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MBA515

Module 3 Required Resources

Leading Innovation

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

  • Chapter 6: Growth Strategy 

  • Provides an overview of what organizations do when launching an innovation. 

Principles of Marketing

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

  • Chapter 2.4: Marketing Plan Progress Using Metrics 

  • Explains overall KPIs for Marketing Plans 

  • Chapter 10.3: The Use of Metrics in Evaluating New Products 

  • Provides examples of KPIs for New Product Development 

  • Chapter 14.3: The Use of Metrics to Measure Advertising Campaign Effectiveness 

  • Provides an overview of KPIs for an effective promotional mix. 

Key Performance Indicators 

Parmenter, D. (2019). Key Performance Indicators [Audio]. Gildan Audio. 

https://nu.primo.exlibrisgroup.com/permalink/01NATIONAL_INST/cl5c2u/alma9925560090801661 

Please listen to section 1 to learn more about Key Performance Indicators. The remaining audio section is optional to listen to.  

What is a KPI? Definition & Examples 

Hennigan, L. (2023, April 24). What Is A KPI? Definition & Examples. Forbes Advisor. https://www.forbes.com/advisor/business/what-is-a-kpi-definition-examples/ 

  • This article provides an overview of KPIs and examples from organizations 

Influence of Key Performance Indicators in Marketing on the Financial Situation of Wine Producers Using ICT

Hennyeyová, K., Janšto, E., Šilerová, E., & Stuchlý, P. (2021). Influence of Key Performance Indicators in Marketing on the Financial Situation of Wine Producers Using ICT. AGRIS on-line Papers in Economics and Informatics, 13(665-2022-469), 49-58. 

  • This article provides an example of KPIs from academic research. 

15 Key Performance Indicators to Help Improve Your Marketing

Riserbato, R. (2021, June 10). 15 Key Performance Indicators to Help Improve Your Marketing. Hubspot. Retrieved May 16, 2023, from https://blog.hubspot.com/marketing/marketing-key-performance-indicators 

  • This article provides examples of marketing KPIs