Anna McCollum
Material Type:
High School, Community College / Lower Division
Creative Commons Attribution

Why it Matters

Why it Matters


Teacher resources for Unit 16 can be found on the next page.

Title image: rawpixel, CC0, via Wikimedia Commons

Provided by: Lumen Learning. License: CC BY: Attribution

Why It Matters: Marketing Plan

Resources for Unit 16: Marketing Plan

Slide Deck - Module 16: Marketing Plan

Questions Banks for LMS 


Unit 16 Assignment: Marketing Plan Presentation

Marketing Plan Documents

SDC Marketing Plan Rubric



The Principles of Marketing textbook contains sixteen units—roughly one unit per week for a 16-week semester. If you need to modify the pace and cover the material more quickly, the following units work well together:

  • Unit 1: What Is Marketing? and Unit 2: Marketing Function. Both are lighter, introductory units.
  • Unit 15: Global Marketing and Unit 16: Marketing Plan. Unit 16 has more course review and synthesis information than new material per se.
  • Unit 5: Ethics can be combined with any unit. You can also move it around without losing anything.
  • Unit 8: Positioning and Unit 9: Branding. Companion modules that can be covered in a single week.
  • Unit 6: Marketing Information & Research and Unit 7: Consumer Behavior. Companion units that can be covered in a single week.

We recommend NOT doubling up the following units, because they are long and especially challenging. Students will need more time for mastery and completion of assignments.

  • Unit 4: Marketing Strategy
  • Unit 10: Product Marketing
  • Unit 13: Promotion: Integrated Marketing Communication

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Learning Outcomes

  • Identify the key elements of the marketing plan
  • Present a marketing plan
  • Explain how the marketing plan is used by marketing and the overall organization


Why develop a marketing plan?

In a very real way, the marketing plan is the culmination of everything you have been learning in this course. Marketing plans are designed to capture the most essential information, analysis, and insights that lead to the development of a marketing strategy. But they don’t stop there. Marketing plans go on to outline—often in gory detail—exactly how the marketing team will execute that strategy to achieve the specified goals. Even if you are a team of one and you work for a small company—or you’re just trying to help out your bookstore-owning uncle—the success of your marketing vision will depend on having a well-conceived, detailed plan. This is nothing new: by now you know that not having a solid marketing plan is like being in Nevada and heading into a rainstorm on a bike in the dark (without your smartphone) while you’re trying to find Kansas.

So, developing a good marketing plan is very, very important, and it accounts for the lion’s share of the work you must do. There are two other critical steps you must take, though, if you really want to get the most out of all your hard work: presenting your plan effectively to others and using the plan to adjust course once the marketing activities are in full swing.  You’ll learn about these steps here.



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