Case Study: WestfieldBackground:Westfield’s Australian ‘searchable mall’ featuring 100,000 products online• The Westfield Group harnessed the bang with the realization that their hugely successfulmodel of building large, quality, long-lasting shopping malls acrossthe world, was beingchallenged by a profound change in shopper behavior – driven by technology enabledconnectivity. It became apparent that this could be a disruption with a big bang, or atransformative opportunity to connect the digital shopper with shopping centers thatimproved the shopping experience.• By 2012 Westfield Labs was set up to leverage the retail ecosystem with innovative social,mobile and digital market opportunities that converge the digital shopper with thephysical world.• Westfield’slearnings include getting curious around technology, seeing scenarios in theshoppers’ journeys, and supporting them with a broad range of new digitally enabledinnovations. Now digital storefronts, digital in-center signage, click and collect hubs, Wi-Finetworks, frictionless car parking payment services, mobile food service apps and thesearchable mall web platform all integrate retailers and help shoppers find what they wantin their local Westfield shopping center.There is limited information available to you now, hence you are required to further explore the case.Assignment Requirements and DeliverablesYou are required to write a report (3000 words) that researched the above case study and shouldinclude the following detailsin the main body of the report. Please note standard report structureincluding an executive summary, introduction and conclusions in addition to the main body mustbe adhered to.• Frameworksfor analysis, i.e., ethical and IT governanceo Decide on and use appropriate frameworksfor analysis• Assessment of the ethical consequences of moving to a digital firm on diversity andinclusiono Your assessment must consider IT governance issues and what technologies can beused to achieve inclusion while maintaining a competitive advantage.o Your assessment must be supported by concepts and other material from theliterature (text, readings, etc.).• Recommendations.o Provide recommendations on your assessment.o You must convince management to adopt your recommendations (i.e. ‘sell’ them tomanagement).Your aim should be to write a report outlining the ethical implications of changesthat haveoccurred in the business due to digital innovation and to identify how competitive advantage canbe maintained.ICT710 Professional Practice & Ethics – Task 3Page 4 of 4Relevant ResourcesAustralian Computing Society (ACS) Ethics:• https://www.acs.org.au/content/dam/acs/acs-documents/Code-of-Ethics.pdf• https://www.acs.org.au/content/dam/acs/rules-and-regulations/Code-of-ProfessionalConduct_v2.1.pdfSubmissionThe report is to be prepared as a single Microsoft Word document with electronic submissionthrough SafeAssign by the due date.For details on report structure refer to:Summers, J. and Smith, B., 2014, Communication Skills Handbook: How to succeed inwritten and oral communication, 4th, Wiley, SingaporeAppropriate referencing is required (both in-text and a bibliography).The assignment will be assessed according to the assignment rubric available on Blackboard.Late submission of the assignment will be penalised according to USC policy 7.8.2.Assignment Return and Release of GradesAssignment grades will be available on the Blackboard web site with an electronic assignmentmarking sheet.Where an assignment is undergoing investigation for alleged plagiarism or collusion the grade forthe assignment and the assignment will be withheld until the investigation has concluded.
