1
,Inhoudstafel
H1: Fundamenten van marketing...........................................................................................................4
1. Wat is marketing?...............................................................................................................................4
2. Hoe waarde creëren?.........................................................................................................................5
3. Marketingproces.................................................................................................................................5
4. Analyse...............................................................................................................................................5
5. Strategie.............................................................................................................................................7
5.1. Welke klanten ga ik bedienen?................................................................................................7
5.2. Waarmee kan ik deze klanten het beste overtuigen?..............................................................7
5.3. Wat is de waarde die ik als bedrijf wil realiseren?...................................................................8
6. Tactiek................................................................................................................................................8
7. Implementatie & evaluatie...............................................................................................................10
H2: De toekomst van marketing...........................................................................................................11
1. Intro..................................................................................................................................................11
2. Technologische trends......................................................................................................................11
2.1. The expansion of relationships and service...........................................................................11
2.2. Artificial intelligence..............................................................................................................12
2.3. Big data..................................................................................................................................13
2.4. Networks...............................................................................................................................14
3. Socio-economische trends................................................................................................................15
3.1. Discriminatie..........................................................................................................................15
3.2. Ongelijkheid op vlak van welvaart/rijkdom...........................................................................15
4. Geopolitieke trends (macro).............................................................................................................16
4.1. Vrije handel vs. Protectionisme.............................................................................................16
4.2. ‘Seeking the past’...................................................................................................................16
4.3. Innovatie vs. ‘Patent trolls’....................................................................................................16
4.4. Klimaatverandering................................................................................................................17
5. Corona-virus.....................................................................................................................................17
H3: Marketing van diensten.................................................................................................................18
1. Intro..................................................................................................................................................18
2. Waarom diensten?...........................................................................................................................18
3. Wat zijn diensten?............................................................................................................................19
4. Waarom is ‘service marketing’ complexer dan productmarketing?.................................................20
5. Van goods-dominant logic naar service-dominant logic...................................................................22
6. Jobs to be done................................................................................................................................26
2
,H4: Customer experience.....................................................................................................................27
1. Intro..................................................................................................................................................27
2. Wat is customer experience?...........................................................................................................27
3. Customer experience management.................................................................................................30
4. Case: the hello kitty Jet.....................................................................................................................31
5. Case: Tomorrowland.........................................................................................................................31
6. Customer journey mapping..............................................................................................................32
H5: Digitale marketing..........................................................................................................................35
1. Intro..................................................................................................................................................35
2. Podcast – Digitale marketing............................................................................................................35
3. Gastcollege – Digital data in practice................................................................................................37
3.1. Inleiding.................................................................................................................................38
3.2. Data in a digital world............................................................................................................38
3.3. Data maturity.........................................................................................................................42
3.4. Use cases of digital data........................................................................................................45
3.5. Ethics & privacy......................................................................................................................48
H6: Maatschappelijk verantwoorde marketing....................................................................................51
1. Intro..................................................................................................................................................51
2. Marketing.........................................................................................................................................51
3. Maatschappelijke verantwoordelijkheid..........................................................................................52
3.1. Duurzame ontwikkeling (sustainable development)..............................................................53
3.2. MVO / CSR.............................................................................................................................53
4. Marketing + maatschappelijke verantwoordelijkheid MVM............................................................53
5. Case: Cocoa life project – Mondelez.................................................................................................55
6. Case: Kriket.......................................................................................................................................57
6.1. Inleiding.................................................................................................................................57
6.2. Business strategie..................................................................................................................59
6.3. Value preposition...................................................................................................................59
6.4. Marketing strategie...............................................................................................................60
6.5. Thought leadership................................................................................................................60
7. Voorbeeldexamenvragen.................................................................................................................61
H7: Leiderschap en marketing..............................................................................................................62
1. Podcast............................................................................................................................................62
2. Voorbeeldvragen..............................................................................................................................65
2
3
, H8: Branding.........................................................................................................................................66
1. Intro..................................................................................................................................................66
2. Employer branding...........................................................................................................................66
3. Sportmarketing.................................................................................................................................69
4. voorbeeldexamenvraag....................................................................................................................71
H9: Marketing in a network economy..................................................................................................72
1. Podcast – Erwin Knuyt......................................................................................................................72
2. Voorbeeldexamenvraag....................................................................................................................75
H10: Retailing en e-commerce.............................................................................................................76
1. Intro.................................................................................................................................................76
2. Wat is retailing..................................................................................................................................76
3. Voor COVID-19..................................................................................................................................78
3.1. Cijfers in België......................................................................................................................78
3.2. Trends that were around before............................................................................................78
4. Tijdens COVID-19..............................................................................................................................81
4.1. Consumer response...............................................................................................................82
4.2. Retailer response...................................................................................................................83
5. Na COVID-19.....................................................................................................................................85
6. Cases & Wrap-up..............................................................................................................................85
3
,Inhoudstafel
H1: Fundamenten van marketing...........................................................................................................4
1. Wat is marketing?...............................................................................................................................4
2. Hoe waarde creëren?.........................................................................................................................5
3. Marketingproces.................................................................................................................................5
4. Analyse...............................................................................................................................................5
5. Strategie.............................................................................................................................................7
5.1. Welke klanten ga ik bedienen?................................................................................................7
5.2. Waarmee kan ik deze klanten het beste overtuigen?..............................................................7
5.3. Wat is de waarde die ik als bedrijf wil realiseren?...................................................................8
6. Tactiek................................................................................................................................................8
7. Implementatie & evaluatie...............................................................................................................10
H2: De toekomst van marketing...........................................................................................................11
1. Intro..................................................................................................................................................11
2. Technologische trends......................................................................................................................11
2.1. The expansion of relationships and service...........................................................................11
2.2. Artificial intelligence..............................................................................................................12
2.3. Big data..................................................................................................................................13
2.4. Networks...............................................................................................................................14
3. Socio-economische trends................................................................................................................15
3.1. Discriminatie..........................................................................................................................15
3.2. Ongelijkheid op vlak van welvaart/rijkdom...........................................................................15
4. Geopolitieke trends (macro).............................................................................................................16
4.1. Vrije handel vs. Protectionisme.............................................................................................16
4.2. ‘Seeking the past’...................................................................................................................16
4.3. Innovatie vs. ‘Patent trolls’....................................................................................................16
4.4. Klimaatverandering................................................................................................................17
5. Corona-virus.....................................................................................................................................17
H3: Marketing van diensten.................................................................................................................18
1. Intro..................................................................................................................................................18
2. Waarom diensten?...........................................................................................................................18
3. Wat zijn diensten?............................................................................................................................19
4. Waarom is ‘service marketing’ complexer dan productmarketing?.................................................20
5. Van goods-dominant logic naar service-dominant logic...................................................................22
6. Jobs to be done................................................................................................................................26
2
,H4: Customer experience.....................................................................................................................27
1. Intro..................................................................................................................................................27
2. Wat is customer experience?...........................................................................................................27
3. Customer experience management.................................................................................................30
4. Case: the hello kitty Jet.....................................................................................................................31
5. Case: Tomorrowland.........................................................................................................................31
6. Customer journey mapping..............................................................................................................32
H5: Digitale marketing..........................................................................................................................35
1. Intro..................................................................................................................................................35
2. Podcast – Digitale marketing............................................................................................................35
3. Gastcollege – Digital data in practice................................................................................................37
3.1. Inleiding.................................................................................................................................38
3.2. Data in a digital world............................................................................................................38
3.3. Data maturity.........................................................................................................................42
3.4. Use cases of digital data........................................................................................................45
3.5. Ethics & privacy......................................................................................................................48
H6: Maatschappelijk verantwoorde marketing....................................................................................51
1. Intro..................................................................................................................................................51
2. Marketing.........................................................................................................................................51
3. Maatschappelijke verantwoordelijkheid..........................................................................................52
3.1. Duurzame ontwikkeling (sustainable development)..............................................................53
3.2. MVO / CSR.............................................................................................................................53
4. Marketing + maatschappelijke verantwoordelijkheid MVM............................................................53
5. Case: Cocoa life project – Mondelez.................................................................................................55
6. Case: Kriket.......................................................................................................................................57
6.1. Inleiding.................................................................................................................................57
6.2. Business strategie..................................................................................................................59
6.3. Value preposition...................................................................................................................59
6.4. Marketing strategie...............................................................................................................60
6.5. Thought leadership................................................................................................................60
7. Voorbeeldexamenvragen.................................................................................................................61
H7: Leiderschap en marketing..............................................................................................................62
1. Podcast............................................................................................................................................62
2. Voorbeeldvragen..............................................................................................................................65
2
3
, H8: Branding.........................................................................................................................................66
1. Intro..................................................................................................................................................66
2. Employer branding...........................................................................................................................66
3. Sportmarketing.................................................................................................................................69
4. voorbeeldexamenvraag....................................................................................................................71
H9: Marketing in a network economy..................................................................................................72
1. Podcast – Erwin Knuyt......................................................................................................................72
2. Voorbeeldexamenvraag....................................................................................................................75
H10: Retailing en e-commerce.............................................................................................................76
1. Intro.................................................................................................................................................76
2. Wat is retailing..................................................................................................................................76
3. Voor COVID-19..................................................................................................................................78
3.1. Cijfers in België......................................................................................................................78
3.2. Trends that were around before............................................................................................78
4. Tijdens COVID-19..............................................................................................................................81
4.1. Consumer response...............................................................................................................82
4.2. Retailer response...................................................................................................................83
5. Na COVID-19.....................................................................................................................................85
6. Cases & Wrap-up..............................................................................................................................85
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