•Introduction
-What is selling
-What is marketing?
-What is marketing planning?
-Stages in the preparation of marketing plan

• Situation analysis- the marketing audit
-The audit of the marketing environment
-The audit of marketing activity
-Audit of the marketing system
-the marketing environment-market research
-Practical example
-Internal market research
-What is market segmentation
-Information checklist
-How to present the figures
-Situation analysis
-SWOT analysis

• Objectives, Strategies and Action Plans
-What is a marketing objective?
-The product portfolio
-Relative market growth rate and share
-Gap analysis
-What is a marketing strategy
-Pricing strategies
-Action plans

• Distribution , promotion and budgets
-The distribution plan
-The advertising and promotions plan
-Costs and budgets
-Budgeting the cost of a marketing plan

• Writing the Plan
-Introduction
-Executive summary
-Situation analysis
-Marketing objectives
-Marketing strategies
-Schedules of what/where/how
-Sales promotion
-Budgets and the profit and loss account
-Controls and update procedures
• Presenting the plan, follow-up and revision
-Presenting the plan
-Follow-up and revision