Inhoudsopgave
1 Module 1: fundamenten van de marketing ............................................................................................. 4
1.1 wat is marketing?................................................................................................................................. 4
1.1.1 Wat ging er vooraf aan huidig marketing concept? ........................................................................ 4
1.2 hoe waarde creëren ............................................................................................................................. 5
1.2.1 analyse ............................................................................................................................................ 6
1.2.2 strategie .......................................................................................................................................... 8
1.2.3 tactiek .............................................................................................................................................. 9
1.2.4 Implementatie ............................................................................................................................... 11
2 De Toekomst van de marketing ............................................................................................................. 12
2.1 intro .................................................................................................................................................... 12
2.2 Driebelangrijke krachten die marketing verandering ........................................................................ 12
2.2.1 Technologische trends .................................................................................................................. 12
2.2.2 Socio-economische trends ............................................................................................................ 16
2.2.3 Geopolitieke trends ....................................................................................................................... 16
2.2.4 Het coronavirus ............................................................................................................................. 17
3 Module 3: Marketing van diensten ....................................................................................................... 18
3.1 intro .................................................................................................................................................... 18
3.2 Waarom diensten? ............................................................................................................................. 18
3.3 wat is een dienst?............................................................................................................................... 19
3.3.1 producten vs diensten ................................................................................................................... 19
3.4 Van goods-dominant logic naar service-dominant logic .................................................................... 22
1.1.1 Goods dominant logic ................................................................................................................... 23
3.4.1 Service dominant logic .................................................................................................................. 23
3.4.2 samenvatting ................................................................................................................................. 26
3.5 Jobs to be done .................................................................................................................................. 27
4 Module 4: Costomer experience ........................................................................................................... 31
4.1 Intro.................................................................................................................................................... 31
4.2 Wat is costumer experience ............................................................................................................... 31
4.3 Customer experience management ................................................................................................... 33
4.4 Case 1: The Hello Kitty Jet .................................................................................................................. 34
4.5 Case Tommorowland ......................................................................................................................... 35
4.6 Costomer journey mapping (tool om de problemen inde journey aan te pakken) ............................. 35
5 Modeule 5: Digital marketing ................................................................................................................ 37
5.1 Intro.................................................................................................................................................... 37
5.2 Deel 1: podcast ................................................................................................................................... 37
5.3 Deel 2: gastlezing De Ridder............................................................................................................... 38
Introduction ................................................................................................................................................. 38
5.3.1 Data in a digital world ................................................................................................................... 38
5.4 Data maturity ..................................................................................................................................... 42
5.4.1 Maturity model ............................................................................................................................. 42
, 5.4.2 Gartner analytics maturity model ................................................................................................. 42
5.5 Use case of digital data ...................................................................................................................... 47
5.5.1 KPI monitoring / dashboards ......................................................................................................... 47
5.5.2 Covid 19 and KPI’s ......................................................................................................................... 47
5.5.3 The pitfalls of KPI’s ........................................................................................................................ 47
5.5.4 Remarketing .................................................................................................................................. 48
5.5.5 Content personalisation ................................................................................................................ 50
5.5.6 Look-a-like modelling .................................................................................................................... 51
5.5.7 Predictive modelling ...................................................................................................................... 51
5.5.8 Data as-a-service ........................................................................................................................... 53
5.6 Ethics and privacy............................................................................................................................... 54
5.6.1 General data protection regulation .............................................................................................. 54
5.6.2 They show ads. So what? .............................................................................................................. 55
5.6.3 The power of profiling ................................................................................................................... 55
5.6.4 The power of profiling ................................................................................................................... 55
5.6.5 The power of profiling ................................................................................................................... 56
5.6.6 The power of profiling ................................................................................................................... 56
6 Module 6: Maatschappelijk verantwoorde marketing .......................................................................... 57
6.1 Intro.................................................................................................................................................... 57
6.2 Marketing........................................................................................................................................... 57
6.2.1 Hoe waarde creëren ...................................................................................................................... 57
6.3 Maatschappelijke verantwoordelijkheid ............................................................................................ 58
6.4 Marketing + maatschappelijk verantwoordelijkheid -> MWM .......................................................... 58
6.4.1 Met andere woorden .................................................................................................................... 59
6.4.2 Even recapituleren ........................................................................................................................ 61
7 Module 7: Leiderschap en marketing .................................................................................................... 62
7.1 Podcast ............................................................................................................................................... 62
8 Module 8: Branding............................................................................................................................... 68
8.1 Intro.................................................................................................................................................... 68
8.2 Employer branding ............................................................................................................................. 69
8.2.1 The candidate experience ............................................................................................................. 70
8.2.2 Emplotee experience .................................................................................................................... 71
8.2.3 Conclusie ....................................................................................................................................... 72
8.3 Sportmarketing .................................................................................................................................. 72
8.3.1 Wat is er nu bijzonder aan sport? ................................................................................................. 73
8.3.2 playing feeld: ................................................................................................................................. 73
8.3.3 Ontwikkelingen ............................................................................................................................. 75
8.3.4 Manier van werken bij TD ............................................................................................................. 76
9 Module 9: marketing in a network enviroment ..................................................................................... 77
9.1 Podcast ............................................................................................................................................... 77
10 Module 10 – Retailing & e-commerce ................................................................................................... 84
10.1 Wat is Retailing .................................................................................................................................. 84
10.1.1 Het marketing process.............................................................................................................. 84
10.1.2 Supply chain.............................................................................................................................. 85
10.1.3 Waarom is retailing zo belangrijk ............................................................................................. 85
10.1.4 Welke functies vervult retailer ................................................................................................. 86
, 10.1.5 Samenvatting ............................................................................................................................ 86
10.2 E commerce ........................................................................................................................................ 86
10.2.1 Voor Corona ............................................................................................................................. 86
10.2.2 Tijdens covid (consumer response) .......................................................................................... 93
10.2.3 During codiv (retailer responses) ............................................................................................. 95
10.2.4 After covid ................................................................................................................................ 95
10.2.5 Cases en wrap up ...................................................................................................................... 96
, 1 Module 1: fundamenten van de marketing
1.1 wat is marketing?
“ Marketing is het proces waarmee bedrijven (of instellingen) waarde creëren voor de klant
en sterke klantrelaties opbouwen om in ruil daarvoor waarde van de klant te krijgen “ –
Philip Kotler
Walkman Sony met ingebouwd rekenmachine
- Consumenten zagen er geen waarde van in, hierdoor faalde het product
- Sony kreeg niet de kans om relatie met de klant uit te bouwen voor dit product,
omdat niemand de relevantie er van in zag
- Marketing is dus meer als reclame
Wat hebben veel definities van marketing gemeen?
- Het creëren van waarden, dit blijft de bestaansreden van het vakgebied marketing
Waarde in return:
- Vaak financieel
- Consumenten die positieve werkervaring delen op sociale media
Voorbeeld Albert Heijn:
- Spaaracties, veel Vlamingen hebben een AH bonus kaart
- Elke winkel kijkt naar de kassa resultaten en baseert daarop wat zij aanbieden in hun
filiaal
Succesvolle bedrijven:
- Zetten klanten centraal, zijn heel klant gericht
- Hechten belang aan marketing
1.1.1 Wat ging er vooraf aan huidig marketing concept?
1) Productieconcept
= consumenten geven voorkeur aan producten die gemakkelijk beschikbaar zijn en
die ze zich kunnen veroorloven
= bedrijfsvoering concentreert zich op efficiënte productie
= LENOVO (chinese pc’s) : grote productie aan zo laag mogelijke kosten
2) Productconcept
= consument hecht belang aan de kwaliteit en functionaliteit van het product
= organisatie moet product constant verbeteren
= manufactrum: verkoopt via veel warenhuizen, is ook heel klant gericht
1 Module 1: fundamenten van de marketing ............................................................................................. 4
1.1 wat is marketing?................................................................................................................................. 4
1.1.1 Wat ging er vooraf aan huidig marketing concept? ........................................................................ 4
1.2 hoe waarde creëren ............................................................................................................................. 5
1.2.1 analyse ............................................................................................................................................ 6
1.2.2 strategie .......................................................................................................................................... 8
1.2.3 tactiek .............................................................................................................................................. 9
1.2.4 Implementatie ............................................................................................................................... 11
2 De Toekomst van de marketing ............................................................................................................. 12
2.1 intro .................................................................................................................................................... 12
2.2 Driebelangrijke krachten die marketing verandering ........................................................................ 12
2.2.1 Technologische trends .................................................................................................................. 12
2.2.2 Socio-economische trends ............................................................................................................ 16
2.2.3 Geopolitieke trends ....................................................................................................................... 16
2.2.4 Het coronavirus ............................................................................................................................. 17
3 Module 3: Marketing van diensten ....................................................................................................... 18
3.1 intro .................................................................................................................................................... 18
3.2 Waarom diensten? ............................................................................................................................. 18
3.3 wat is een dienst?............................................................................................................................... 19
3.3.1 producten vs diensten ................................................................................................................... 19
3.4 Van goods-dominant logic naar service-dominant logic .................................................................... 22
1.1.1 Goods dominant logic ................................................................................................................... 23
3.4.1 Service dominant logic .................................................................................................................. 23
3.4.2 samenvatting ................................................................................................................................. 26
3.5 Jobs to be done .................................................................................................................................. 27
4 Module 4: Costomer experience ........................................................................................................... 31
4.1 Intro.................................................................................................................................................... 31
4.2 Wat is costumer experience ............................................................................................................... 31
4.3 Customer experience management ................................................................................................... 33
4.4 Case 1: The Hello Kitty Jet .................................................................................................................. 34
4.5 Case Tommorowland ......................................................................................................................... 35
4.6 Costomer journey mapping (tool om de problemen inde journey aan te pakken) ............................. 35
5 Modeule 5: Digital marketing ................................................................................................................ 37
5.1 Intro.................................................................................................................................................... 37
5.2 Deel 1: podcast ................................................................................................................................... 37
5.3 Deel 2: gastlezing De Ridder............................................................................................................... 38
Introduction ................................................................................................................................................. 38
5.3.1 Data in a digital world ................................................................................................................... 38
5.4 Data maturity ..................................................................................................................................... 42
5.4.1 Maturity model ............................................................................................................................. 42
, 5.4.2 Gartner analytics maturity model ................................................................................................. 42
5.5 Use case of digital data ...................................................................................................................... 47
5.5.1 KPI monitoring / dashboards ......................................................................................................... 47
5.5.2 Covid 19 and KPI’s ......................................................................................................................... 47
5.5.3 The pitfalls of KPI’s ........................................................................................................................ 47
5.5.4 Remarketing .................................................................................................................................. 48
5.5.5 Content personalisation ................................................................................................................ 50
5.5.6 Look-a-like modelling .................................................................................................................... 51
5.5.7 Predictive modelling ...................................................................................................................... 51
5.5.8 Data as-a-service ........................................................................................................................... 53
5.6 Ethics and privacy............................................................................................................................... 54
5.6.1 General data protection regulation .............................................................................................. 54
5.6.2 They show ads. So what? .............................................................................................................. 55
5.6.3 The power of profiling ................................................................................................................... 55
5.6.4 The power of profiling ................................................................................................................... 55
5.6.5 The power of profiling ................................................................................................................... 56
5.6.6 The power of profiling ................................................................................................................... 56
6 Module 6: Maatschappelijk verantwoorde marketing .......................................................................... 57
6.1 Intro.................................................................................................................................................... 57
6.2 Marketing........................................................................................................................................... 57
6.2.1 Hoe waarde creëren ...................................................................................................................... 57
6.3 Maatschappelijke verantwoordelijkheid ............................................................................................ 58
6.4 Marketing + maatschappelijk verantwoordelijkheid -> MWM .......................................................... 58
6.4.1 Met andere woorden .................................................................................................................... 59
6.4.2 Even recapituleren ........................................................................................................................ 61
7 Module 7: Leiderschap en marketing .................................................................................................... 62
7.1 Podcast ............................................................................................................................................... 62
8 Module 8: Branding............................................................................................................................... 68
8.1 Intro.................................................................................................................................................... 68
8.2 Employer branding ............................................................................................................................. 69
8.2.1 The candidate experience ............................................................................................................. 70
8.2.2 Emplotee experience .................................................................................................................... 71
8.2.3 Conclusie ....................................................................................................................................... 72
8.3 Sportmarketing .................................................................................................................................. 72
8.3.1 Wat is er nu bijzonder aan sport? ................................................................................................. 73
8.3.2 playing feeld: ................................................................................................................................. 73
8.3.3 Ontwikkelingen ............................................................................................................................. 75
8.3.4 Manier van werken bij TD ............................................................................................................. 76
9 Module 9: marketing in a network enviroment ..................................................................................... 77
9.1 Podcast ............................................................................................................................................... 77
10 Module 10 – Retailing & e-commerce ................................................................................................... 84
10.1 Wat is Retailing .................................................................................................................................. 84
10.1.1 Het marketing process.............................................................................................................. 84
10.1.2 Supply chain.............................................................................................................................. 85
10.1.3 Waarom is retailing zo belangrijk ............................................................................................. 85
10.1.4 Welke functies vervult retailer ................................................................................................. 86
, 10.1.5 Samenvatting ............................................................................................................................ 86
10.2 E commerce ........................................................................................................................................ 86
10.2.1 Voor Corona ............................................................................................................................. 86
10.2.2 Tijdens covid (consumer response) .......................................................................................... 93
10.2.3 During codiv (retailer responses) ............................................................................................. 95
10.2.4 After covid ................................................................................................................................ 95
10.2.5 Cases en wrap up ...................................................................................................................... 96
, 1 Module 1: fundamenten van de marketing
1.1 wat is marketing?
“ Marketing is het proces waarmee bedrijven (of instellingen) waarde creëren voor de klant
en sterke klantrelaties opbouwen om in ruil daarvoor waarde van de klant te krijgen “ –
Philip Kotler
Walkman Sony met ingebouwd rekenmachine
- Consumenten zagen er geen waarde van in, hierdoor faalde het product
- Sony kreeg niet de kans om relatie met de klant uit te bouwen voor dit product,
omdat niemand de relevantie er van in zag
- Marketing is dus meer als reclame
Wat hebben veel definities van marketing gemeen?
- Het creëren van waarden, dit blijft de bestaansreden van het vakgebied marketing
Waarde in return:
- Vaak financieel
- Consumenten die positieve werkervaring delen op sociale media
Voorbeeld Albert Heijn:
- Spaaracties, veel Vlamingen hebben een AH bonus kaart
- Elke winkel kijkt naar de kassa resultaten en baseert daarop wat zij aanbieden in hun
filiaal
Succesvolle bedrijven:
- Zetten klanten centraal, zijn heel klant gericht
- Hechten belang aan marketing
1.1.1 Wat ging er vooraf aan huidig marketing concept?
1) Productieconcept
= consumenten geven voorkeur aan producten die gemakkelijk beschikbaar zijn en
die ze zich kunnen veroorloven
= bedrijfsvoering concentreert zich op efficiënte productie
= LENOVO (chinese pc’s) : grote productie aan zo laag mogelijke kosten
2) Productconcept
= consument hecht belang aan de kwaliteit en functionaliteit van het product
= organisatie moet product constant verbeteren
= manufactrum: verkoopt via veel warenhuizen, is ook heel klant gericht
