The use of Google Trends to identify Demand for new fields of study Key competitors Geographical sources of demand Search trends over a given time horizon. Factors that may impact purchasing decision of consumers considering postgraduate business, education over the past 5 years

1. London Business School
SearchTrends+Keyword+ ContentResearchWorldwide17th June2012–17th June 2017
Kofo MaryAre

2. Objective of Mini Research
Objective
Theobjectiveof thisexerciseisto demonstratehowusing searchvolumesover a time horizonof 5 years.Insightscan be gainedrelatingto where demandfor LBS uniqueeducationalexperience,is
coming from worldwide, thekey competitors,potentialcustomerswere comparing LBS with andthe identificationof trendsin risingtopicsthat areof interestto potentialclients.
Alignment of the Communication Department Activities with the Level of Interest & Intent of Potential Customers
Understandwhattopicsareof interestasa fieldof study,I selected
 LondonBusinessSchool
 Start-upas a fieldof studyand
 Innovationasa fieldof study
As theseweretopicsover the time horizonof five yearthat were consistentlyintheupperechelonsof the Indexranking of between[60 -80],. with an upwardtrend, Thismay provideinsightsinto topics,
brandingandcampaignsthatthe communicationsdepartmentcouldpotentiallypursuebaseduponreal-timedemand.
As a sidenote, theFT wrote a articleaboutthefact that MBA studentsareinterestedinstudyingtopicsrelatedto start-ups:MBA GenerationDemandsStart-upExpertise
Write your Title Here
Google Trends: London Business School
Duration: Jun2012 – Jun2017

3. Automotive salesareimpactedbyseasonalitywiththepeak salesperiods,
occurringinspringandautumn.The lowestsalestypicallyoccurfrom
JanuarytoFebruary. Thesearchdataprovidedcanbeutilisedasan
additionaleconomicindicatorbaseduponinternetsearchdata.
eMarketerestimatesthat 86% of Internetsearchusersareonline shoppers.
Althoughcarsarea highticket purchaseand thereforeunlikely tobe
purchasedonline. TheInternetisnormallyoneofthe toolsusedforthe
initialstagesofthe customerjourney.
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Interestover Time LondonBusinessSchool:(Worldwide)June2012 - June2017LBS

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Geo Map:RegionalLevel Interest in LondonBusiness School:(17/06/2012 -17/06/2017)
Locations with the highest level of interest in London Business School over
the past 5 years. TheUAE, UK Nigeria and Singapore and Hong Kong are
the top 5 countries.

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London Dubai Lagos Singapore Mumbai Manchester Bengaluru Lahore Karachi Hyderabad New Delhi Chennai Riyadh Howrah Toronto Dublin Pune Kuala
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Level of Interest inLondonBusiness School @ a CityLevel: (17/06/2012- 17/06/2017)
Cities with the highest level of interest in London Business School over the
past 5 years. London Dubai, Lagos, Singapore and Mumbai are the top 5
Cities.

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Search Volumes of Top Related Topics for the Search Term "London Business School": (17/06/2012 - 17/06/2017,
Worldwide)
Top related topics contains the namesof competitors that potential customers may
havecompared LBS with, such as London School of Economics, Cass Business
School, INSEAD, Harvard, Hult International Business School. In relation to
Master’s andBusiness related Degrees. Topics included Masters degree, Finance,
and coursefees.

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SearchVolumesofRisingTopicsRelatedtothe SearchTerm"LondonBusinessSchool":(17/06/2012 - 17/06/2017, Worldwide)
Rankings obviously plays a significant role in the selection criteria of potential customers over the past 5
years. LinkedIn also seems to be a tool used for research purposes. Thus, should be leveraged for
communication purposes. Innovation seems to be a topic of interest for individuals interested in studying at
LondonBusiness School.

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Top Related Queries for the Search Term "London Business School": (17/06/2012 - 17/06/2017, Worldwide)
In terms of the “top queries” related to London Business School over the past 5
years. This provides an insight into key competitors that potential candidates
considered during their customer journey:

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Top Rising Queries for the Search Term "London Business School": (17/06/2012 - 17/06/2017, Worldwide
Coursera the online education web portal, is becomingwell established or at least the awareness level of the
brand rose rapidly over the past 5 years. Again QS Rankings, were important for competitor comparison
along with the use of new online channels, such as TEDx. For research purposes during the awareness and
interestphaseofthecustomerjourney.

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Levelof Interest forthe search term"Startupcompany":(Worldwide)LondonBusinessSchool
The level of interest in “Start-up” company over the past 5 years is following an upward trend. The trough
ininterestisrelatedtotheholidayseasoninDecember.

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Serbia
Hungary
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China
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GEO Map:LevelofInterestfor"Startupcompany“asa fieldofstudyatLondonBusinessSchool:(17/06/2012 -17/06/2017) WorldWideLondonBusinessSchool
Thetop 5 countries, that demonstrated the highest level of interest for
“Start-up company” as a field of study at LBSover the past 5 years. Includes
Singapore, India, Estonia, USA,and Kenya.

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Bengaluru Singapore New York Hyderabad Mumbai Toronto Chennai London Sydney Melbourne Berlin Dublin Los Angeles New Delhi Chicago Pune Tel Aviv-Yafo Paris
Level of Interest @ aCity Level Start-upcompanyas a fieldof study : (17/06/2012-17/06/2017)World Wide
The top 5 cities, that demonstrated the highest level of interest for “Start-up
company” in relation to LBS over the past 5 years. Includes San Francisco, Bengaluru,
Singapore, New York and Hyderabad. Obviously we need to take into consideration
that some cities have large number of inhabitants which may explain to some degree
their higher ranking.

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Search Volumes for Top Topics Related to the Search Term "Start-up company": (17/06/2012 - 17/06/2017, Worldwide) LBS
Potential customers interested in setting up or may have already been running a
business. May have intended to enhance their knowledge further @ LBS through
studying the following topics: Idea, Loan, Small Business, Investment,
Entrepreneurship, Innovation ande-Commerce.

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SearchVolumesforRisingTopicsRelatedtotheSearchTerm"Start-upcompany":(17/06/2012 - 17/06/2017, Worldwide)LBS
Over the past 5 years, there seems to be a growing trend for using alternative sources
of financing such as crowdfunding, or incubator firms such as Kickstarter that
provide both funding and advice for start-up businesses. Also setting up firms in the
eCommerce space, seemed to be of great interest for individuals considering London
Business School for their postgraduate degrees. Further investigation however, is
necessary.

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SearchVolumesforTopQueriesRelatedtotheSearchTerm"Start-upcompany":(17/06/2012 -17/06/2017, Worldwide)LBS
The term start-up is the dominant query related to London Business School and the search term
“Start-up Company” Over the past 5 years. This again provides additional evidence from the
previous slides that there is a significant interest in setting up a start-up. The drop in search
volumes in relation to LBS, may be a result of potential customers finding alternatives to LBS. Or
the economy may have improved. However this will need tobe invested further.

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SearchVolumesforTopQueriesRelatedtotheSearchTerm"Startupcompany": (17/06/2012 - 17/06/2017, Worldwide)LBS
Over the past 5 years financial technology firms as potential start-ups seem to be one
of the most popular queries related to LBS. This implies that potential customers may
have been interested in setting upstart-ups in this space.

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LevelofInterestinthesearchterm"innovation"FieldofStudy:(Worldwide)June2012 - June2017 LondonBusinessSchool
Over the past 5 years the trend for the topic “Innovation” as a field of study is trending upwards
intheupperlevelsofthesearchindex.Thetroughsrelatetotheholidayperiod.

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Kenya
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Netherlands
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Panama
ElSalvador
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Ireland
Ecuador
Portugal
Belgium
DominicanRepublic
Guatemala
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Switzerland
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UnitedKingdom
Chile
UnitedStates
Spain
CostaRica
France
Japan
Iran
Tunisia
Pakistan
Germany
Bangladesh
Sweden
Austria
Indonesia
Kazakhstan
SouthKorea
Bolivia
Brazil
Italy
Venezuela
Finland
Bulgaria
Belarus
China
Russia
Israel
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Level of Interest Search Volumes Geo Mapfor the search term : " "innovation" Field of Study": (17/06/2012 - 17/06/2017)
Locations with the highest level of interest in London Business School over the past 5
years. For Innovation as a field of study. Kenya, Mexico, Singapore, Ghana and the
UAE.

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Dubai Singapore Bengaluru Bogotá Chennai Mexico City Washington Sydney Mumbai Amsterdam Hyderabad Toronto Melbourne Kuala
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Geo Map:SearchVolumes @CityLevelfor theSearch Term"Innovation“asa fieldof study:(17/06/2012 - 17/06/2017)WW
The top 3 cities with the highest level of search volume for Innovation as a field of
study @LBS are,Dubai, Singapore,andBengaluru.

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SearchVolumesforTopTopicsRelatedtotheSearchTerm"innovation"FieldofStudy: ":(17/06/2012 - 17/06/2017, Worldwide)
Topics with the highest search volumes for the search term “Innovation as a field of
study” related to London Business School over the past 5 years. Included technology,
creativity, and idea. These search terms are very broad and will need to be
investigated further.

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Startup company Disruptive innovation Private company limited by
shares
Goal Sustainable development Process Master's Degree Entrepreneurship
SearchVolumesforRisingTopicsRelatedtotheSearchTerm"innovation“innovationasafieldofstudy:(17/06/2012 -17/06/2017, Worldwide)LBS
The fastest rising queries related to innovation as a field of study for potential
customers considering LBS as a institution to study postgraduate business
qualifications. Implies that potential customers were seeking to build businesses that
could potentially disrupt existing business models or develop new business models.
Again this wouldneed tobe investigated further.

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SearchVolumesfortheTopQueriesRelatedtotheSearchTerminnovation:(17/06/2012 -17/06/2017, Worldwide)LBS
Toprelated queries asexpected centre around Innovation.

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Search Volumesforthe TopRisingQueriesRelatedTo the SearchTerminnovation:(17/06/2012 - 17/06/2017,Worldwide)
Toprising queries asexpected centre around Innovation.