Skip to the beginning of the images gallery

Customer Insights

Reference: DARDEN-M-1013-E
Number of pages: 4
Publication Date: Jul 26, 2021
Fecha de edición: May 26, 2023
Source: Darden University of Virginia (USA)
Type of Document: Exercise
Industry Setting: E-Commerce

Grouped product items
Format	Language	Reference	Use	Qty	Price
pdf	English	DARDEN-M-1013-E			As low as €8.20

You already have a subscription

To order please contact the person in charge of academic purchases in your university.

You'll be able to order once your profile has been validated.

Description

In this set of three exercises, students are cast in the role of marketing manager of one of three product categories. They must choose a specific brand in their category and use research trend tools and Google Ads Keyword Planner to explore and analyze consumer demand, identify customer segments, research product features, identify competitors, and, finally, choose paid-search keywords. The exercises culminate in a presentation using the PowerPoint template UVA-M-1013P. At Darden, “Customer Insights” has been used in the first part of a second-year MBA elective and executive MBA course called “Digital Marketing.” It is the first session in a module called “Digital Promotion Strategy,” in which students learn to effectively promote a brand online by “listening” to what consumers are searching for, identifying key trends, and optimizing their digital campaign strategy through paid ads and search engine optimization (SEO).

Keywords

Google Trends