are some recommendation:

  1. The company must focus on the data ecosystem and privacy policy of digital marketing platform in both Website and mobile app facility that includes data tracking and collection policy. It helps to understand customer needs and behaviour.
  2. The company should implement cybersecurity policies to enhance the data security system of the digital marketing platform of the Westfield company in both Website and mobile app.It will help in providing proper safe and secure payment services for the customer.It will help in securing the sensitive information of the Westfield company and their digital customer.
  3. The Westfield company must choose a suitable platform for digital marketing which allows the installation of the plugin. It helps to improve the search engine facility of the digital market platform and makes the data management process easier. It will help in loading the webpage quickly (Visser et al. 2018).The Westfield company must implement the Multilanguage plugin facility to provide Multilanguage facility to the global customer to enhance their interest.
  4. The Westfield company must implement the user-friendly administration interface into the platform of the digital marketing facility in both Website and mobile app. This user-friendly administration interface makes the content management system of the digital marketing platform easier (Todor 2016). It updates the contents of the products on a regular basis to attract the customer. It will also help in enhancing the services of the search engine facility, increase customer traffic and increases the sale of the products of the company.

This above-declared recommendation is more suitable for the Westfield shopping company. It will help in maintaining the competitive market among the competitors and provides more advantage for the Westfield company.

RecommendationSustainabilityAcceptability Feasibility
Data Ecosystem and Privacy policyIt collects the data about the customer’s behaviour to prepare a sustainable marketing decision for Westfield company (Acs, 2019b). It is acceptable because it helps in understanding the customer needs and requirements.It is more feasible because it helps to enhance the operating services of the digital marketing facility.
Cybersecurity PolicyIt provides secure and sustainable payment services for digital marketing facility to the customer.It is acceptable because it prevents data losses, stolen money, and unauthorised access to sensitive data. It is feasible because this strategy enhances the payment services and secure the sensitive data of Westfield company and customer.
A suitable platform for digital marketingIt will help in loading the webpage quickly to sustain the facility of the digital market facility.

It is acceptable because it improves the search engine facility of the digital market platform.It is feasible because it helps to reduce the technical and non-technical issues.
User-friendly administration interfaceIt increases the sale of the product through a digital marketing platform and creates a sustainable market.It is acceptable because it makes the content management system of the digital marketing platform easier. It updates the contents of the products on a regular basis.It is feasible because it helps in enhancing the services of the search engine facility, increase customer traffic for the Westfield company.

Table 1: Recommendation for Westfield

Source: Created by author

Conclusion:

After analysing the case study of the Westfield shopping company, it is concluded that moving to the digital market improves the shopping experiences of the customer of the Westfield company. This technological improvement helps to enhance the market value of the Westfield company. The innovative digital market facility provides more advantage and opportunity that helps in creating a competitive edge in the market among the popular competitors of the Westfield company. In the recommendation section, the assignment provides a more suitable technological recommendation to sustain the competitive market of the Westfield company.

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