Students

MKTG3099 – Capstone: Marketing and Media in Practice

2026 – Session 2, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Senior Lecturer
Lisa Rohanek
lisa.rohanek@mq.edu.au
Contact via Email
4ER 2
Thursday 10-11am
Credit points Credit points
10
Prerequisites Prerequisites
MKTG3003 and MMCC2100
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

This capstone unit brings together the knowledge, skills, and experience students have developed throughout the Bachelor of Marketing and Media to tackle complex, real-world challenges. Designed to bridge academic learning and professional practice, the unit offers students the opportunity to design, execute, and present an integrated marketing and media strategy that reflects industry standards and expectations.

Students will work individually as well as in teams, applying research, consumer and media insights, creative problem-solving, and strategic thinking. Through industry engagement, peer collaboration, and iterative feedback, students will develop a professional campaign or project that demonstrates their readiness to enter the marketing and media workforce.

By the end of the unit, students will graduate with a portfolio-ready piece of work and a deeper understanding of the dynamic, interconnected world of marketing and media.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Synthesise and apply marketing and media knowledge to address complex real-world problems.
  • ULO2: Design and present an integrated marketing and media strategy informed by research, data insights, and creative execution.
  • ULO3: Collaborate effectively in demonstrating project management, leadership, and interpersonal skills.

General Assessment Information

Late Submission Penalties

If you submit your assessment late, 5% of the total possible marks will be deducted for each day (including weekends), up to 7 days. Submissions more than 7 days late will receive a mark of 0.

Example 1 (out of 100):

If you score 85/100 but submit 20 hours late, you will lose 5 marks and receive 80/100.

Example 2 (out of 30):

If you score 27/30 but submit 20 hours late, you will lose 1.5 marks and receive 25.5/30.

Extensions

Automatic short extension: Some assessments are eligible for automatic short extension. You can only apply for an automatic short extension before the due date.

Special Consideration: If you need more time due to serious issues and for any assessments that are not eligible for Short Extension, you must apply for Special Consideration. Need help? Review the Special Consideration page for further details.

Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.  

Assessment Tasks

Name Weighting Hurdle Due Groupwork/Individual Short Extension AI Approach
Professional practice: Client proposal 30% No 18/09/2026 Individual Yes Open AI
Professional practice: Client presentation 30% No 06/11/2026 Group No Observed
Skill development: Portfolio of work 40% No 24/10/2026 Individual Yes Open AI

Professional practice: Client proposal

Assessment Type 1: Project
Indicative Time on Task 2: 20 hours
Due: 18/09/2026
Weighting: 30%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to build expertise in creating a project proposal that aligns with the needs of a client. You will conduct industry relevant research, formulate ideas, and construct a professional proposal that addresses a client problem or opportunity.

Skills in focus:

  • Discipline knowledge
  • Critical thinking and problem solving
  • Communication skills
  • Work readiness

Deliverable(s): Project Proposal [2000 words]

Individual assessment
On successful completion you will be able to:
  • Synthesise and apply marketing and media knowledge to address complex real-world problems.
  • Design and present an integrated marketing and media strategy informed by research, data insights, and creative execution.

Professional practice: Client presentation

Assessment Type 1: Presentation
Indicative Time on Task 2: 20 hours
Due: 06/11/2026
Weighting: 30%
Groupwork/Individual: Group
Short extension 3: No
AI Approach: Observed

The purpose of this assessment is for you to create a professional client presentation that addresses and solves a problem or opportunity. You will collaborate in small groups to prepare an industry presentation that communicates how you can address a problem or opportunity.

Skills in focus: 

  • Discipline knowledge
  • Critical thinking and problem solving
  • Communication skills
  • Collaboration skills   

Deliverable(s): In class presentation [15 min] supported by presentation slides submitted on iLearn

Group assessment
On successful completion you will be able to:
  • Design and present an integrated marketing and media strategy informed by research, data insights, and creative execution.
  • Collaborate effectively in demonstrating project management, leadership, and interpersonal skills.

Skill development: Portfolio of work

Assessment Type 1: Portfolio
Indicative Time on Task 2: 30 hours
Due: 24/10/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to create a professional portfolio of work demonstrating your skills in marketing and media. You will collect artefacts of work in your marketing and media project and creatively present a professional portfolio showcasing your best outputs.

Skills in focus:

  • Discipline knowledge
  • Critical thinking and problem solving
  • Digital skills   

Deliverable(s): Portfolio of 6 artefacts of work submitted on iLearn [1000 words plus images]

Individual assessment
On successful completion you will be able to:
  • Synthesise and apply marketing and media knowledge to address complex real-world problems.
  • Collaborate effectively in demonstrating project management, leadership, and interpersonal skills.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • Academic Success for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation.

3 An automatic short extension is available for some assessments. Apply through the Service Connect Portal.

Delivery and Resources

DELIVERY FORMAT

MKTG3099 has weekly 2 hour tutorials starting in week 1. The tutorials are based around real agency activities so you will spend time in briefing WIP meetings, learning skills and applying them each week in smaller teams. There are no lectures for you to participate in but guided instructions will be provided to support your practical skill development.

RECOMMENDED TEXTBOOK 

There is no textbook for this unit

TECHNOLOGY USED & REQUIRED • Use of a laptop (recommended) or tablet is required to complete in-class activities. Please bring to every class. • Use of paper and pen is also required to complete in-class activities. 

Unit Schedule

#

w/c

Campaign stage

Craft skill taught

Artefact made

1

27 Jul

Studio launch and the brief

Deconstructing a client brief; running a kickoff meeting

Team charter and reverse brief (one-page brief breakdown sent back to the client)

2

3 Aug

Market immersion

Field observation; building an insight board

Market landscape map with a photographed marketing-in-the-wild insight board

3

10 Aug

Audience understanding

Interviewing and vox pops; capturing clean phone audio

Audience insight report anchored by a 2-3 minute edited audio clip of real audience voices

4

17 Aug

Problem framing

Writing a campaign brief; the single-minded proposition

Campaign brief, peer-reviewed in critique. Portfolio checkpoint 1

5

24 Aug

Strategy

Strategy on a page; the three-minute stand-up pitch

Strategic framework plus a recorded three-minute pitch to another team

6

31 Aug

Creative ideation

Facilitating a structured brainstorm; mood boards

Three creative territories with mood boards; tissue-session feedback from client or tutor

7

7 Sep

Campaign storytelling

Storyboarding frame by frame

Storyboard for the hero reel (hand-drawn or digital); this is the production gate

8

14 Sep

Media and channels

Flighting charts; platform spec literacy

Integrated media plan with flighting chart. Curveball: budget halved mid-session. Portfolio checkpoint 2

Client proposal submitted (group, 30%)

 

21 Sep / 28 Sep

Mid-session recess

 

Teams enter recess with approved storyboards; optional footage capture over the break

9

5 Oct †

Production sprint I

Shooting short-form video on phones: framing, light, sound, coverage

Shot footage against the storyboard plus a rough cut of the hero reel

10

12 Oct

Production sprint II

Editing craft; podcast recording and editing

Final hero reel (30-60 seconds) plus one supporting social execution; elective artefact in production

11

19 Oct

Production sprint III and measurement

Finishing craft; KPI frameworks

Elective artefact delivered (podcast episode 8-12 min, photo series, or activation mock-up) plus one-page measurement plan

12

26 Oct

Presentation assembly

Editing for coherence; executive summary writing

Working on final pitch and presentation

13

2 Nov

Showcase

Pitch craft; trade-show conversation

Pitch and presentation;

 

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit connect.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Academic Success

Academic Success provides resources to develop your English language proficiency, academic writing, and communication skills.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via the Service Connect Portal, or contact Service Connect.

IT Help

For help with University computer systems and technology, visit https://students.mq.edu.au/support/technology/service-desk. 

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Unit information based on version 2026.02 of the Handbook