COM2611 POE (COMPLETE ANSWERS) Semester 1
2026 - DUE 19 May 2026; 100% Correct solutions and
explanations.
TABLE OF CONTENTS
1. Question 1: Corporate Social Responsibility (CSR) ............................ 1
1.1 Social responsibility towards the community ............................... 1
1.2 Ethical responsibility .................................................................. 2
2. Question 2: Building Blocks of Advertising ........................................ 3
2.1 Creativity and appeal ................................................................. 3
2.2 Brand positioning and message communication ......................... 4
3. Question 3: Stakeholder Engagement ............................................... 5
3.1 Communication and information sharing .................................... 5
3.2 Stakeholder participation and involvement ................................ 6
4. Question 4: Integrated Communication (IC) ...................................... 7
4.1 Internal communication .............................................................. 7
4.2 Corporate identity and branding ................................................. 8
5. Bibliography ....................................................................................... 9
QUESTION 1
1.1 Two CSR responsibilities that McDonald’s South Africa abided by
when donating desks
Corporate Social Responsibility (CSR) refers to the responsibility that
organisations have towards society, communities, employees and the
environment beyond simply making profits. Companies are expected to
contribute positively to social development and improve the quality of life of
the communities in which they operate (Carroll & Brown, 2018). In the case
study, McDonald’s South Africa demonstrated various CSR responsibilities
through the donation of Mi Desks to disadvantaged schools in Cape Town.
Social responsibility towards the community
, One important CSR responsibility demonstrated by McDonald’s South Africa
is its social responsibility towards communities. Businesses are expected to
uplift communities by supporting education, health, poverty alleviation and
social development initiatives. In this case, the company recognised the poor
learning conditions faced by Grade 1 learners who were writing on the floor
due to a shortage of desks. By donating Mi Desks, McDonald’s contributed
towards improving the learning environment for these learners.
The donation reflects the company’s commitment to social development
because education is one of the most important foundations for community
growth and national development. Learners who study in comfortable and
supportive environments are more likely to perform better academically and
develop confidence in the classroom. McDonald’s therefore acted responsibly
by investing in the future of young learners and helping to address inequality
in underprivileged schools (Kotler & Lee, 2016).
Furthermore, the initiative demonstrates compassion and care for vulnerable
communities. The company went beyond its profit-making objective and
responded to a real social problem affecting children’s education. This shows
that McDonald’s understands that businesses have a responsibility to
contribute positively to society.
Ethical responsibility
Another CSR responsibility demonstrated by McDonald’s South Africa is
ethical responsibility. Ethical responsibility refers to doing what is morally
right, fair and beneficial to society even when it is not required by law
(Carroll & Brown, 2018). In the case study, McDonald’s chose to assist
schools voluntarily because it believed that learners deserved better
educational opportunities and learning conditions.
The statement that the initiative was “about hope” and about showing
learners that they are valued indicates that the company was motivated by
ethical considerations such as fairness, dignity and respect for children.
Ethical organisations consider the wellbeing of stakeholders and make
decisions that positively affect people’s lives. McDonald’s displayed ethical
conduct by recognising the importance of education and taking practical
action to improve classroom experiences for disadvantaged learners.
2026 - DUE 19 May 2026; 100% Correct solutions and
explanations.
TABLE OF CONTENTS
1. Question 1: Corporate Social Responsibility (CSR) ............................ 1
1.1 Social responsibility towards the community ............................... 1
1.2 Ethical responsibility .................................................................. 2
2. Question 2: Building Blocks of Advertising ........................................ 3
2.1 Creativity and appeal ................................................................. 3
2.2 Brand positioning and message communication ......................... 4
3. Question 3: Stakeholder Engagement ............................................... 5
3.1 Communication and information sharing .................................... 5
3.2 Stakeholder participation and involvement ................................ 6
4. Question 4: Integrated Communication (IC) ...................................... 7
4.1 Internal communication .............................................................. 7
4.2 Corporate identity and branding ................................................. 8
5. Bibliography ....................................................................................... 9
QUESTION 1
1.1 Two CSR responsibilities that McDonald’s South Africa abided by
when donating desks
Corporate Social Responsibility (CSR) refers to the responsibility that
organisations have towards society, communities, employees and the
environment beyond simply making profits. Companies are expected to
contribute positively to social development and improve the quality of life of
the communities in which they operate (Carroll & Brown, 2018). In the case
study, McDonald’s South Africa demonstrated various CSR responsibilities
through the donation of Mi Desks to disadvantaged schools in Cape Town.
Social responsibility towards the community
, One important CSR responsibility demonstrated by McDonald’s South Africa
is its social responsibility towards communities. Businesses are expected to
uplift communities by supporting education, health, poverty alleviation and
social development initiatives. In this case, the company recognised the poor
learning conditions faced by Grade 1 learners who were writing on the floor
due to a shortage of desks. By donating Mi Desks, McDonald’s contributed
towards improving the learning environment for these learners.
The donation reflects the company’s commitment to social development
because education is one of the most important foundations for community
growth and national development. Learners who study in comfortable and
supportive environments are more likely to perform better academically and
develop confidence in the classroom. McDonald’s therefore acted responsibly
by investing in the future of young learners and helping to address inequality
in underprivileged schools (Kotler & Lee, 2016).
Furthermore, the initiative demonstrates compassion and care for vulnerable
communities. The company went beyond its profit-making objective and
responded to a real social problem affecting children’s education. This shows
that McDonald’s understands that businesses have a responsibility to
contribute positively to society.
Ethical responsibility
Another CSR responsibility demonstrated by McDonald’s South Africa is
ethical responsibility. Ethical responsibility refers to doing what is morally
right, fair and beneficial to society even when it is not required by law
(Carroll & Brown, 2018). In the case study, McDonald’s chose to assist
schools voluntarily because it believed that learners deserved better
educational opportunities and learning conditions.
The statement that the initiative was “about hope” and about showing
learners that they are valued indicates that the company was motivated by
ethical considerations such as fairness, dignity and respect for children.
Ethical organisations consider the wellbeing of stakeholders and make
decisions that positively affect people’s lives. McDonald’s displayed ethical
conduct by recognising the importance of education and taking practical
action to improve classroom experiences for disadvantaged learners.
