Marketing planning is a critical process in the realm of economic and trade consulting, serving as the foundation for strategic business growth and market competitiveness. In today's globalized economy, consultants must master both the theoretical underpinnings and practical applications of marketing to provide effective advice to clients. This chapter introduces the core concepts of marketing planning, including market analysis, target audience identification, setting measurable objectives, and developing actionable strategies. By understanding these basics, professionals in economic and trade consulting can help businesses navigate complex market environments, optimize resource allocation, and achieve sustainable success. Key topics covered include the SWOT analysis, segmentation, positioning, and the integration of digital tools in modern marketing plans. Ultimately, a solid grasp of these fundamentals enhances decision-making and fosters innovation in consulting services.