The article solves the scientific problem of improving the methodology for developing the marketing section of a business plan for innovative projects. The difference between such projects and traditional ones is the product: as a rule, it is an innovative solution, that is, the result of intellectual activity. The purpose of the article is to study existing approaches to the development of the marketing section of the business plan, based on a critical analysis - the development of the author's approach and its testing using the example of a product commercialization project. The designated goal is decomposed into the following tasks: research of approaches to the development of a marketing section, identification of "white spots", definition of the methodology for the formation of the relevant section, definition of the goals and objectives of the commercialization project, coordination of strategic goals and tactical measures for market research. Based on the results of the study, conclusions were drawn about the possibility of conducting research on the market, competitors, customers, sales channels and, as a result, the prospects for commercialization of the project. Based on the analyzed materials, the authors identified areas of methodological work in relation to testing developments based on materials from various types of projects.