Essay
Question Description
Assignment Questions
The assessment for this module is a portfolio which includes a number of tasks and a weekly reflective log that you complete in Evaluation and Reflection module (EVRE). However, this module has a strong link with the work conducted in Project Design and Implementation (Module code PPDI5039). During the lecture, the relation between EVRE and PPDI are presented. Overview of the portfolio
Portfolio: ‘The term portfolio is used as a catch-all that covers a wide range of methods for collating learning material and assessed work’ (McMillan and Weyers, 2008, p.38). For this portfolio you are expected to complete a number of tasks and maintain a weekly reflective log. The following is an overview of the portfolio:
- Task 1a - Reflection on a particular weeks event (choose 1 week only) – 1,500 words – Addressing Learning Outcome 1 (LO1) and Learning
- Task 1b - Reflective final report (summative reflection of the 10 weeks) –1,500 words – Addressing Learning Outcome 1 (LO1) and Learning
- Task 2 - Career and personal development plan – 1,000 words –Addressing Learning Outcome 4 (LO4)
- Reference list
- Appendix A – Weekly reflective log: evidence of 10 entries (1 per week)
- Appendix B (optional) - Additional evidence from PPDI module
Instructions on Assessment:
Learning Outcomes Assessed Upon successful completion of this module, students will have demonstrated Knowledge.
- That they understand the merits of particular marketing concepts when applied to selected business situations.
- K2 – That they can understand the potential impact of factors in the external environment on the marketing activities of organisations.
- K3 – That they have understanding of the major decisions that organisations confront in satisfying market-place needs.
- K4 – That they understand market planning in organisations.
- S1 – How to conduct research using relevant marketing journals and business documentation
Task
Context: Fast Food is defined as food that is “easily prepared processed food served in snack bars and restaurants as a quick meal or to be taken away”. This category of goods includes ‘fast food outlets’ serving fast food either to ‘eat in’ with minimum table service or to ‘takeaway’.
McDonald’s is, without question, the most successful, popular, and influential fast- food restaurant chain in recorded history. McDonald’s has more than 1,270 restaurants in the UK and employs more than 120,000 people who work together to combine great tasting food, made from high quality ingredients with service that our customers know and trust. Thanks to its impressive brand strengths, McDonald’s has been able to follow some successful brand extension strategies including; Mc Cafe, Flurry, Mc Treat.
As a newly appointed Chief Marketing Manager of McDonald’s Corporation. Your role is to evaluate the implementation of market opportunity to launch a new brand of product of Mc Donald’s extension into new product/product category in a country of your choice (United Kingdom).
This assignment is divided into three elements. You will need to achieve an overall mark of 40% to successfully complete this module. In your role as Marketing Manager:
Part 1. Using appropriate knowledge of business and marketing philosophies and concepts, critically evaluate the strengths of the organisation’s strategy in delivering value with respect its current brands and customers. (30%)
Part 2. Research and evaluate the dynamics and trends within the marketing environment. Produce a situational analysis identifying the key factors that underpin the opportunities and challenges for a new brand extension. Based on this, ‘suggest’ the potential target market and include a proposed market research proposal that would enable you to qualify your ‘suggestion’. (Note – you are not expected to undertake the market research) (30%)
Part 3. In accordance with your knowledge of the marketing planning process make appropriate recommendations to build a sustainable brand. Your suggestions for implementation must be underpinned with relevant theory and real- life/academic case studies. (40%)
Your arguments, findings and recommendations should be supported by theories, facts and figures published within academic books, journal articles, recognised business magazines and market intelligence reports.
