Agile Fundamentals for Marketing Leaders

Course overview

Stuck in the cycle of outputs without impact? This interactive and detailed course is designed for busy marketing professionals like you. Learn to transform your marketing approach from delivering outputs to driving strategic outcomes that create real customer and business value. This fast paced course equips you with the knowledge, skills and behaviours to thrive in today's dynamic marketing landscape.

The course gets you shifting from outputs to outcomes, helping you define value based on customer and business needs. You'll gain skills to build strong stakeholder relationships with proven techniques to keep everyone aligned with your strategic goals.

Our ICAgile-certified trainers are experienced Agile practitioners who work with leading Australian organisations. They'll guide you through a blend of presentations, discussions, and hands-on exercises, ensuring you leave with practical skills you can implement immediately.


Who is this for?

• Chief Marketing Officers
• Head of Marketing
• Marketing Managers
• Marketing Specialists
• Agency Client Services
• Campaign Project Managers
• Marketing Operations

Learning outcomes

1. Develop a comprehensive understanding of the agile mindset and core values that enable effective response to complexity and changing conditions in marketing.
2. Identify and explain key components that contribute to increasing agility within marketing teams.
3. Understand and apply foundational concepts of Scrum, focusing on its implementation within marketing contexts.
4. Apply the principles of Kanban to manage end-to-end work flow, ensuring streamlined and visible processes across marketing teams.
5. Relate the mindset shift needed for marketing teams to thrive in a rapidly changing business landscape to new work practices
6. Utilise tools to improve work visibility and prioritise tasks within a marketing backlog, applying these practices to case studies or real-world scenarios.
7. Explain the impact of overwork on marketing effectiveness, including the adverse effects of context switching, reduced quality, and increased employee turnover.
8. Develop a personal development plan outlining practical steps to integrate agile methodologies and agile marketing practices in the participant’s own professional environment.

Topics covered in the course

• What is marketing agility
• Components to increase team agility
• Adaptive planning and continuous improvement using Scrum
• Seeing all the work and managing workload 
using Kanban
• Team design
• Facilitating Team improvements
• Leading agile Teams
• Measuring impact
• Making it real by creating your own transformation roadmap

Duration

A practical, hands-on learning experience over 12 hours

• Virtual delivery via Zoom
• 4 x 3 hour sessions
  • Session 1: Thursday 6th February 2024 9:00-12:00pm AEST
  • Session 2: Thursday 13th February 2024 9:00-12:00pm AEST
  • Session 3: Thursday 20th February 2024 9:00-12:00pm AEST
  • Session 4: Thursday 27th February 2024 9:00-12:00pm AEST