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This present paper was written in the context of the Master of Science in Educational Management and Organization of the International Hellenic University. The main subject of this paper is the development of a marketing plan for the establishment of a private primary school in the large village of Lagadas, Thessaloniki. Its purpose is to check the future long-term sustainability of the business. Starting the paper, takes place a thorough analysis of the international literature on marketing definition. Initially, the early history of marketing is mentioned as well as its different stages that have appeared during its evolution. Subsequently, some definition of marketing come next and a distinction between marketing of products and marketing of services is made, as well as the basic tools used in both cases. The literature review goes on, focusing mostly on the sector of education. As the paper progresses, educational marketing is analyzed through literature review, as well as the use of marketing mix, respondent to the unique needs of this sector. In the following, the definition of the word «entrepreneurship» is being analyzed, while there is a reference to the importance of the business. At the same time, the importance of innovation is coming out, as a crucial criterion for the business success. As the paper continues, there is the chapter that refers to the characteristics of the marketing plan. At first, the meaning of marketing plan is clarified and then takes place the reference to its significance and its objectives. In the end, there are some limitations in order the plan to be successful and the most common internal structure of a business plan is also presented here. Then, starts the chapter where the business plan starts getting prepared, analyzing at first the internal environment of the business. This is where the vision, the mission, the objectives of the business and all the details of the business, like its organizational chart, are presented. There is a particular reference of the innovation that the company will show. Later there is the analysis of the external environment of the corporation, including the PESTLE and the S.W.O.T. analysis, as well as the analysis of Porter’s Five Forces. In a later chapter takes part the marketing Segmentation, Targeting and Positioning. These three procedures are crucial for the wright and accurate creation of a strategic marketing plan. Then, there is an analysis of marketing mix and of the business strategy that is planned to be followed. Moving towards the end of the paper, there is the financial analysis and all the important elements that are needed for the provision and planning of the perspective of succeeding sustainability for our business for the next five years. Last but not least, there is a way of evaluating the strategic marketing plan, as well as the summary. In this part, the conclusion of this paper is presented.