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Summary

Samenvatting Marketing en Strategie | POEM-model | Universiteit Hasselt | 2025/26

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Uploaded on
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Written in
2024/2025

Deze samenvatting behandelt Hoofdstuk 10 uit Marketing en Strategie aan de Universiteit Hasselt en biedt een compleet overzicht van alle kernconcepten. Onderwerpen omvatten het POEM-model (Paid, Owned, Earned), celebrity endorsement, promotiemix, online marketing, sales promotion, public relations, sponsoring, verkooporganisatie en experience marketing. Een uitstekende voorbereiding op tentamens - alle begrippen zijn logisch gestructureerd met duidelijke definities en stappen voor praktische toepassing.

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Institution
Universiteit Hasselt (UHasselt)
Course
Marketing en Strategie (03003535)

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Hoofdstuk 10
Paid
POEM - model Owned
Earned

Perspectief op communicatieproces
1. Bekendheid
Celebrity endorsment 2. Bekendheid in
reclame
3. Associatie
Duur
Overexposure
Risico van endorsment Product overschaduwen
Ontvankelijk doelpubliek
Gedrag van de celebrity
Segmentatie
Doelgroep bepalen Targeting
Positioneren
Promotiemixstrategie Pull strategie
Push strategie
Informeren
Communicatiedoelstellingen Overreden
Herinneren
Connecteren
SMART Specifiek
Meetbaar
Actueel
Realistisch

, Tijdsgebonden
Besluitvormingsproces van nieuw product
Awareness
AIDA Interest
Desire
Action
Sluitpostmethode
Budgettering naar percentage van
Communicatiebudget omzet
Concurrentiegeoriënteerde methode
Taakstellende methode
Rationeel
Boodschap Emotioneel
Moreel
Betekenis
Claim Geloofwaardig
Onderscheidbaar
1. Beslissing ten aanzien van bereik,
frequentie en impact
Stappen bij mediakeuze 2. De keuze uit de belangrijke
mediatypen
3. De keuze van specifieke drager
4. Timing

Voordelen en nadelen van mediakeuze

Naamsbekendheid vergroten
Imago verbeteren of versterken
Online marketingdoelen Klanten binnen aan organisatie
Extra klanten weren
Extra verkopen realiseren
Type bedrijven van online marketing Click - only bedrijven
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Written for

Institution
Universiteit Hasselt (UHasselt)
Study
Handelswetenschappen
Course
Marketing en Strategie (03003535)
All documents for this subject (11)

Document information

Uploaded on
July 7, 2026
Number of pages
5
Written in
2024/2025
Type
SUMMARY

Subjects

  • marketing en strategie
  • poem model
  • promotiemix
  • online marketing
  • sales promotion
  • public relations
  • celebrity endorsement
  • experience marketing
  • communicatiebudget
  • universiteit hasselt
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