Know-How Exchange : Student Questions

Bill, thanks for your response and its really been helpful. The problem is that there is no available material that specifically indicates the use of marketing planning for radio stations. One only gets snippets from magazines like The advertising advantage of things that worked for certain stations.

The approach I am using with my project is to investigate the marketing planning levels of the various radio stations in Lesotho, then do an analysis of the whole environment, both the macro (political, natural, economic, social-cultural, legal etc) & micro (staffing, programming, production, etc).

My problem is on what angle to take or which marketing concepts to include in order to tackle the literature to support the creation of the marketing planning framework. Do I look at strategic marketing planning as a concept and all the steps involved in creating the process. Presently, I have looked at strategic planning and then looked at how marketing planning ascribe to the strategic planning concept. Then I looked at the link between marketing and profitability. Then I looked at the requirements for adopting a marketing perspective by any organization (management and organizational cultural concessions). The next step is to look at all the stages throughout the marketing planning process and ultimately see if can be relevant for a radio industry situation.

Any comments will be highly appreciated.