MBA 640 Conduct a Research

11/23/2020 Marketing Plan

https://leocontent.umgc.edu/content/umuc/tgs/mba/mba640/2208/learning-topic-list/marketing-plan.html?ou=516043 1/2

Marketing Plan

A marketing plan is a written document that outlines the marketing program for a

company or a product or service, along with the promotional budget allocation over the

planning period. In other words, a marketing plan details what is needed to implement a

marketing program and achieve the goals within it. When developing a marketing plan, you

should be guided by the organization's vision and mission statements.

It is important to note that a marketing plan is not the same as a business plan. While the

marketing plan is part of the business plan, business plans typically also include additional

information such as financial strategies, operations plans, risk management techniques,

and human resources details.

Resources

The Marketing Plan (/content/umuc/tgs/mba/mba640/2208/learning-

resourcelist/the-marketing-plan.html?ou=516043)

Not Your Father’s Marketing Plan (http://ezproxy.umgc.edu/login?

url=http://search.ebscohost.com.ezproxy.umgc.edu/login.aspx?

direct=true&db=f5h&AN=74763380&login.asp&site=ehost-

live&scope=site)

The Marketer’s Action Plan (MAP): Six Steps to Developing Effective Marketing

Plans in B2B Marketing Programs (http://ezproxy.umgc.edu/login?

url=http://search.ebscohost.com.ezproxy.umgc.edu/login.aspx?

direct=true&db=bth&AN=118409836&login.asp&site=ehost-

live&scope=site)

© 2020 University of Maryland Global Campus

Learning Topic

11/23/2020 Marketing Plan

https://leocontent.umgc.edu/content/umuc/tgs/mba/mba640/2208/learning-topic-list/marketing-plan.html?ou=516043 2/2

All links to external sites were verified at the time of publication. UMGC is not responsible for the validity or integrity

of information located at external sites.