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Verslag Geïntegreerde Communicatie OE44
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Behaald cijfer 90. Het verslag bevat een duidelijke opzet met een inhoudsopgave die makkelijk toe te passen is op andere onderwerpen.
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OE44 Geïntegreerde CommunicatieNieuwe leden werven bij kartvereniging NJIKV
Namen: Chris Woutersen en Noah X
Studentnummers: X-X
Klas: X
Opleiding: Business Studies
School: Inholland Rotterdam
Datum: 22/04/2022
Pagina 0 van 62
, Hogeschool Inholland
Opleiding Business Studies
OE44 Geïntegreerde Communicatie
Nieuwe leden werven bij kartvereniging NJIKV
Namen: Chris Woutersen en Noah X
Studentnummers: X-X
Klas: X
Opleiding: Business Studies
School: Inholland Rotterdam
Begeleidend docent: XX
Versie: 1
Datum: 22/04/2022
Pagina 1 van 62
,VOORWOORD
Vanuit Inholland hebben Chris en Noah de opdracht gekregen om een communicatieonderzoek te
doen voor het vak OE44, dat wij in semester 2 van jaar 2 moeten afronden. We hebben een onderzoek
uitgevoerd dat zich focust op interne, corporate en marketing communicatie met een adviserende
hoofdvraag. De aanleiding hebben we geschreven aan de hand van contact met de opdrachtgever en
recente ontwikkelingen. We vonden het interessant om ons te verdiepen in literatuur over
communicatie. Ook vonden we het erg leerzaam om als primaire bron een interview af te nemen met
een communicatie expert. Tot slot hebben we allebei redelijk wat tijd gestoken in het schrijven van
een doorlopend verhaal met een goede rode draad.
Graag zouden wij X X willen bedanken voor haar lessen en begeleiding.
Wij hopen dat u ons verslag met plezier leest.
Chris Woutersen – Noah Tuk
Rotterdam, 22 april 2022
Pagina 2 van 62
,INHOUD
Voorwoord................................................................................................................................... 2
H.1 Inleiding ................................................................................................................................. 5
H.2 Aanleiding .............................................................................................................................. 6
H.2.1 Inleiding Racerij ......................................................................................................................... 6
H.2.2 De kartvereniging NJIKV ............................................................................................................ 6
H.2.3 Recente ontwikkelingen ............................................................................................................ 6
H.2.4 Het onderzoek ........................................................................................................................... 6
H.2.5 Afspraken met opdrachtgever ................................................................................................... 7
H.3 Communicatie-analyse ........................................................................................................... 8
H.3.1 Interne communicatie (deel 1) .................................................................................................. 8
H.3.1.1 Visie en misie...................................................................................................................... 8
H.3.1.2 Golden Circle ...................................................................................................................... 8
H.3.1.3 Organisatiecultuur.............................................................................................................. 8
H.3.1.4 Leiderschapsstijlen ............................................................................................................. 9
H.3.1.5 Organisatiestructuur ........................................................................................................ 10
H.3.1.6 Interne communicatie-audit ............................................................................................ 10
H.3.2 Interne communicatie (deel 2) ................................................................................................ 11
H.3.2.1 Communicatiestromen..................................................................................................... 11
H.3.2.2 Soorten informatie ........................................................................................................... 11
H.3.2.3 Communicatie bij veranderingen ..................................................................................... 12
H.3.2.4 Middelen voor interne communicatie ............................................................................. 12
H.3.3 Corporate communicatie ......................................................................................................... 13
H.3.3.1 Stakeholdersanalyse......................................................................................................... 13
H.3.3.2 SWOT-analyse .................................................................................................................. 14
H.3.3.3 Business Model Canvas .................................................................................................... 15
H.3.3 Marketing communicatie ........................................................................................................ 15
H.3.3.1 MVO-beleid ...................................................................................................................... 16
H.3.3.2 Crisiscommunicatie .......................................................................................................... 16
H.3.3.3 Arbeidsmarktcommunicatie............................................................................................. 16
H.3.3.4 Positioneringsruit ............................................................................................................. 17
H.3.3.5 Strategische keuzes .......................................................................................................... 19
H.3.3.6 Marketingmix ................................................................................................................... 20
H.3.4 Conclusie.................................................................................................................................. 21
H.4 Doelstelling en hoofd- en deelvragen .................................................................................... 22
H.4.1 Afbakening onderzoeksterrein ................................................................................................ 22
H.4.2 De doelstellingen ..................................................................................................................... 22
H.4.3 Hoofd- en deelvragen .............................................................................................................. 22
H.5 Theoretisch kader................................................................................................................. 23
H.5.1 Het onderzoeksthema ............................................................................................................. 23
Pagina 3 van 62
, H.5.2 Literatuur bevindingen online marketing ................................................................................ 23
H.5.2.1 Overzicht van instrumenten............................................................................................. 23
H.5.2.2 E-commerce ..................................................................................................................... 23
H.5.2.3 Social media ..................................................................................................................... 25
H.5.3 Literatuur bevindingen contentstrategieën ............................................................................ 27
H.5.3.1 Content circle ................................................................................................................... 27
H.5.3.2 Comunicatiedoelen - stap 1 ............................................................................................. 27
H.5.3.3 Persona’s – stap 2 ............................................................................................................ 28
H.3.3.4 Kernthema en topics – stap 3 .......................................................................................... 28
H.5.3.5 Mediaplatform – stap 4.................................................................................................... 29
H.5.3.6 Contentkalender – stap 5 ................................................................................................. 29
H.5.3.7 Interactie – stap 6 ............................................................................................................ 29
H.5.3.8 Monitoring – stap 7 .......................................................................................................... 30
H.6 Methodologie ...................................................................................................................... 31
H.6.1 Onderzoeksopzet ..................................................................................................................... 31
H.6.2 Methodologie per deelvraag ................................................................................................... 32
H.6.3 Kwaliteit van het onderzoek .................................................................................................... 33
H.7 Resultaten empirisch onderzoek ........................................................................................... 34
H.7.1 Resultaten online marketing ................................................................................................... 34
H.7.2 Resultaten contentstrategie .................................................................................................... 35
H.8 Communicatie Canvas en adviezen ....................................................................................... 38
H.8.1 Communicatiestrategie ........................................................................................................... 38
H.8.2 Propositie................................................................................................................................. 41
H.8.3 Concept.................................................................................................................................... 41
H.8.4 Content en middelen ............................................................................................................... 42
H.8.5 Tijd ........................................................................................................................................... 42
H.8.5 Budget...................................................................................................................................... 43
Literatuurlijst ............................................................................................................................. 44
Literaire geschriften .......................................................................................................................... 44
Literaire websites .............................................................................................................................. 44
Bijlagen ...................................................................................................................................... 46
Bijlage A: Intakegesprek (stap 2)....................................................................................................... 46
Bijlage B: Feedback opdrachtgever op PvA....................................................................................... 47
Bijlage C: Enquêtevragen .................................................................................................................. 47
Bijlage D: Topiclijst en interviewvragen ............................................................................................ 50
Bijlage E: Uitkomsten enquête .......................................................................................................... 52
Bijlage F: Enquête statistieken .......................................................................................................... 59
Bijlage G: Transcript en codering interview ...................................................................................... 59
Bijlage H Twee communicatie uitingen............................................................................................. 62
Pagina 4 van 62
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