Synopsis – Lauren Dijkshoorn

Name: Lauren Dijkshoorn
Student number: 1651647
Specialisation: Concept Design English (resit)
Lecturer: Rob van den Idsert
Format: Mini-lecture

How can a company make use of online communities that are created outside of the company itself? What exactly is an online community and what is the meaning of engagement?

These online communities could prove a great way of engaging  in online communities that are already familiar or interested in the brand. Engaging in those communities could result in a greater loyalty among the already existing community. How should it be done, what would be the best tactic to do so?

But are there any downsides to a company deliberately engaging in these communities. These communities have been created outside of the already generated communities of the company itself. Maybe these communities do not want to company to also get into their community…

Revised Research Question – Lauren Dijkshoorn

Name: Lauren Dijkshoorn
Course: Seminar Concept English
Period: D
Teacher: Rob van den Idsert
Format: Presentation
Date: 26-05-2017

Research question
What are the advantages for Lush when engaging in online communities.

Sub Questions
What is engagement?
What is an online community?
What channels are used for online engagement by Lush?
How can engagement benefit and damage the reputation of a company?
How does engagement affect the targeted online community?
What can a company achieve by engaging in online communities?

After a lot of brainstorming and revising my previous setup for my research, I discovered that my initial plan for my research was not possible.

This is what I initially wanted to research, how can a company engage in community created platforms such as facebook groups. I am in a few facebook groups focussed on companies, such as Dr. Martens and Lush. I notice that a lot of useful feedback is given inside these groups that are unseen by the company, or maybe deliberately not used.

I want to know what the advantages of joining communities are for a company. And what the customers think of it.

Research methods
– Desk research
Looking for and analysing of already existing literature on the subject.
– Interview
– Survey
In existing online communities
– Observation
Compare and analyse existing examples.

Resource list

We’re all a-twitter — why online communities matter: Lindsay Blackwell at TEDxWilmingtonUniversity

Sociability and usability in online communities: Determining and measuring success

The real value of online communities

Lush Marketing Plan Final.

Community Engagement

The benefits of online communities

Synopsis Melle Meijer


Name: Melle Meijer
Student number: 1645212
Specialisation: Concept design English (resit)
Lecturer: Annemieke Pesch
Format: Mini-lecture


How to stay creative while your stressed?

We think creativity is something common. Some people might be more creative than others but what is creativity actually? Creativity is something really complex and scientist still don’t know the exact answer but they do know a lot already. Creativity is an outcome, idea, process that is useful, relevant and a solution. Creativity takes place in the brain and is about making connections between previous experience but also between the two sides of the brain.

You might recognise the feeling of feeling less creative when you are really busy or stressed. The more stress, the less creative. Does it work that why in your brain or is it something you just feel. But how do you stay creative while you’re stressed? For this research I found out ways to keep on stimulation your creativity in busy times.

Synopsis – Thomas de Gilder


Format: Mini-lecture
Title: Branding an artist

Within this lecture I want to talk about creating brand awareness for artists. How does an artist gain more brand awareness? I want to research this by analysing the artist Jowners. He is an upcoming hip-hop artist. He started to gain recognition over the last couple of years. I want to know how this all started en what he did tot get where he is right now. I am very curious about his use of marketing tools and if he used these on purpose of not.

After Jowners started to gain recognition he signed at the music label Bravoure Music. I want to find out what differences the label could make I terms of brand awareness. I am also wondering if the label has a specific approach when they are branding an artist. Was there a specific approach with Jowners and why?

Synopsis – Jonathan Tjahjoko

Naam: Jonathan Tjahjoko
Student number: 1651303
Class: E-CON
Teachers: Rob van den Idsert / Annemieke Pesch
Format: Mini lecture

A new way of propaganda: Fake news

It is strange what a few words can do with people’s opinion and behaviour. With some shocking headlines and false truth, society has the power to turn the world upside down. It’s like plague, it spreads around the media so fast and there is almost nothing that we can do. Major tech companies like Facebook and Google try to stop the plague with tips and tricks on how to spot the problem. I think it is important to be aware of what is real news and what is not. Fake news is a major problem in nowadays journalism. With fake news, negative people who already have a bad view on the world, get their satisfaction from fake news. Their opinions and behaviour can stir the world and that is a big problem.

Besides deskresearch i’m interviewing a psychologist on people’s behaviour and opinions, to find out why people are so easily influenced by fake news.

Research Question – Lauren Dijkshoorn

Name: Lauren Dijkshoorn
Course: Seminar Concept English
Period: D
Teacher: Rob van den Idsert
Format: Presentation
Date: 10-05-2017

Research question

How does co-creation/participation between customer and company change the marketing field of today?

Sub questions

What is participation/co-creation?
How is participation/co-creation used in marketing?
How does participation/co-creation influence the marketing field of today?
What target audience is reached by participation/co-creation marketing?
How does participation/co-creation influence the target audience


For my research I want to research a subject that I find really interesting.

There are large changes in the media landscape in the past years. This changes the way target audiences can be reached. Some target audiences can’t be reached or are hard to reach when using the classic ways of marketing/communications.

By researching this subject I want to create insight in what participation/co-creation in marketing is, how this is executed and what the advantages are.


  • Desk research
    Looking for and analysing of already existing literature on the subject.
  • Interviews
    Looking for opinions about participation/co-creation of people who have been a part of participation/co-creation
  • Observation
    Compare and analyse existing examples.

Participation brand index
Lee R.P., Yonggui W., Ma S., Anderson J. (2017) Customer Participation in Service Cocreation: An (Extended) Abstract. In: Stieler M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham
What marketers can learn from participation brands

The Five Levels of Competitive Advantage Yielded by Co-Creation for Sales and Procurement – The Co-Creation Edge


Research question Melle Meijer

Research question Melle Meijer

Name: Melle Meijer
Student number: 1645212
Specialisation: Concept design English (resit)
Lecturer: Annemieke Pesch
Format: Mini-lecture

Research question:

On what way can you keep on stimulation your creativity in busy times?

Sub questions:

What is creativity?
How does creativity works?
How do you become less creative while being busy?
What happens with the brains when you are busy?
To what extent can you influence your own creativity?
Why do I pick creativity as a subject? I run into this problem myself that it feels like I am ‘losing’ creativity during busy times with stress and less spare time. I would love to find a way for myself (that might work for others as well) to keep on stimulation creativity at any time.

This is not only important for this stage in life, being a student, but this might be use full for the rest of the working life. That’s why this subject is CMD relevant because with the likely upcoming career you need to be creative and work under pressure.



Desk research:
Creativity and brains

Stress and creativity:


Buiten de lijntjes  : stimuleer je creativiteit

Imagine  : hoe creativiteit werkt

Creatief denken  : slimme technieken om problemen op te lossen


Kiki Blom







Research question – Thomas de Gilder

Name: Thomas de Gilder
Student number: 1645664
Specialisation: Concept Design (Resit)
Lecturer: Sandra Bukman
Format: Mini-lecture

Research question:
“In what way do upcoming artists make sure to be part of the Dutch hip hop scene.”

It is great to see the Dutch hip hop culture grow. Everyday there are new talents showing up. I am sure these people are thinking about how to put themselves into the scene and be part of the established order. There is a lot of marketing involved but I do think some was unintentionally. At this moment I am involved in a similar situation of some artists. I think this research could come in very useful.