Marketing Plans are a way for a business to insure that they are sticking to the schedule.  Marketing plans are typically a written document.  Some elements of a marketing plan are Executive summary, situation analysis, and marketing goals. Executive summary is an overview of an entire marketing plan.  Situation analysis is a study of the factors that impact a marketing plan.  Marketing goals are just goals that a business sets so they can strive to get there. In a marketing plan there are 7 p's. Also in a marketing plan they do the SWOT analysis. SWOT analysis is the study of the strengths, weaknesses, opportunities, and threats. A marketing plan is a key tool for companies to use to be successful