Course curriculum

  • 2

    Course Opening

    • Course Opening & ICAgile Information

    • Learning Plan & Outcomes

    • Agile Fundamentals & Business Agility Foundation

    • Ice Breaking Exercise

  • 3

    1. WHY AGILE MARKETING

    • 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

    • Video ~ Why Agile Marketing?

      FREE PREVIEW
    • 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

  • 4

    2. IMPLEMENTING AGILE MARKETING

    • 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

    • Video ~ Splitting Stories

      FREE PREVIEW
    • 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

  • 5

    3. SUCCEEDING WITH AGILE MARKETING

    • 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

  • 6

    Final Assignment

    • Final Assignment: Agile Marketing Journey Roadmap

    • Short Conclusion of 3.3

    • Final Review

    • Congratulations

  • 7

    Course Feedback

    • Feedback - your feedback is important to us, let us know how you feel about this learning.

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