You have no items in your shopping cart.

Customer Insights
Venkatesan, Rajkumar; Kim, Tami Exercise M-1013 / Published July 26, 2021 / 4 pages.
Format Price Quantity Select
PDF Download
$6.95
EPUB Download
$6.95
Printed Black & White Copy
$7.95

Product Overview

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.


  • Videos List

  • Overview

    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.

  • Learning Objectives