Agility in Marketing

Agile Marketing

Crafting responsive, audience-focused solutions to attract customers.
71 Cohorts
4 Active this week
5 Resources
Individually selected
Flexible Schedule
Invest 20 minutes a day
This learning track covers how to deliver high-quality, audience-focused marketing functions for more responsive, customer-centric outcomes. Agile Marketing is about serving customers through listening to their expressed and hidden needs - with the goal of creating engaged, delighted customers with a long term relationship to the organization as opposed to selling a single product. Crafting results that resonate with the audience comes from having a “customer inward” perspective as opposed to an “organization outward” ("we have a product to sell" vs. "you have a need we can meet.”). We will look at ways to uncover and empathize with the motivations, behaviors and needs of our customers by identifying anomalies, pain points, issues or opportunities in the decision journeys of key customer segments. Though this track does not cover the basics or practices of lean-agile, it looks at how these methodologies translate into the marketing world.

Target Audience

Primary Audience: Individuals looking to help marketing teams/organizations adopt agile, and transformation leads exploring people and structural aspects of an Agile Marketing transformation
Relevant Roles: marketing professionals, marketing leaders, and Agile practitioners (e.g., Agile Coaches, Scrum Masters)

Domains in this track


Brand Management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand.

Related Resources Show Summaries

Public Relations

Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as 'earned media', rather than paying for marketing or advertising. An example of good public relations would be generating an article featuring a client, rather than paying for the client to be advertised next to the article.

Customer Analysis & Segmentation

Companies employing customer segmentation operate under the fact that every customer is different and that their marketing efforts would be better served if they target specific, smaller groups with messages that those consumers would find relevant and lead them to buy something. Companies also hope to gain a deeper understanding of their customers' preferences and needs with the idea of discovering what each segment finds most valuable to more accurately tailor marketing materials toward that segment.

Advertising and Promotion

Advertising and Promotion help marketers to create a distinctive place in customers' mind. Various mass media is used, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty.

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Digital Marketing

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