Master of Business Administration Marketing Management Assignment

Date for Submission of Part 1: 9th March 2009

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Assignment Brief
As part of the formal assessment for the Master of Business Administration you are required to submit a Marketing Management assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments. Aim The aim of this assignment is to assess whether the learning outcomes of the module have been met. The first part involves using marketing theory to evaluate McDonalds marketing. The second part involves developing a marketing strategy for a new product that you think McDonalds should offer. Learning Outcomes for the Marketing Management Module: After completing the module the student should be able to: Critically evaluate the information needs of the marketing function in terms of its contribution to the strategic processes and tactical decision-making. Integrate marketing decision making with organisational strategy. Establish a broad base of marketing knowledge and the strategic implications. Develop and implement marketing plans for a product or service. Reflect an international perspective and the global context of decision making in marketing planning. Evaluate the appropriateness of e-business strategies.

Assignment Task
Instructions Part 1 Using marketing theory and concepts, critically evaluate the marketing strategy of McDonalds. Your analysis should include An assessment of the importance and the use of information in the marketing strategy. A discussion of the relationship between their marketing strategy and their organisational strategy. A reflection on how McDonalds has embraced e-business strategies in their marketing. Guidelines Research the company and then use the information you have gathered to support your answer. Ensure that your answer is underpinned by marketing theory. Always reference any material and ideas that are not your own. Avoid copying and pasting material from the internet. Either re-write material in your own words or use inverted commas . Use the Harvard system of referencing. Word Limit 2,500 excluding references and appendices. Penalties will be applied for assignments exceeding the word limit.

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