Agile Marketing Fundamentals
(ICP-MKG)
Learn from the leaders in marketing agility about how to increase your marketing team's impact and/or take your own marketing career to the next level.
Course Details
- Estimated time to Complete: 14 hours for certification course; 8 for self-paced course
- Instructor: Various, See Below
- Price: $1675 certification course; $299 self-paced course
Topics Covered & Learning Outcomes
Topics Covered:
Learning Outcomes:
- Agile marketing definition, history, and benefits
- Agile Marketing Manifesto
- Agile vs Waterfall
- Customer centricity, prioritization, iterative work, and workflow visualization
- Scrum, Kanban, and Lean Agile framework introductions
- Cross-functional teams and individuals
- Stakeholder management
- Real-world case study discussions and analysis
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 format that fits you best
In addition to our public offerings, we can customize private instructor-led certification programs or self-paced offerings to meet the unique needs of your team or organization. These can be 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.
Self-Paced Course
Expedite your learning and affordably access content at your own pace. The course takes about 8 hours to complete.
Marketing Agility Course Catalog
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Meet our Instructors
Cheryl Sutton
Agile Trainer & Coach
Cheryl has over 17 years of marketing and operations experience that spans six continents and includes roles in branding, product marketing, digital marketing, retail marketing, and communications. From marketing strategy to the nitty gritty of campaign development, she understands both the big picture and day-to-day details that marketing teams face.
Monica Georgieff
EMEA Training & Delivery Lead
As an Agile Trainer and Coach at AgileSherpas, Monica is responsible for leading Agile Marketing Fundamentals certification courses, both in-person and virtually. Monica also works with Fortune 500 enterprises to provide support to their marketing teams throughout the initial stages of their Agile transformation.
Ryann Greve
Agile Transformation Consultant
With over 20 years of brand and marketing leadership experience with iconic brands and market leaders in an array of industries – automotive, healthcare, retail, manufacturing, professional services, and agriculture – Ryann has created strategies that connect brands with their target audiences, differentiate their offerings, and gain critical market share.
Colleen Dunn Hartoonian
Agile Coaching Capability Lead
With 15 years of marketing experience under her belt in both large corporate organizations and boutique agencies, Colleen is a Swiss Army knife of Marketing Agility. Throughout her coaching career she has worked with Agile teams in finance, pharmaceutical, entertainment, communications, security and advertising industries.
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 self-paced, foundational course is perfect for you if:
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:
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
Connect with a Learning Specialist