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Guides and Templates

Understanding different types of marketing plan

When, why, and how to use different types of marketing plan

How will this guide help me and my business?

We have created this guide to help you understand the different types of plans, when and why those plans should be used, potential drawbacks and how to structure them.

Whether you’re not sure which plan will work best, or you simply want to make sure you’re producing the most relevant plan, this guide will help you to understand the different types of plans, how to use them and when to use them.

Who is this guide for?

This download is for anyone who wants to improve their knowledge of marketing planning with a view to gaining more senior roles. It will also be useful for any manager involved in setting future marketing direction for their business or their clients, who want to review their including:

  • Company owners and directors or heads of marketing or digital
  • CMOs, marketing managers, and digital marketing managers
  • Consultants or agency account managers

How is the guide structured?

The guide covers these types of marketing and business plans:

  • Business plan
  • Marketing plan
  • Campaign plan
  • Digital marketing plan/Digital transformation plan
  • Multi-channel marketing plan

We have structured the guide in this order, rather than alphabetical order since it’s a common practice in larger businesses to use a hierarchy of business and marketing plans as explained by this visual. Successful plans support each other with more detailed campaign and digital plans showing how they align with marketing and business plans.

Latest updates

This resources has been streamlined in order to give you clearer distinctions between marketing plans, a table of how to compare them, and introductions to SOSTAC and RACE Planning models that you can apply to any plan that you create.

Resource Details

  • Authors: Sarah Cowman
  • Format: Online long form detailing five types of marketing plans

About the author

Sarah Cowman

Sarah CowmanSarah Cowman, Managing Director at The Yorkshire Marketing Agency, is an award-winning Chartered Marketer. Sarah holds over 10 years’ experience in implementing results driven marketing and communications strategies, plans and campaigns.


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