Outline

Overview

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

Academic unit	Marketing
Credit points	6
Prerequisites ?	Completion of 18 credit points of units towards the Marketing specialisation (including MKTG5001)
Corequisites ?	Completion of 6 credit points towards the Marketing specialisation
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	No

Teaching staff

Coordinator	Jodie McGann, jodie.mcgann@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Q&A following presentation, submission or placement	Assessment 1D: Q&A Following the Final Marketing Plan Presentation Students to participate in a Q&A following the Final Marketing Plan Presentation	10%	Multiple weeks	10 mins	AI prohibited
Outcomes assessed:
Out-of-class quiz	Module Weekly Quizzes Online Weekly Multiple Choice Quizzes	5%	Multiple weeks	Week 1 - Week 9	AI allowed
Outcomes assessed:
Presentation	Assessment 1C: Final Marketing Plan Presentation All team members present their Final Marketing Plan Presentation during week 11 & week 12.	10%	Multiple weeks	15 min presentation	AI allowed
Outcomes assessed:
Interactive oral	Assessment 1A: Draft Marketing Plan Proposal Students undertake a one-on-one discussion on their proposed marketing plan.	15%	Week 06 Due date: 02 Apr 2026 at 23:59 Closing date: 02 Apr 2026	5min presentation + 15min discussion	AI prohibited
Outcomes assessed:
Written work	Assessment 1B: Final Marketing Plan Report Written Final Marketing Plan Report	25%	Week 10 Due date: 10 May 2026 at 23:59 Closing date: 24 May 2026	5,000 words	AI allowed
Outcomes assessed:
Contribution	Business Research Component (2%) Assessment You will have two options for completing this Assessment: Option 1 – participate in a research study; Option 2 – complete a research paper review.	2%	Week 12 Due date: 22 May 2026 at 17:00 Closing date: 22 May 2026	As outlined by the BRC	AI allowed
Outcomes assessed:
Written work	Setting Yourself Up for Success Reflection A self-reflection on setting yourself up for success in industry.	18%	Week 13 Due date: 05 Jun 2026 at 23:59 Closing date: 19 Jun 2026	2000 words	AI allowed
Outcomes assessed:
Evaluation	Feedback statement Evaluate each team member's strengths and areas of improvement during the performance in project.	5%	Week 13 Due date: 31 May 2026 at 23:59 Closing date: 14 Jun 2026	700-1000 words	AI allowed
Outcomes assessed:
Contribution	Contribution and Participation Contribute and participate in weekly workshops and collaborate in group preparation activities.	10%	Weekly	Weekly	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

This unit focuses on the development of a professional Marketing Plan for a real non‑profit organisation (NPO). There are no mid‑semester or final examinations. Instead, students complete a series of interconnected assessments that develop both individual and collaborative marketing capabilities.

Assessment Group Project 1A: Interactive Oral Assessment: Draft Marketing Plan Proposal (15%)

This early-stage assessment represents the team’s initial draft marketing solution and is delivered in two parts. In the first part, the team presents its preliminary marketing plan proposal, demonstrating foundational strategic thinking, relevant research, and the application of marketing concepts in response to the client’s brief. The second part takes place in Week 7, where students participate individually in an Interactive Oral during their allocated workshop. This oral component assesses each student’s understanding of the proposed marketing plan, their individual contribution to the group work, their ability to communicate clearly and confidently, their critical thinking in responding to questions, and their time management skills.

Assessment Group Project 1B: Final Marketing Plan Report (25%)

This assessment requires the team to produce a polished, comprehensive, and professionally formatted marketing plan developed directly in response to the client’s brief. The report must present a clear strategic recommendation supported by an implementation plan that is ready for client use. It must demonstrate a strong understanding of the client’s current business situation, the marketing challenge they are facing, and the wider environmental context. The work should reflect the team’s ability to apply marketing theory and analytical tools to deliver a tailored, evidence‑based solution.

Assessment Group Project 1C: Final Marketing Plan Presentation (10%)

During the scheduled workshop session, each team member individually presents a concise version of the final marketing plan report. All students are assessed individually, and each must present for an equal share of the allocated time

Assessment 1D: Q&A Session following the Final Marketing Plan Presentation (10%)

This component simulates a real client pitch environment. Immediately after the presentation, each team member responds individually to questions related to the marketing plan. Students are assessed on the clarity and confidence of their responses, their ability to justify recommendations, and the extent to which they demonstrate a strong understanding of the overall project and the strategic decisions within it. Participation in this component is compulsory.

Feedback statement (5%)

Each student is to submit a confidential reflection evaluating the performance and contribution of each team member. This assessment encourages students to engage in thoughtful consideration of team dynamics, collaborative behaviour, and individual accountability. Students are expected to recognise the strengths of their peers and identify areas that may require improvement based on their experiences working together.

Contribution & Participation (10%)

This assessment evaluates the student’s engagement in weekly learning activities and their commitment to effective teamwork across the semester. The purpose of this assessment is to acknowledge the role of consistent participation, collaboration, and professional conduct in fostering a productive, real‑world learning environment.

Setting Yourself Up for Success Reflection (18%)

This is an individual assessment where students examine their personal and professional development throughout the unit. This task prompts students to explore their strengths, challenges, and growth as emerging marketing professionals and as collaborators within a team project. Students reflect on how the unit’s learning experiences, particularly the group project, have shaped their readiness for the workforce, how their current skillset aligns with industry expectations, and what they are able to offer future employers.

Module Quizzes Online (5%)

The online quizzes are made available at the end of each weekly module. Each quiz contains five multiple‑choice questions directly linked to the content of the corresponding week. The quizzes function as checkpoints, helping students reinforce key marketing concepts and identify areas requiring further study.

Business research component (2%)

You will have two options for completing this Assessment: Option 1 – participate in a research study; Option 2 – complete a research paper review.

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.

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.

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:

Deduction of 5% of the maximum mark for each calendar day after the due date. After 10 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
Week 01	Introduction: Overview of marketing programs, marketing strategy, and marketing process	Lecture (1 hr)
Week 01	Introduction to teaching team, structure of unit and assessment overview including 3 x workshop activities related to week’s topic	Workshop (2 hr)
Week 02	Where are we? Analysing the macro and micro environment	Lecture (1 hr)
Week 02	Introduction to client and collaborative teamwork including 2 x workshop activities related to week’s topic	Workshop (2 hr)
Week 03	Who are we? Analysing competitive advantage and value propositions	Lecture (1 hr)
Week 03	Forming project teams including 2 x workshop activities related to week’s topic PLUS Online Client Brief Session	Workshop (2 hr)
Week 04	Where do we want to be? Setting goals and objectives, and targeting customers	Lecture (1 hr)
Week 04	1-2 x workshop activities related to week’s topic including submitting questions for client.	Workshop (2 hr)
Week 05	Are we there? Evaluating from an ethical perspective	Lecture (1 hr)
Week 05	1 x workshop activity related to week’s topic and check in with teams on Assessment 1A. PLUS Online Client Q&A Session	Workshop (2 hr)
Week 06	How do we get there? Designing the marketing strategy (Part 1)	Lecture (1 hr)
Week 06	1 x workshop activity related to week’s topic including teams finalising Assessment 1A and allocating WK7 group sessions.	Workshop (2 hr)
Week 07	How do we get there? Designing the marketing strategy (Part 2)	Lecture (1 hr)
Week 07	Assessment 1A: Interactive Oral Q&A commences	Workshop (2 hr)
Week 08	How do we get there? Implementing the marketing strategy	Lecture (1 hr)
Week 08	2 x workshop activities related to week’s topic	Workshop (2 hr)
Week 09	Are we there? Evaluating campaign performance	Lecture (1 hr)
Week 09	Allocate teams presentation weeks, including 1 x activity related to week’s topic	Workshop (2 hr)
Week 10	Is everyone on board? Communicating strategy to clients	Lecture (1 hr)
Week 10	1 x activity related to week’s topic	Workshop (2 hr)
Week 11	What have I learnt? Reflecting on our personal journey	Lecture (1 hr)
Week 11	Assessment 1C & 1D: Presentations and Q&A commence	Workshop (2 hr)
Week 12	How did we go? Reflecting on our collective work	Lecture (1 hr)
Week 12	Assessment 1C & 1D: Presentations and Q&A conclude	Workshop (2 hr)
Week 13	What's next? Planning our professional pathways	Lecture (1 hr)
Week 13	Discussion on week’s topic and closing loop PLUS Client final showcase	Workshop (2 hr)

Attendance and class requirements

Attendance and active participation in workshops are strongly encouraged in this unit, as workshops provide essential learning experiences and support your success in the assessments. While a formal record of attendance is taken each week, we recognise that unexpected or unavoidable circumstances can arise. Students who attend less than 80 percent of workshops may find it challenging to keep up with the content and may be at a disadvantage when completing assessment tasks.

Workshops that involve presentations or assessment activities are particularly important. If you are unable to attend a scheduled presentation or required in‑class assessment due to circumstances outside your control, you must apply for Special Consideration as soon as possible. This process ensures that your situation can be reviewed and appropriate adjustments can be made where eligible.

If a student misses a presentation or required in‑class assessment without an approved Special Consideration outcome, the assessment may receive a mark of zero, which can affect progression in the unit. Students are therefore encouraged to communicate proactively and use the Special Consideration process whenever genuine, unavoidable issues arise.

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.

Each student must come prepared for their weekly tutorials: Students are expected to have read, understood, and done the weekly quizzes on Canvas Modules for the corresponding week.

As part of class participation, ongoing assessments occur without prior notice!

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. LO1: Analyse and evaluate complex organisational marketing challenges by synthesising advanced theoretical frameworks, strategic tools, and empirical evidence to produce a rigorous diagnostic assessment.
LO2. LO2: Apply and integrate strategic marketing concepts to formulate contextually appropriate, innovative, and theoretically grounded solutions to multifaceted real world marketing problems.
LO3. LO3: Design and justify a comprehensive strategic marketing plan that demonstrates originality, analytical coherence, and alignment with organisational objectives, incorporating insights from social and digital media environments where relevant.
LO4. LO4: Communicate and defend evidence based strategic recommendations through professional, persuasive, and audience appropriate written, oral, and visual modes, demonstrating advanced judgement and strategic reasoning.
LO5. LO5: Adapt strategic communications for diverse stakeholder groups by tailoring argumentation, tone, and delivery to meet the needs of peers, practitioners, clients, and academic audiences.
LO6. L06: Collaborate effectively and ethically within culturally diverse teams by integrating multiple perspectives, demonstrating social, environmental, and ethical responsibility, and engaging in reflective practice to enhance individual and collective performance.

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.

This section outlines changes made to this unit following staff and student reviews. Based on prior feedback, we are providing greater opportunities for students to engage with each other and the client throughout their marketing strategy development

Additional information

Student wellbeing offers a range of confidential and free health, wellbeing, and personal supports available at https://www.sydney.edu.au/students/health-wellbeing.html

OR call +61 2 8627 8433

If you are experiencing wellbeing concerns and would like to connect with somebody, the first step is to complete our registration form. Once your form is received, a clinician from Student wellbeing will call you to discuss your support needs. We will respond to you within 24-48 business hours of your enquiry.

Connect with us

Complete our wellbeing form and a member of Student Wellbeing will call you to discuss your support needs.

While our registration form is the quickest way to connect with a team member, if you need to speak with somebody, you can also call us on +61 2 8627 8433

Student wellbeing offers a range of confidential and free health, wellbeing, and personal supports available at https://www.sydney.edu.au/students/health-wellbeing.html OR call +61 2 8627 8433 If you are experiencing wellbeing concerns and would like to connect with somebody, the first step is to complete our registration form. Once your form is received, a clinician from Student wellbeing will call you to discuss your support needs. We will respond to you within 24-48 business hours of your enquiry. Connect with us Complete our wellbeing form and a member of Student Wellbeing will call you to discuss your support needs. While our registration form is the quickest way to connect with a team member, if you need to speak with somebody, you can also call us on +61 2 8627 8433

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

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

Connect with us

Disclaimer

On this page

Useful links

MKTG6600: Marketing Capstone

Semester 1, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Unit details and rules

Teaching staff

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Additional information

Disclaimer

On this page

Useful links