Trigger 6 Marketing communication plan A marketing communication plan (or marcom plan) is a plan to communicate your marketing messages to your target customer audience. It is one component of your overall marketing plan (which also includes strategy, competitive analysis, etc). Marcom plans provide that focus that allows you to know where you are going with your strategy, what you need to say and do to promote your product, and how you will bring that product from factory to consumer. The plan needs to be solid, eye-catching, and exposed, meaning that it covers all primary communication channels. The rest of this lesson provides examples on different marcom plans that capture each of these characteristics. 1 Compare different marketing communication planning models: what are the stages? SOSTAC is a planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who is my...