These are my elaborations and questions from the subject Customer Insight Tooling. This report is about optimising a company's customer journey. All questions + answers + summaries are in it according to the guidelines given in the third year of .
Unit of study OE102 Customer Insight Tooling
University Inholland University of Applied Sciences
Location Rotterdam
Accompanying teacher Mr. Arends
Company Rijnpoort Makelaars
Deadline May 23 2023
, University Inholland Rotterdam, Marketing
The customer journey of
Student Juliët de Brabander
Student Number 667682
Class ROBSMAVT3B
University Inholland University of Applied Sciences
Study Business Studies
Graduation Marketing
Year 3
Location Rotterdam
Unit of study OE102 Customer Insight Tooling
Accompanying teacher: Mr. Arends
Version 1
Company Rijnpoort Makelaars
Deadline May 23 2023
2
, Foreword
This report has been written for the subject Customer Insight Tools taught at Inholland
University of Applied Sciences in the third year at the business studies course with the main
subject Marketing. The report consists of 7 modules, which can be found in the appendix,
applying different topics to the company Rijnpoort through questions and assignments.
Rijnpoort is a real estate company based in Poeldijk, The Westland. They offer properties for
sale and rent and give advice on mortgages and insurance. They do everything for the
customer and work with a personal team that is well reflected on their website and social
media.
After each module, an advice was written for Rijnpoort, which can be found in chapters 1 to
7. The topics of the modules mainly focus on the different forms of online marketing you can
apply as a business.
I would like to thank Rijnpoort for their cooperation and trust in me. I gained a lot from their
information and they gained a lot from mine. I would also like to thank Mr Arends for the
matching lessons he gave for this subject.
I wish you much reading pleasure!
Juliët de Brabander
‘s-Gravenzande
23-05-2023
3
, Table of contents
Foreword 3
Summary advice 5
Advice module 1: Digital marketing 6
Advice module 2: Search Engine Optimization (SEO) 8
Advice module 3: Search Engine Marketing (SEM) 10
Advice module 4: Social Media Marketing 11
Advice module 5: Website development and optimization 13
Advice module 6: Customer Relationship Management (CRM) 15
Advice module 7: Email marketing 17
List of references 18
Appendices 19
Appendix 1: Answers to Module 1 19
Appendix 2: Answers to Module 2 24
Appendix 3: Answers to Module 3 28
Appendix 4: Answers to Module 4 31
Appendix 5: Answers to Module 5 35
Appendix 6: Answers to Module 6 39
Appendix 7: Answers to Module 7 43
Appendix 8: Google Certificaat 46
4
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