ICA Agility in Marketing (ICP-MKG)

Workshop Description

The Agility in Marketing certification is an industry-recognized credential made by marketers, for marketers. It verifies an ability to articulate and implement agile marketing principles and deliver more responsive, customer-centric business outcomes. Agile marketing is the intentional, extended implementation of a specific Agile methodology to enhance the way a marketing team gets work done. It necessitates a strategic vision, encompassing a marking plan with short-, medium to long-term planning. Distinguishing itself from traditional marketing, Agile marketing emphasizes frequent releases, intentional experimentation, and a unwavering dedication to audience satisfaction. The workshop explains Agile marketing, a methodology focused on problem exploration, “build the right thing”, and “build the thing right”. We will elucidate the benefits derived from adopting Agile in marketing, including reducing waste of time and budget. Agile marketing promotes adaptive planning, a continuous flow of execution with a focus on outcomes, and goal-driven strategies. In the latter part of the workshop, we’ll discuss how to instill agility in marketing within your organization. We will explore case studies to understand the diverse experiences of adopting agility in various companies.

Audience

This knowledge-based certification is intended for marketing professionals, marketing leaders, and agile practitioners (e.g., Agile Coaches, Scrum Masters) looking to help marketing teams/organizations adopt an agile way of working. Its also relevant to transformation leads, such as professionals exploring the talent and structural aspects of an agile marketing transformation.

Topics Covered

Agile Marketing Drivers and Criticality Tools for Adaptive, Customer-Centric Marketing Delivering Marketing Value Through Cross-Functional Teams Benefits of Short Iterations for Marketing Work.

Learning Objectives

Why Agile Marketing Critical Paradigm Shifts for Marketing Customer Analysis and Segmentation for Business Agility Implementing Agile Marketing Adaptive Planning in the Marketing Context Teams and Teamwork in the New Paradigm Succeeding with Agile Marketing Establishing Short Work Cycles in Agile Marketing Experimenting, Learning and Pivoting Making it Real: Agile Marketing in Practice.

Prerequisites

Related experience in Marketing is recommended. Pre-reading materials will be provided to get you the foundational knowledge of agile principles, values, and mindsets.

Professional Development Units (PDUs)

Professional Development Units (PDUs) Attendees may be eligible to apply for 14 PDUs toward their continuing education requirements with the Project Management Institute (PMI) for PMP®, PgMP®, and PMI-ACP® certifications.

Part of the Agile Marketing Track

For marketing professionals, marketing leaders, and marketing managers. Develop and implement a “marketing to serve” approach that aligns directly with organizational strategy.

Business Agility Foundations

Agility in Marketing

Product Management

We are an ICA Member Organization

ICA helps professionals transform themselves into agile masters who can incorporate agile methods and go beyond the constraints of agile processes. We do this by ensuring that the Agile workshops you take are certified based on proven, discipline-specific learning outcomes. As a certification body – backed by agile thought leaders – ICA work with training providers and organizations to certify their agile workshops and ensure that all learning leads you on your journey to agile mastery. See Accreditation About ICA