MBA 640 Conduct a Research

11/23/2020 Marketing Plan Template

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

Marketing Plan Template

Marketing Plan Template

1.  Executive summary

2.  Situation analysis

2.1  Mission

2.2  Product or service description

2.3  Value proposition

2.4  Internal environment scan (SWOT analysis)

2.5  External environment scan (PESTEL & Porter's five forces analyses)

2.6  Critical issues

3.  Market analysis

3.1  Marketing research

3.2  Market size and growth

3.3  Market trends

3.4  Customer analysis (including needs analysis)

4.  Strategic analysis

4.1  Marketing objectives (including financial objectives)

4.2  Market segments

4.3  Target market

4.4  Positioning strategy

4.5  Product and branding strategy

Course Resource

11/23/2020 Marketing Plan Template

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

4.6  Pricing strategy

4.7  Distribution and supply chain strategy

4.8  Integrated marketing communications strategy

5.  Financial analysis

5.1  Breakeven analysis

5.2  Sales forecast

5.3  Expense forecast

6.  Implementation, controls, and contingency plan

6.1  Implementation

6.2  Controls

6.3  Contingency plans

© 2020 University of Maryland Global Campus

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.