Assignment Task:
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.
Your Task
Research the case of Cambridge Analytica and write a report that reflects on and answers the following questions.
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Get Help Now!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.
The questions:
- What was the business opportunity for Cambridge Analytica? How did the company capture it?
- Stand in the shoes of CEO Alex Nix: What could have been done better BEFORE the scandal in 2017 and earlier? What could have been done better AFTER the scandal broke (early 2018)? (Consider the following areas: marketing communication strategy and message, corporate social responsibility and corporate reputation, the impact on brand awareness and brand trust)
- How do you judge the value of data for influencing decision making, in business as well as in politics? (consider the corporate social responsibility, impact on society, ethics and legislations)
- Explain the work and service Cambridge Analytica provided Trump’s campaign. Apart from the legal side, in your perspective, was it right for Cambridge Analytica to provide this work for Trump?
- How do public goodwill/license to operate and data-driven technology companies interrelate?
- Facebook continues to face major ethical and legal challenges. What challenges Facebook brand is facing today? And what implications these challenges and the case of Cambridge Analytica have for the future of Facebook from your perspective?
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