,Tentamenstof CEM
Lesweek 1.6 - KICK-OFF
Slides Kick-off
Lesweek 1.7 – Netwerk
Slides Storybehind 10 oktober
Kennisclip Customer Engagement Ecosystem Samenvatting artikel Customer Engagement
Ecosystem Slides Exploremore Merk als Mens
Merk Als Mens Hoofdstuk 4 SWOCC 81
Lesweek 1.8 – Merk & Doelgroep
Slides Storybehind 17 oktober
Artikelen bij storybehind 17 oktober
Slides Exploremore Waardepropositiecanvas Lees en kijktips bij waardepropositiecanvas
Lesweek 1.9 – Merk & Doelgroep
Slides Storybehind 31 oktober
Artikel betekenisstructuuranalyse van Reynolds en Gutman Slides Exploremore
Concurrenten
Lesweek 1.10 – Merk & Doelgroep
Slides Storybehind 7 november
(Te) lezen literatuur bij storybehind van 7 november Slides Exploremore Doelgroep
Worksheet Empathy map
Lesweek 2.1 – Fitbepaling
Slides Storybehind 14 november Slides Exploremore Merkconcept
Lesweek 2.3 – Customer Brand Relationships
Slides Storybehind 28 november
Literatuur bij storybehind
Linkjes uit de lesopdracht van maandag 28 november:
Slides Exploremore Meetbaar maken van klantrelatie en Co-creatie
Lesweek 2.4 – Brand Activation & Brand Experience
Slides Storybehind 5 december
Slides Exploremore Gedragsdeterminanten
Lesweek 2.5 – Brand Activation & Brand Experience
Slides Storybehind 12 december
Slides Exploremore Contentstrategie en content circle
Lesweek 2.6 – Draagvlak, Ethiek & Accountability
Slides storybehind 19 december Handout ethische cyclus
Kennisclip uitleg ethische cyclus Ethische overdenkingen volgens Cialdini Slides Exploremore
Adviesvaardigheden Kennisclip drogredenen
2
,Inhoudsopgave
Week 1.6 .................................................................................................................................................... 5
Week 1.6 ‘Kick-off CEM’ ....................................................................................................................................... 5
Week 1.7 – Netwerk ................................................................................................................................... 7
Story Behind week 1.7 “Netwerk”........................................................................................................................ 7
Explore more week 1.7....................................................................................................................................... 10
Literatuur week 1.7 ............................................................................................................................................ 11
Week 1.8 – Merk en doelgroep ................................................................................................................. 15
Story Behind week 1.8........................................................................................................................................ 15
Explore more week 1.8....................................................................................................................................... 19
Literatuur week 1.8 ............................................................................................................................................ 22
Week 1.9 – Merk en doelgroep ................................................................................................................. 26
Story Behind week 1.9........................................................................................................................................ 26
Explore more week 1.9....................................................................................................................................... 30
Literatuur week 1.9 ............................................................................................................................................ 31
Week 1.10 – Merk en doelgroep ............................................................................................................... 33
Story Behind week 1.10...................................................................................................................................... 33
Explore more week 1.10..................................................................................................................................... 36
Literatuur week 1.10 .......................................................................................................................................... 38
Week 2.1 – Fitbepaling ............................................................................................................................. 48
Story Behind week 2.1........................................................................................................................................ 48
Explore more week 2.1....................................................................................................................................... 51
Week 2.3 Customer Brand Relationships ................................................................................................... 52
Story Behind week 2.3........................................................................................................................................ 52
Explore more week 2.3....................................................................................................................................... 56
Literatuur week 2.3 ............................................................................................................................................ 59
Week 2.4 – Brand Activation and Brand Experience ................................................................................... 64
Story Behind week 2.4........................................................................................................................................ 64
Explore more week 2.4....................................................................................................................................... 69
Week 2.5 – Brand Activation and Brand Experience ................................................................................... 72
Story Behind week 2.5........................................................................................................................................ 72
Explore more week 2.5....................................................................................................................................... 76
Week 2.6 – Draagvlak, ethiek en accountability ......................................................................................... 79
Story Behind week 2.6 “Ethiek” ......................................................................................................................... 79
3
, Explore more week 2.6....................................................................................................................................... 82
4
Lesweek 1.6 - KICK-OFF
Slides Kick-off
Lesweek 1.7 – Netwerk
Slides Storybehind 10 oktober
Kennisclip Customer Engagement Ecosystem Samenvatting artikel Customer Engagement
Ecosystem Slides Exploremore Merk als Mens
Merk Als Mens Hoofdstuk 4 SWOCC 81
Lesweek 1.8 – Merk & Doelgroep
Slides Storybehind 17 oktober
Artikelen bij storybehind 17 oktober
Slides Exploremore Waardepropositiecanvas Lees en kijktips bij waardepropositiecanvas
Lesweek 1.9 – Merk & Doelgroep
Slides Storybehind 31 oktober
Artikel betekenisstructuuranalyse van Reynolds en Gutman Slides Exploremore
Concurrenten
Lesweek 1.10 – Merk & Doelgroep
Slides Storybehind 7 november
(Te) lezen literatuur bij storybehind van 7 november Slides Exploremore Doelgroep
Worksheet Empathy map
Lesweek 2.1 – Fitbepaling
Slides Storybehind 14 november Slides Exploremore Merkconcept
Lesweek 2.3 – Customer Brand Relationships
Slides Storybehind 28 november
Literatuur bij storybehind
Linkjes uit de lesopdracht van maandag 28 november:
Slides Exploremore Meetbaar maken van klantrelatie en Co-creatie
Lesweek 2.4 – Brand Activation & Brand Experience
Slides Storybehind 5 december
Slides Exploremore Gedragsdeterminanten
Lesweek 2.5 – Brand Activation & Brand Experience
Slides Storybehind 12 december
Slides Exploremore Contentstrategie en content circle
Lesweek 2.6 – Draagvlak, Ethiek & Accountability
Slides storybehind 19 december Handout ethische cyclus
Kennisclip uitleg ethische cyclus Ethische overdenkingen volgens Cialdini Slides Exploremore
Adviesvaardigheden Kennisclip drogredenen
2
,Inhoudsopgave
Week 1.6 .................................................................................................................................................... 5
Week 1.6 ‘Kick-off CEM’ ....................................................................................................................................... 5
Week 1.7 – Netwerk ................................................................................................................................... 7
Story Behind week 1.7 “Netwerk”........................................................................................................................ 7
Explore more week 1.7....................................................................................................................................... 10
Literatuur week 1.7 ............................................................................................................................................ 11
Week 1.8 – Merk en doelgroep ................................................................................................................. 15
Story Behind week 1.8........................................................................................................................................ 15
Explore more week 1.8....................................................................................................................................... 19
Literatuur week 1.8 ............................................................................................................................................ 22
Week 1.9 – Merk en doelgroep ................................................................................................................. 26
Story Behind week 1.9........................................................................................................................................ 26
Explore more week 1.9....................................................................................................................................... 30
Literatuur week 1.9 ............................................................................................................................................ 31
Week 1.10 – Merk en doelgroep ............................................................................................................... 33
Story Behind week 1.10...................................................................................................................................... 33
Explore more week 1.10..................................................................................................................................... 36
Literatuur week 1.10 .......................................................................................................................................... 38
Week 2.1 – Fitbepaling ............................................................................................................................. 48
Story Behind week 2.1........................................................................................................................................ 48
Explore more week 2.1....................................................................................................................................... 51
Week 2.3 Customer Brand Relationships ................................................................................................... 52
Story Behind week 2.3........................................................................................................................................ 52
Explore more week 2.3....................................................................................................................................... 56
Literatuur week 2.3 ............................................................................................................................................ 59
Week 2.4 – Brand Activation and Brand Experience ................................................................................... 64
Story Behind week 2.4........................................................................................................................................ 64
Explore more week 2.4....................................................................................................................................... 69
Week 2.5 – Brand Activation and Brand Experience ................................................................................... 72
Story Behind week 2.5........................................................................................................................................ 72
Explore more week 2.5....................................................................................................................................... 76
Week 2.6 – Draagvlak, ethiek en accountability ......................................................................................... 79
Story Behind week 2.6 “Ethiek” ......................................................................................................................... 79
3
, Explore more week 2.6....................................................................................................................................... 82
4
