MKTG1501 Marketing Plan Assignment Brief 2025 | UQ

MKTG1501 Assignment Brief

This assignment allows you to showcase your understanding of the planning process of any marketing strategy. Marketing is a science, and decisions are made on sound knowledge of the market and not on the marketer's intuition or gut feelings. Marketing also has creative elements, which you will use to create a strategy based on data-driven insights. This assignment will allow you to develop your research and analytical skills that will be so crucial in your future careers.  

This Project Has Several Objectives: 

• To provide students with an opportunity to apply the knowledge acquired in MKTG1501, and
• To encourage their creative skills and develop research and written communication skills.  

The Marketing Plan:  

• The marketing plan is developed over the semester. We strongly suggest you work on each relevant part of the plan during the weeks in which we cover that section.
• The library databases and Company Reports will provide you with much of the information you will need. However, in some instances, in which you do not have complete information, you will need to make some assumptions based on the information available.  
• The marketing plan will consist of TWO separate parts that have different due dates.  
• The two parts work together. Part 1 will develop your skills in conducting a situation analysis and identifying key issues.  
• Learning Objectives Assessed: 1, 2, 3, 4, 5 (see course ECP for details of learning objectives)   

Due Date Part 1:  4 pm on the Friday, 11th April, 2025 + (8% for assessable individual tutorial preparation and participation)  

Due Date Part 2:  4 pm on the 23rd May, 2025  

Submission: Online only. 

• A link will become available on Blackboard before the due date in the Marketing Plan folder (under Assessment).  
• Detailed instructions will be provided online. Part 1 will be completed and submitted as a group. Part 2 will be an individual assignment.   

Style and Page Count

Size 12 font (size 10 or 11 for tables). Single-spaced. Report format, including each section on a new page. Title page, table of contents and page numbers required.  REFERENCING: APA or Chicago reference format accepted.  

Part 1 – 15-25 pages maximum, including all tables and figures. The table of contents, cover page and the reference list are not included in the page count. Part 2 – 10-15 pages maximum, including all tables and figures. The table of contents, cover page and the reference list are not included in the page count.

Please note: markers will not read pages past the 25 (Part 1) or 15 (Part 2) limit for each assignment (up to 2 pages of Appendix will be read in addition to the 25-page limit). Contents past the maximum number of pages will not count towards fulfilling the requirements of the rubric. A full scoring assignment can be achieved at the lower and upper bounds of the range for both Part 1 and Part 2.

The Client: Go1

Since Go1's creation in 2015, we've evolved into the largest online learning library on the planet. Since its inception, Andrew Barnes has served as the CEO and co-CEO, guiding Go1 through its formative years and significant growth phases until mid-2024, when Chris Eigeland took the solo role. The company started by four friends in Brisbane, Australia is now a team of almost 600 employees spanning 19 countries With a market cap of as of February 2025 of approximately  $2 billion, Go1 is a market leader in employee online learning and training.

The Product: Robot University/TAFE Tutor

While Go1 has a market-leading position in employee learning and development, it needs to seek new markets to demonstrate potential to grow in the lead up to launching an IPO. As such, the management team think it is time to expand service offerings to ensure growth into the future. As a test, Go1 would like to launch a robot designed to utilise AI and the library of training content to provide a personalised student tutor service. While R&D is in advanced stages, some possibility of tailoring final application specifications is possible if well justified. 

Brief: Product Launch For March 2026 in the Australian Market     

Your assignment is to create a marketing plan for Go1’s launch of its first robot student tutor. The product will launch in January 2026, so a final Marketing Plan will need to be presented by the end of May 2025. Bring your MKTG1501 knowledge and skills to create a strategy for this established brand, making a play in a new market.

Marketing Plan (Part 1) Marketing Guide & Rubric (20% of Semester Marks)

Marketing Plan (Part 2) Marking Guide & Rubric (30% of Semester Marks)