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Use the Marketing Plan template and guide to develop a marketing plan for a product or service of your choice. Because this class is focused on IMC, the communication section of the marketing plan is the most important for you. Marketing Plan is a template. You may not need all of the sections - just use the ones that are pertinent to your product or service. One thing that you`ll want to add at the beginning of the Marketing Plan is a budget. Plans have to be based on a budget.