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
Tutor(s)	Jodie McGann, jodie.mcgann@sydney.edu.au

Assessment

The census date for this unit availability is 2 April 2024

Details
Criteria

Type	Description	Weight	Due	Length
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:
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:
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:
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:
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:
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:
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:
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:
Participation	Participation Participation in workshops; eg, individual verbal tests, teamwork, etc.	10%	Weekly Closing date: 24 May 2024	Weekly
Outcomes assessed:
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:
= 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 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.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

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 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

Weekly schedule

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

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

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. 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
Learning outcomes

Responding to student feedback

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.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

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

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MKTG6600: Marketing Capstone

Semester 1, 2024 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

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

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect