ICT710 - Westfield: ICT Professional Practice & Ethics

This report provides an in-depth analysis of ICT professional practice and ethics within the Westfield Group. It begins with an executive summary outlining the focus on Westfield's online presence and its Labs, which leverage digital marketing to converge digital and physical shopping experiences. The report explores the IT governance framework, emphasizing its role in providing efficient IT activities while ensuring compliance and stakeholder requirements. It also delves into the ethical framework, discussing how Westfield can analyze marketing strategies, focusing on honest claims and consumer privacy. The analysis extends to ethical outcomes concerning inclusion and diversity in the digital business, examining technologies for achieving inclusion within Westfield’s searchable mall. The challenges of IT governance implementation, such as investment and worker acceptance, are discussed, along with the importance of ethical considerations like intellectual property rights and accountability. The report concludes with recommendations and references to support the analysis.

Running head: ICT PROFESSIONAL PRACTICE & ETHICS
ICT Professional Practice & Ethics
(Westfield Group)
Name of the student:
Name of the university:
Author Note

1ICT PROFESSIONAL PRACTICE & ETHICS
Executive summary
The Westfield is a leading searchable mall located at Australia. Again, it has been featuring
approximately 100,000 products over online, again, its labs are established to leverage the retail
ecosystem with digital marketing, social and mobile marketing opportunities. Next, this has been
converging the digital shoppers with the present physical world. Moreover, the experience of
Westfield has gained curiosity regarding attest technologies. In the following study, the ICT
professional ethics and practices of Westfield are understood through analyzing frameworks. This
has been involving the IT governance and ethics. At last, the ethical results are assessed here for
moving to the digital firm on diversity and various inclusions.

2ICT PROFESSIONAL PRACTICE & ETHICS
Table of Contents
1. Introduction:......................................................................................................................................3
2. Demonstrating governance framework related to IT and ethics:.......................................................3
2.1. Understanding IT governance framework:.................................................................................3
2.2. Discussion on the ethical framework:.........................................................................................6
3. Analyzing the ethical outcomes to move to a digital business on inclusion and diversity:...............7
4. Discussion on recommendations of the assessment:.......................................................................12
5. Conclusion:......................................................................................................................................13
6. References:......................................................................................................................................15

3ICT PROFESSIONAL PRACTICE & ETHICS
1. Introduction:
Westfield is a popular searchable mall in Australia. It has featured about 100,000 products
over the Internet. Their successful models include large building and long-lasting shopping malls.
They have discovered the fact that the models are under high risks due to profound changes from the
behaviors of shoppers. Moreover, the challenges are also driven through technology that has enabled
connectivity.
Furthermore, Westfield Labs has been established for leveraging the retail ecosystem having
innovative social, mobile and digital marketing scopes. This converges digital shoppers with the
current physical world. The learnings of Westfield has been to gaining curiosity around technology.
It has also included fetching the scenarios in the shopper’s journey. Moreover, they have been
supported with a wide range of innovations that are digitally innovated.
In the following report, the framework for analysis involving the ethical and IT governance
are discussed. Next, the ethical outcomes are analyzed to move into the digital firm on inclusion and
diversity.
2. Demonstrating governance framework related to IT and ethics:
2.1. Understanding IT governance framework:
The IT governance must be providing the processes, repeatability, consistency required for
efficient IT activities. This must be done at the least possible cost under the requirements of
compliances. Besides, it is also seen that the IT governance is an essential part of the overall type of
enterprise governance. This is seen the discipline that identifies every stakeholder requirements,
options and conditions. It is helpful to assure that they are analysed for finding the agreed-on.

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Balanced and objectives of enterprise to be gained. Apart from this, there are various sets of
directions that are deployed through decision-making and prioritization. Further, it is useful to
monitor compliance and performances. This must be done against the various objectives and agree-
on directions1. Apart from this, the governance and managing of the entire enterprise data and
relevant technology is the board of directors or the additional governing entity person’s liability at
last. Here, the broad implements the management direction in gaining the objectives of the enterprise
and is thus accountable for the enterprise stakeholders. Moreover, the governance has been typically
though to the purview of senior leadership. However, these stakeholders never have the role in
playing. This is because smart decisions are never deployed doe in vacuum. Apart from this, the
enterprises have numerous stakeholders 2. Again, generation of vales indicates distinct and
conflicting things for all of them. Moreover, the governance has been all about negotiating and
decision various interests of stakeholder’s value. As a result, the system of governance must consider
every stakeholders while making the advantages, risks and analysis of resource decisions of various
types of IT operations. Here, the rise in IT governance develops the efficient of privacy and security
measures.
Westfield is existing to generate value for the stakeholders. As a result, Westfield will have
the creation of value as their objective of governance. The creation of value indicates the
understanding of benefits. This must be done at the optimal resource expense. It should be one at the
same time through optimizing risks 3. Moreover, the advantages has been taking various forms. This
1 Burmeister, Oliver Kisalay. "Professional ethics in the information age." Journal of Information, Communication and
Ethics in Society 15, no. 4 (2017): 348-356.
2 Whitehouse, Diane, Penny Duquenoy, Kai K. Kimppa, Oliver K. Burmeister, Don Gotterbarn, David Kreps, and
Norberto Patrignani. "Twenty-five years of ICT and society: codes of ethics and cloud computing." ACM SIGCAS
Computers and Society 45, no. 3 (2016): 18-24.
3 Meijboom, Franck LB, and Frans R. Stafleu. "Farming ethics in practice: from freedom to professional moral
autonomy for farmers." Agriculture and Human Values 33, no. 2 (2016): 403-414.

5ICT PROFESSIONAL PRACTICE & ETHICS
includes economic benefits for public services and commercial enterprises for various entities of
government.
Again, constant media attention is brought under the light that demonstrates the proliferation of
breaches in security. This has been affecting Westfield round various industries worldwide.
Figure 1: “The IT framework”
(Source: Al-Saggaf, Yeslam, Oliver Burmeister, and John Weckert 2015, pp. 235-255)
In order to create the IT governance framework, a holistic approach is required by Westfield.
This must embody the privacy, security and governance n the risk management of IT. All of these
must be working in concert and important for success. This can assure that proper decision is done
all the time. More importantly it must be done through smart process to make decisions for
accountability and consistency4. Again, the key to move forward is the system integrating the
policies under the entire enterprise governance approach. The above framework highlights the
holistic approach of the IT governance and enterprise through which Westfield can govern its IT
operations. This must be on the basis of sound IT risk management and denote the privacy and
4 McDermid, Donald. Ethics in ICT: an Australian perspective. Pearson Higher Education AU, 2015.
Ferguson, Stuart, Clare Thornley, and Forbes Gibb. "Beyond codes of ethics: how library and information

6ICT PROFESSIONAL PRACTICE & ETHICS
security issues. This must also improve the efficiency to deploy privacy and security around
Westfield 5.
2.2. Discussion on the ethical framework:
The ethical framework of Westfield, never indicates to the planning only. It has been offering
tools for Westfield to analyze its marketing strategies. It can be also said that the ethical way of
marketing never indicates to the planning which is in and of itself. Rather it has been involved in
offering various tools for the business. It is helpful to evaluate the entire marketing strategies that
can be used anytime.
The effort of ethical marketing must start with the intense assessment of Westfield, its clients
and the markets under which they have been operating. Westfield must be deciding on the elements
of advertising for performing ethically 6. However, it must be reminded that the area of ethics has
been notoriously abstract. Here, what that is right might be wrong for other. Again, the marketing
professionals should be moving to the agreements regarding the way they need to provide the
campaigns. Westfield must take decision to focus to undertake honest claims and fake criticism of
competitors. In this way a delicate balance has needed to be provided. This must be done between
the reality of the advertisement and the capability for persuading the clients 7. At last, the ethical
marketers must require to undertake complicated options regarding the way for leveraging the
capital of their ethical measures. The estimated ethical framework must involve the following.
5 Jones, Simon. "Doing the right thing: computer ethics pedagogy revisited." Journal of Information, Communication
and Ethics in Society 14, no. 1 (2016): 33-48.
6 Cooner, Tarsem Singh, Alan Knowles, and Brian Stout. "Creating a mobile app to teach ethical social media practices."
Social Work Education 35, no. 3 (2016): 245-259.
7 Díaz-Campo, Jesús, and Francisco Segado-Boj. "Journalism ethics in a digital environment: How journalistic codes of
ethics have been adapted to the Internet and ICTs in countries around the world." Telematics and informatics 32, no. 4
(2015): 735-744.

7ICT PROFESSIONAL PRACTICE & ETHICS
 Westfield, with every kind of marketing communications is intended to share the common
level of standard as far as the truth is concerned.
 The marketing professionals of Westfield, must abide by the greatest standard of the personal
ethics.
 Again, the advertising must be efficient differentiate from the entertainment and new
content8.
 Marketers of Westfield must be transparent regarding who they must pay for endorsing the
products.
 The consumers must be treated in fair way on the basis on the kind of product. This must
involve the nature of the clients.
 Here, the consumer privacy must not be compromised.
3. Analyzing the ethical outcomes to move to a digital business on inclusion and
diversity:
The basic principles of the IT governance framework can be very much beneficial for this e-
commerce business establishments as it can help them to bring transparency in the business, most of
the decision making process of the commercial establishment can also be benefited using the IT
governance framework9. The supervision as well as the co-operations between the supervisor of this
commercial establishments and management team can also be improved after the incorporation of
8 Basart, Josep M., Mireia Farrús, and Montse Serra. "New ethical challenges for today engineering and technology."
Telematics and Informatics 32, no. 2 (2015): 409-415.
9 Selig, Gad J. "It Governance—An Integrated Framework and Roadmap: How to Plan, Deploy and Sustain for
Competitive Advantage." In 2018 Portland International Conference on Management of Engineering and Technology
(PICMET), pp. 1-15. IEEE, 2018.

8ICT PROFESSIONAL PRACTICE & ETHICS
the IT governance framework. The daily exercises of this organization as well as the decision
making of the management team of this organization can also be successfully improved using the IT
governance framework. The violation of the codes by any of the workers of this commercial
establishment can be identified in an organized modus using the IT governance framework also.
Challenges and critical analysis
The role of the top level management team of this commercial establishments is very much
required for the employment of the IT governance framework in this commercial establishment.
However, it can also be said that the incorporance of the IT governance framework have numerous
challenges as well. The primary challenges of the incorporation of the IT governance framework is
the need of separate investment which must be there from the board of directors of this commercial
establishment10. The other challenge regarding the incorporation of the IT governance framework is
the acceptance from the workers which is also very much required during the incorporation of the IT
governance framework.
Most of the legal perspectives of this commercial establishments can be improved using the
leadership qualities11. The conflict of interest can also be identified using the IT governance
framework, at the same time it must be said that following of the stringent rules and regulation of the
government policies is also possible suing the IT governance framework. The following of the
contractual agreement of this commercial establishment by each of the workers can be significantly
improved using the IT governance framework. The oversight issues of this corporate framework can
be significantly improved after following of the accountability issues12. It can be said that the
10 Muller, Ralf. Project governance. Routledge, 2017.
11 Kam, Hwee-Joo, Pairin Katerattanakul, and SoonGoo Hong. "IT Governance Framework: One Size Fits All?." (2016).

9ICT PROFESSIONAL PRACTICE & ETHICS
accountability issues of this commercial establishment can be also be improved using the IT
governance framework.
This ethical violations can also be identified and minimized using the IT governance
framework. Apart from this, it can be said that at the same time IT governance system can be very
much important to manage the business transaction between the sales department and the consumer.
Most of the payment issue faced by this organization due to the incorporation of the SSL technology
can be addressed in a professional manner using the IT governance framework13.
Most of the business disputes considering the complaints coming from the clients can be
addressed using the IT governance framework14. The role of the IT governance plan is very much
important for the strategic planning of this commercial, establishment, thus it can be said that the
incorporation of the IT governance plan in an organized manner can provide this commercial
establishment a huge competitive edge over the other similar commercial establishments.
12 Joshi, Anant, Laury Bollen, Harold Hassink, Steven De Haes, and Wim Van Grembergen. "Explaining IT governance
disclosure through the constructs of IT governance maturity and IT strategic role." Information & Management 55, no. 3
(2018): 368-380.
13 Jnr, Bokolo Anthony, and Noraini Che Pa. "A Framework for Adoption and Implementation of Green IT/IS Practice in
IT Governance." In The Third International Conference on Green Computing, Technology and Innovation
(ICGCTI2015), p. 38. 2015.
14 Felix, Reto, Philipp A. Rauschnabel, and Chris Hinsch. "Elements of strategic social media marketing: A holistic
framework." Journal of Business Research 70 (2017): 118-126.

10ICT PROFESSIONAL PRACTICE & ETHICS
Technologies for achieving Inclusion:
The searchable mall of WestField group has been a successful model related to the building
of quality and long lasting shopping malls across the globe. The technology driven malls has become
a huge hit in the recent years particularly because it provides improved and hassle free shopping
experiences to the customers. However, it is essential to analyze the ethical consequences that can
arise while moving on to a digital firm 15.
Diversity can be defined as a business approach that is generally used for uniting ethical
management and high performance. The global business leaders are able to recognize benefits of a
diverse workforce. The diversity is the work force can be easily achieved in a digital platform. The
diversification is also necessary for Westfield’s Australian ‘searchable mall, to check the
competitive advantage as well 16. The technology requirements for the same incorporate, the digital
in-center signage, the click and collect hubs along with the WI-FI network. The web platform of the
searchable mall helps in integration of all the retailers and help shoppers in finding their needs from
the local Westfield shopping center.
One of the most significant ethical consequences related to moving on to the digital firm is
related to the intellectual property rights, digital millennium copyright issue along with the
accountability, liability and control 17. These issues are related to the significant use of technology in
establishment and management of a digital firm. It is necessary to analyze the technologies that can
15 Eynon, Rebecca, and Anne Geniets. "The digital skills paradox: how do digitally excluded youth develop skills to use
the internet?." Learning, Media and Technology 41, no. 3 (2016): 463-479.
16 Salemink, Koen, Dirk Strijker, and Gary Bosworth. "Rural development in the digital age: A systematic literature
review on unequal ICT availability, adoption, and use in rural areas." Journal of Rural Studies 54 (2017): 360-371.
17 Lloyd, Annemaree, Suzanne Lipu, and Mary Anne Kennan. "On becoming citizens: Examining social inclusion from
an information perspective." Australian Academic & Research Libraries 47, no. 4 (2016): 304-315.

11ICT PROFESSIONAL PRACTICE & ETHICS
be used for achieving the diversity and the inclusion along with maintaining the competitive
advantage.
The searchable firm needs investment related to development and management of the digital
storefronts, the digital in-center signage, the click and collect hub along with the Wi-FI networks.
Effective infrastructural investment is needed in order to invest in the development of the digital
searchable firms. In order to maintain the competitive advantages, the business organization needs to
invest on the managing the ethical consequences that can arise as a result of moving on to a digital
firm and inclusion 18. One of the major type of ethical concerns that are related to the use of modern
and advanced technology is linked with data security. The data security issues are also a part of the
data governace issue that is needed to be addressed.
Further, there are various number of different types of ethical and social problems. These are
linked with business operations occurring in the digital firm, like that of Westfield’s Australian
‘searchable mall. The moral risks of the new system and the new technology are needed to be
addressed so that the ethical policies related to information system issues can be identified. In order
to maintain the competitive advantage, it is needed for the organization to make ethical choices
related to the security and the confidentiality of the customers’ data. The Westfield’s Australian
‘searchable mall, needs to understand the information rights and the obligations along with the
intellectual property rights. These technological issues are needed to be addressed in order to analyze
the effectiveness of investment in moving on to the digital firm. The business can only be successful
of the firm invest on effective management of the ethical issues arising as a result of the risks and
18 Berzin, Stephanie Cosner, Jonathan Singer, and Chitat Chan. "Practice innovation through technology in the digital
age: A grand challenge for social work." American Academy of Social Work & Social Welfare (2015).