2023
OE101: Marketing Contexts
SUZANNE KEIJZERS
KAYLEE VAN DER VLIS
FABIENNE NIETVELT
,Name: Suzanne Keijzers | 666341
Kaylee van der Vlis | 665339
Fabienne Nietvelt |659877
College: Hogeschool InHolland
Location: Haarlem
Domain: Business, Finance & Law
Education: Business Studies
Year: 3
Period: 2
Class: HABSMAVT3C
Lecturer: Erno Pickee
Date: 15-05-2023
Title: OE101 Marketing Contexts
1
,Foreword
We are three students (Fabienne, Suzanne and Kaylee) from the college InHolland Haarlem.
For marketing context, we carried out several analyses on the impact of five various themes,
namely sustainable development goals (SDG´s) and ethics, branding and marketing
communication, organizational structure and culture, business processes and lastly business
models. This report is the research on sports marketing for the company Sportcity. We found
the research interesting, because it gave us a lot of new insights.
We would like to thank our lecturer Erno Pickée for his instructive lessons and helping us by
finding a company. We would also thank the company Sportcity for the cooperation,
especially providing us company information and cooperating with an interview.
Fabiënne Nietvelt, Suzanne Keijzers and Kaylee van der Vlis
Haarlem, May 2023
2
, Table of contents
Foreword ................................................................................................................................... 2
Table of contents ....................................................................................................................... 3
Chapter 1: Introduction ............................................................................................................. 4
1.1 Organisation..................................................................................................................... 4
1.2 Sport marketing ............................................................................................................... 4
1.3 Problem analysis .............................................................................................................. 5
Chapter 2: Research requirements ............................................................................................ 6
2.1 Research set-up and desk research ................................................................................. 6
2.2 Field research................................................................................................................... 6
2.3 Quality of the research .................................................................................................... 6
Chapter 3: Literature study ........................................................................................................ 8
3.1 Sustainable Development Goals (SDG) and ethics ........................................................... 8
3.1.1 CSR ............................................................................................................................ 8
3.1.2 Ethics......................................................................................................................... 8
3.1.3 Marketing and Business perspective ........................................................................ 9
3.1.4 Three successful companies on CSR and etheik ...................................................... 10
3.2 Branding and marketing communications ..................................................................... 13
3.3 Organisational structure and culture ............................................................................. 16
3.4 Business processes......................................................................................................... 17
3.5 Business Models ............................................................................................................ 18
Chapter 4: Audit and analysis .................................................................................................. 21
4.1 Conclusion ..................................................................................................................... 21
4.2 Recommendations ......................................................................................................... 22
Chapter 5: Bibliography ........................................................................................................... 25
Chapter 6: Attachments ........................................................................................................... 27
Attachment A: Individual reflection ..................................................................................... 27
Attachment B: Presentation feedback ................................................................................. 28
Received feedback ........................................................................................................... 28
Given feedback ................................................................................................................ 28
Attachment C: Evidence marketing contexts day ................................................................ 30
Attachment D: Topic list ...................................................................................................... 30
Attachment E: Interview questions...................................................................................... 30
Attachment F: Interview transcript ...................................................................................... 31
3
OE101: Marketing Contexts
SUZANNE KEIJZERS
KAYLEE VAN DER VLIS
FABIENNE NIETVELT
,Name: Suzanne Keijzers | 666341
Kaylee van der Vlis | 665339
Fabienne Nietvelt |659877
College: Hogeschool InHolland
Location: Haarlem
Domain: Business, Finance & Law
Education: Business Studies
Year: 3
Period: 2
Class: HABSMAVT3C
Lecturer: Erno Pickee
Date: 15-05-2023
Title: OE101 Marketing Contexts
1
,Foreword
We are three students (Fabienne, Suzanne and Kaylee) from the college InHolland Haarlem.
For marketing context, we carried out several analyses on the impact of five various themes,
namely sustainable development goals (SDG´s) and ethics, branding and marketing
communication, organizational structure and culture, business processes and lastly business
models. This report is the research on sports marketing for the company Sportcity. We found
the research interesting, because it gave us a lot of new insights.
We would like to thank our lecturer Erno Pickée for his instructive lessons and helping us by
finding a company. We would also thank the company Sportcity for the cooperation,
especially providing us company information and cooperating with an interview.
Fabiënne Nietvelt, Suzanne Keijzers and Kaylee van der Vlis
Haarlem, May 2023
2
, Table of contents
Foreword ................................................................................................................................... 2
Table of contents ....................................................................................................................... 3
Chapter 1: Introduction ............................................................................................................. 4
1.1 Organisation..................................................................................................................... 4
1.2 Sport marketing ............................................................................................................... 4
1.3 Problem analysis .............................................................................................................. 5
Chapter 2: Research requirements ............................................................................................ 6
2.1 Research set-up and desk research ................................................................................. 6
2.2 Field research................................................................................................................... 6
2.3 Quality of the research .................................................................................................... 6
Chapter 3: Literature study ........................................................................................................ 8
3.1 Sustainable Development Goals (SDG) and ethics ........................................................... 8
3.1.1 CSR ............................................................................................................................ 8
3.1.2 Ethics......................................................................................................................... 8
3.1.3 Marketing and Business perspective ........................................................................ 9
3.1.4 Three successful companies on CSR and etheik ...................................................... 10
3.2 Branding and marketing communications ..................................................................... 13
3.3 Organisational structure and culture ............................................................................. 16
3.4 Business processes......................................................................................................... 17
3.5 Business Models ............................................................................................................ 18
Chapter 4: Audit and analysis .................................................................................................. 21
4.1 Conclusion ..................................................................................................................... 21
4.2 Recommendations ......................................................................................................... 22
Chapter 5: Bibliography ........................................................................................................... 25
Chapter 6: Attachments ........................................................................................................... 27
Attachment A: Individual reflection ..................................................................................... 27
Attachment B: Presentation feedback ................................................................................. 28
Received feedback ........................................................................................................... 28
Given feedback ................................................................................................................ 28
Attachment C: Evidence marketing contexts day ................................................................ 30
Attachment D: Topic list ...................................................................................................... 30
Attachment E: Interview questions...................................................................................... 30
Attachment F: Interview transcript ...................................................................................... 31
3
