Individual Essay (15 Marks) The individual assignment aims to enable students to evaluate technology issues from a marketing perspective and suggest appropriate actions. Specifically, the individual essay should be about using digital technology to implement individualized targeting and the conflict with consumers’ privacy concerns. Students are expected to understand, describe, and evaluate the prevalence and consequences of individualized targeting. Potential Direction • What is individualized targeting o Why individualized targeting o How individualized targeting: cookie, face recognition,machine learning o Who individualized targeting: Facebook, Google, and HKTV? o What benefits consumer get from individualized targeting: more relevant recommendation • How does it impact consumers’ privacy o Why is consumers’ privacy o How consumers’ data are collected and used o How consumers’ privacy is violated: examples o What are the negative consequences • What is your opinion o More benefits> harms? o How to increase benefits o How to limit harm
