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?Instructions?
1. You are required to answer 7 questions in total from the questions list I upload to you. The brand for all these 7 questions is McDonald’s.
2. For each of your portfolio entries you will: Respond to the question by DIRECTLY applying it to your particular brand – McDonald’s. To do so, your response must combine:
? primary sources (such as the brand website, press releases etc.) (This is very important)
AND:
? academic and/or professional texts (books, journal articles etc), such as those found in your custom reading brick and via the school library. (This is very important)
You will use this to support your discussion of the theory or practice under consideration. (This is very important)
You will use these academic and/or professional texts (secondary sources) to support your discussion of your brand’s marketing communication strategy. A minimum of TWO secondary sources must be provided for each piece. (This is very important)
?Suggested length?
One page for each question.
You may include in your portfolio the specific marketing communication examples you refer to (e.g. advertisements, press releases, website pages) in order to illustrate your point. However they are not part of your word count. Attach them as an appendix.
?Purpose of assignment?
The role of IPC is to introduce you to some of the basic theories and principles in marketing communication. Brand Portfolio asks you to apply these theories and practices (as discussed in Lectures and Tutorials) to your brand of choice. In doing so, it is designed to teach you to recognise and analyse real world marketing communication activities.
The purpose of this assignment is to enable you to:
? understand the basic principles of marketing communication by applying real world examples to a range of theories and concepts
? recognise the use of marketing communication by brands in a variety of contexts and perspectives
? reflect on the many elements that make up a brand marketing communication mix
? consider what may be required of you as a marketing communication practitioner
? actively and thoughtfully select the most appropriate evidence to construct your argument
? write with clarity and focus in order that you may best express yourself within limited parameters
?Marking criteria?
Your Portfolio is graded holistically on the basis of the following criteria. It:
? demonstrates that you have understood some of the key principles of marketing communication
? illustrates your ability to apply marketing communication theory to practice
? shows evidence of your capacity for independent and thoughtful research
? displays applied critical thinking skills
? is well written and referenced
? adheres to academic standards
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