Table of contents ( use numbers , headings, subheadings)
Executive Summary( a summary of all key points emerging from the plan ; max. 1 page )
Introduction & Objectives (brief overview of company, issue – use secondary sources; articles, websites, industry reports, annual reports, etc. ; set traditional vs digital objectives 3-5)
Market Situational Analysis, especially the competition& consumer behaviour (applying models such as PEST. SWOT, Porter’s five forces – use secondary sources such as newspapers, websites, industry reports etc. )
Target Market/Segmentation (STP – use theory, models from academic literature such as books and journal articles and the application should be supported by non-academic sources such as industry reports, annual reports, articles etc.)
Marketing Mix Strategy( use any marketing mix model that is appropriate for your case and objectives of the plan - use theory, models from academic literature such as books and journal articles and the application should be supported by non-academic sources such as industry reports, annual reports, articles etc.)
Implementation & Control( theory and table )
Budget/Sales Projections( theory and table)
Conclusion ( brief summary of key points )
References
Appendix ( can consist of larger tables, supporting evidence as charts, graphs etc.)