Introduction to Business Agility
Agile principles and practices are no longer optional, they're the only way for organizations to keep up with customer expectations and the rate of change in the world. Learn how to solve common organizational issues, like a lack of innovation or slow speed to market, by changing the way you work.
Course Details
- Estimated time to Complete: 8 hours
- Price: $399 self-paced course
- Includes: A self-paced kickstarter course
- Download course brochure
Topics Covered & Learning Outcomes
Topics Covered:
Learning Outcomes:
Recognize the internal and external factors driving all types of organizations toward agilityBetter understanding of Agile and its applications to knowledge workConnect typical benefits of agility to the most pressing needs in your organizationUnderstand what business agility looks like in reality and draw parallels between the successful adoption of other organizations and your own Agile journey
Learning Outcomes:
Articulate why VUCA is pushing marketing teams towards new ways of thinking, working, and managing effective customer relationships through Agile.Understand the key values and principles of Agile marketing and how it differs from Agile development.Identify customer needs and conduct hypothesis-driven experimentation.Gain familiarity with events, roles, and artifacts that make up common iterative approaches and how to apply them hybrid Agile marketing context.Develop skills in various Agile practices such as lessening context switching, eliminating waste, making work visible, prioritizing around business outcomes, managing work with a marketing backlog, applying WIP limits, using timeboxing, and navigating interactions with marketing stakeholders.Build autonomous, collaborative, cross-functional, and customer-focused teams.
Choose the best format for you
In addition to our public offerings offered on this site, private offerings of either our instructor-led certification programs or self-paced offerings can be customized to meet the unique needs of your team or organization, delivered at an accelerated pace, and implemented onsite, virtually, or in a hybrid format.
Certificate Course
Earn your ICAgile Accredited (ICP-MKG) certification via our virtual instructor-led cohort-based course that takes place over (8) 90-minute sessions, including individual instructor consultation and free post-course e-learning support.
Self-Paced Course
Expedite your learning and affordably access content at your own pace.The course takes about 8 hours to complete and includes access to 2 group consulting sessions and additional free post-course e-learning support.
Frequently Asked Questions
Who is best suited for the ICP-MKG Agile Marketing Fundamentals certification course?
The foundational certification course is perfect for you if you:
- Work within an organization that has already adopted Agile or is preparing to do so
- Are a leader or specialist seeking to differentiate yourself
- Are a current Agile practitioner seeking to understand how Agile is applied in a marketing setting and aligns with broader business agility
Former participants include:
- Practitioners, leaders, and executives working in marketing, sales, operations, human resources, and transformation specialists
- ScrumMasters, Product Owners, Business Owners/Analysts, Team Leads, Project Managers, Agile coaches, Agile consultants
Who is the self-paced Agile Marketing Fundamental course best for?
ICAgile requires that you attend an instructor-led course in order to achieve your ICP-MKG certification. However, while you can't earn your certification through this delivery method, we developed this course to provide more flexibility and expediency for learners seeking similar information.
This course doesn't include the 1:1 consulting time or cohort experience the instructor-led certification course offers, but you can interact directly with our instructors and other aspiring agilists via your (2) group consulting calls that are included with this course delivery format.
This self-paced, foundational course is perfect for you if:
This course doesn't include the 1:1 consulting time or cohort experience the instructor-led certification course offers, but you can interact directly with our instructors and other aspiring agilists via your (2) group consulting calls that are included with this course delivery format.
This self-paced, foundational course is perfect for you if:
- You want to get started learning more about Agile marketing right away
- You have less time or budget available to commit to an eight-week certification course
- Certification isn’t a game-changer for your career path
- You want to complete this foundational course in advance of taking our more intermediate Agile Marketing Leadership
Our self-paced learners often include learners who:
- Work within an organization that has already adopted Agile or is preparing to do so
- Are a current Agile practitioner seeking to understand how Agile is applied in a marketing setting and aligns with broader business agility
What is the benefit of an ICP-MKG certification?
This certification is an industry-recognized credential developed by marketers, for marketers. Earning this certification verifies your ability to implement Agile marketing and can help:
- Demonstrate your Agile marketing competencies
- Advance or diversify your career in Agile
- Increase your salary or secure roles that require certification
- Prepare for additional advanced certifications
Are there any prerequisites for Agile Marketing Fundamentals?
There are no required prerequisites. However, having a foundational knowledge of Agile and marketing is helpful. Our one-hour, self-paced kickstarter, Introduction to Agile Marketing, included in the course will also help provide you with some introductory information.
Who is ICAgile?
The International Consortium for Agile (ICAgile) is a certification and accreditation body, not a training company. They collaborate with worldwide Agile thought leaders, like AgileSherpas, to develop and deliver learning programs that lead people to Agile mastery.
Our instructors have all undergone authorization requirements to teach our certification courses and certify learners who meet ICAgile requirements. The ICAgile certification fees are included in the total course fees. Once the class is completed, you will receive an email from ICAgile with your Certification.
Our instructors have all undergone authorization requirements to teach our certification courses and certify learners who meet ICAgile requirements. The ICAgile certification fees are included in the total course fees. Once the class is completed, you will receive an email from ICAgile with your Certification.
Does this course count towards PMI® PDUs?
The Project Management Institute (PMI®) requires that those holding PMP®, PgMP®, and PMI-ACP® certifications earn a certain number of Professional Development Units (PDUs) over a 3-year cycle in under to maintain their certifications.
Per PMI’s requirements, graduates of certification course may be eligible to apply for up to 14 PDUs toward their continuing education requirements and learners who take our self-paced option may be eligible for up to 8 PDUs.
Per PMI’s requirements, graduates of certification course may be eligible to apply for up to 14 PDUs toward their continuing education requirements and learners who take our self-paced option may be eligible for up to 8 PDUs.
Does this course count towards ScrumAlliance® SEUs?
ScrumAlliance® requires that those holding certifications, such as CSP®-SM, CSP®-PO, CSP®, CAL II, A-CSM®, A-CSPO®, CSM®, CSPO®, CSD®, CAL-E, CAL-O, or CAL-T, earn a certain number of Scrum Education Units (SEUs) over a 2-year cycle in under to maintain their certifications. Per ScrumAlliance’s requirements, graduates of this course may be eligible to apply for up to 14 SEUs toward their continuing education requirements.
What might be good counterparts to this course?
If you are interested in leading Agile, our Agile Marketing Leadership course might be a great option to consider!
We have a special bundle option that will provide you with a significant discount when you register for both courses. For an overview of the differences in what these two courses offer, download this course comparison brochure.
We are also proud to support the Agile community with several complementary resources within our learning platform, The Ropes, including:
We have a special bundle option that will provide you with a significant discount when you register for both courses. For an overview of the differences in what these two courses offer, download this course comparison brochure.
We are also proud to support the Agile community with several complementary resources within our learning platform, The Ropes, including:
- Introduction to Agile Marketing
- Introduction to Business Agility
- Carabiners
Do you have a course justification letter I can use?
Justify this course to your manager as part of your and your team's professional development using this template. It explains the course content and benefits.
Link to justification PDF
Meet your instructors
Andrea Fryrear
Andrea Fryrear is CEO and co-founder of AgileSherpas and oversees training, coaching, and consulting efforts for enterprise Agile marketing transformations. She specializes in organizational design and executive coaching and supports the team of Sherpas in their own coaching and training efforts.
Andrea is one of the co-authors of the ICAgile Marketing Agility curriculum, as well as two books on marketing agility: Mastering Marketing Agility and Death of a Marketer. She holds numerous Agile certifications, including Certified Agile Leader (CAL-1), Certified Professional in Leading with Agility (ICP-LEA), Certified Agile Coach (ICP-ACC), Advanced Product Owner (A-CSPO), Scrum@Scale Practitioner, Certified Professional in Marketing Agility (ICP-MKG), ICAgile Certified Instructor, and Certified Scrum Master (CSM).
Andrea is one of the co-authors of the ICAgile Marketing Agility curriculum, as well as two books on marketing agility: Mastering Marketing Agility and Death of a Marketer. She holds numerous Agile certifications, including Certified Agile Leader (CAL-1), Certified Professional in Leading with Agility (ICP-LEA), Certified Agile Coach (ICP-ACC), Advanced Product Owner (A-CSPO), Scrum@Scale Practitioner, Certified Professional in Marketing Agility (ICP-MKG), ICAgile Certified Instructor, and Certified Scrum Master (CSM).
Ross Libby
As Head of Training and Delivery for AgileSherpas, Ross is responsible for overseeing all aspects of training and coaching efforts to ensure exceptional experience and results.
With over a decade of experience driving digital and culture transformation at Fortune 500 companies, Ross has held roles ranging from analyst and consultant to product manager and coach. Ross also holds numerous certifications, including Professional Agile Coach (ICP-ACC) from ICAgile, Scrum@Scale™ Practitioner (CSaSP) from Scrum Alliance, and TrainerTalk from The Bergerac Group.
With over a decade of experience driving digital and culture transformation at Fortune 500 companies, Ross has held roles ranging from analyst and consultant to product manager and coach. Ross also holds numerous certifications, including Professional Agile Coach (ICP-ACC) from ICAgile, Scrum@Scale™ Practitioner (CSaSP) from Scrum Alliance, and TrainerTalk from The Bergerac Group.
