,Tentamenstof Major OP2 - Mediaorkestratie
De tentamenstof bestaat uit alle lesstof + literatuur.
Lesstof:
Sways inclusief kennisclips (Story Behind)
Alle PowerPointsheets (zoals Big Five, Masterclass/kick-off Rutger Mackenbach van
Resident, Skills-theorie Filterbubbel)
Artikelen die in de les gebruikt worden
Literatuur:
Alle hoofdstukken uit De inzet van Touchpoints, Van Zijl, 2019. Behalve (deze dus niet): H
4.1, 4.2 , 4.5 H 5.3.
De stof en de structuur van The Story Behind is uitgangspunt. Daar sluiten onderdelen uit het boek
bij aan.
,Inhoudsopgave
DE INZET VAN TOUCHPOINTS – RENEE VAN ZIJL ............................................................................................. 5
Hoofdstuk 1 Basisbegrippen ............................................................................................................................... 5
Hoofdstuk 2 Communicatiemiddelen................................................................................................................ 11
Hoofdstuk 3 Communicatiekanalen.................................................................................................................. 17
Hoofdstuk 4 Typologieën van touchpoints ....................................................................................................... 26
Hoofdstuk 5 Touchpoints in de customer journey ............................................................................................ 27
Hoofdstuk 6 Mediaplanning ............................................................................................................................. 29
Socialmediabelevingsonderzoek (SWOCC) .................................................................................................... 34
Week 2.1 ...................................................................................................................................................... 38
Mediastrategie- en planning ............................................................................................................................ 38
Agile werken ..................................................................................................................................................... 44
Week 2.2 ...................................................................................................................................................... 45
Story Behind week 2.2 “Intro medialandschap” ............................................................................................... 45
Big Five week 2.2 .............................................................................................................................................. 50
Taalkracht week 2 ............................................................................................................................................ 52
Skills week 2.2 ................................................................................................................................................... 53
Week 2.3 ...................................................................................................................................................... 56
Story Behind week 2.3 “Medialandschap en trends” ........................................................................................ 56
Big Five week 2.3 .............................................................................................................................................. 62
Skills – Onderzoek week 2.3 .............................................................................................................................. 63
Taalkracht week 2.3 ......................................................................................................................................... 64
Week 2.4 ...................................................................................................................................................... 66
Story Behind week 2.4 “Mediastrategie”.......................................................................................................... 66
Big Five week 2.4 .............................................................................................................................................. 69
Taalkracht week 2.4 ......................................................................................................................................... 72
Week 2.5 ...................................................................................................................................................... 74
Story Behind week 2.5 “Mediatactiek” ............................................................................................................. 74
Week 2.6 ...................................................................................................................................................... 77
Workshop week 2.6 “Algoritmen en filterbubbels” .......................................................................................... 77
Taalkracht week 2.6 ......................................................................................................................................... 77
Big Five week 2.6 .............................................................................................................................................. 79
Skills – Onderzoek week 2.6 .............................................................................................................................. 83
Week 2.7 ...................................................................................................................................................... 86
Major OP2 Mediaplanning 3
, Story Behind week 2.7 “Tech en mediabeleving” ............................................................................................. 86
Week 2.8 ...................................................................................................................................................... 89
Les week 2.8 “Connecting the dots” ................................................................................................................. 89
Rekensommen .................................................................................................................................................. 92
Proeftoets .................................................................................................................................................... 93
Major OP2 Mediaplanning 4
De tentamenstof bestaat uit alle lesstof + literatuur.
Lesstof:
Sways inclusief kennisclips (Story Behind)
Alle PowerPointsheets (zoals Big Five, Masterclass/kick-off Rutger Mackenbach van
Resident, Skills-theorie Filterbubbel)
Artikelen die in de les gebruikt worden
Literatuur:
Alle hoofdstukken uit De inzet van Touchpoints, Van Zijl, 2019. Behalve (deze dus niet): H
4.1, 4.2 , 4.5 H 5.3.
De stof en de structuur van The Story Behind is uitgangspunt. Daar sluiten onderdelen uit het boek
bij aan.
,Inhoudsopgave
DE INZET VAN TOUCHPOINTS – RENEE VAN ZIJL ............................................................................................. 5
Hoofdstuk 1 Basisbegrippen ............................................................................................................................... 5
Hoofdstuk 2 Communicatiemiddelen................................................................................................................ 11
Hoofdstuk 3 Communicatiekanalen.................................................................................................................. 17
Hoofdstuk 4 Typologieën van touchpoints ....................................................................................................... 26
Hoofdstuk 5 Touchpoints in de customer journey ............................................................................................ 27
Hoofdstuk 6 Mediaplanning ............................................................................................................................. 29
Socialmediabelevingsonderzoek (SWOCC) .................................................................................................... 34
Week 2.1 ...................................................................................................................................................... 38
Mediastrategie- en planning ............................................................................................................................ 38
Agile werken ..................................................................................................................................................... 44
Week 2.2 ...................................................................................................................................................... 45
Story Behind week 2.2 “Intro medialandschap” ............................................................................................... 45
Big Five week 2.2 .............................................................................................................................................. 50
Taalkracht week 2 ............................................................................................................................................ 52
Skills week 2.2 ................................................................................................................................................... 53
Week 2.3 ...................................................................................................................................................... 56
Story Behind week 2.3 “Medialandschap en trends” ........................................................................................ 56
Big Five week 2.3 .............................................................................................................................................. 62
Skills – Onderzoek week 2.3 .............................................................................................................................. 63
Taalkracht week 2.3 ......................................................................................................................................... 64
Week 2.4 ...................................................................................................................................................... 66
Story Behind week 2.4 “Mediastrategie”.......................................................................................................... 66
Big Five week 2.4 .............................................................................................................................................. 69
Taalkracht week 2.4 ......................................................................................................................................... 72
Week 2.5 ...................................................................................................................................................... 74
Story Behind week 2.5 “Mediatactiek” ............................................................................................................. 74
Week 2.6 ...................................................................................................................................................... 77
Workshop week 2.6 “Algoritmen en filterbubbels” .......................................................................................... 77
Taalkracht week 2.6 ......................................................................................................................................... 77
Big Five week 2.6 .............................................................................................................................................. 79
Skills – Onderzoek week 2.6 .............................................................................................................................. 83
Week 2.7 ...................................................................................................................................................... 86
Major OP2 Mediaplanning 3
, Story Behind week 2.7 “Tech en mediabeleving” ............................................................................................. 86
Week 2.8 ...................................................................................................................................................... 89
Les week 2.8 “Connecting the dots” ................................................................................................................. 89
Rekensommen .................................................................................................................................................. 92
Proeftoets .................................................................................................................................................... 93
Major OP2 Mediaplanning 4
