A Marketing Plan is often part of a more comprehensive Business Plan and generally includes 7 key elements: Market Research Target Market Positioning / Differentiators Competitive Analysis Marketing Strategy (including the tactics to use) Budget Metrics or KPIs and Goals A good Marketing Plan should be as comprehensive as it needs to be, but not so exhaustive that it becomes overwhelming (and therefore won't be used). The Marketing Plan should be reviewed and updated at least annually. Sometimes a mini Marketing Plan is also developed for a specific product, service, or event.