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MBA515

Module 1 Required Resources

Leading Innovation

Shields, K. (2022). Leading Innovation. eCampus Ontario. https://www.oercommons.org/courses/leading-innovation/view 

  • Chapter 1: Business Innovation Foundations 

  • This chapter elaborates on the fundamentals of innovation in organizations. 

Principles of Marketing

Gomez Albrecht, M., Green, M., & Hoffman, L. (2025). Principles of Marketing. Rice University. https://openstax.org/details/books/principles-marketing 

  • Chapter 1.1:  Marketing and the Marketing Process 

  • Chapter 1.2: The Marketing Mix and 4P’s of Marketing 

  • These two subchapters explain the fundamentals of marketing and the marketing mix. 

Module 1 Optional Resources

Innovation in Business: What It Is & Why It’s So Important

Boyles, M. (2022, March 8). Innovation in Business: What It Is & Why It’s So Important. Business Insights Blog. https://online.hbs.edu/blog/post/importance-of-innovation-in-business 

  • This article briefly explains why innovation is necessary for organizational success. 

Introduction to Innovation and Creativity - Harvard Business Publishing

Harvard Business Publishing. (2019, February 14). Introduction to Innovation and Creativity - Harvard Business Publishing. https://www.harvardbusiness.org/insight/introduction-to-innovation-and-creativity/ 

  • This resource provides a brief video comparing and contrasting innovation and creativity. 

AI will Shape the future of Marketing - Professional & Executive Development: Harvard DCE

Russell, M. (2025, April 14). AI will shape the future of Marketing - Professional & Executive Development: Harvard DCE. Professional & Executive Development | Harvard DCE. https://professional.dce.harvard.edu/blog/ai-will-shape-the-future-of-marketing/ 

  • This resource serves as a primer to marketing and Innovation 

The Value of Marketing Innovation: Market-Driven versus Market-Driving

Tang, T. (Ya), Zhang, S. (Katee), & Peng, J. (2021) The value of marketing innovation: Market-driven versus market-driving. Journal of Business Research, 126, 88-98. doi:10.1016/j.jbusres.2020.12.067 

  • This article specifically highlights the importance of marketing innovation and discusses two types of invention. It is essential because it concerns the synthesis of marketing and innovation. 

Importance of Marketing Mix Elements in Determining Consumer Purchase Decision in the Retail Market

Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(6), 56-72. 

  • This article is important because it analyzes how the marketing mix determines how end consumers purchase products in a market.