Although marketers increasingly rely on customer data, firms have little insight into the ramifications of such data use and do not know how to prevent negative effects. Possible topics can be looked at from a psychological or economic point of view:
Privacy psychology: Which costumers see themselves as vulnerable in regards to misuse of data? What kind of data do customers see as “valuable” and why? What does the customer expect in exchange for his data?
Customer economy: How can we address cultural difference in customer’s privacy needs? How can we gather reliable customer data under GDPR? How can privacy be sustainably implemented into a company’s strategy?
Zielgruppe: Bachelor oder Master
Sprache: Englisch oder Deutsch