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Unit of study_

MKTG6600: Marketing Capstone

Semester 1, 2024 [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
Prohibitions
? 
None
Prerequisites
? 
Completion of 18 credit points of units towards the Marketing specialisation (including MKTG5001)
Corequisites
? 
Completion of 6 credit points towards the Marketing specialisation
Assumed knowledge
? 

None

Available to study abroad and exchange students

No

Teaching staff

Coordinator Ulku Yuksel, ulku.yuksel@sydney.edu.au
Tutor(s) Jodie McGann, jodie.mcgann@sydney.edu.au
Type Description Weight Due Length
Assignment group assignment Part 1: Social Media Marketing Strategy
Part 1 of the Social Media Marketing Strategy: Situation analyses
5% Week 04
Due date: 17 Mar 2024 at 23:59

Closing date: 18 Mar 2024
10 min / grp; incl 5 min Q&A, 1000 words
Outcomes assessed: LO3 LO4 LO6 LO1 LO2
Assignment group assignment Part 2: Social Media Marketing Strategy
Part 2: Social Media Marketing Strategy: Current marketing strategy
5% Week 05
Due date: 24 Mar 2024 at 23:59

Closing date: 25 Mar 2024
10 min / grp; incl 5 min Q&A, 1000 words
Outcomes assessed: LO3 LO6 LO2 LO4
Assignment group assignment Part 3: Social Media Marketing Strategy
Part 3: Social Media Marketing Strategy: Proposed strategy
5% Week 06
Due date: 02 Apr 2024 at 23:59

Closing date: 07 Apr 2024
10 min / grp; incl 5 min Q&A, 1000 words
Outcomes assessed: LO3 LO4 LO6 LO2
Assignment group assignment Part 4: Social Media Marketing Strategy Report (final)
Part 4: Social Media Mktg Strategy (for NFP industry client): report & PP.
30% Week 10
Due date: 03 May 2024 at 23:59

Closing date: 05 May 2024
3000 words (excl. refs & appendices)
Outcomes assessed: LO3 LO2 LO4
Presentation Presentation of Part 4 Social Media Mktg Strategy report
All team members present Part 4 of the report to the client.
8% Week 10
Due date: 06 May 2024 at 09:00

Closing date: 24 May 2024
20 minutes (incl. Q&A and viva voce)
Outcomes assessed: LO3 LO5
Assignment Personal reflection
Self-reflection on your learning journey in the mktg capstone unit.
5% Week 11
Due date: 06 May 2024 at 23:59

Closing date: 31 May 2024
Min. 1000 (Max. 2000) words.
Outcomes assessed: LO4
Assignment Feedback statement (team members)
Review each team member's performance during the project preparation.
5% Week 12
Due date: 20 May 2024 at 23:59

Closing date: 24 May 2024
Min. 1000 (Max. 1500) words
Outcomes assessed: LO3 LO4
Assignment Business Research Component (2%) Assessment
Contributions as outlined by the BRC
2% Week 12
Due date: 13 May 2024 at 23:59

Closing date: 17 May 2024
As outlined by the BRC
Outcomes assessed: LO4 LO3
Participation Participation
Participation in workshops; eg, individual verbal tests, teamwork, etc.
10% Weekly
Closing date: 24 May 2024
Weekly
Outcomes assessed: LO3 LO6 LO5
Small continuous assessment Ongoing assessment
Various written/MCQ/oral ongoing assessments: in-class/online (Canvas).
25% Weekly
Closing date: 24 May 2024
Weekly, 10-15 minutes
Outcomes assessed: LO2 LO3
group assignment = group assignment ?

Assessment summary

As this is a marketing-business project unit involving a real-world industry client, there are no midterm or final exams. Students will be assessed via other methods. The assessments in this unit have both,  and individual and a group component:

  • Marketing strategy report is a written group task. However, individual marks of the group members for the group report "may" vary based on peer and/or tutor evaluation.
  • Marketing strategy presentation/s is/are delivered orally as a group task with an individual component, marked separately from the team's overall mark. That is, individual marks for the group presentation will/may vary based on peer and/or tutor evaluation.
  • Ongoing assessments are several in-class written essays, oral examinations, MCQs, fill-in-the-blank tests, and quizzes that (may) happen weekly. Marks are based on individual efforts. 
  • Participation is an ongoing individual assessment. 
  • Feedback statement (of team members) is an individual assessment task.
  • Personal reflection is an individual assessment task.
  • Business Research Component (BRC) is an individual task, worth 2 marks.

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:

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 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.

Support for students

The Support for Students Policy 2023 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 2023. 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

WK Topic Learning activity Learning outcomes
Week 01 Introduction: Overview of marketing programs, social media strategy, and marketing process Workshop (3 hr) LO1
Week 02 Where are we? Analysing the macro and micro environment Workshop (3 hr) LO1
Week 03 Who are we? Analysing competitive advantage and value propositions Workshop (3 hr) LO1
Week 04 Where do we want to be? Setting goals and objectives, and targeting customers Workshop (3 hr) LO1 LO2
Week 05 How do we get there? Designing the marketing strategy (Part 1) Workshop (3 hr) LO1
Week 06 How do we get there? Designing the marketing strategy (Part 2) Workshop (3 hr) LO1
Week 07 How do we get there? Implementing the marketing strategy Workshop (3 hr) LO1 LO2 LO3 LO4
Week 08 Are we there? Evaluating campaign performance Workshop (3 hr) LO2 LO3
Week 09 Are we there? Evaluating from an ethical perspective Workshop (3 hr) LO1 LO3
Week 10 Is everyone on board? Communicating strategy to clients Workshop (3 hr) LO2
Week 11 What have I learnt? Reflecting on our personal journey Workshop (3 hr) LO2
Week 12 How did we go? Reflecting on our collective work Workshop (3 hr) LO2 LO3
Week 13 What's next? Planning our professional pathways Workshop (3 hr) LO1 LO3

Attendance and class requirements

Attendance: It is a formal requirement to attend all workshops in this unit. A formal record of attendance is taken each week, and any student attending less than 80% of the workshops will struggle to perform at an average or low level due to the missed content.

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

All readings and resources for this unit can be accessed through the Canvas.

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. Comprehend, evaluate, critically review and analyse: Students systematically organize and assess knowledge through critical review and gauge challenges marketers face in dynamic and diverse business contexts, starting with evaluating the NPO’s current market/country position. They integrate knowledge from core corporate principles and advanced marketing strategy concepts, based on theory and practice to do the situation analysis.
  • LO2. Apply: After evaluating the challenges the business faces, students apply suitable and innovative solutions, supported by theoretical frameworks of social media marketing strategy, to solve these complex business challenges that marketers encounter.
  • LO3. Create: Based on their analyses, students generate an inventive social media marketing strategy by developing content marketing material with authentic, unique, compelling and novel concepts to be utilized across integrated social media communication channels of an NPO.
  • LO4. Persuasively communicate: Students generate and construct evidence-based arguments to defend their viewpoints re their solution and/or suggested strategy, integrating the perspectives of peers, researchers, industry practitioners, and policymakers. They communicate effectively, professionally and persuasively, using a range of verbal, written and visual presentation modes to guide transformation in collaborative environments.
  • LO5. Target diverse audiences: Students communicate with diverse audiences; including peers, customers, industry practitioners, researchers, academia and all other stakeholders.
  • LO6. Ethically collaborate: Students effectively team up in culturally diverse peer groups, a) incorporating various cultural perspectives; b) demonstrating environmental, ethical and social responsibility awareness; c) reflecting on personal and professional knowledge, values, identities, and behaviours and d) demonstrating self-awareness, considering others' perspectives, and exhibiting individual accountability in teamwork. (e.g., in presenting oral, written and visual reports, providing feedback, and writing reflections).

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
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

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

Based on student feedback, we divided the main assignment into smaller and manageable parts of four. We also amended the format and weights of some assessments. We are glad to provide greater opportunities for students to engage with each other and the client throughout their marketing strategy development.

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.