Marketing & communicatie
Inhoudsopgave
Hoofdstuk 1 t/m 4 ......................................................................................................................... 3
Marketing ..................................................................................................................................... 3
Marketingcommunicatie ............................................................................................................... 3
Marketingmix – 4 P’s ..................................................................................................................... 3
Interne en externe analyse ............................................................................................................ 4
DESTEP ........................................................................................................................................ 4
SWOT-analyse .............................................................................................................................. 4
Marketingstrategie........................................................................................................................ 5
Merk ............................................................................................................................................ 5
Merkidentiteit .............................................................................................................................. 5
Brand identity ............................................................................................................................... 5
Marketingdoelgroep ..................................................................................................................... 6
Marketingcommunicatie doelgroep ............................................................................................... 6
Persona........................................................................................................................................ 8
Hoofdstuk 5 & 6 ............................................................................................................................ 8
Branding ...................................................................................................................................... 8
Merkherkenningstekens ............................................................................................................... 8
Waaruit bestaat een merk? ........................................................................................................... 8
Positionering ................................................................................................................................ 8
BIG .............................................................................................................................................. 9
Hoofdstuk 7, 8 & 10 ...................................................................................................................... 10
Marketingcommunicatie barrière ................................................................................................. 10
Consumer insight ........................................................................................................................ 10
Marketingdoelstellingen .............................................................................................................. 11
, Elf types marketingcommunicatie doelstellingen.......................................................................... 11
SMART-methode .......................................................................................................................... 12
Driecomponentenmodel .............................................................................................................. 12
Inhoudsopgave
Hoofdstuk 1 t/m 4 ......................................................................................................................... 3
Marketing ..................................................................................................................................... 3
Marketingcommunicatie ............................................................................................................... 3
Marketingmix – 4 P’s ..................................................................................................................... 3
Interne en externe analyse ............................................................................................................ 4
DESTEP ........................................................................................................................................ 4
SWOT-analyse .............................................................................................................................. 4
Marketingstrategie........................................................................................................................ 5
Merk ............................................................................................................................................ 5
Merkidentiteit .............................................................................................................................. 5
Brand identity ............................................................................................................................... 5
Marketingdoelgroep ..................................................................................................................... 6
Marketingcommunicatie doelgroep ............................................................................................... 6
Persona........................................................................................................................................ 8
Hoofdstuk 5 & 6 ............................................................................................................................ 8
Branding ...................................................................................................................................... 8
Merkherkenningstekens ............................................................................................................... 8
Waaruit bestaat een merk? ........................................................................................................... 8
Positionering ................................................................................................................................ 8
BIG .............................................................................................................................................. 9
Hoofdstuk 7, 8 & 10 ...................................................................................................................... 10
Marketingcommunicatie barrière ................................................................................................. 10
Consumer insight ........................................................................................................................ 10
Marketingdoelstellingen .............................................................................................................. 11
, Elf types marketingcommunicatie doelstellingen.......................................................................... 11
SMART-methode .......................................................................................................................... 12
Driecomponentenmodel .............................................................................................................. 12
