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Topic 04 e-Key issues in the Environment (Eight principles of…
Topic 04 e-Key issues in the Environment
THE main market place or macro / micro -environmental factors that have an impact on organisations
Macro
Social
Consumer perception
Legal, ethical
legal and ethical methods to sell
economic
variations in economic performance per country affect spending patterns
Political
governance rules for the internet
Technological
changes offer new opportunites
Competitive
Micro
Organisation
Customers
Suppliers
Competitors
Intermediaries
The Public
Significant laws to control digital marketing
Data protection and privacy law
Ethical Standards:
Def: Moral Behaviour
Mason 1986 Summary of ethical issues
Privacy
What info held about the person
Accuracy
Is it correct?
Property
Who owns it?
Assessibility
Who allowed to access and how accessible?
Ethical issues important
Privacy
Def: moral right of indivisuals to avoid intrusion of personal data
Personal data major concern
Identity theft
Accessible
Disabled users
Why is personal data valuable for digital business
Targeted and personalised communication
Increase sales
Type of Information
Contact Information
Profile information
Access platform usage
Behavioural info on single & multiple sites
Fletchers view of Ethics:
Transparency
who is collecting what information?
Security
How protected when collected
Liability
Who responsible if data abused
Eight principles of data protection
Fairly / lawfully
Limited purposes
Adequate, relevant and not excesive
Accurate
Not kept longer than necessary
Data subjects rights
Secure
Not transferred with countries without adequate protection
e-Economy environment
Hamiltons framework
Uptake and USe
of citizens
of businesses
of government
3 Major stakeholders
Citizens
Government
Businesses
Readiness
of Citizens
of Businesses
of Businesses
Impact
of Citizens
of Businesses
of Government
Environment
Market
Political
SLEPT Factors