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Unit of study_

MKTG6600: Marketing Capstone

Semester 2, 2022 [Normal day] - Camperdown/Darlington, Sydney

This unit serves as the capstone for the Marketing Specialisation, consolidating and appraising specialist learning through project work for which students are systematically prepared across sessions. Building on prior learning from the Marketing Specialisation and across the Master of Commerce, students critically engage with strategic marketing tools, concepts and frameworks to analyse real world marketing problems and systematically create marketing strategies in the context of social media where relevant. Students work collaboratively in culturally diverse teams to formulate a well justified strategic marketing plan in response to a real-life marketing problem faced by an organization that is sensitive to social, ethical and environmental issues. This unit, provides students opportunities to demonstrate their career-readiness by tackling challenging practical marketing problems..

Unit details and rules

Unit code MKTG6600
Academic unit Marketing
Credit points 6
Completion of 24 credit points of units towards the Marketing specialisation (including MKTG5001)
Assumed knowledge


Available to study abroad and exchange students


Teaching staff

Coordinator Ulku Yuksel,
Type Description Weight Due Length
Assignment group assignment Marketing Strategy Project - Report
Social media mktg project for a real industry partner (client)
50% Week 10
Due date: 16 Oct 2022 at 23:59

Closing date: 26 Oct 2022
Max. 5000 words (see details below)
Outcomes assessed: LO1 LO2 LO3 LO5 LO6 LO7
Presentation Marketing Strategy Project - Presentation
Each team member has to present some part of the team project.
15% Week 11
Due date: 17 Oct 2022 at 23:59

Closing date: 28 Oct 2022
30min./ incl Q&A: around 4min./pp
Outcomes assessed: LO2 LO6 LO5
Assignment Self-Reflection on Learning (gn)
Self-Reflection on general learning journey in this unit
13% Week 11
Due date: 22 Oct 2022 at 23:59

Closing date: 01 Nov 2022
Max. 2000 words (see details below)
Outcomes assessed: LO1 LO2 LO6
Assignment Business Research Component (BRC)
Online survey for BRC that measures attitudes: no right or wrong responses
2% Week 11
Due date: 23 Oct 2022 at 23:59
50 Mins
Outcomes assessed: LO1 LO4
Assignment Feedback Statement (on Team Performance for the Project, at least 2 comments per team member)
Peer review for each team member's performance on the report & presentation
5% Week 12
Due date: 29 Oct 2022 at 23:59

Closing date: 08 Nov 2022
Max. 1500 words: written feedback part
Outcomes assessed: LO3 LO6
Participation Participation
Participation: Canvas, online & active workshop engagements (cameras on!)
15% Weekly
Due date: 01 Aug 2022 at 09:00

Closing date: 04 Nov 2022
Outcomes assessed: LO1 LO7 LO5 LO3 LO2
group assignment = group assignment ?

Assessment summary

Information on Assessments: MKTG6600 Marketing Capstone

As this is a marketing-business project unit involving a real industry client, there are no midterm or final exams. Students will be assessed on various other assessment methods.

Marketing & Social Media Strategy Project: is a team report for a real industry partner of USYD (based on the industry partner’s availability). Students will prepare a required Social Media Strategy Plan by a real client. The client will provide a brief as to what they exactly want. The project should also include a Team Reflection Statement about students’ learning (opinions, experiences etc.) when preparing this assignment as well as a Contribution Statement for each member displaying the task distribution when preparing this assignment (i.e., which part of the project is done by who) as two additional parts to be attached in the appendices. These two parts will be apart from the project but attached to the end of the project and be excluded from word count. 

Word limit: If available, cover and content pages, short abstract/executive summary, references and appendices, (e.g., tables, figures, photos or pictures) are all inclusive to the word limit. However, Team Reflection Statement and Contribution Statement are excluded from the word count.

Presentation of the Marketing & Social Media Marketing Campaign: Each team will present their report on an allocated day and time and each team member must present their assigned part so that all team members present at least once. Teams must prepare power points for the presentation and submit on the due date (around 15-20 pages, incl title etc). Also, all team members must be ready to respond to all questions that relate to the entire project (and not only to the part that they are responsible for) as evidence of being involved into the team effort by proving that they know about all the parts of the entire project from scratch to the end.

Feedback Statement & Peer Evaluation Rating: is a student declaration of their views on the team’s performance throughout the entire semester. This is a confidential individual assignment that each student separately submits in the form of a feedback and peer review. The peer review should be about the quality of the contribution of each team member (from scratch at the start of the term, during workshops, to the end, including the presentation and its preparation) as well as the team’s overall harmony and performance. Specifically, students are required to provide feedback by: a) filling in the tabular format provided, correctly; and b) writing up at least 2 comments for each team member on the writing part. These comments should be about: What did the particular member do correctly? What could be done better by the team member? Each student will be marked based on the factuality with evidence, quality and honesty of the feedback they gave for each team member. The word count stated is only for this written feedback part. Both, written feedback statement and ratings of peers in the team may influence the project marks of each team member.

Participation: is about the quality and consistency of engagement, and comprises workshop performance in the main room, including responding to questions correctly on the topic module on Canvas or on the assigned workshop material when cold-called, team performance when teams meet in the breakout rooms/tables, overall engagement with Canvas, Canvas assessments, formative works and assigned tasks (e.g., number certificates of online web courses finalized during the semester, if required). Note that absence affects your participation mark tremendously as one cannot participate in the F2F or online workshop activities when they are not available in the workshops. Each absence from the workshops represents appr. minus 1.16 points from your participation mark.

Self-Reflection: is an individual statement where students articulate about their learning journey in this course in general, by clearly laying out why they found specific parts of the material/topic relevant to and beneficial in their future career, using 5R framework.

Business Research Component (BRC): The 2% BRC is a separate component and is content-wise apart from the MKTG6600 Marketing Capstone unit. It is research related and provides you with a hint of how scholars do research. Students choose either to respond to an online survey, arranged by Business Research Component (BRC) that measures attitudes: no right or wrong responses or summarise a research article (please search for it on Canvas dashboard). Please email for any inquiries about this assessment as it is not managed by the Capstone unit.

Exceeding Word Limits of Assessments: University/BS policy applies for exceeding word limits in assessments: if a student exceeds their word limit, then the word count penalty applies. That is, 10% loss of marks for every 10% of words in excess of 10% over the word limit. Specifically, for a word limit of 1200 words, until 1320 it is fine – but from 1321 to 1440 a 10% penalty will apply. Another 10% will apply from 1441 to 1560 etc. (ie, up to 10% over of the word limit is fine. If more than 10%, you lose 10% of your marks. For each 10% beyond that you will lose another 10%). Pls note a short abstract (eg, executive summary), content pages, references, appendices including, tables, figures, photos or pictures are all included in the word limit. However, Team Reflection Statement, Contribution Statement (which are required for the Final Assignment, the Project, are excluded from the word count.


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


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. 


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.


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.


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. 


0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see

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:

University BS policy applies for late submissions of assessments. Assessments which are submitted after the assessment deadline will incur a late penalty of 5% per day after the due date for up to 10 calendar days, after which a mark of zero is applied.

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.

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.

WK Topic Learning activity Learning outcomes
Week 01 What? Overview of marketing program and social media strategy • The marketing program with a 360-degree communications approach incl. • Branding • The process • Library resources, general (video embedded) • ACTION REQUIRED: Build up your team. Lecture and tutorial (3 hr) LO1 LO7
Week 02 Where are we? Situation analysis - Macro and micro analyses • Macro analysis: External market information, incl. industry and competitive data • Micro analysis: Internal market information • Company data, SWOT • Strategic tools • Overview of the client project: Industry brief by industry partner (IP) • Library resources specific to the project (video embedded) • ACTIONS REQUIRED: 1) Build up your team; 2) Sign the confidentiality agreement with the industry partner. Lecture and tutorial (3 hr) LO1 LO3
Week 03 Who are we? Situation analysis - Competitive edge and value proposition • Developing value proposition: Competitive and comparative advantage & strategic focus • Guest lecturer: Google talk1 (tba) • ACTIONS REQUIRED: 1) Submit your team details to Canvas; 2) Submit the confidentiality agreement with the industry partner to Canvas. Lecture and tutorial (3 hr) LO1 LO3
Week 04 Where do we want to go? How? Planning the marketing strategy • Goals and objectives • Customer segmentation, target marketing and positioning • Guest lecturer: Google talk1 Lecture and tutorial (3 hr) LO1 LO2 LO3
Week 05 How do we get there? Designing the marketing strategy • Promotion/communications strategy (w1) • Promotional campaign and communication process: encoding and decoding • Creative message: Concept idea (i.e., the big idea, the USP) and its encoding • Content marketing: Creating content for social media, aligned with the creative message & • Practice • PR: press release and Google blogs… • Guest lecturer: Google talk2 • ACTIONS REQUIRED: 1) Canvas prework: Q&As; 2) Each team to submit min.5 Qs. Lecture and tutorial (3 hr) LO1 LO3 LO7
Week 06 How do we get there? Designing the marketing strategy - Media channels and platforms and influencers • Traditional and social media channels and platforms • Content mmktg tools • Influencers in social media and generating engagement • Guest lecturer: Google talk3 • Lecture: Live online Q&A with the IP on lecture day! • ACTION REQUIRED: Participate - Be ready with your questions re the project. Attendance to the lecture is mandatory on the lecture day starting at lecture time for appr. 2hrs. Lecture and tutorial (3 hr) LO1 LO3 LO7
Week 07 How do we get there? Implementing the marketing strategy - A holistic/360-degree mmktg com.s approach • Scheduling your creative content in traditional and social media • A holistic/360 mktg communications/promotions launch • Guest lecturer: Google talk4 • ACTIONS REQUIRED: 1) Submit the draft of the project to Canvas (optional); 2) Submit your group questions about the project to Canvas to be discussed in the w/shops (mandatory). Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO7
Week 08 Are we there? Evaluating the performance of the overall promotional campaign • Mapping social media objectives with metrics • Social media audits • Monitoring and testing • Finalisation of the mmktg strategy plan with all its elements • Guest lecturer: Google talk5. Lecture and tutorial (3 hr) LO2 LO3 LO4 LO7
Week 09 Are we there? Evaluation of the marketing strategy from an ethical perspective • Ethics and corporate social responsibility in communications. Lecture and tutorial (3 hr) LO1 LO4 LO7
Week 10 Communicating (pitching) your strategy to your client • Masterclass on professional presentations • Pitching to industry (video embedded) • Guest lecturer: Google talk6 (tentative) • ACTION REQUIRED: Submit your project and its PPs. Lecture and tutorial (3 hr) LO2 LO6
Week 11 Reflective practice • Self-Reflection on learning in marketing capstone (gen.) assignment • How to write a self-reflection on learning (video embedded) • ACTION REQUIRED: Presentation 1. Lecture and tutorial (3 hr) LO2 LO6
Week 12 Peer review toolkit • Peer evaluation and feedback (video embedded) • ACTION/S REQUIRED: 1) Presentation 2; 2) Shortlisted teams to re-submit their PPs and/or projects (optional). Lecture and tutorial (3 hr) LO2 LO4 LO6
Week 13 Awards and your professional pathway • Lecture: Shortlisted presentations and awarding the top pitches • Just before starting your marketing career: Being a professional (video embedded) • ACTION REQUIRED: Presentation of the shortlisted pitches & client and student selection of the top pitches. Lecture and tutorial (3 hr) LO1 LO4

Attendance and class requirements

A specific attendance percentage (appr. 80%) is required to pass this course. Thus, students must attend workshops (with cameras on for online sessions) as continued absences will affect their overall understanding and application of knowledge.

Moreover, absence affects the participation mark tremendously as one cannot participate in the F2F or online workshop activities unless you are present and actively engaged.

Each absence from each workshops represents appr. minus 1.16 points from your participation mark.

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

Info. provided online on Canvas online homepage, modules, pages and links, resources and library

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.

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

  • LO1. Critically engage with core strategic marketing tool, concepts and theoretical and analytical frameworks to analyse and solve complex business challenges
  • LO2. Communicate effectively and professionally to diverse audiences including peers, industry practitioners and/or stakeholders using a range of verbal, written and visual communication and presentation modes
  • LO3. Analyse real marketing problems and develop innovative marketing strategies focusing on diverse stakeholders such as customers, suppliers, employees, the community and the society
  • LO4. Develop skills to communicate evidence-based arguments and critically evaluate peers, researchers, industry practitioners and policy-makers' point of view
  • LO5. Effectively collaborate in culturally diverse peer groups to construct new ideas and create new strategic marketing opportunities utilising innovative marketing strategies
  • LO6. Practice self-awareness and awareness of others, presentation skills, teamworking, individual accountability in presenting oral, written and visual marketing reports
  • LO7. Demonstrate environmental, ethical and social responsibility awareness in formulating and implementing marketing strategies

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

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

Adding assessments and ULOs as endorsed at the Nov UoS Subcommittee meeting by noting (23 Nov 2021). The coordinator needs to submit sessional changes.


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.