Module 12: Putting It All Together

The executive summary should be short and concise without any of the minutiae. It should allow the reader to take in the entire plan at a glance.

Although the executive summary goes at the top, it should be the last thing you write. It’s much easier to write a summary of what you’ve already written than what you’re planning to write.

Even after the final draft is finished, you should review your marketing plan on a regular basis. Things will change and you’ll need to update it.

1. Use the Marketing Plan Template to summarize the work you’ve done in the course and fill in any missing gaps in your marketing plan. Be sure to add an Executive Summary.
2. Now, use the To Do List worksheet to identify tasks you still need to do to complete your Marketing Plan. Give yourself deadlines for completing these final pieces.