Know-How Exchange : Student Questions

A strategic plan is a company-wide plan developed to provide guidance for the company's direction, infrastructure, development, and does not necessarily get into the actual implementation of those items (and more).

Your marketing strategy will use the strategic planning material as background information as well as vision to create a campaign, including advertising, product literature, etc. Without a quality strategic plan, your marketing may flounder or end up going in a completely different direction than how the company had intended.