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	Ulku Yuksel, ulku.yuksel@sydney.edu.au

Assessment

The census date for this unit availability is 31 August 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
In-person practical, skills, or performance task or test	Presentation/s Each group member must deliver an equal share of the presentation to pass the assessment.	6%	Multiple weeks Due date: 31 Aug 2026 at 00:00 Closing date: 30 Oct 2026	2 minutes per student	AI prohibited
Outcomes assessed:
Q&A following presentation, submission or placement	Oral Q&A Students’ knowledge of Capstone marketing and/or its application to the project assignment	20%	Multiple weeks Due date: 31 Aug 2026 at 00:00 Closing date: 30 Oct 2026	3-5 minutes per student	AI prohibited
Outcomes assessed:
Out-of-class quiz	Open-book online assessment Online assessments (around 1-4) with a short quiz & open-ended Q&As with written responses required: Module- and project knowledge will be assessed. Outside class time, conducted on w/ends.	20%	Multiple weeks Due date: 10 Aug 2026 at 00:00 Closing date: 06 Nov 2026	Around 5-25 minutes each.	AI allowed
Outcomes assessed:
Written work	Capstone Social Media Marketing Project A Strategic Social Media Marketing Plan for the client project prepared by the group	7%	Multiple weeks Due date: 04 Sep 2026 at 23:00 Closing date: 16 Oct 2026	1000 words (excluding references)	AI allowed
Outcomes assessed:
Written test	In-semester-test Written Test (On-Campus, In-Person, Bring Your Own Laptop; BYOD).	35%	Week 07 Due date: 19 Sep 2026 at 09:50	50 minutes	AI prohibited
Outcomes assessed:
Written work	Reflection A self-reflection on setting yourself up for success in industry. Reflect on what you learned in this course and how you can apply what you learned to the workplace.	5%	Week 11 Due date: 23 Oct 2026 at 23:00 Closing date: 23 Nov 2026	800 words	AI allowed
Outcomes assessed:
Contribution	Business research component (BRC) You will have two options for completing this Assessment: Option 1 – participate in a research study (no knowledge required); Option 2 – complete a research paper review.	2%	Week 12 Due date: 30 Oct 2026 at 17:00 Closing date: 30 Oct 2026	45 minutes	AI allowed
Outcomes assessed:
Contribution	Participation and contribution Contribute and participate in weekly workshops (e.g., Q&As during workshops; collaborate actively in group activities), complete online tasks if required, etc..	5%	Weekly Due date: 03 Aug 2026 at 00:00 Closing date: 06 Nov 2026	Weekly	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Marketing Capstone focuses on the development of a professional Social Media Marketing Strategic Plan for a real non‑profit organisation (NPO). There is no final examination. Instead, students complete a series of interconnected assessments that develop both individual and collaborative social media marketing capabilities.

Social Media Marketing Project

This project assessment consists of two progressive submission stages: a Draft Proposal (Week 5) and a Final Submission (Week 10). At each stage, students must submit two components: 1) Social Media Marketing Project – submitted and assessed as a group, and 2) Performance Appraisal Review (PAR) – submitted individually by every student and assessed individually.

Component 1) Social Media Marketing Project (SMMP) (Group Submission)

Students work in groups to develop a professional strategic SMMP in response to a real not-for-profit (NPO) client brief. The SMMP should demonstrate a thorough understanding of the client's business, marketing challenge, target audience and operating environment, and present a creative Big Idea, supported by evidence-based strategic plan with recommendations, and an actionable social media content, suitable for immediate use and implementation (e.g., Instagram posts). Students are expected to apply relevant marketing theories, frameworks and analytical tools to develop a tailored marketing solution suitable for client implementation.

The project is developed progressively across two stages and submissions.

- Stage 1: Draft Proposal (end of Week 5) includes only the sections that can be completed using the concepts, theories and analytical tools covered up to the end of Week 5. It is not a draft of the entire marketing plan, but an opportunity to receive formative feedback before completing the final project.

- Stage 2: Final Submission (end of Week 10) builds on the Draft Proposal by incorporating additional content, deeper analysis, strategic development and feedback received throughout the semester. Teams are expected to refine and strengthen their work and, where appropriate, may substantially revise their strategic direction, provided the final submission presents a coherent, evidence-based and well-justified marketing solution.

Component 2: Performance Appraisal Review (PAR) (Individual Submission)

With both the Draft Proposal and the Final Submission, each student must also submit an individual Performance Appraisal Review (PAR). The PAR is a confidential peer evaluation that assesses the performance and contribution of every team member during the relevant stage of the project for each team member, in the form of an after-action review. Its purpose is to encourage critical reflection on team dynamics and teamwork, collaboration and individual accountability.

For each team member, students must provide at least one comment recognising the individual's strengths and contributions; and at least one constructive comment identifying an area for improvement, where appropriate.

The PAR is submitted by each team member separately from the group project on the due date of the group project and is assessed individually. Submission of a completed PAR is compulsory. Failure to submit a PAR that fully meets the stated requirements will result in a 50% deduction from the mark awarded for the corresponding Draft Proposal or Final Submission.

Presentation/s

Following both the Draft Proposal and Final Submission, each team will deliver a presentation during the following workshop (Weeks 6/7 and 11/12, depending on workshop size), simulating a professional client pitch. The presentations allow teams to communicate and justify their strategic recommendations, demonstrate the development of the project from draft to final proposal and receive feedback. Presentations are assessed individually and will provide an opportunity to communicate students’ individual contribution to the project as it allows interactive discussion with the facilitator and the class.

Oral Q&A

Across multiple weeks, students will participate in an oral assessment designed to evaluate their understanding and application of the Capstone project and/or a business scenario, as well as their understanding of the Capstone unit's marketing concepts and theories. The assessment examines each student's ability to analyse and contribute meaningfully to the industry partner’s brief and requests for the project, justify strategic recommendations, demonstrate critical thinking and communicate ideas with confidence, clarity and professionalism. The assessment also evaluates students' knowledge of the Capstone unit content, including the concepts, frameworks, theories, strategic tools and learning resources provided in the Canvas modules, with a particular emphasis on their application to the project. The assessment takes the form of an evidence-based Q&A, with follow-up questions and prompts guided by each student's progression and responses. Students are expected to demonstrate informed reasoning, critical analysis and the ability to apply relevant marketing knowledge to the project and/or related business scenarios. This is an individual assessment. Attendance is compulsory. Students must undertake this assessment as a requirement to pass the unit.

In-Semester-Test (IST)

Written secured essay and/or Q&A test. The assessment involves topics on modules and project knowledge. This is arranged by the Business School exam team, outside of lecture or workshops.

Open-Book Online Test/s

Students will complete an online knowledge test (or up to four tests) which include open-ended questions that require writing tasks/responses. It will be released at various points throughout the semester and completed outside scheduled lecture and workshop times.

Each test may include a small number of multiple-choice, fill-in-the-blank and yes/no questions covering the unit modules and project-related content. The test serves as a formative checkpoint to reinforce key marketing concepts, encourage regular engagement with the unit material, strengthen knowledge retention and help students identify areas requiring further study.

Participation and Contribution

Students are expected to actively contribute to class discussions, collaborate professionally with their team and complete all required activities in workshops and online modules. Engagement in activities unrelated to the class (e.g., unnecessary use of phones, laptops or other electronic devices during workshops) instead of participating in teamwork or learning activities affects marks.

This assessment recognises the importance of consistent participation, collaboration and professional conduct in creating a productive, real-world learning environment. Participation is about each student's engagement throughout the semester, including 1) In person participation in workshops, contribution to team activities during workshops; 2) Responses to weekly discussions and Q&As and 3) Completion of required online learning tasks, if available and required. As completion of all required online tasks may form part of this assessment, unless "explicitly" permitted, the use of AI tools to complete these tasks is prohibited. Any unauthorised use of AI, particularly for online module tasks, will result in a mark of zero and may also lead to a deduction from the overall course mark, in accordance with the unit's assessment policy.

Reflection Essay

This individual assessment requires students to critically reflect on their personal and professional development throughout the Capstone unit. Students should evaluate their strengths, challenges and growth as emerging marketing professionals and as contributors to a real-life client project.

The reflection should include how the unit's learning experiences have enhanced student’s knowledge, skills and readiness for the workforce; how these capabilities align with industry expectations and how they increase their value to future employers. Students should explain explicitly the value they can bring to organisations by drawing on the professional attributes developed throughout this unit.

Students are expected to support their reflection with specific examples from the unit, including learning modules, workshops, class discussions, client interactions, assessments, team activities and feedback received. Students should identify which aspects of the unit had the greatest impact on their professional development, explain how these experiences shaped their thinking and capabilities, and discuss how they will apply the knowledge and skills gained in this unit throughout their future careers. They should also explain how the competencies developed in this unit enhance their employability, why these capabilities are valuable to future employers, and how they would contribute to an organisation in a professional marketing role.

Business Research Component (BRC; 2%)

You will have two options for completing this Assessment: Option 1 – participate in a research study (no knowledge required); Option 2 – complete a research paper review (you will read an article that will be assigned to you and respond to Qs on it).

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 and overview of marketing programs, social media marketing strategy and process	Lecture (3 hr)
Week 02	Situation analysis (Part 1): Where are we? - Environmental analysis: Macro and micro environments	Lecture (3 hr)
Week 03	Situation analysis (Part 2): Who are we? - Analysing competitive advantage and value propositions	Lecture (3 hr)
Week 04	Proposal for strategy: Where do we want to be? - Setting goals and objectives, and targeting customers	Lecture (3 hr)
Week 05	Designing the strategy (Part 1): How do we get there? - The 4th P: Marketing communications and promotion & Developing the creative "Big Idea"	Lecture (3 hr)
Week 06	Designing the marketing strategy (Part 2): How do we get there (cont')? - Media channels	Lecture (3 hr)
Week 07	Designing the marketing strategy (Part 3): How do we get there (cont')? - Sustainable and ethical perspectives	Lecture (3 hr)
Week 08	Implementing the marketing strategy (Part 1): Paths forward - Generating content marketing	Lecture (3 hr)
Week 09	Implementing the marketing strategy (Part 2): Paths forward - Media and media scheduling	Lecture (3 hr)
Week 10	Evaluating and communicating marketing strategy: - Are we there? Measuring campaign performance via metrics; & – Is everyone on board? Communicating strategy to clients: Pitching	Lecture (3 hr)
Week 11	What have I learnt? Reflecting on our personal journey	Lecture (3 hr)
Week 12	How did we go? Reflecting on our collective work during the project	Lecture (3 hr)
Week 13	What is next? Planning our professional pathways	Lecture (3 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 immeditaely apply for Special Consideration (SC). 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 SC 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 SC 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, ie, workshops: Students are expected to have read, understood and done all requiremnts for the week, read and prepared for the content of the week's Canvas Module for the previous/corresponding week.

As part of class participation, ongoing Q&A 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. In addition, assessment types are amended in response to the secured assessment requirements of the university.

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

Work, health and safety

Student wellbeing & health

University's support for well-being & health

If you feel unwell physically or psychologically, do the following in sequence (all your contact is strictly confidential between you & the health provider):

1. Fill in the form @ https://student-wellbeing.sydney.edu.au/Mvc/Portal/Login @ https://www.sydney.edu.au/students/health-wellbeing.html A response will come in 24-48 business hrs. Or,

2. Go in person to: Level 5 Jane Foss Russell Building G02 (opposite the Business School, where the food court & Hermann's bar is located), Opening hours: 9am to 5pm, Monday to Friday. Or,

3. Email: student.wellbeing@sydney.edu.au Or,

4. Call: Phone: +61 2 8627 8433 and/or +61 2 7255 1562 between 9am to 5pm, Monday to Friday.

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

Work, health and safety

Student wellbeing & health

Disclaimer

On this page

Useful links

MKTG6600: Marketing Capstone

Semester 2, 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

Work, health and safety

Student wellbeing & health

Disclaimer

On this page

Useful links