Abstract
In studying marketing communication planning it is important to remember that the marketing communications plan is a single part of the overall marketing plan just as the product plan, the pricing plan or the distribution plan (the 4P's). In this essay we'll see what a marketing communications plan is, how we do it and what it implies. A marketing communication plan is a plan that is carried out by various departments in the organization to achieve certain goals. The chief responsibility lies with the marketing department but it will get assistance from other departments in drawing up the plan. The marketing communication plan will be built in light of the marketing plan which will itself be part of the corporate strategy plan.
