Case Study Project is conducted individually.
The paper is to be a maximum 4000 words plus figures and appendices. Ensure you include any relevant links or screenshots (again, not included in the word count). The citation is APA style. The paper outline is as follows:
I want to choose McDonald’s corporation as my topic.
A brief description of the organization/brand/product.
Overview of geographic markets and key target markets.
Detail the social media presence of the organization. For example, what platforms do they utilize and how active are they on each?
Evaluate the organization’s social media strategy (at least half of the paper should be focused on these sections):
What are the objectives of the social media strategy (are they clear)?
Are the activities appropriate for the brand?
Is there the interaction between the brand and consumers and between consumers? Should there be more/less? Is it useful?
How successful are they regarding number (follower/fans)?
Analyze the company’s social media presence over time (as far as you can go in the past). Do you see any trends?
Provide a rough estimate of the resources needed to maintain the social media presence you currently observe.
What would you change? How would you improve the company’s social media presence? Be realistic regarding budget constraints.
Use data to analyze the organization how would you measure ROI? Examine key word searches related to the brand and why you used these (as one example).
Case study research will be graded based on:
1) Thorough evidence-based research using multiple sources for your research.
2) The quality of the analysis – thorough evidence-based analysis. Students are expected to describe the case study, but also reflect and analyze your findings and implications.
3) Grammar and writing – if you require editing and review – please visit the Robertson Library online and sign up for GRAMMARLY to review your paper in advance. Writing and grammar will significantly impact your grade.
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