個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Customer Insights
內容大綱
In this set of three exercises, students are cast in the roles of brand managers of one of three categories of consumer goods companies. They must choose a specific brand in their category and identify keywords to advertise that brand on Google search, in order to leverage or react to evolving consumer behavior. Students research trend tools and Google's keyword planner, explore and analyze consumer demand, identify customer segments, research product features, identify competitors, and finally choose paid search keywords.