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: MARKETING PLAN CHECKLIST SEMESTER 1 2009
Project Heading Suggested topics to cover Check
Executive Summary Brief Overview (no details)
Overall Strategy
Research method
Expected results
Situational Analysis External Analysis
Internal Analysis
SWOT Analysis
Mission and Objectives Mission:
Broad statement of the firm’s direction
Objectives:
Precise and quantitative
Shows how the firm will achieve its mission, with deadlines
Target Market Selection Remember the six factors for maximizing market potential and therefore
target markets
Have you made a distinction between the market segmentation and the
target market?
Marketing Mix
Product
Distribution
Promotion
Price
Product:
Is your product durable or non-durable good or a service or idea?
Do you actually provide a service instead of a good?
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How will your product/service be delivered?
Promotion
What various mediums will you use to promote your product/service?
How will you address the timing and costs involved? (justification)
Price:
How much will you charge (and justify by naming a pricing theory)?
(Refer Text Book)
Does your price cover expenses? (both marketing & non-marketing)
Action Plan Allocate tasks and responsibilities for achieving the overall marketing plan
How is the marketing plan going to be implemented?
Sales Forecast Estimate expected results/sales by following the marketing plan’s
implementation timeline
Show overall profitability and cash flows into the firm, expressed in dollars
Budget How much funding is available? (justify)
How will you allocate resources?
What expenses will be expected?
Controls Set boundaries and benchmarks
Utilize sales figures or profit to explain how you will implement these
controls?
References Are your references set out in accordance with the Harvard System
Are all statements and justifications made throughout the marketing plan
referenced properly?
Have you used a variety of sources?本论文由英语论文网www.51lunwen.org整理提供
Appendices Are all appendices included?
Are all appendices referenced?
NOTE: While a marketing plan also includes a sales forecast and expenditure budget sections students are not
required to include these sections in their plan.

CRITERIA
MARKS
Structure and Format 7
Logical structure of marketing plan
Professional presentation
Clear objectives
Comprehensive coverage of project details
Appropriate use of Referencing
Style 7
Persuasive and logical argument
Shows depth of thinking and analysis
Integrates theory well
Theory and Content 16
Well researched situation analysis
Sound judgment in determining plan elements
Comprehensive coverage of issues
Creative thinking
Total 30%

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