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

Academic unit	Marketing
Credit points	6
Prerequisites ?	Students commencing from 2018: completion of at least 112 credit points including MKTG1001 and MKTG1002 and MKTG2112 and MKTG2113. Pre-2018 continuing students: completion of at least 112 credit points including MKTG1001 and MKTG2112 and MKTG2113
Corequisites ?	None
Prohibitions ?	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. All other requirements for the major or program associated with this capstone must be completed prior to or concurrently with (if enrolment rules permit) this unit of study. Capstones must be completed at the University of Sydney Business School only
Available to study abroad and exchange students	No

Teaching staff

Coordinator	Angela Baxter, angela.baxter@sydney.edu.au

Assessment

The census date for this unit availability is 1 September 2025

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written exam ?	Final exam Written closed book exam	30%	Formal exam period	2 hours	AI prohibited
Outcomes assessed:
Contribution	Tutorial participation Tutorial participation	20%	Ongoing	n/a	AI allowed
Outcomes assessed:
Written work	Group Project Report Group written report suitable for an industry audience	30%	Week 11 Due date: 13 Oct 2025 at 23:59	3,500 words, +10% word limit	AI allowed
Outcomes assessed:
Presentation	Live Group Presentation Group Assessment Presentation suitable for an industry audience	20%	Week 11 Due date: 13 Oct 2025 at 23:59	20 minutes	AI allowed
Outcomes assessed:
= hurdle task ? = group assignment ?

Assessment summary

Individual participation (20%): Participation will be based on engagement, participation and completion of tutorial and lecture activities designed to reinforce key learnings through practical application and discussion.
Group Project (50%): The project is divided into i) a live group presentation worth 20% ii) a group report of 3,500 words +10%. This excludes the cover page, table of contents, reference list and appendices.
Final exam (30%): The final exam will be scheduled during the official university exams period. All materials presented in the lectures 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 guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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.

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Ongoing	Please note that this weekly sequence and the actual topics may be subject to change occasionally due to unforeseen circumstances	Lecture and tutorial (0.1 hr)
Week 01	The marketing process: Course Overview and Marketing Process recap	Lecture and tutorial (3 hr)
Week 02	Developing strategy and building brands: Marketing Research	Lecture and tutorial (3 hr)
Week 03	Developing strategy and building brands: Strategy and Behaviour	Lecture and tutorial (3 hr)
Week 04	Developing strategy and building brands: Brand Momentum and In Practice	Lecture and tutorial (3 hr)
Week 05	Developing strategy and building brands: Live Case Study (Using Frameworks)	Lecture and tutorial (3 hr)
Week 06	Execution: Product/ Service	Lecture and tutorial (3 hr)
Week 07	Execution: Communication (Media Planning)	Lecture and tutorial (3 hr)
Week 08	Execution: Tactics/ The Marketing Mix (An Overview)	Lecture and tutorial (3 hr)
Week 09	Execution: Price and Channels (Ecommerce/ SEO/ SEM)	Lecture and tutorial (3 hr)
Week 10	Execution: Price and Channels (Sales/ Go to Market)	Lecture and tutorial (3 hr)
Week 11	Execution: Communication (Digital Media and Technology)	Lecture and tutorial (3 hr)
Week 12	Career Panel: Your Personal Brand	Lecture and tutorial (3 hr)
Week 13	Course Wrap Up: Bringing it all together	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 and success 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 in Canvas during the relevant weeks. Active engagement and participation during lectures and tutorials is integral to your learning and success in this unit.

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.

Lecture topic sequencing has been modified to reflect the marketing process in practice and accommodate guest speakers. Participation requirements have been refined to promote student engagement, participation and understanding in tutorials and lectures.

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

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

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

MKTG3600: Marketing in Practice

Semester 2, 2025 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

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