Principles of Marketing Module Title: Principles of Marketing Assignment Type: Individual Assignment Assignment Title: McDonald’s Marketing Analysis Issue Date: Week 5 Assignment Compiler: Ms. Tracy Gallagher Weighting: 50% Due Date: Sunday 7th May 2017 @ 23.55 MLOs Assessed: All MLOs assessed (1-5) This assignment must be submitted through Moodle Learners are required to research the organisation of McDonald’s. Please note that this assignment requires a critical approach to writing. Learners must display evidence of external reading and avoid descriptive writing. A discursive style of writing is most important to maximize marks. .The following questions must be all answered: 1. Compare and contrast two definitions of the marketing concept. Use two relevant examples to illustrate your comments. (MLO 1) 2. Discuss how McDonald’s apply the STP approach to segmenting their products and services. This section must be backed up with relevant theories. (MLO 5) 3. Critically analyse how McDonald’s have branded their product and service offering and how they communicate this to their customers. (MLO 2, 3 & 4) 4. Based on your research draw three conclusions and three recommendations Student Instructions: • This individual assignment must be typed with Times New Roman or Arial, font 12, 1.5 spacing. Word count approximately 2,800 (+/-10%). • Assignments must include the CCT covering page. • An executive summary, table of contents, introduction, and main body of answer, conclusions, recommendations and reference list must be included. The executive summary, table of contents and the reference list are not included in the word count. • This is an academic assignment therefore appropriate theories, concepts and models must be applied to maximize your grade. Students are encouraged to showcase their knowledge of marketing using appropriate language and ideas. A critical style of writing is absolutely essential. There are no marks allocated for descriptive writing. • This paper must be referenced correctly using the Harvard system of referencing. The reference must include a minimum of 8 references with a mix of books, journal articles and web sites. It must be in alphabetical order. Please do not use Wikipedia as a source of reference. You do not need to reference your class notes. • All assignments must be uploaded through Moodle by the deadline of Sunday 7th May 2017 at 11.55 pm. Assignments will not be accepted via email. • Please check spelling, punctuation and grammar before submission. Your assignment must be proof read and edited thoroughly prior to submission. • There will be a penalty of 10% per day for a late submission. Marking Scheme Summary Description Weighting Comprehensive acquisition of knowledge. Display clear understanding of the topic area. Compare and contrast definitions and give examples. 15% Argument, interpretation and critical analysis – ability to discuss ideas, justify comments and apply theory - Segmentation/targeting (15%) Critical analysis of branding & communication strategy (27%) 42% Conclusions Recommendations 6% 6% Quality of writing, logical flow and presentation, language, spelling etc 15% Reference list In-text referencing (Harvard style) 8% 8% TOTAL 100%