Chair of Mobile Business & Multilateral Security

Privacy vs. Data: Business Models in the digital, mobile Economy


Basic Information
Type of Lecture: Lecture
Course: Master
Hours/Week: 3
Credit Points: 6
Language: German
Term: Summer 2017
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.


Content of the Course


Course Contents

The majority of business models in the digital economy heavily rely on the existence of user data in order to enable a value proposition for users. For instance, advertisers use data for the targeting of advertisements whereas others apply it for the personalisation of their service offerings. However, what is beneficial for businesses often becomes of a threat to the privacy of users – especially if highly sensitive data, such as location data, is collected and processed without their consent. Within the digital economy field, this course is going to explore the area of conflict between data-centric business models and user privacy. Since mobile devices accumulate a significant amount of personal data about individuals, the following topics will be covered and examined with a special focus from this „mobile“ perspective:

        • Digital data-driven business models
        • Means of data collection and its threat to privacy
        • Privacy and Data Protection
        • Basics of Information Security
        • Interplay between data and privacy within digital business models

Further information: Official "Privacy vs. Data" Lecture QIS Page


Initial Readings:

        • Studying how privacy regulation might impact economic activity on the advertising- supported Internet: Avi Goldfarb, Catherine E. Tucker (2011) Online Advertising, Behavioral Targeting, and Privacy, Communication of the ACM (54:5), New York, USA.
        • THE TRADEOFF FALLACY - How Marketers Are Misrepresenting American Consumers And Opening Them Up to Exploitation, Joseph Turow, Michael Hennessy, Nora Draper, A Report from the Annenberg School for Communication University of Pennsylvania, USA.



        • Tue, 02.05.17, 9 am - 5 pm (Room 2.202, RuW building)
        • Wed, 03.05.17, 9 am - 5 pm (Room 2.202, RuW building)
        • Thu, 04.05.17, 9 am - 2 pm (Room 2.202, RuW building)
        • Thu, 04.05.17, 2 pm - 5 pm (Room 1.27, HoF building)
        • Fri, 05.05.17, 9 am - 5 pm (Room 2.202, RuW building)
        • Sat, 06.05.17, 9 am - 5 pm (Room 2.202, RuW building)

Note: The course starts every day "cum tempore" (ct.)


        • Lecture 1: Introduction & Course Organisation 
        • Lecture 2: Mobile Information & Communication Technology 
        • Lecture 3: Business Models, Markets and Platforms 
        • Lecture 4: Characteristics of Goods and Services in the Digital  Economy
        • Lecture 5: The “Big Four” in the Digital Economy 
        • Lecture 6: Online Profiling 
        • Lecture 7+8: Personal Data Collection & Usage 
        • Lecture 9+10: Privacy & Privacy Protection 
        • Lecture 11: (Mobile) Identity Management & Backbone Technologies of Digitalisation
        • Lecture 12: Trade off between Privacy and ServiceValue 
        • Lecture 13: Research on Privacy, Identity and MobileBusiness 
        • Lecture 14: Lecture Conclusion & Written Exam Info 
        • Exercises 



Course Registration and Written Exam Sign-Up:

        • The course registration system (which you can find on is open from 1st April 2017 at 11 am to 12th April 2017 at 5 pm.
        • The maximum number of students allowed for this course is 32. If the maximum number of students is exceeded, the registration system will offer a waiting list for further potential participants.
        • Once the registration deadline has expired, all course applicants will be notified via email about their final registration status.
        • Successfully registered course participants are IN ADDITION required to sign up for the course’s written exam. Students have to sign the written exam registration IN PERSON at the Chair of Mobile Business & Multilateral Security (Room 2.257, RuW Building) in the time from 13th to 26th April 2017. Students failing to do so CANNOT take the written exam at the end of the term.
        • Withdrawal from the written exam registration is electronically possible via QIS. Please check with the examination office regarding the corresponding deadlines.
        • PLEASE NOTE: Due to some technical constrains, the registration system may not open exactly at 11 am, but may instead open a couple of minutes before or after 11 am. Thank you for your  consideration!
        • Further information: Official "Privacy vs. Data Lecture" QIS Page