Know-How Exchange : Student Questions

Let me start by saying...there is no such thing as a standard marketing plan; however, there are elements that occur with somewhat regular frequency.

A High-Level Description of the Product or Service
A Description and Size Estimate of the Target Market
Competitive Differentiators
Proposed Marketing Messaging
Packaging, Pricing and/or Bundling Strategies
Marketing Vehicles Used
Required Changes to the Company Website
Initial Rollout Activities
Ongoing Marketing Initiatives
Projected Sales Volumes and Margins
Required Year 1 Marketing Budget
Product Development Assumptions

And the strategies will change depending on the market, B2B or B2C, plus a variety of other elements. But I find these items to be fairly consistent. I suggest you take a look at Philip Kotler''s material for more detail.