This document discusses strategic management concepts including mission, vision, goals and objectives. It defines strategic management and explains that strategy means the art of the general. It then discusses the roles of mission and vision in communicating purpose, informing strategy development, and developing measurable goals. The document outlines the process for crafting mission and vision statements, including developing the context, content, communication, application, and monitoring. Finally, it defines goals as outcome statements and objectives as precise, measurable actions that support completing goals.