MK7040 Critical Reflection on Cambridge Analytica Case Study: Marketing in a Digital Age and Corporate Social Responsibility (CSR), Singapore

Self-Reflective Essay:

Critical Reflection on Cambridge Analytica Case Study: Marketing in a Digital Age and Corporate Social Responsibility (CSR)

1. Introduction (250 words, 10 marks)

Purpose of this Section:

Introduce the importance of self-reflection in learning. Provide a brief overview of Assignment 1 and its focus. Outline what the essay will discuss in terms of learning, challenges, and applications.

Overview of Assignment 1 (Cambridge Analytica Case Study)

Background on Assignment 1: The first assignment critically analyzed the Cambridge Analytica scandal, focusing on ethical implications in political marketing, data  privacy concerns, and corporate social responsibility (CSR). The report examined how Cambridge Analytica leveraged psychographic profiling and micro-targeting to influence voters in the 2016 US Presidential election and the Brexit referendum.

The assignment explored:

• Marketing Communication Strategy of Cambridge Analytica – How the company used data-driven marketing, psychographic profiling, and behavioral targeting to influence voter decisions.
• Cambridge Analytica’s Role in Trump’s 2016 Campaign – The services provided, ethical concerns regarding data privacy and political manipulation, and the impact on democratic integrity.
• Facebook’s Ethical and Legal Challenges – The role of Facebook in enabling data exploitation, its failure to enforce user privacy protection, and the global regulatory backlash.

Ethical Issues Discussed in Assignment 1:

• Lack of user consent in data collection → Millions of Facebook users’ data were harvested without permission.
• Manipulation of public opinion → Political ads were personalized based on psychological vulnerabilities.
• Corporate accountability and reputation damage → Both Cambridge Analytica and Facebook faced severe public trust erosion and legal actions.
• Regulatory consequences → The scandal led to stricter data protection laws like GDPR and global discussions on corporate digital responsibility.

Thesis Statement for the Self-Reflection Essay

This reflective essay will analyze how Assignment 1 enhanced my understanding of ethical digital marketing, CSR, and corporate accountability. It will explore personal learning experiences, challenges faced, and how this knowledge will be applied in future academic and professional settings.

2. Main Body (2,450 words, 60 marks)

A. What Did I Expect to Learn? (500 words)

Purpose of this Section:

Describe the initial expectations before starting the assignment. Explain any assumptions about digital marketing, CSR, and ethical marketing.

Key Points to Include:

1. Expectations about digital marketing ethics and CSR:

• Expected that companies strictly follow ethical guidelines.
• Assumed that CSR plays a major role in ensuring ethical business practices.
• Thought that consumer data is always collected transparently.

2. Assumptions about political marketing and data privacy:

• Believed political campaigns followed ethical rules regarding data usage.
• Did not fully understand the role of micro-targeting and psychographic profiling in influencing voters.

3. Expectations of Assignment 1:

• Thought the assignment would be straightforward analysis rather than requiring critical ethical evaluation.
• Expected more focus on business strategies rather than the ethical and legal implications of digital marketing.

B. What Did I Learn? (800 words)

Purpose of this Section:

Highlight the academic knowledge and professional insights gained from the assignment. Explain how learning about Cambridge Analytica changed perspectives on ethical marketing. Use relevant literature and theories to support reflections.

Key Points to Include:

1. Insights about digital marketing ethics:

• Learned that data-driven marketing can be unethical, even if legally acceptable.
• Realized that companies manipulate consumer psychology using personalized, emotion-driven content.
• Understood the difference between ethical and unethical micro-targeting.

2. CSR and corporate accountability lessons:

• Companies must ensure informed consent when collecting user data.
• CSR is not just about public relations; it requires genuine commitment to ethical business practices.
• Failure in CSR can result in legal consequences, reputational damage, and financial losses.

3. The role of regulations in digital marketing:

• Learned about GDPR and data protection laws.
• Recognized that regulatory compliance is crucial to avoiding scandals like Cambridge Analytica.

4. The importance of trust in brand reputation:

• Companies that exploit user data lose consumer trust and brand loyalty.
• Ethical failures in digital marketing affect long-term business sustainability.

5. Personal growth in ethical reasoning:

• Developed the ability to critically evaluate ethical dilemmas in marketing.
• Gained a deeper understanding of corporate responsibility and consumer protection.

C. Challenges Faced – What Was Difficult? (500 words)

Purpose of this Section:

Discuss difficulties encountered during research and writing. Reflect on how these challenges were addressed and what could be improved.

Key Points to Include:

1. Difficulty in analyzing ethical frameworks:

• Found it hard to apply ethical theories (utilitarianism, deontology) to real-world marketing practices.
• Needed to bridge the gap between theoretical concepts and practical business implications.

2. Struggled with structuring critical arguments:

• Initially wrote in a descriptive manner rather than critically analyzing the case study.
• Had to refine the writing style to ensure argumentative clarity.

3. Balancing academic research with real-world examples:

• Finding reliable sources on Cambridge Analytica’s marketing strategies and ethical breaches was challenging.
• Ensured proper referencing and source credibility.

4. Time management issues:

• Underestimated the time needed for in-depth research and writing.

• Improved by creating a structured research plan.

D. What Will I Do Differently in the Future? (350 words)

Purpose of this Section:

Reflect on how the learning experience will shape future academic and professional work. Identify improvements for upcoming assignments.

Key Points to Include:

• Approach future case studies with a more critical mindset.
• Use ethical frameworks earlier in research to analyze business decisions effectively.
• Improve time management by setting research and writing milestones.
• Develop better referencing techniques to strengthen academic writing.
• Actively seek peer feedback to refine arguments before submission.

E. How Will I Apply This Knowledge in My Career? (300 words)

• Incorporating ethical decision-making into financial management.
• Ensuring financial transparency and compliance with CSR principles.
• Staying updated on data privacy laws and regulations.

3. Conclusion (300 words, 15 marks)

• Summarize key insights and personal growth.
• Reinforce the importance of ethical responsibility in digital marketing and finance.
• Connect the reflection to future career aspirations.

4. Formatting & Referencing (15 marks)

• Follow Harvard referencing style.
• Ensure clarity, coherence, and correct grammar.