ROYAL DOCKS SCHOOL OF BUSINESS AND LAW
Module Title: Marketing in a Digital Age and Corporate Social Responsibility
Module Code: MK7040
Academic Year 2019/20
This assessment is an individual project that contains one individual summative report and one formative group presentation.
Emerging new technologies are changing the way consumers interact with brands which in turn provide avenues for marketers to reach their target consumer across a myriad of digital channels. In the connected world, we live in, successful marketing will require connected, personalised and real-time customer experience. Companies are experimenting on different marketing communication strategies, and embracing customers using various touchpoints to position their brands and connect with their target market. However, the hunger to buyers and consumers data and the eagerness to influence their decisions and behaviours led unconventional users of marketing and communications techniques to go above and beyond the norm. Such practices led to controversy in the society regarding privacy, ethically and legally accepted the use of data.
One of the major cases in recent years is the role Cambridge Analytica played in the latest American presidential election and the Brexit referendum in the UK. Political marketing and the use of digital media in political campaigns is not new; however, the way Cambridge Analytica used Facebook users’ data to target users with influential contents that can lead to favourable results to the promoted parties was labelled unethical and illegal.
Research the case of Cambridge Analytica and write a report that reflects on and answers the following questions.
Your answers should be supported by evidence from the data you collect through your research. Your answers should also show how you analysed the data you collected using the marketing theories and concepts, and corporate social responsibility concepts you are learning in this module.
Write a 3000-words report (10±) answering the above questions. Build clear arguments in your answers. Strengthen these arguments with sufficient evidence from the case study, your research into the market and the company and from the marketing and corporate social responsibility literature as appropriate.
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