Criterion A: The key concept identified is either change, creativity, ethics, or sustainability. If an IA fails to achieve this, a mark of 0 is given

Comment: The student is focusing on the key concept of creativity

Criterion A: This key concept employed is clearly indicated on the title page (it can be included in the research question but does not have to, the title page is the prime requirement)

Comment: The student included the concept (of creativity) on the title page

Criterion A: This key concept employed is clearly indicated on the title page (it can be included in the research question but does not have to, the title page is the prime requirement)

Comment: The student included the concept (of creativity) on the title page

Criterion A: The key concept identified is either change, creativity, ethics, or sustainability. If an IA fails to achieve this, a mark of 0 is given

Comment: The student is focusing on the key concept of creativity

Criterion A: The research question either tackles the company’s past issues (backward-looking) or its future (forward-looking)

Comment: The student is focusing on a backward-looking issue, as the student will be exploring how the Travis Scott collaboration influenced McDonald's brand image and sales

Criterion A: The student bases the work around a single business

Comment: The student is focusing their internal assessment on McDonald's only

Criterion A: The student bases the work around a single business

Comment: The student is focusing their internal assessment on McDonald's only

Criterion A: The research question either tackles the company’s past issues (backward-looking) or its future (forward-looking)

Comment: The student is focusing on a backward-looking issue, as the student will be exploring how the Travis Scott collaboration influenced McDonald's brand image and sales

Criterion A: If industry-wide issues are discussed, it is done directly in reference to their impact on the chosen company

Comment: The student briefly introduces the fast-food chain industry, showing McDonald's as one of the largest chains in the world, that specializes in a wide range of products

Criterion A: The student selects a real business issue or problem that relates to any part of syllabus

Comment: The student describes the situation that the research will be centered around: the collaboration with Travis Scott. The student links to parts of the syllabus like branding and marketing

Criterion A: The student provides background information about the organization chosen

Comment: The student focuses on McDonald's position in the market, its store locations, and success

Criterion A: The student provides a clear outline of the issue or problem under investigation

Comment: The student highlights that the collaboration was a unique and collaborative idea in the industry and that's why its success will be explored

Criterion A: The student clearly explains the methodology used to investigate this issue or problem

Comment: The student explains that the 7Ps will be used to explore marketing and financial analysis will be used to explore profitability

Criterion A: The student clearly describes and analyzes the connection between the key concept and the organization under study throughout the whole IA

Comment: The student highlights that the collaboration was a unique and collaborative idea in the industry and that's why its success will be explored

Criterion B: The student includes three to five supporting documents

Comment: The student includes four supporting documents. The supporting documents include: an article about the collaboration, an article about the actual meal, an article on the new era of celebrity menu items, and a source shoring McDonald's revenue

Criterion B: The supporting documents are relevant and sufficiently in-depth

Comment: The supporting documents are lengthy and, as seen by the referencing, have provided enough information to base an internal assessment upon. The sources offer data, for example, Travis Scott's following on Instagram being 33.4 million, as well as descriptive information about the collaboration (supporting document two)

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Criterion B: The supporting documents are contemporary and published within a maximum of three years prior to the submission of the IA

Comment: The supporting documents were all published within a maximum of three years prior to the submission of this IA. The student uses sources from 2021 and 2023

Criterion B: The supporting documents are contemporary and published within a maximum of three years prior to the submission of the IA

Comment: The supporting documents were all published within a maximum of three years prior to the submission of this IA. The student uses sources from 2021 and 2023

Criterion B: The supporting documents are contemporary and published within a maximum of three years prior to the submission of the IA

Comment: The supporting documents were all published within a maximum of three years prior to the submission of this IA. The student uses sources from 2021 and 2023

Criterion B: The student labels each document clearly, e.g., “Supporting document 1”, “Supporting document 2”, etc.

Comment: Each document is labeled clearly with the title and a number such as "supporting document 1"

Criterion B: The supporting documents are relevant and sufficiently in-depth

Comment: The supporting documents are lengthy and, as seen by the referencing, have provided enough information to base an internal assessment upon. The sources offer data, for example, Travis Scott's following on Instagram being 33.4 million, as well as descriptive information about the collaboration (supporting document two)

Criterion B: The student includes three to five supporting documents

Comment: The student includes four supporting documents. The supporting documents include: an article about the collaboration, an article about the actual meal, an article on the new era of celebrity menu items, and a source shoring McDonald's revenue

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Criterion B: The supporting documents are relevant and sufficiently in-depth

Comment: The supporting documents are lengthy and, as seen by the referencing, have provided enough information to base an internal assessment upon. The sources offer data, for example, Travis Scott's following on Instagram being 33.4 million, as well as descriptive information about the collaboration (supporting document two)

Criterion B: The supporting documents are relevant and sufficiently in-depth

Comment: The supporting documents are lengthy and, as seen by the referencing, have provided enough information to base an internal assessment upon. The sources offer data, for example, Travis Scott's following on Instagram being 33.4 million, as well as descriptive information about the collaboration (supporting document two)

Criterion B: The student highlights the parts of each supporting document that relate directly to their IA

Comment: The student highlights in green the most important parts of the text. These are the parts that are concentrated on and analyzed within the main body

Criterion B: The student highlights the parts of each supporting document that relate directly to their IA

Comment: The student highlights in green the most important parts of the text. These are the parts that are concentrated on and analyzed within the main body

Criterion B: The documents provide a range of ideas and views regarding the topic

Comment: The supporting documents provide a range of perspectives on the creative issue. For example, document one focuses on success; document two focuses on the meal at McDonald's itself and the character of Travis Scott; supporting document three describes starting new trends; and the last focus on revenue

Criterion B: An assessment of the validity and reliability of the supporting documents is present

Comment: The student describes that although the supporting documents are valuable in providing diverse perspectives, the secondary sources are subject to bias, therefore, compromising their reliability.

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Criterion B: An assessment of the validity and reliability of the supporting documents is present

Comment: The student describes that although the supporting documents are valuable in providing diverse perspectives, the secondary sources are subject to bias, therefore, compromising their reliability.

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Criterion B: The student includes three to five supporting documents

Comment: The student includes four supporting documents. The supporting documents include: an article about the collaboration, an article about the actual meal, an article on the new era of celebrity menu items, and a source shoring McDonald's revenue

Criterion B: The supporting documents are relevant and sufficiently in-depth

Comment: The supporting documents are lengthy and, as seen by the referencing, have provided enough information to base an internal assessment upon. The sources offer data, for example, Travis Scott's following on Instagram being 33.4 million, as well as descriptive information about the collaboration (supporting document two)

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Criterion B: The student includes three to five supporting documents

Comment: The student includes four supporting documents. The supporting documents include: an article about the collaboration, an article about the actual meal, an article on the new era of celebrity menu items, and a source shoring McDonald's revenue

Criterion B: The supporting documents are relevant and sufficiently in-depth

Comment: The supporting documents are lengthy and, as seen by the referencing, have provided enough information to base an internal assessment upon. The sources offer data, for example, Travis Scott's following on Instagram being 33.4 million, as well as descriptive information about the collaboration (supporting document two)

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