Agility in Marketing

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Course Objectives

People at every level and in practically every role in today’s organizations are required to focus on customer delight, and bring innovation and continuous improvement into their work. This is a hard challenge and one that requires either building new muscles or limbering up muscles we may not use often. This highly experiential set of learning outcomes equips participants with new knowledge, tools, and techniques to implement immediately

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

Target Audience

Anyone interested in the paradigm shifts necessary to enable organizational agility in today’s innovative business climate will find the Business Agility Foundations course compelling and it’s suitable for those are on a journey towards business agility outside of a software development context.

Methodology

Complete hands-on workshop to deal with organizational challenges and implantation issues. Participants learn by doing and training facilitator focuses on individual and interaction than theory. Participants work in small teams to learn and play all the roles to understand importance of Scrum Team.
Workshop will get facilitated using Scrum Itself by dividing whole agenda in 4 Sprints. Agenda will be flexible enough to incorporate class feedback at the end of every sprint. Facilitator will use relevant sample project to simulate agile product development using Scrum and Kanban.

Course Modules

MODULE 1: WHY AGILE MARKETING

1.1. CRITICAL PARADIGM SHIFTS FOR MARKETING

1.1.1. Agile Marketing Drivers and Criticality

1.1.2. Marketing to Serve vs. Marketing to Sell

1.1.3. Defining Agile Marketing

1.1.4. Differentiating Agile Marketing

1.2. CUSTOMER ANALYSIS AND SEGMENTATION FOR BUSINESS AGILITY

1.2.1. Customer Centricity Over Organizational Focus

1.2.2. Understanding Customer Needs

1.2.3. Attracting and Retaining Customers by Building Trust

MODULE 2: IMPLEMENTING AGILE MARKETING

2.1. ADAPTIVE PLANNING IN THE MARKETING CONTEXT

2.1.1. Focusing on Outcomes Over Outputs

2.1.2. Achieving Outcomes Through Marketing Backlogs and Stories

2.1.3. Tools for Adaptive, Customer-Centric Marketing

2.2. TEAMS AND TEAMWORK IN THE NEW PARADIGM

2.2.1. Delivering Marketing Value Through Cross-Functional Teams

2.2.2. Continuous Collaboration and Alignment Around Customer Outcomes

2.2.3. Making Marketing Work More Sustainable

MODULE 3: SUCCEEDING WITH AGILE MARKETING

3.1. ESTABLISHING SHORT WORK CYCLES IN AGILE MARKETING

3.1.1. Flow-Based Approaches and WIP for Agile Marketing .

3.1.2. Benefits of Short Iterations for Marketing Work

3.2. EXPERIMENTING, LEARNING AND PIVOTING

3.2.1. Creating a Culture of Experimentation and Validated Learning

3.2.2. Using Marketing Data to Inform Pivot / Persevere Decisions

3.3. MAKING IT REAL: AGILE MARKETING IN PRACTICE

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

Get To Know The Trainer

Trainer Naveen

 4.5

Naveen is a Lean Agile Coach and Certified Professional Scrum Trainer (PST). He is having more than 23 years of experience in product development and have worked with many organizations on different roles starting from software engineer to Delivery Head.

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COURSE DETAILS

COURSE INCLUDE

RM1,199/DAY

*T&C Applies

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