1. Marketing Plan A marketing plan is a part of an overall business plan.
Outlines a company's overall marketing efforts.
Linkage with other functional areas.
Customer as a starting point.

2. Contents Executive Summary Current Marketing Situation
Threats and Opportunities Analysis
Objectives and Issues
Marketing Strategy
Action Programs
Budgets
Controls

3. Marketing plan and Report
The students will prepare a detailed marketing plan while working in their study groups. The report will be based on a combination of desk research as well as field investigation. Students are encouraged to bring in evidence and insights from multiple sources. The students must ensure that the report is original in content, updated on information and free of factual, theoretical and grammatical errors. (10 marks)
The student groups are required to make a presentation of not more that 10 minutes in duration. It is advised that the students practice their presentation to manage time effectively. The students will be expected to present specific components of their marketing plan.(10 marks)