學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
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- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
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- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
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.