What is the geographic location? What is the organizational mission? Industry background: Describe the industry ' s historical background. Situational SWOT analysis: Assess the organization ' s environment. Address why your marketing plan is necessary. Include the following: Strengths( internal) Weaknesses( internal) Opportunities( external) Threats( external) Market research Why must market research be conducted? What kind of data will you use: primary, secondary, or both? Why? Marketing objectives: List your quantifiable marketing objectives. Explain what you want to achieve. Define estimated dates by which you want to achieve those goals Marketing strategies: Describe the general approach or best way to meet your objectives. Consumer analysis Determine the demographics of the program ' s potential consumers. Determine the psychographics of the program ' s potential consumers. Identify common consumer behaviors of the program ' s potential consumers. Target market Determine the primary market: What are the characteristics of the primary market? Determine the secondary market: What are the characteristics of the secondary market? Market segmentation: How will you segment the market? Why? Competitive analysis Identify your competitors. Briefly describe your competitors ' strategies. The four Ps Product What types of products, programs, or services are involved, as in a good, service, or idea? What are the features? How is it positioned and differentiated from the competitors?