A marketing plan details the overall marketing strategy your company will use to exploit opportunities, and how you will use your competitive advantage to make sales. In that sense this module continues the strategic planning theme. However, where the first two modules were conceptual in nature, a marketing plan is tangible. It is a detailed blueprint for how you will promote and sell your product or service.

The marketing plan contains information on the business environment, competition, and analysis of internal and external capability, which was covered in Module 2. Next, it uses this information to select a target market segment from the different marketing segments you identified. The marketing goals and objectives are then set out and an implementation plan is formed, detailing the elements of the marketing mix that are needed to achieve these goals with respect to your target market.