This paper explores an innovative assessment method in the MBA-level course “Digital Marketing Management,” where students critically engaged with the documentary The Social Dilemma to examine the impact of big data on digital marketing strategies (Daniels, 2012). The course, designed around advanced principles of digital marketing, integrated this documentary to illustrate the practical challenges and ethical dilemmas faced by today’s digital marketers (Dwivedi et al., 2021). Students were tasked to identify how the documentary depicts the disruptive power of big data and to discuss the resultant barriers, ethical considerations, and data protection challenges within the digital marketing landscape.

The assessment revealed that students could effectively link theoretical knowledge with practical examples from the documentary, demonstrating a deep understanding of how big data influences consumer behavior and marketing strategies. They also articulated the complexities of data protection laws and the ethical considerations that marketers must navigate in the evolving digital arena. This educational approach not only enhanced the students' analytical skills but also fostered a critical appreciation of the ethical dimensions of marketing in the age of big data.

The outcomes suggest that integrating documentary analysis into the curriculum can significantly deepen students' understanding of both theoretical and applied aspects of digital marketing. This method encourages students to critically evaluate real-world issues, preparing them for the practical challenges of the marketing profession.

This study examines a novel assessment approach used in the MBA-level course “Digital Marketing Management.” In this course, students critically analyze the documentary “The Social Dilemma” to evaluate the influence of big data on digital marketing techniques. The course incorporated this documentary to illustrate the practical obstacles and ethical dilemmas encountered by contemporary digital marketers utilizing principles of digital marketing (Marr, 2015). The students were assigned the responsibility of analyzing how the documentary portrays the disruptive influence of big data and discussing the resulting obstacles, ethical concerns, and data protection difficulties in the field of digital marketing (Ogbuke et al., 2021).

The examination indicated that students successfully connected theoretical knowledge with practical examples from the documentary, showcasing a profound comprehension of the impact of big data on consumer behavior and marketing techniques. In addition, they discussed the intricacies of data protection legislation and the moral dilemmas that marketers must address in the ever-changing digital landscape. This pedagogical method not only improved the students’ ability to analyze information but also cultivated a discerning understanding of the moral aspects of marketing in the era of extensive data (Smith, 2009).

The results indicate that including documentary analysis in the curriculum can greatly enhance students’ comprehension of both the theoretical and practical components of digital marketing (Javed, Hussain & Karim, 2014). This approach fosters the development of students’ critical thinking skills as they analyze and assess real-life problems, equipping them with the necessary skills to tackle the practical difficulties encountered in the field of marketing.

Keywords: Documentary, assessment, digital marketing, ethics, education.