Marketing Plan Structure: 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.)

Assignment 1 – Marketing Plan Structure
Cover page

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.)