What's Included

Everything you need to learn and apply Agile marketing as well as ICP-MKG certification

  • 60 video lessons totalling over 5 hours of instruction

  • 32 assignments which allow you to practice the skills of Agile marketing

  • 13 quizzes which reinforce your learning

  • 6 case studies

  • 18 other lessons including 12 additional reading guides

Pricing

Special promotional pricing through July 31.

Course curriculum

  • 1

    Module 0 - Class overview (free)

  • 2

    Module 1 – What is Agile Marketing?

    • 1.0 - Assignment - Introduce Yourself

    • 1.1 - What Is Agile Marketing?

    • 1.2 - The Values of Agile Marketing

    • 1.3 - The Principles of Agile Marketing

    • 1.4 - What Agile Marketing is Not

    • 1.5 - Agile Marketing & Modern Marketing

    • 1.6 - VUCA - Volatility, Uncertainty, Complexity, and Ambiguity

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    • 1.7 - Assignment: Examples of VUCA from your own marketing experience

    • 1.8 - Test your learning

    • 1.9 - Assignment - Explain Agile Marketing to Others

    • 1.10- Additional Resources
  • 3

    Module 2 - Selling Agile Marketing into your Organization

    • 2.1 - Why It's Important to Build Support

    • 2.2 - Scenario 1 - Management likely to be receptive

    • 2.3 - Scenario 2 - Management not likely to be receptive

    • 2.4 - Scenario 3 - It starts with you

    • 2.5 - Test your learning

    • 2.6 - Assignment - How will you sell Agile Marketing in to your organization?
  • 4

    Module 3 - The Six Disciplines and Four Shifts

    • 3.1 - The Six Disciplines of Agile Marketing

    • 3.2 - The Four Shifts of Agile Marketing
  • 5

    Module 4 - Alignment

    • 4.1 - Getting alignment with your team

    • 4.2 - Assignment - Find Your Why

    • 4.3 - Align with other parts of the business

    • 4.4 - Assignment - Discussions with other parts of the business

    • 4.5 - Case Study - SpaceSaver Corp

    • 4.6 - Assignment: Reflect on Spacesaver case study

    • 4.7 - Align with Customer Needs and Wants

    • 4.8 - Assignment - The marketing model canvas

    • 4.9 - Test your learning

    • 4.10 - Additional Resources
  • 6

    Module 5 - Structuring Agile marketing teams

    • 5.1 - Skill set teams vs cross-functional teams

    • 5.2 - Different approaches to organizing cross-functional teams

    • 5.3 - Transitional strategies for moving to cross-functional teams

    • 5.4 - Assignment - Silos game

    • 5.5 - Case Study - Best Buy Canada

    • 5.6 - Assignment: Reflect on Best Buy Canada case study

    • 5.7 - Test your learning

    • 5.8 - Assignment: Critically evaluate marketing organization structure alternatives

    • 5.9 - Additional Reading
  • 7

    Module 6 - Kanban for Marketers

    • 6.1 - Introduction to Kanban

    • 6.2 - Principle 1: Visualize the workflow

    • 6.3 - Assignment: Build a workflow

    • 6.4 - Principle 2: Limit Work in Progress (WIP)

    • 6.5 - Assignment: Adding and using Work in Progress (WIP) limits

    • 6.6 - Principle 3: Measure and Optimize Flow

    • 6.7 - Principle 4: Make Process Policies Explicit

    • 6.8 - Assignment: Add Process Policies to Your Board(s)

    • 6.9 - Principle 5: Implement Feedback Loops

    • 6.10 - Principle 6: Improve Collaboratively and Experimentally

    • 6.11 - Portfolio Kanban

    • 6.12 - Test your knowledge

    • 6.13 - Additional Resources
  • 8

    Module 7 - Scrum for Marketers

    • 7.1 - Overview of Scrum for Marketers

    • 7.2 - User stories, deliverables, and delivery increments

    • 7.3 - Assignment: Writing user stories and creating a backlog

    • 7.4 - Sprint planning

    • 7.5 - Assignment: Run a Sprint Planning Session

    • 7.6 - Sprint Reviews

    • 7.7 - Assignment: Hold a Sprint Review

    • 7.8 - Scrum reporting and measurement

    • 7.9 - Sprint Retrospectives

    • 7.10 - Assignment: Course Retrospective

    • 7.11 - Virtual Agile point game

    • 7.12 - Test your learning

    • 7.13 - Additional Resources
  • 9

    Module 8 - Scrumban for Marketers

    • 8.1 - Eliminating Scrumbut

    • 8.2 - Scrumban basics

    • 8.3 - Which to use: Scrum, Kanban, or Scrumban?

    • 8.4 - Case Study RedX

    • 8.5 - Assignment: Relect on RedX case study

    • 8.6 - Test your learning

    • 8.7 - Assignment - Which will you choose and why?

    • 8.8 - Additional Resources
  • 10

    Module 9 - Increasing Your Marketing Metabolism with Validated Learning

    • 9.1 - Introduction to Validated Learning

    • 9.2 - Building a Validated Learning Backlog

    • 9.3 - Assignment: Build Your Own Validated Learning Backlog

    • 9.4 - Value Propositions and Validated Learning

    • 9.5 - Assignment: Create a Value Proposition

    • 9.6 - The LIFT Model for Conversion Optimization

    • 9.7 - Assignment: Apply the LIFT Model to a Portion of Your Website or Mobile App

    • 9.8 - Prioritization Methods: ICE, RICE, and BRICE

    • 9.9 - Assignment: Prioritize your validated learning backlog

    • 9.10 - Assignment: Getting feedback from your audience

    • 9.11 - Test your learning

    • 9.12 - Additional Resources
  • 11

    Module 10 - Adapting to Change

    • 10.1 - Brand damage preparedess

    • 10.2 - Opportunity preparedness

    • 10.3 - Responding to competitive challenges

    • 10.4 - Case Study: Roland Smart on Adapting to Change

    • 10.5 - Assignment: Reflect on the Roland Smart case study

    • 10.6 - Test your learning

    • 10.7 - Additional resources
  • 12

    Module 11 - Creating Remarkable Customer Experiences

    • 11.1 - Modern marketing is about experiences

    • 11.2 - The Agile approach to creating remarkable customer experiences

    • 11.3 - Case Study: Vail Ski resorts Epic Mix

    • 11.4 - Reflect on the Epic Mix case study

    • 11.5 - Test your learning

    • 11.6 - Assignment: Delighting customers through remarkable customer experiences

    • 11.7- Additional resources
  • 13

    Module 12 - Creating an Agile Culture

    • 12.1 - Doing Agile vs Being Agile

    • 12.2 - Shift 1 - Moving from a focus on outputs to a focus on outcomes

    • 12.3 - Shift 2 - Moving from a campaign mentality to a mentality of continuous improvement

    • 12.4 - Shift 3: Moving from an Internal Focus to a Customer Focus

    • 12.5 - Shift 4 - Moving from Top-down decision making to de-centralized decision making

    • 12.6 - Case Study Deseret Digital

    • 12.7 - Assignment: Reflect on Deseret Digital case study

    • 12.8 - Test your learning

    • 12.9 - Assignment: How will you adopt an Agile mindset?

    • 12.10 - Additional reading
  • 14

    Module 13 - Tools for use in Agile marketing

    • 13.1 - Using personas

    • 13.2 - Assignment: Build your key personas

    • 13.3 - Using a customer journey map

    • 13.4 - Assignment: Build a customer journey map

    • 13.5 - Selecting tools for Agile marketing

    • 13.6 - Test your learning

    • 13.7 - Additional resources
  • 15

    Module 14 - Putting It All Together

    • 14.1 - Putting It All Together

    • 14.2 - Assignment: Putting It All Together

    • 14.3 - Assignment: Create your own agile marketing adoption plan

    • 14.4 - Sustaining Agile marketing
  • 16

    Module 15 - Next steps

    • 15.1 - Congrats! Here's what's next...

    • 15.2 - How you'll get your certification from IC-Agile

    • 15.3 - More resources for you

    • 15.4 - Before you go...

Instructor(s)

President

Jim Ewel

Jim Ewel began his journey with Agile Marketing in 2010 and is one of the leading bloggers on the topic (www.agilemarketing.net). He is the author of the essential guide to implementation, The Six Disciplines of Agile Marketing. He was the co-organizer of the first gathering of Agile Marketers, called SprintZero, in June of 2012, and is one of the authors of the Agile Marketing Manifesto. He is frequently asked to speak on the topic of Agile Marketing at industry conferences, and he has helped companies as diverse as T-Mobile, Salesforce, Best Buy Canada, SpaceSaver, Great Dane Trailers, Northern Alberta Institute of Technology, and Zenprise learn about and adopt Agile Marketing.

Social proof: testimonials

Jeff Plowman

V.P. Client Services, McMillan

“The world of business and marketing has changed forever. We identified Agile Marketing as one of our key strategies and Jim Ewel’s name kept coming up. Jim’s training on Agile Marketing for the agency was amazing. Jim got the key agency teams out of their comfort zones, and got them to start to think differently about not only how we interact with our clients, but also how we operate internally. The sessions were very hands on, practical and Jim left us with real, actionable next steps for the whole agency. Invaluable!”

Caleb Rubin

VP Marketing, Equitable Bank

“Great marketing teams know how to learn – and the best way to do that is through structured rapid experimentation. Through agile training, Jim provides the tools and process for teams to excel here and truly evolve marketing from an output to an outcome organization. Simply an incredible agile coach!”

Peter Francis

Chief Growth Officer, Sprinklr

“There are two kinds of marketers today—those that have embraced the shift to rapid iteration, and an outcome orientation (in a word: Agile), and those who are learning the hard way by being outplayed in the market. Jim Ewel has written a masterclass in Agile adoption, distilled from years of coaching growth organizations of all sizes through the transition.”