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?

• 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

Students may miss a maximum of 1 session.

However students are highly encouraged to attend every session!

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)

Principles of Marketing, or equivalent

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.