Outline

Overview

This capstone unit bridges the gap between theory and practice by integrating knowledge and consolidating key skills developed across the Marketing major. It aims to provide students with practical experience in identifying, analysing, and solving contemporary marketing problems. Much of this unit is dedicated to a problem-based/experiential approach to learning. Students ensure their career-readiness by demonstrating their ability to apply concepts, theories, frameworks, methodologies, and skills to authentic problems and challenges faced in the field of marketing.

Unit details and rules

Unit code	MKTG3600
Academic unit	Marketing
Credit points	6
Prohibitions ?	None
Prerequisites ?	Students commencing from 2018: completion of at least 120 credit points including MKTG1001, MKTG1002, MKTG2112 and MKTG2113. Pre-2018 continuing students: completion of at least 120 credit points including MKTG1001 and MKTG2112 and MKTG2113
Corequisites ?	None
Assumed knowledge ?	Students are assumed to understand the key principles of marketing knowledge gained from the core units of the major and be able to apply them in various marketing contexts.
Available to study abroad and exchange students	No

Teaching staff

Coordinator	Gina Pollock, gina.pollock@sydney.edu.au
Lecturer(s)	James Watson, james.h.watson@sydney.edu.au
Lecturer(s)	Gina Pollock, gina.pollock@sydney.edu.au

Type	Description	Weight	Due	Length
Final exam (Take-home short release)	Final exam Written exam	40%	Formal exam period	2 hours
Outcomes assessed:
Assignment	Individual assignment Tutorial participation & portfolio activities (10%) +1500 word report (20%)	30%	Ongoing	Split into participation 10% +report 20%
Outcomes assessed:
Assignment	Group assignment Presentation is due in wk 11 and report is due in wk 13	30%	Week 11	15 minutes + 16 pages report
Outcomes assessed:
= hurdle task ? = group assignment ? = Type D final exam ?

Assessment summary

Individual assignment (20%): On Friday 17 September at 10 a.m., the individual assignment brief will be released to students through Canvas. The brief will be a marketing problem that requires a strategic response which assesses your agility, ability to respond to disruptions in a timely manner as well as an insightful eye to generating ideas, solutions and/ or critiquing a certain issue. Students have 72 hours to formulate and complete their response in the form of a 1500 word report (excludes reference list & appendices). It is to be submitted to Canvas by Monday 20 September at 10 a.m.
Individual participation & portfolio (10%): Every student will have a folder of their participation based on tutorial activities kept on record by their tutor, consisting of 4 submissions. Details of the activities are posted in Canvas. Note that this portfolio is used as a record of your preparation and participation towards the tutorial activities, not as a form of in-progress assignment where feedback is given. Active attendance, engagement and participation are expected in all tutorials.
Group assignment (30%): Groups of up to 5 members from the same tutorial will complete a randomly allocated industry project. The project is divided into i) a presentation recording to be posted in Canvas worth 10%. This is due Monday 25 October at 9 a.m. (wk 11) and ii) a 16 page report (1.5 line spacing, size 12 font) due Friday 12 Nov (wk 13) by 4 p.m. This limit excludes the table of contents, reference list and appendices. Where a group exceeds the page limit length, the group will lose 10% of the total marks when the submission is 10% above the page limit length, and for each 10% over length thereafter.
Final exam (40%): The final exam will be scheduled during the official university exams period. All materials presented in the lectures (incl guest speaker content) across all weeks are assessable, as well as tutorial activities/ content. This exam is listed as a HURDLE TASK which means you must complete the assessment and achieve a minimum of 5%. Students who fail to complete this assessment and achieve a minimum of 5%, even when their aggregate mark for the entire unit of study is above 50%, will be given a Fail grade for this unit. As a result, the student's academic transcript will show a fail grade and a capped moderated mark of 49 for all other marks.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

There is a late penalty of 5% per day for the group presentation and/ or report (the weekend is considered one day). Late penalties and extensions do not apply to the individual 72 hr report and the participation portfolio.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Weekly schedule

WK	Topic	Learning activity
Week 01	Marketing in Practice: Introduction, Structure & Role of Strategy	Lecture (2 hr)
Week 02	Consumer Understanding I	Lecture and tutorial (3 hr)
Week 03	Consumer Understanding II	Lecture and tutorial (3 hr)
Week 04	Brand Strategy & Management I: Positioning, Archetypes & Architecture	Lecture and tutorial (3 hr)
Week 05	Brand Strategy & Management II: Industry Focus	Lecture and tutorial (3 hr)
Week 06	Brand Strategy & Management III: Industry Focus	Lecture and tutorial (3 hr)
Week 07	Brand Strategy & Management IV: Industry Focus	Lecture and tutorial (3 hr)
Week 08	Consolidation: Analysis and Strategy	Lecture and tutorial (3 hr)
Week 09	Execution I: Practices & Challenges in Managing Agencies & Creative	Lecture and tutorial (3 hr)
Week 10	Execution II: Managing Media	Lecture and tutorial (3 hr)
Week 11	Execution III: Digital Marketing	Lecture and tutorial (3 hr)
Week 12	Execution IV: Sales/ Go to Market	Lecture and tutorial (3 hr)
Week 13	Post Launch Evaluation & Monitoring + Wrap Up	Lecture and tutorial (3 hr)

Attendance and class requirements

Lecture recording: All live lectures are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded due to industry request or unforeseen technical issues. Students should ensure they attend and participate in all lectures to gain the maximum learning opportunity, while the lecture is delivered live during the timetabled lecture time.
Attendance: This unit is highly experiential and practice-focused. Active engagement across all touchpoints is essential. The unit is designed to be purpose and skill-driven rather than content driven as it is a practice unit, therefore commitment to lecture and tutorial attendance is a precursor to effective learning in this unit.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

There is no prescribed textbook for this unit. The unit is based on experiential learning which takes place during the scheduled classes. If there are readings and other learning resources, they will be posted on Canvas.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. integrate and synthesise marketing knowledge, concepts, and principles in a range of business contexts
LO2. identify, analyse, and recommend strategic solutions to marketing problems and challenges based on relevant research and insights
LO3. communicate and pitch ideas cogently, coherently and convincingly to a variety of audiences
LO4. apply creative and analytical techniques to generate new product/market ideas and insights.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

No changes have been made since this unit was last offered.

Additional information

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MKTG3600: Marketing in Practice

Semester 2, 2021 [Normal day] - Remote

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect