This is a BIG question and that's intentional. I want to see how a candidate approaches any kind of marketing planning with customer focus. Even the most basic university marketing class covers this information and if students were paying attention, they should easily share their version that covers a systematic approach. However I am always surprised how even experienced marketing pros struggle with this question. Even journalism and liberal arts students can answer this question using frameworks they've learned in history and political science courses.

Generally, marketing planning should cover these elements, no matter how big or small the effort involved.

☛ Current Assessment (market and customer)

☛ Objectives

☛ Strategy

☛ Tactics to support the strategy

☛ Execution

☛ Measuring success