Agilizing Online Academy

Course Opening & ICAgile Information

Learning Plan & Outcomes

Agile Fundamentals & Business Agility Foundation

Ice Breaking Exercise

Lesson 1. WHY AGILE MARKETING

1.1.1. Agile Marketing Drivers and Criticality

Video ~ The VUCA World

Exercises – 1.1.1.

1.1.2. Marketing to Serve vs. Marketing to Sell

Exercises – 1.1.2. - Serve First Concept

1.1.3. Defining Agile Marketing

Exercise - 1.1.3.

1.1.4. Differentiating Agile Marketing

Exercises – 1.1.4.

Short Conclusion of 1.1

Exercise 1.1: Critical Paradigm Shifts for Marketing

1.2.1 Customer Centricity Over Organizational Focus

Exercises – 1.2.1

1.2.2. Understanding Customer Needs

Exercises – 1.2.2 Customer Journey

1.2.3. Attracting and Retaining Customers by Building Trust

Exercises – 1.2.3

Short Conclusion of 1.2

Exercise 1.2 : Customer Analysis and Segmentation for Business Agility

Lesson 2: IMPLEMENTING AGILE MARKETING

2.1.1 Focusing on Outcomes Over Outputs

Lean Thinking

Lean Marketing, Lean Startup

Exercises – 2.1.1.

2.1.2. Achieving Outcomes Through Marketing Backlogs

Exercises – 2.1.2.

2.1.3. Tools for Adaptive, Customer-Centric Marketing

Business Modeling

Lean UX

Others (2.1.3)

Exercises – 2.1.3.

Short Conclusion of 2.1

Exercise 2.1 : Adaptive Planning in the Marketing Context

2.2.1. Delivering Marketing Value Through Cross-Functional Teams

Exercises – 2.2.1 Team Structure & Scrum Roles & Responsibilities

2.2.2. Continuous Collaboration and Alignment Around Customer Outcomes

Agile ABM

Agile Sales Enablement

Agile Managers

T-shaped Marketers

Exercises – 2.2.2.

2.2.3. Making Marketing Work More Sustainable

Exercises – 2.2.3.

Short Conclusion of 2.2

Exercise 2.2: Teams and Teamwork in the New Paradigm

Lesson 3-4: SUCCEEDING WITH AGILE MARKETING

3.1.1. Flow-Based Approaches and WIP for Agile Marketing

Exercises – 3.1.1.

3.1.2. Benefits of Short Iterations for Marketing Work

Scrum Overview

Sprint Planning

Daily Standup

Sprint Review

Sprint Retrospective

Others 3.1.2

Exercises – 3.1.2.

Short Conclusion of 3.1

3.2.1. Creating a Culture of Experimentation and Validated Learning

Exercises – 3.2.1.

3.2.2. Using Marketing Data to Inform Pivot / Persevere Decisions

Exercises – 3.2.2.

Short Conclusion of 3.2

Exercise 3.2 : Experimenting, Learning and Pivoting

3.3.1. Agile Marketing in Real Life (Case Studies)

3.3.2. Crafting a Compelling Vision for the New Marketing Approach

3.3.3. Starting Your Agile Marketing Journey

Final Assignment: Agile Marketing Journey Roadmap

Short Conclusion of 3.3

Final Review

Congratulations