The Role of Cambridge Analytica in the American Presidential Election and Brexit Referendum

1. develop a critical understanding of major concepts, frameworks, and methods in marketing and corporate social responsibility, and assess their application in the business environment, including brand value. (IC) (SID) (EID)

2. examine the role digital marketing and media play in contemporary marketing and business practice, and the social impact of these practices. (IC) (DP) (SID) (CID) (EID)

3. identify key issues and problems related to the lack of responsibility in the approach to corporate business operations, and the risk that unethical corporate conducts poses for our society. (IC) (SID) (CID) (CC) (UGB)

Thinking skills

4. critically evaluate marketing strategies, including digital marketing solutions - in different business contexts, and address their implications including ethical issues, and reflect on the significance of key historical events. (IC) (DP) (SID) (CID) (CC)

Subject-based practical skills

5. make strategic marketing decisions based on facts and market research; and to commission marketing communication campaigns, including digital marketing solutions. (IC) (SID) (DP)

6. critically assess currently implemented corporate social responsibility solutions and recognise the links between the adoption of certain solutions and the performance of business operations. (IC) (SID) (CID) (CC)

Skills for life and work (general skills)

7. adopt a persuasive argumentation; and present it in verbal or written communication. (UGB) (EID)

8. collect, analyse and synthesise data; and take a problem-solving approach to strategic thinking, and creativity. (UGB) (IC)

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. Were developed of key players from SCL Group, the Republican Party establishment and Christopher Wylie the later whistleblower.

Micro-targeting methods were used as the company managed to acquire its dataset from social media platforms. CA rise to prominence for high profile and right-wing causes is explained as a consequence of successful test runs in the 2014 US mid-term elections. The impact of Cambridge Analytica is described in terms of the two most controversial campaigns linked to the company with the BREXIT referendum and the 2016 US Presidential Election, as well as the other company activities. Finally, the company’s downfall is followed chronologically through several damning newspaper articles, culminating in the public hearing of Facebook CEO Mark Zuckerberg in early April 2018.

You are requested to watch the video, provided in the material of this week (Facebook's role in Brexit — and the threat to democracy | Carole Cadwalladr), research the case of Cambridge Analytica and write a report that reflects on and answers the following questions.

1. 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, marketing content and communication channels, corporate social responsibility and corporate reputation, the impact on brand awareness and brand trust)

(LO1/ LO2 /LO3)

2. 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?

(LO4/LO5/LO6)

3. 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?

(LO 6/LO 7)

Write a 3000-words report (10±) answering the above questions. Build clear arguments in your answers. Strengthen these arguments with sufficient evidence from the case study, your research into the market and the company and from the marketing and corporate social responsibility literature as appropriate.
Well established media (e.g. BBC, Financial Times, New York Times, etc) may be used to develop the context of the discussion, but the material used to underpin the research and analysis should be from academic books and/or peer reviewed academic journals.