Agility in Marketing (ICP-MKG)

About the training

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.

The training program is accredited by the International Consortium for Agile (ICAgile). At the end of the training, participants receive the ICAgile Certified Professional – Agility in Marketing (ICP-MKG) personal certificate, which is recognized worldwide.

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.

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.

What you get as a participant

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.
Post-pack
A letter with additional materials, a list of articles and literature for self-study.
Access to Facilitation Tools
You will get access to facilitation tools and PDF files with the results of exercises.
16 hours of training
Three day delivery (each five hours in duration).
PDU/SEU Points
By attending this course you will be eligible to earn up to 15 Category C SEU Points and 14 PDU Points of continuing education.
How can I get SEU?

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