Other
Event Marketing (EVM) - HEM3 (7,3!)
- Course
- Institution
Verslag Event Marketing - Van der Valk bedrijfsevenement
[Show more]
3 reviews
By: annaborggreven • 3 year ago
By: izzygobel • 3 year ago
Super report, has held me a lot in what exactly needs to be in it.
By: ca97 • 2 year ago
Nice!! Thank you for your review
By: merelvanweelden • 3 year ago
Seller
Followca97
Reviews received
Content preview
BedrijfsevenementVan der Valk
Eventmarketing
Naam: Chayenne Althof
Klas: HEM3
Vak: Eventmarketing – EVM
Docent: Silke Bongers
Datum: 21-11-2020, Versie 1
,Voorwoord
Mijn naam is Chayenne Althof en ik ben derdejaars Hotel- en Eventmanagement student aan
Hogeschool TIO in Utrecht. Voor u ligt het verslag van het vak Eventmarketing (EVM). Dit verslag is
geschreven als afsluiting van de colleges Eventmarketing (EVM), gegeven door mevrouw S. Bongers.
Het doel van deze praktijkopdracht is, om aan de hand van de behandelde stof, een evenement te
ontwikkelen. Voor dit verslag ga ik een bedrijfsevenement ontwikkelen voor Van der Valk. De
opdrachtgever is Van der Valk. Ik heb voor de opdrachtgever meerdere doelstellingen opgesteld en in
dit verslag beschrijf ik waarom er gekozen wordt voor een evenement.
Ik wil mijn docent Silke Bongers bedanken voor de gegeven colleges, ook al ben ik niet vaak
aanwezig geweest. Ik heb veel informatie uit de PowerPointpresentaties kunnen halen. Ik wens u veel
plezier met het lezen van dit verslag.
Met vriendelijke groet,
Chayenne Althof
HEM3 – Hogeschool TIO Utrecht
Chayenne Althof – HEM3 2
, Inhoudsopgave
VOORWOORD ............................................................................................................................................ 2
1. HET VOORTRAJECT.................................................................................................................................. 4
1.1 INTRODUCTIE VAN DER VALK.................................................................................................................................. 4
1.2 DOELGROEP EVENEMENT....................................................................................................................................... 4
1.3 STRATEGISCHE DOELSTELLINGEN ............................................................................................................................. 5
1.4 SCENARIOSTUDIE ................................................................................................................................................. 6
1.4.1 Duurzaamheid ......................................................................................................................................... 6
1.4.2 Authenticiteit ........................................................................................................................................... 7
2. HET EVENEMENT .................................................................................................................................... 8
2.1 OMSCHRIJVING EVENEMENT .................................................................................................................................. 8
2.2 STORYTELLING ..................................................................................................................................................... 9
2.3 CUSTOMER JOURNEY .......................................................................................................................................... 10
2.3.1 Beschrijving touchpoints ........................................................................................................................ 10
2.4 MARKETINGMIX................................................................................................................................................. 11
2.4.1 Waarom een evenement? ..................................................................................................................... 11
3. HET EVENEMENT EN DE MARKETINGSTRATEGIEËN................................................................................. 13
3.1 RELATIEMARKETING............................................................................................................................................ 13
3.2 EVENTMARKETINGCOMMUNICATIE ........................................................................................................................ 14
3.3 CITYMARKETING ................................................................................................................................................ 15
3.4 MERKACTIVATIE................................................................................................................................................. 16
4. VAN STRATEGIE NAAR CONCEPT ........................................................................................................... 17
5. EVALUATIE EN EFFECTMETING............................................................................................................... 18
5.1 DE EFFECTMETING.............................................................................................................................................. 18
5.2 ACCOUNTABILITY ............................................................................................................................................... 18
5.3 ROI................................................................................................................................................................. 19
BIBLIOGRAFIE ........................................................................................................................................... 21
BIJLAGEN ................................................................................................................................................. 22
BIJLAGE 1: MOODBOARD EVENEMENT......................................................................................................................... 22
BIJLAGE 2: ACCOUNTABILITYCYCLUS ............................................................................................................................ 22
BIJLAGE 3: WAARDE-PIRAMIDE .................................................................................................................................. 23
Chayenne Althof – HEM3 3
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ca97. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.27. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67096 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now