Description:

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

Literature:

• • • • 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.