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Onderzoek communicatie
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Onderzoek van het communiceren van een sportschool met zijn klanten om zo weer klanten aan te trekken.
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30 Mei 2021OE44 Geïntegreerde communicatie
Sven Brouwer, 647598
Lars Hulsebosch, 657298
Hogeschool Inholland Haarlem
Opleiding: HBO Business Studies
,Gemaakt door: Sven Brouwer, 647598
Lars Hulsebosch, 657298
Instelling: Hogeschool Inholland
Locatie: Haarlem
Opleiding: HBO Business Studies
Klas: BSVT2A2
Vak: OE44 Geintegreerde communicatie
Onderwerp: Communicatie Dorssports
Docent: Mike Visser
Datum: 18 April 2021
S. Brouwer & L. Hulsebosch 2
, Voorwoord
Geachte lezer,
Wij zijn Sven Brouwer en Lars Hulsebosch, wij zijn studenten aan de Hogeschool Inholland in
Haarlem en doen de opleiding Business studies. Voor het vak Geïntegreerde Communicatie
hebben wij een onderzoek gedaan naar de communicatie van Dorssports.
Dit onderzoeksrapport is geschreven om de gevolgen van de Corona crisis en de
communicatie van Dorssports te ondervinden en een oplossing te zoeken om nieuwe leden
te werven en huidige leden te behouden. Wij willen Mike Visser bedanken voor de
begeleiding die hij heeft aangeboden tijdens het schrijven van dit onderzoeksrapport.
Wij wensen u veel plezier met het lezen van dit rapport.
S. Brouwer & L. Hulsebosch 3
, Inhoudsopgave
1 Inleiding ........................................................................................................................6
2 Probleem achtergrond ...................................................................................................7
2.1 Probleemanalyse .............................................................................................................. 7
2.2 Doelstellingen................................................................................................................... 8
2.3 Hoofd- en deelvragen ....................................................................................................... 8
2.4 Op te leveren product ...................................................................................................... 8
2.5 Budget .............................................................................................................................. 8
3 Methodologie ................................................................................................................9
3.1 Onderzoeksopzet .............................................................................................................. 9
3.2 Uitwerking per deelvraag ................................................................................................ 9
4 Literatuurstudie ........................................................................................................... 12
4.1 communicatie................................................................................................................. 13
4.2 communicatie-theorieën ................................................................................................ 14
4.3 gedragsverandering door communicatie....................................................................... 17
4.3.1 Emotioneren ........................................................................................................... 17
4.3.2 Sociaal beïnvloeden ................................................................................................ 17
4.3.3 Faciliteren en versterken ........................................................................................ 18
4.3.4 Motiveren ............................................................................................................... 18
4.3.5 Extra communicatietips bij gedragsveranderen ..................................................... 18
4.4 Doelgroepen Dorssports................................................................................................. 18
4.5 Communicatie passend bij de verschillende doelgroepen ............................................. 19
5 Praktijkonderzoek ........................................................................................................ 22
6 Conclusie ..................................................................................................................... 27
7 Advies ......................................................................................................................... 29
7.1 Nieuwe communicatiestrategie ..................................................................................... 29
7.2 Propositie ....................................................................................................................... 30
7.3 Advies concepten ........................................................................................................... 31
7.3.1 Advies concept 1: .................................................................................................... 31
7.3.2 Advies concept 2: .................................................................................................... 32
S. Brouwer & L. Hulsebosch 4
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