CULSCzech University of Life Science

Preparing a Marketing Plan

CULSCzech University of Life Science

Contents of Marketing Plan• Introduction

– Background to plan; reasons for its preparation

• Executive summary– Key points of the plan in a clear, concise form

• Audits– STEP and SWOT analysis

• Objectives– Key objectives, listed and quantified

• Promotion– Outline of advertising and promotions plan

• Action plan and outline schedule– List of the main “SMART” objectives, and a “Bar-chart” outline schedule

• Outline budget– Estimate figures to show costs and revenues. Estimate when the plan will become

profitable

• Methods for monitoring and controlling– How to measure performance in achieving the objectives