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Marketing in Practice

1. Introduction

This capstone unit bridges the gap between theory and practice by integrating knowledge and consolidating key skills developed across the Marketing major. It aims to provide students with practical experience in identifying, analysing, and solving contemporary Marketing problems. Much of this unit is dedicated to a problem-based/experiential approach to learning. Students develop their Marketing career-readiness by demonstrating their ability to apply concepts, theories, frameworks, methodologies, and skills to authentic problems and challenges faced in the field of Marketing.


Students commencing from 2018: completion of at least 120 credit points including MKTG1001, MKTG1002, MKTG2112 and MKTG2113


Pre-2018 continuing students: completion of at least 120 credit points including MKTG1001 and MKTG2112 and MKTG2113

2. Difficulty

Difficulty: High


MKTG3600 requires students to draw from concepts and knowledge acquired throughout their Marketing major, so there is no unit-specific content to learn. This subject assesses students’ abilities to select relevant information, synthesise it and apply it to real world marketing problems. While interesting, this is quite challenging. Group projects, which are heavily reliant on student proactivity further justify this subject’s difficulty rating. Such tasks require groupmates to collaboratively formulate a Marketing strategy for a real-life brief and pitch it to industry representatives and the unit assessor(s) at the end of the semester. The final exam and individual assignment are difficult. Students will need to consistently think and engage with the concepts in this unit on an ongoing basis in order to excel. 

3. Workload

The workload for this subject is generous but manageable, as it requires at least 2 hours study time outside of class per week. It is crucial to delegate time towards consolidating knowledge from previous Marketing units and reflecting on the industry lecturers' content each week in preparation for the final exam. There is a challenging, toughly marked 72-hour brief towards the pointy end of the semester, which is a time-pressured assessment that requires students to develop a marketing strategy in response to a problem. Workload for the group project can be intense, as it involves the development of a complex and comprehensive marketing strategy in response to the client brief, requiring consistent WIPs and collaboration throughout the semester. The tutorials also have weekly homework tasks, which participation marks are based on. Strong engagement with tutorials and lectures is required to perform well, hence medium-high effort is required to stay on top of the content, various assessments, readings, and participation submissions.

4. Textbooks/Readings

There is no prescribed textbook for this unit. The unit is based on experiential learning which takes place during the scheduled classes. If there are readings and other learning resources, they are posted on Canvas.

5. Assessment Breakdown
MKTG3600 Assessment Pie Graph_edited.png
  • Individual Assignment (20%):  Students will receive a brief regarding a Marketing problem that requires a strategic response. This response assesses their ability to respond to authentic marketing problems in a timely manner, and their capacity for generating ideas, solutions and/or critiquing a certain issue. Students have 72 hours to formulate and complete their response in the form of a 1500-word report. 

  • Individual Participation Portfolio (10%): Every student will have a folder of their participation portfolio based on tutorial activities kept on record by their tutor, consisting of 4 submissions. This portfolio is used as a ‘record’ of student preparation and participation towards the tutorial activities, not as a form of in-progress assignment where feedback is given. Active attendance, engagement and participation are expected in all tutorials.

  • Group Assignment (30%): Groups of up to 3 members will complete a randomly allocated industry project. The project is divided into i) a presentation recording worth 10%, and ii) a 16-page report. 

  • Final Exam (40%): The final exam will be scheduled during the official university exams period. All materials presented in the lectures across all modules (week 1-13) are assessable, including tutorial activities. This exam is listed as a HURDLE TASK which means students must complete the assessment and achieve a minimum of 5%. 

Please note that assessments may vary across semesters. This information was sourced from the Unit of Study Outline for Semester 1 of 2021, and may be out of date. For the most up-to-date information, refer to the Unit of Study Outline for the semester and year relevant to your studies. 

6. Unit Highlights
  • Highly experienced practitioner lecturers - the lecturers insightfully link theory to real-life Marketing campaigns and activities.

  • Opportunity to talk to industry professionals - students can ask questions and gain advice about their career paths, providing them with insight into potential career options and understanding of what professional life entails.

  • Speakers from a diverse range of renowned companies - the speakers reveal the nuances of their day-to-day Marketing occupation, career progression and brand-building expeditions.

  • Unstructured projects which allow for higher creativity - the recommendations aren’t forced, and authentically reflect professional case studies

7. Skills Learnt
  • High-level critical thinking applied to practical case studies

  • Practical application of Marketing theory in order to formulate a holistic Marketing plan 

  • Presentation skills

  • Teamwork and collaboration 

  • Abstract thinking and working with ambiguity rather than following frameworks

  • Ability to synthesise information

  • Creativity

  • In-depth case study and market review analysis

  • Advanced research skills - Discovering threats and opportunities in the market and the ability to do primary research strategically and purposefully for a brief

  • Agile problem solving to different types of marketing problems and situations

  • Spontaneous thinking and solution-oriented mindset

  • Diplomatic problem solving

8. Lecturer Advice

With a focus on ‘why and how’, the capstone unit will challenge, stretch and push knowledge boundaries, apply and integrate previous understanding to diverse contexts and develop your acumen to handle marketing problems. Students should expect to embrace ambiguity, fluid structures and uncertain situations. Be in the moment, regularly engage with the weekly classes, reflect often, make your own notes and always synthesise materials to consolidate your own understanding. There is little indulgence in this unit, but be assured that you are taught, developed, and sharpened by industry standards to develop your employability and work-readiness.  

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