6243 Special Topics in International Business (Business in Europe) - Digital Marketing Ethics and Global Advertising
Prof. Jennifer Osbon, M.B.A.
Weekly hours
Language of instruction
02/07/23 to 02/13/23
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 06/12/23 09:00 AM - 12:00 PM TC.4.14
Tuesday 06/13/23 09:00 AM - 12:00 PM TC.4.15
Wednesday 06/14/23 09:00 AM - 12:00 PM TC.4.14
Thursday 06/15/23 09:00 AM - 12:00 PM TC.4.04
Friday 06/16/23 09:00 AM - 12:00 PM TC.4.15
Monday 06/19/23 09:00 AM - 12:00 PM TC.4.13
Tuesday 06/20/23 09:00 AM - 12:00 PM TC.4.04
Wednesday 06/21/23 09:00 AM - 12:00 PM TC.4.14
Thursday 06/22/23 09:00 AM - 12:00 PM TC.4.14
Friday 06/23/23 09:00 AM - 12:00 PM TC.4.14

The course is directed at undergraduate students.

The course will examine the impact of data collection and privacy issues, social advertising norms, corporate and governmental policies, and the overall effects to marketing practices around the world. A comparison of EU and US consumer attitudes, law, and ethics.

We will examine the following questions:

  • What kind of personal data are marketers collecting and how is it used?
  • How is EU regulation forcing change in US big tech data collection efforts? 
  • What do these changes mean for US-based companies operating in Europe?
  • What about TikTok and the Chinese government’s authority over data?
  • What are the differences in privacy expectation amongst consumers in US, EU, and Asia?
Learning outcomes
  • Gain a deep understanding of the business of digital advertising and the impact big data and AI has on consumers


  • Know what data the largest platforms are collecting on individual consumers and what can be done about it (EU vs US)


  • Consider the ethics and unintended consequences of today’s practices and form a personal stance drawing the line between influence and manipulation


  • Understand the basics of the law surrounding data: GDPR vs US state laws and the case for US national regulation


  • Gain 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
Attendance requirements

Students may miss a maximum of 1 session.

However students are highly encouraged to attend every session!

Teaching/learning method(s)

Classes will begin with lecture, then quickly move to interactive moments such as group discussions, cases, games, and personal data exploration. The course will be very interactive.

  • Open Note Exams and In-Class Essays
  • Professionalism (e.g. attendance, preparation, participation in discussions)
Prerequisites for participation and waiting lists

Principles of Marketing, or equivalent


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Unit details
Unit Date Contents
1 12.6.2023
  • Introduction: About this course 
  • Evolution of Digital Marketing 
2 13.06.2023
  • Big Data & AI
  • The I in AI
3 14.06.2023
  • Foundations of Advertising Delivery
  • The AdTech Ecosystem
4 15.06.2023
  • Out of Control: Exploitation of Consumers
  • Harmful Effects of Profiling & Behavioral Advertising
  • The Surveillance Economy
5 16.06.2023
  • The Platforms: Meta, Google, Amazon, TikTok, Apple
6 19.06.2023
  • Data Ethics & AI
  • Avoiding Unintended Consequences
7 20.06.2023
  • Consumer attitudes towards privacy: US, Europe, & Asia
  • Marketer’s attitudes towards privacy
8 21.06.2023
  • The Law: GDPR
  • The Law: US


9 22.06.2023
  • Privacy in healthcare, financial, education, telecom and for small business
10 23.06.2023
  • The Future: Privacy-Preserving Advertising
  • Future Proofing: How to remain relevant as a human
Last edited: 2023-04-17