By: Beatrice Potter
April 21 2020

Making a marketing plan like a project manager

Project management is the application of several processes and methods to achieve specific objectives according to the criteria and parameters developed in design. The management has the delivery of results limited by time and budget. One of the main objectives of project management is to make sure that everyone involved in the project knows how to address the above issues and is aware of the purpose of the endeavor. This article will walk you through the process of making a marketing plan appropriate for a project manager.

a laptop screen showing bar graphs indicating a marketing plan by project manager

Steps to build a marketing plan

There are three basic steps in building a marketing plan. The first consists of planning itself, but it is important that the planned actions do not get stuck on paper, that is, you must move on to a second stage, which is to implement what you have planned. This brings us to the third and final stage, which is the evaluation of results. After all, there is no point in planning and implementing if the actions turn out to be harmless, but you don't realize it. The marketing plan exists to optimize your resources, both in time and money.


This is definitely the most crucial part of making a marketing plan. Everything you do here will directly impact the next steps. This is a time when it is necessary to look at the company itself and the market. You are committed to knowing who your customers and competitors are, what they want and how they act. From there, “you have to analyze your strengths and weaknesses. This will give you a clearer idea of ​​your objectives and the actions that need to be defined to accomplish each of them”, says Angela J. Wingard, PM at Boom Essays and StudentWritingServices.


If you did your “homework” well and successfully completed the planning stage, you should move smoothly to implementation. In this case, just put into practice the strategy carefully defined in the previous step.


The evaluation stage must start simultaneously with the implementation. This is an effort that allows you to take more preventive than corrective measures to adjust the strategy, which always helps to minimize losses. If you were able to prioritize measurable marketing tools, that’s good. One of these metrics is ROI, which reveals the rate of return on investment. If you can “identify how much you spent and how much you collected from a marketing campaign, you can, for example, apply the ROI formula. But there are several others, such as cost per lead, and conversion rate, just to name a few examples”, says Jennifer M. Wilson, tech writer at WriteMyAustralia and TopCanadianWriters.

Template for Making a Marketing Plan

To build a marketing plan template, you will need:

  • Conduct market research
  • Study your ideal customer profile
  • Analyze competition
  • Define and detail the strategy
  • Establish a schedule of actions
  • Apply, monitor and evaluate the results.

Market research is always a starting point for a good marketing plan. In its quantitative and qualitative versions, the tool answers who and how many are those who compete with you, those who apply for partners and those who have or may be interested in what you offer.

With the information obtained from the market research, you have enough data to dive deeply into your target audience. From there, the qualitative aspect of your strategy comes into play, in order to recognize potential customers, generating leads that will be nurtured. Now it's time to carry out a new analysis, this time aimed at competitors. You must use the information collected in the qualitative research to recognize how they act, what is best and what is inferior to you.

Getting here, you have enough information about the market to identify what your goals should be, and what are the necessary actions for that. Start by establishing a general, broader objective. Then move on to the goals, which will indicate shortcuts towards achieving the goals.

Setting a schedule with the actions you determined in the previous step is a form of organization, as working with deadlines is more productive.

The marketing plan is an indispensable document to bring your business closer to success. Focus your actions on digital marketing with knowledge and wisdom. This includes understanding who your customer is and what they want, as well as how your competitors have tried to stand out in the market.