Agility in Marketing (ICP-MKG) Online, English | AgileLAB

About

The Agility in Marketing (ICP-MKG) course is designed to provide practical tools and foster an Agile mindset for marketing operations through an iterative approach.

The trainers leading the course are experienced Agile marketing practitioners who encourage businesses to think and act differently. They believe in embracing curiosity and using data insights to continually test, learn and improve. The customer is at the center of all marketing activity, and the trainers will guide participants in developing a customer-focused mindset that will help drive marketing success.

By the end of the course, participants will have acquired valuable skills and knowledge to improve marketing operations and drive growth in their organization.

Attendees will learn how to:

• Organize a marketing team around value and align marketing team(s) with other departments;
• Integrate marketing into your product development;
• Develop collaborative and visual approaches to identify customer needs;
• Adopt an iterative process applied to marketing to achieve rapid results and sustainable growth;
• Create a process to understand customer needs with speed and agility;
• Adopt a hypothesis-driven & experimentative approach in marketing;
• Break down initiatives into smaller, testable parts & prioritization;
• Draft an experimental, incremental marketing transformation roadmap for your own context;
• Have a clear sense of what it wants to accomplish with its agile initiative (e.g., which customer segments it wants to acquire or which customer decision journeys it wants to improve) and have sufficient data, analytics, and the right kind of marketing-technology infrastructure in place;
• How to use Scrum framework, Kanban method for marketing.

Training is useful for:

• Marketing Managers,
• Marketing specialists: analysts, researchers, strategists, etc,
• Product managers, CPO,
• Entrepreneurs, consultants, who wish to apply Agile to Marketing,
• And all professionals in the Marketing sector.

What you get as a participant:

• 15 hours of training: Three-day delivery (each five hours in duration).
• ICP-MKG Certificate: Participants who actively work throughout the training receive the ICAgile Certified Professional – Agility in Marketing (ICP-MKG) personal certificate which is recognized worldwide and a personal profile on ICAgile.com.
• At the end of the training, each participant is invited to a closed group on Slack, where they can ask the trainers any questions, as well as learn about exclusive offers.
• Post-pack: A letter with additional materials, a list of articles and literature for self-study.

In the program:

Agile Marketing - WHY

• Challenges of traditional marketing
• Benefits of Agile Marketing
• Marketing to Serve vs. Marketing to Sell

Customer centricity

• Why is it important to meet customer needs?
• Understanding Customer Needs via Canvases and techniques (Design Thinking, JTBD, CJM, Segmentation, Customer Interview)
• Attracting and Retaining Customers by Building Trust

Agile approach for Marketing backlog

• Trends : Using ChatGPT in Marketing
• Iterative and Incremental
• User stories & Marketing Backlogs
• Impact Mapping
• User Story Map
• Bottleneck research

Agile Marketing Teams

• Agile Marketing Teams & structures
• Marketing as part of the operational Value Stream
• Marketing supports the product development
• Kanban for marketing
• Scrum for marketing

Transformational Roadmap

• Experimentation process for hypothesis testing
• Pivots
• Transformation
• Steps for leading change
• Develop your own plan to starting Agile Marketing Journey