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Samenvatting Communication Strategy _GMS_

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7,4 behaald met deze samenvatting! In dit document zie je een volledige samenvatting van het vak Communication Strategy met extra de informatie van de colleges (powerpoint informatie). Deze samenvatting laat uitgebreid de informatie rondom het vak communication strategy zien met daarbij de link tus...

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  • July 16, 2021
  • 15
  • 2020/2021
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By: SB2000 • 2 year ago

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Samenvatting Communication Strategy
Introductie Communication Strategy
Bij Communication Strategy leer je inzicht te vergaren in de bijdrage van communicatie aan de
realisatie van organisatie- en commerciële doelstellingen en kan zelfstandig:

 Communicatiedoelstellingen definiëren
 Een communicatiestrategie ontwikkelen
 Deze strategie uitwerken naar een briefing voor het reclamebureau
 Creative concept beoordelen

Leerstof tentamen Communication Strategy

 Boek: Marketing communicatie strategie van Ko Floor, Fred van Raaij en Margot Bouwman
Hoofdstuk 2,5,7,8,9 en 11
 Samenvatting van PowerPoints




Hogeschool Rotterdam
Global Marketing & Sales
Leerjaar 2
2020-2021




1

, Inhoudsopgave
Samenvatting Communication Strategy.............................................................................................1
Introductie Communication Strategy.................................................................................................1
Hoofdstuk 1: Communicatiemix van een onderneming (uit boek hfdst. 2)........................................3
1.1 Corporate en marketingcommunicatie.........................................................................................3
1.2 Belangrijkste kenmerken van corporate communicatie...............................................................3
1.3. Enkele definities...........................................................................................................................5
Hoofdstuk 2: Onderdelen van het marketingcommunicatieplan (uit boek hfdst. 5)..........................5
2.1 Voordelen van strategische planning............................................................................................5
2.2 Van ondernemings- naar marketingcommunicatieplan................................................................5
2.2.1 Ondernemingsplan....................................................................................................................5
2.2.2 Marketingplan...........................................................................................................................6
2.3 Strategisch marketingcommunicatieplan.....................................................................................6
Hoofdstuk 3: Marketingcommunicatiedoelgroep(uit boek hfdst. 7)..................................................7
3.1.1 Algemeen niveau.......................................................................................................................7
3.1.2 Domein specifiek niveau............................................................................................................7
3.1.3 Merkspecifiek niveau.................................................................................................................8
3.2 De massa als doelgroep................................................................................................................8
Hoofdstuk 4: Marketingcommunicatiedoelstellingen(uit boek hfdst. 8)............................................8
4.1. Voordelen....................................................................................................................................8
4.2 Marketing- versus communicatiedoelstellingen...........................................................................9
4.3 Communicatiedoelstellingen........................................................................................................9
Hoofdstuk 5: Marketingcommunicatiestrategie (uit boek hfdst.9).....................................................9
Hoofdstuk 6: Creative ontwikkeling (uit boek hfdst. 11)..................................................................10
7.. Samenvatting PowerPoints..........................................................................................................11
Week 1..............................................................................................................................................11
7.1 soorten communicatie in organisatie.........................................................................................11
7.1.1 Van ondernemings- naar communicatiedoelstelling...............................................................11
7.1.2 Communicatiedoelstellingen: DAGMAR model.......................................................................11
Week 2..............................................................................................................................................13
7.2. Vele factoren beïnvloeden consumentenkeuze.........................................................................13
7.2.1 Wat is communicatiestrategie?...............................................................................................13
7.2.2. Wat zit er in een communicatiestrategie?..............................................................................13
7.2.3. Hoe maak je communicatiestrategie?....................................................................................13
7.2.4. Positioneringsstrategieën.......................................................................................................14
7.2.5. Communicatiedoelgroep beschrijven op 3 niveaus:...............................................................14
Week 3..............................................................................................................................................15


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