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Assessment task
The objective of Assessment 3 is to understand the concept of ‘analysis’ and learn how to analyse information efficiently and effectively using a case study. According to Rosenwaser and Stephen (2009, p. 4), analysis is:
More than just a set of skills, analysis is a frame of mind, an attitude toward experience. It is a form of detective work that typically pursues something puzzling, something you are seeking to understand rather than something you are already sure you have the answers to.
Analysis finds questions where there seemed not to be any, and it makes connections that might not have been evident at first.
A business case study ‘is a description of an actual situation, commonly involving a decision, a challenge, an opportunity, a problem or an issue faced by a person (or persons) in an organization’ (Erskine, J.A. and Leenders, M.R., Learning with Cases, © 1997, Richard Ivey School of Business).
Cases contain relevant data about the issue available to the key person in the case, plus background information about the organisation.
The assessment 3 case study – McDonald’s Twitter Campaign: Hype versus Reality
Companies around the globe are embracing and adopting social media for many different reasons, including: customer service, marketing, internal communications, public relations, and corporate social responsibility. It is now a reality that social media is changing the way stakeholders and companies communicate daily, providing opportunities for collaboration, participation, interactivity, and engagement. A key issue for organisations concerns the design of social media campaigns to encourage better media relations and more accurate reporting.
Your task is to analyse a business case study that chronicles a series of social media events that had negative consequences for McDonald’s Corporation (McDonald’s). This case places you directly into the role of Rick Wion, director of social media.
The case highlights the need to:
  • Recognise the potential for negative consequences when using social media.
  • Evaluate how an organisation can develop a positive relationship with the media.
  • Devise appropriate strategies for developing social media campaigns.
Please follow these guidelines to complete the assessment:
  1. There are four stages that you have to finish for this task:Cautiously read the Ivey Business School case: ‘McDonald’s Twitter Campaign: Hype versus Reality’ (Product/Case Reference number: 9B13M123). Note: you should go onto the Ivey Business School site and buy a duplicate of this case (around $5.00 Aud). Rules for buying the case and the correspondence plan layout can be found under Assessment Tasks and Submission (Task 3).

    Peruse the case a few times and answer the accompanying four (4) inquiries in your examination/recommendation(s):

    What are the potential favorable circumstances and burdens for an association when utilizing online networking?

    Who are the distinctive gatherings of people McDonald’s needs to address when utilizing online life crusades?

    In what capacity can Wion and his group better structure future Twitter battles for McDonald’s?

    Utilizing the correspondence plan format, devise a system for Wion to energize better media relations and increasingly precise revealing. The diverse phases of the correspondence plan format must fit together, on the off chance that they don’t, changes must be made.

    The correspondence plan ought to be sensible and practical.

    The different issues that McDonald’s has encountered when utilizing online life must be considered.

    Use five to seven sources for proof and assessment.

    Compose a first draft of this notice something like multi week preceding the due date to guarantee satisfactory time for modification. If you don’t mind know that notwithstanding the substance, the composition quality and utilization of suitable referencing will be checked.

    Submit Assessment 3 to Turnitin by means of the Blackboard site no later than the due date: Monday third September 2018, 9.00am (QLD time).

    Allude to the Marking Criteria Guide and Marking Rubric situated under Assessment Tasks and Submissions on the Blackboard.

PRIOS/CDT brief for Assessment 3:
  • Purpose: In response to McDonald’s failed social media campaign and mounting public animosity, develop a course of action that Rick Wion can recommend to McDonald’s management.
  • Reader: McDonald’s management (author: Rick Wion).
  • Information: Based on five to seven sources for evidence and evaluation.
  • Organisation: Direct order approach.
  • Style: Formal. Be sure to proofread carefully to ensure that there are no sentence-level errors such as spelling mistakes, wrong word choice, incorrect punctuation, etc.
  • Channel choice: written document.
  • Document design: Memo format.
  • Length: 1000 words.

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