The student has successfully identified the key concept of creativity and included it in the title page. The research question focuses on a backward-looking issue, specifically exploring how the Travis Scott collaboration influenced McDonald's brand image and sales. The student has chosen McDonald's as the single business to base their work around and has briefly introduced the fast-food chain industry, emphasizing McDonald's as one of the largest in the world. The student has selected a real business issue related to the syllabus, provided background information about McDonald's, outlined the issue under investigation, and explained the methodology to be used. Throughout the IA, the student consistently describes and analyzes the connection between the key concept and McDonald's.
