LibGuides: Content Master: MBA515: Innovation and Marketing: Module 4

Module 4 Required Resources

Principles of Marketing
Gomez Albrecht, M., Green, M., & Hoffman, L. (2023). Principles of Marketing. Rice University.
Read Chapter 2: Strategic Planning in Marketing.
Leading Innovation
Shields, K. (2022). Leading Innovation. eCampus.
Read Chapter 5: Sustainable Innovation
How to Create a Marketing Plan
Vennage. (2022). How to create a marketing plan [Video]. Vennage.
16 Brands Doing Corporate Social Responsibility Successfully
Digital Marketing Institute. (2022, November 10). 16 brands doing corporate social responsibility successfully. Digital Marketing Institute.
Creating Podcasts in Kaltura Capture
Use this guide to record your podcast assignments in Kaltura Capture.
Corporate Social Responsibility
Erbschloe, M. (2021). Corporate Social Responsibility. Salem Press Encyclopedia.
This article dives into the theory of Corporate Social Responsibility and how organizations have been trending towards a more social consciousness approach to business.
Marketing plan
Ruckno, H. (2020). Marketing plan. Salem Press Encyclopedia.