1
,Inhoudsopgave
Voorwoord.................................................................................................................................................... 4
Bedrijfsintroductie......................................................................................................................................... 5
Strategische marketing.................................................................................................................................. 6
Marketingstrategieën...........................................................................................................................................6
Strategische doelstellingen...................................................................................................................................7
Pentagram............................................................................................................................................................7
Gedragsverandering.............................................................................................................................................7
Evenementconcept........................................................................................................................................ 8
Locatie:..................................................................................................................................................................8
Workshop:.............................................................................................................................................................8
Eten en drinken:....................................................................................................................................................8
Afsluiting van het evenement:..............................................................................................................................8
Scenario analyse.......................................................................................................................................... 10
Trends en ontwikkelingen:..................................................................................................................................10
Canvasmodel:......................................................................................................................................................10
Scenario analyse:................................................................................................................................................10
Marketingmix.............................................................................................................................................. 12
Relatiemarketing......................................................................................................................................... 13
3 R’s:....................................................................................................................................................................13
Eventmarketingcommunicatie..................................................................................................................... 14
Merkactivatie.............................................................................................................................................. 15
Brand-Identity Prism model van Kapferer:.........................................................................................................15
Citymarketing.............................................................................................................................................. 16
Vertaalslag................................................................................................................................................... 17
Doelstellingen:....................................................................................................................................................17
Belevenis:............................................................................................................................................................17
Psychosociaal kader:...........................................................................................................................................18
Customer journey:...............................................................................................................................................18
Evaluatie en effectmeting............................................................................................................................. 19
PCDA-cyclus:........................................................................................................................................................19
Accountabilitycyclus:...........................................................................................................................................19
2
, Waardepiramide:................................................................................................................................................20
ROI:......................................................................................................................................................................20
Literatuurlijst............................................................................................................................................... 22
3
,Inhoudsopgave
Voorwoord.................................................................................................................................................... 4
Bedrijfsintroductie......................................................................................................................................... 5
Strategische marketing.................................................................................................................................. 6
Marketingstrategieën...........................................................................................................................................6
Strategische doelstellingen...................................................................................................................................7
Pentagram............................................................................................................................................................7
Gedragsverandering.............................................................................................................................................7
Evenementconcept........................................................................................................................................ 8
Locatie:..................................................................................................................................................................8
Workshop:.............................................................................................................................................................8
Eten en drinken:....................................................................................................................................................8
Afsluiting van het evenement:..............................................................................................................................8
Scenario analyse.......................................................................................................................................... 10
Trends en ontwikkelingen:..................................................................................................................................10
Canvasmodel:......................................................................................................................................................10
Scenario analyse:................................................................................................................................................10
Marketingmix.............................................................................................................................................. 12
Relatiemarketing......................................................................................................................................... 13
3 R’s:....................................................................................................................................................................13
Eventmarketingcommunicatie..................................................................................................................... 14
Merkactivatie.............................................................................................................................................. 15
Brand-Identity Prism model van Kapferer:.........................................................................................................15
Citymarketing.............................................................................................................................................. 16
Vertaalslag................................................................................................................................................... 17
Doelstellingen:....................................................................................................................................................17
Belevenis:............................................................................................................................................................17
Psychosociaal kader:...........................................................................................................................................18
Customer journey:...............................................................................................................................................18
Evaluatie en effectmeting............................................................................................................................. 19
PCDA-cyclus:........................................................................................................................................................19
Accountabilitycyclus:...........................................................................................................................................19
2
, Waardepiramide:................................................................................................................................................20
ROI:......................................................................................................................................................................20
Literatuurlijst............................................................................................................................................... 22
3
