CUSTOMER
JOURNEY
PERIODE 3
2022
, Tentamenstof Customer Journey OP3 – major
Hier vindt je een overzicht van de tentamenstof. De leerdoelen waarop het tentamen is
gebaseerd, staan in de Periodegids.
Marketing Design, Eveline van Zeeland, 2020: Deel 1, deel 2 (m.u.v. * zie onderstaande
lijst) en deel 3 (WEL H3.7, H3.9 H3.10 en H3.12, de rest niet)
Grondslagen van de Marketing, Bronis Verhage en Marjolein Visser: H4 (m.u.v. H4.6)
Theorieën, modellen en thema’s, die in de colleges The Story Behind en The Big 5 zijn
behandeld. Ook de presentatie van Webcare (Skills lesweek 6).
* GEEN tentamenstof Deel 2:
H2.3 Kwantificeer TP blz. 78-79
Toolkit Waardelandschap blz. 108–109
Het Creatieve Marketing Breakthrough Model (CMBM) blz. 116-117
Serendipiteit stimuleren blz. 119
Iconoclasten blz. 120-121
Toolkit: World Café Method blz. 124-125
Toolkit: Ingrediënten voor een designsessie blz. 126-127
Een designsessie leiden blz.128-129
Toolkit: De muzikale twist blz. 140
Toolkit: Business Model Prototyping blz. 141
Thema’s en archetypes blz. 144-145
Concept development blz. 146-147
Kleurexplosie blz. 148-149
Toolkit: De Kano-analyse blz. 154-155
Digital Design blz. 164-165
Toolkit: Het Walt Disney-model blz. 175
Toolkit: De Thermometertechniek blz. 176-177
Toolkit: Brand Style Generation blz. 178
Het Principe van toegankelijkheid blz. 179
Toolkit Foetsje blz. 180-181
Mere-exposure-effect blz. 182
Toolkit: De Behoeftepiramide van design blz. 190-191
Het Lonely Planet-effect blz. 194-195
,Inhoudsopgave
MARKETING DESIGN – Eveline van Zeeland ................................................................................................. 5
DEEL 1 – ONDERBOUWING .................................................................................................................................. 5
1.2 Marketing Design ...................................................................................................................................... 5
1.3 Customer Journey Mapping ...................................................................................................................... 8
DEEL 2 – DE UITVOERING................................................................................................................................... 11
2.1 Stap 1: de scope ...................................................................................................................................... 11
2.2 Stap 2: de mogelijke touchpoints ........................................................................................................... 12
2.4 Stap 4: IST-situatie vanuit perceptie van organisatie ............................................................................. 13
2.5 Stap 5: de IST-situatie vanuit de perceptie van de klant ........................................................................ 13
2.6 Stap 6: customer journey-analyse .......................................................................................................... 14
2.7 Stap 7: ontwerp de SOLL-situatie ............................................................................................................ 14
2.8 Stap 8: strategic action map ................................................................................................................... 20
2.9 De iteratie................................................................................................................................................ 22
DEEL 3 – DE CONTEXT ........................................................................................................................................ 22
3.7 Goederen versus diensten ...................................................................................................................... 22
3.9 Gamechangerscan ................................................................................................................................... 23
3.10 Doelgroepscan ...................................................................................................................................... 24
3.12 Ethische scan ......................................................................................................................................... 24
GRONDSLAGEN VAN DE MARKETING – Verhage & Visser ........................................................................... 25
4.1 Koopbeslisingsproces ................................................................................................................................... 25
4.2 Oriëntatie- en koopgedrag........................................................................................................................... 26
4.3 Persoonlijke omstandigheden ...................................................................................................................... 26
4.4 Psychologische factoren............................................................................................................................... 27
4.5 Sociale invloeden op het consumentengedrag ............................................................................................ 30
Week 3.1 .................................................................................................................................................. 32
Kick-off ............................................................................................................................................................... 32
Big Five week 3.1................................................................................................................................................ 33
Week 3.2 .................................................................................................................................................. 35
Story Behind week 3.2 “Consumentengedrag”.................................................................................................. 35
Big Five week 3.2................................................................................................................................................ 41
Taalkracht Engels – Week 3.2 ............................................................................................................................ 43
Week 3.3 .................................................................................................................................................. 45
Story Behind week 3.3 “IST-situatie” ................................................................................................................. 45
Gastcollege Customer Journey........................................................................................................................... 48
Week 3.4 .................................................................................................................................................. 49
Story Behind week 3.4 “SOLL-situatie” .............................................................................................................. 49
Big Five week 3.4................................................................................................................................................ 51
Taalkracht Engels – Week 3.4 ............................................................................................................................ 53
Major OP3 Customer Journey 3
, Week 3.5 .................................................................................................................................................. 54
Story Behind week 3.5 “Kritische touchpoints – Hotspots” ............................................................................... 54
Big Five week 3.5................................................................................................................................................ 60
Week 3.6 .................................................................................................................................................. 62
Skills Taal – week 3.6 “Prototyping – Souvernirs” ............................................................................................. 62
Taalkracht Engels - Week 3.6............................................................................................................................. 64
Week 3.7 .................................................................................................................................................. 65
Story Behind week 3.7 “Next step – Reisverhalen”............................................................................................ 65
Skills Taal – Week 3.7......................................................................................................................................... 69
Week 3.8 .................................................................................................................................................. 70
Story Behind week 3.8 “Afronding – Reisverslag” ............................................................................................. 70
Major OP3 Customer Journey 4
JOURNEY
PERIODE 3
2022
, Tentamenstof Customer Journey OP3 – major
Hier vindt je een overzicht van de tentamenstof. De leerdoelen waarop het tentamen is
gebaseerd, staan in de Periodegids.
Marketing Design, Eveline van Zeeland, 2020: Deel 1, deel 2 (m.u.v. * zie onderstaande
lijst) en deel 3 (WEL H3.7, H3.9 H3.10 en H3.12, de rest niet)
Grondslagen van de Marketing, Bronis Verhage en Marjolein Visser: H4 (m.u.v. H4.6)
Theorieën, modellen en thema’s, die in de colleges The Story Behind en The Big 5 zijn
behandeld. Ook de presentatie van Webcare (Skills lesweek 6).
* GEEN tentamenstof Deel 2:
H2.3 Kwantificeer TP blz. 78-79
Toolkit Waardelandschap blz. 108–109
Het Creatieve Marketing Breakthrough Model (CMBM) blz. 116-117
Serendipiteit stimuleren blz. 119
Iconoclasten blz. 120-121
Toolkit: World Café Method blz. 124-125
Toolkit: Ingrediënten voor een designsessie blz. 126-127
Een designsessie leiden blz.128-129
Toolkit: De muzikale twist blz. 140
Toolkit: Business Model Prototyping blz. 141
Thema’s en archetypes blz. 144-145
Concept development blz. 146-147
Kleurexplosie blz. 148-149
Toolkit: De Kano-analyse blz. 154-155
Digital Design blz. 164-165
Toolkit: Het Walt Disney-model blz. 175
Toolkit: De Thermometertechniek blz. 176-177
Toolkit: Brand Style Generation blz. 178
Het Principe van toegankelijkheid blz. 179
Toolkit Foetsje blz. 180-181
Mere-exposure-effect blz. 182
Toolkit: De Behoeftepiramide van design blz. 190-191
Het Lonely Planet-effect blz. 194-195
,Inhoudsopgave
MARKETING DESIGN – Eveline van Zeeland ................................................................................................. 5
DEEL 1 – ONDERBOUWING .................................................................................................................................. 5
1.2 Marketing Design ...................................................................................................................................... 5
1.3 Customer Journey Mapping ...................................................................................................................... 8
DEEL 2 – DE UITVOERING................................................................................................................................... 11
2.1 Stap 1: de scope ...................................................................................................................................... 11
2.2 Stap 2: de mogelijke touchpoints ........................................................................................................... 12
2.4 Stap 4: IST-situatie vanuit perceptie van organisatie ............................................................................. 13
2.5 Stap 5: de IST-situatie vanuit de perceptie van de klant ........................................................................ 13
2.6 Stap 6: customer journey-analyse .......................................................................................................... 14
2.7 Stap 7: ontwerp de SOLL-situatie ............................................................................................................ 14
2.8 Stap 8: strategic action map ................................................................................................................... 20
2.9 De iteratie................................................................................................................................................ 22
DEEL 3 – DE CONTEXT ........................................................................................................................................ 22
3.7 Goederen versus diensten ...................................................................................................................... 22
3.9 Gamechangerscan ................................................................................................................................... 23
3.10 Doelgroepscan ...................................................................................................................................... 24
3.12 Ethische scan ......................................................................................................................................... 24
GRONDSLAGEN VAN DE MARKETING – Verhage & Visser ........................................................................... 25
4.1 Koopbeslisingsproces ................................................................................................................................... 25
4.2 Oriëntatie- en koopgedrag........................................................................................................................... 26
4.3 Persoonlijke omstandigheden ...................................................................................................................... 26
4.4 Psychologische factoren............................................................................................................................... 27
4.5 Sociale invloeden op het consumentengedrag ............................................................................................ 30
Week 3.1 .................................................................................................................................................. 32
Kick-off ............................................................................................................................................................... 32
Big Five week 3.1................................................................................................................................................ 33
Week 3.2 .................................................................................................................................................. 35
Story Behind week 3.2 “Consumentengedrag”.................................................................................................. 35
Big Five week 3.2................................................................................................................................................ 41
Taalkracht Engels – Week 3.2 ............................................................................................................................ 43
Week 3.3 .................................................................................................................................................. 45
Story Behind week 3.3 “IST-situatie” ................................................................................................................. 45
Gastcollege Customer Journey........................................................................................................................... 48
Week 3.4 .................................................................................................................................................. 49
Story Behind week 3.4 “SOLL-situatie” .............................................................................................................. 49
Big Five week 3.4................................................................................................................................................ 51
Taalkracht Engels – Week 3.4 ............................................................................................................................ 53
Major OP3 Customer Journey 3
, Week 3.5 .................................................................................................................................................. 54
Story Behind week 3.5 “Kritische touchpoints – Hotspots” ............................................................................... 54
Big Five week 3.5................................................................................................................................................ 60
Week 3.6 .................................................................................................................................................. 62
Skills Taal – week 3.6 “Prototyping – Souvernirs” ............................................................................................. 62
Taalkracht Engels - Week 3.6............................................................................................................................. 64
Week 3.7 .................................................................................................................................................. 65
Story Behind week 3.7 “Next step – Reisverhalen”............................................................................................ 65
Skills Taal – Week 3.7......................................................................................................................................... 69
Week 3.8 .................................................................................................................................................. 70
Story Behind week 3.8 “Afronding – Reisverslag” ............................................................................................. 70
Major OP3 Customer Journey 4
