The Strategic Planning Process

Abstract

This chapter discusses the strategic planning process. It explores the marketing plan and its respective key areas such as product description, market assessment, source of business, competitive evaluation, and marketing objectives. Additionally, the chapter enumerates the steps of the five-step strategic planning process in relation to developing communication strategies such as brand awareness, brand attitude strategy, social marketing communication strategy, and promotion strategy. It also includes the media strategies like direct marketing. The chapter also highlights how strategic planning for marketing communication is vital for effective communication. It notes that the message delivered to the audience should be consistent and based on positioning and brand awareness.