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Unit of study_
MKTG6600: Marketing Capstone
2025 unit information
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
Managing faculty or University school:
Business (Business School)
| Study level | Postgraduate |
|---|---|
| Academic unit | Marketing |
| Credit points | 6 |
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Prerequisites:
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Completion of 18 credit points of units towards the Marketing specialisation (including MKTG5001) |
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Corequisites:
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Completion of 6 credit points towards the Marketing specialisation |
| Prohibitions:
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None |
| Assumed knowledge:
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None |
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).
Unit availability
This section lists the session, attendance modes and locations the unit is available in. There is a unit outline for each of the unit availabilities, which gives you information about the unit including assessment details and a schedule of weekly activities.
The outline is published 2 weeks before the first day of teaching. You can look at previous outlines for a guide to the details of a unit.
| Session | MoA ? | Location | Outline ? |
|---|---|---|---|
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Semester 1 2024
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Normal day | Camperdown/Darlington, Sydney | |
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Semester 2 2024
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Normal day | Camperdown/Darlington, Sydney |
| Session | MoA ? | Location | Outline ? |
|---|---|---|---|
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Semester 1 2025
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Normal day | Camperdown/Darlington, Sydney |
Outline unavailable
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Semester 2 2025
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Normal day | Camperdown/Darlington, Sydney |
Outline unavailable
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Modes of attendance (MoA)
This refers to the Mode of attendance (MoA) for the unit as it appears when you’re selecting your units in Sydney Student. Find more information about modes of attendance on our website.
