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ICP-MKG

Agile Marketing Certification

Learn how to apply Agile principles to marketing work, build customer-centric campaigns faster, and lead marketing teams through experimentation, data and continuous learning.

  • Move from slow annual planning to fast, evidence-based marketing cycles that respond to customer data.
  • Use Scrum, Kanban and Agile Marketing practices to organize work, limit overload and deliver campaigns in shorter feedback loops.
  • Build a practical action plan to start Agile Marketing in your team and adapt it to your culture.
Book next ICP-MKG
ICAgile ICP-MKG certification · 14 hours live online training · 4 live sessions over 2 weeks · Cohorts limited to 15 participants · English delivery · Practical marketing backlog, Scrum, Kanban and experimentation tools

  • ICAgile ICP-MKG certificate

    Earn the ICAgile Certified Professional in Agile Marketing credential after completing the accredited course.

  • Customer-centric marketing outcomes

    Learn how to use customer feedback, data and experimentation to prioritize marketing work that creates measurable value.

  • Experimentation and validated learning

    Develop a marketing culture that tests, learns and adapts instead of relying only on long campaign cycles.

  • Marketing backlog and flow

    Organize campaigns, content and initiatives into a visible backlog and use flow-based practices to improve delivery.

Trusted by professionals worldwide Coaches, agile leaders, Scrum Masters and transformation consultants.
14h Live online training
4 Live sessions over 2 weeks
3.5h Per live session
Why now

Marketing has changed. Traditional campaign planning is too slow for today’s customer reality.

Modern marketing teams are expected to respond quickly, prove impact, align with product and sales, and adapt to fast-changing channels. Agile Marketing gives teams a working system for doing that without losing strategic focus.

Long campaign cycles delay feedback, making teams discover too late what actually resonates with customers.

Marketing activity often becomes output-driven: more assets, more channels, more noise - without enough focus on customer outcomes.

Specialized silos slow down collaboration between marketing, product, data, sales and customer-facing teams.

Without visible work and clear prioritization, teams carry too much work in progress and struggle to learn fast.

Leaders need marketing teams that can adapt to uncertainty while staying aligned around strategy, brand and measurable value.

The TAC difference

Why this Agile Marketing course is different

This course is not a generic Agile overview. It translates Agile principles into the reality of marketing work: campaigns, personas, content, channels, customer feedback, experimentation and cross-functional delivery.

Built for marketers, not only for software teams

You learn how Scrum, Kanban, Lean thinking and Agile principles apply to marketing campaigns, content work, customer research and growth initiatives.

Customer centricity translated into daily work

The program connects personas, user stories, customer feedback and marketing outcomes so teams can make better decisions faster.

Experimentation instead of opinion battles

You practice how to use data, short cycles and validated learning to decide whether to pivot, persevere or stop.

Cross-functional teamwork for marketing value

The course shows how generalist collaboration, dedicated team membership and sustainable pace improve marketing flow and business outcomes.

Practical tools, simulations and case studies

You work with marketing backlogs, Kanban simulation, Scrum in a marketing context, case studies and a practical action plan to start your Agile Marketing journey.

What you will be able to do

What you will be able to do after ICP-MKG

You leave with a clearer operating model for marketing work: how to prioritize, collaborate, experiment, measure and adapt around customer outcomes.

01

Explain the values and principles behind Agile Marketing and distinguish it from traditional marketing approaches.

02

Choose between Scrum, Kanban and flow-based practices depending on your marketing context.

03

Create and prioritize a marketing backlog linked to outcomes, customer needs and campaign learning.

04

Use customer personas and user stories to design more relevant campaigns and content.

05

Visualize marketing work, limit work in progress and improve team flow.

06

Build a culture of experimentation, validated learning and data-informed marketing decisions.

07

Align stakeholders around customer value, adaptive planning and measurable marketing outcomes.

08

Create an action plan to introduce Agile Marketing in your team or organization.

By the numbers

A practical Agile Marketing learning experience

The course is designed as a live, applied learning journey for marketers who need to stay relevant in a fast-moving, customer-driven environment.

14h Live online training
4 Live sessions over 2 weeks
3.5h Per live session
15 Maximum seats per cohort
ICP-MKG ICAgile certification awarded
Who is this for

Who ICP-MKG is designed for

This course is for marketing professionals and business roles who want to make marketing work more adaptive, collaborative and customer-driven.

This is for you if…

  • Marketing professionals You want to apply Agile practices to campaigns, content, channels, segmentation and customer engagement.
  • Marketing managers and team leaders You want to improve collaboration, team focus, prioritization and sustainable delivery in your marketing team.
  • Product managers and business owners You work closely with marketing and need faster feedback loops between customer insights, product positioning and go-to-market activity.
  • Content creators, strategists and CRM professionals You need practical ways to stay responsive to customer behavior, personalize communication and prioritize based on evidence.
  • Marketing students and early-career marketers You want a modern, practical complement to classic marketing education through Agile practices and real-world cases.

This may not be the right fit if...

  • You only want a passive lecture The course uses exercises, discussion, simulations, breakout work and active participation.
  • You want a one-size-fits-all marketing playbook The course helps you adapt Agile Marketing principles to your own team, customer base and organizational culture.
  • You have no interest in customer feedback or data Agile Marketing relies on evidence, validated learning and continuous adaptation around customer outcomes.
Programme details

Everything you need to know.

Duration
14 hours of live online training
Format
4 live sessions of 3.5 hours over 2 weeks; interactive online delivery with exercises, discussions and subgroup work
Delivery mode
Live online public cohort; team or in-house delivery available on request
Language
English
Level
Professional
Prerequisites
No formal prerequisites. Familiarity with Agile values and principles and at least one Agile method such as Scrum, Kanban or XP is recommended.
Certification awarded
ICAgile ICP-MKG - Certified Professional in Agile Marketing
Support material
Training workbook, projected support documents, Miro board, toolbox, private cohort space and post-training support documents
Funding eligibility
Company invoicing and group arrangements may be discussed with The Agile Company before registration.
Public price
Current product page shows €799 or $799 promotional price, €899 standard price
Cohort size
Limited to 15 participants
Timezones
Europe + APAC / UK + USA / Canada options may be available depending on schedule
Course access
Registration is possible while the public training date is listed in the agenda
Technical requirements
Good internet connection, computer, headphones or speakers, basic familiarity with online tools
Programme structure

Course program

The curriculum follows ICP-MKG learning objectives and translates Agile principles into marketing operating practices: customer centricity, adaptive planning, team flow, experimentation and real-life application.

01 Critical paradigm shifts
02 Analysis and segmentation
03 Adaptive planning for marketing
04 Teams and teamwork
05 Work cycles in Agile Marketing
06 Experimentation, learning and pivoting
07 Agile Marketing in practice
What's included

What is included

The course combines certification, live practice, marketing-specific tools, cohort learning and post-training resources to support transfer back to work.

  • ICAgile ICP-MKG certificate Included

    Certification awarded after completing the accredited Agile Marketing course.

  • 14 hours of live online training Live cohort

    Four 3.5-hour sessions with trainer guidance, discussion, practice and peer exchange.

  • Agile Marketer’s toolbox Practical tools

    Practical tools for backlogs, personas, user stories, Kanban flow, Scrum adaptation, prioritization and experimentation.

  • Notebook and training material Included

    Structured workbook and projected materials to capture concepts, exercises and action planning.

  • Exercises and subgroup work Hands-on practice

    Interactive activities, simulations, group role plays and collaborative practice in an online environment.

  • Case studies and real-life application Applied learning

    Explore Agile Marketing through realistic cases that connect principles to marketing execution.

  • Community and private cohort space Community

    Access to The Agile Company community and the private cohort space for learning support and exchange.

  • Evaluation and completion follow-up Quality tracking

    Online attendance sheets, oral questions, group role plays, pre- and post-training assessments and certificate of completion.

Certification & career ROI

ICAgile ICP-MKG certification

ICP-MKG is an ICAgile certification for professionals who want to articulate and implement Agile Marketing principles and deliver responsive, customer-centric business outcomes.

  1. 1. Join the live cohort

    Attend the interactive online sessions and participate in discussions, exercises, simulations and subgroup work.

  2. 2. Practice Agile Marketing capabilities

    Work on customer centricity, marketing backlogs, flow, experimentation, Scrum, Kanban and practical case studies.

  3. 3. Complete the course requirements

    Complete the required learning activities and active participation according to the ICAgile-accredited program.

  4. 4. Receive your ICP-MKG certificate

    After completion, receive the ICAgile Certified Professional - Agile Marketing certificate.

Meet your trainers

Practitioners, not just lecturers.

Natascha Speets

Lean Agile Marketing and Agile Leadership Trainer, Agile Coach

Agile Coach with over a decade of hands-on experience across diverse industries and organizational scales.

Natascha brings a strong focus on authenticity, ethics, empathy, lifelong learning and transparent teamwork. She guides participants through practical Agile Marketing application so they can connect strategy, customer value and day-to-day execution.
Upcoming cohorts

Upcoming ICP-MKG cohorts

Public cohorts are delivered live online in English, typically as 4 sessions of 3.5 hours over 2 weeks. Timezone options may be available for Europe, UK, USA, Canada, Asia and Australia depending on the published schedule.

Recommended ☀ Morning

September 15 — 24, 2026

4 live sessions · Tuesdays & Thursdays

10:00 – 13:00 Europe/Paris
  • 2 sessions per week
  • Trainer: Natascha Speets
View full schedule
  • September 2026: 15, 17, 22, 24

Invoice & company payment available

☀ Morning

October 7 — 16, 2026

4 live sessions · Wednesdays & Fridays

10:00 – 13:00 Europe/Paris
  • 2 sessions per week
  • Trainer: Natascha Speets
View full schedule
  • October 2026: 7, 9, 14, 16

Invoice & company payment available

⛅ Afternoon

November 16 — 25, 2026

4 live sessions · Mondays & Wednesdays

16:00 – 19:30 Europe/Paris
  • 2 sessions per week
  • Trainer: Natascha Speets
View full schedule
  • November 2026: 16, 18, 23, 25

Invoice & company payment available

Questions

Frequently asked questions

Is this course accredited by ICAgile?
Yes. The course leads to the ICAgile ICP-MKG certificate after completion.
How long is the course?
The course includes 14 hours of live online training, typically delivered as 4 sessions of 3.5 hours over 2 weeks.
Who is ICP-MKG for?
It is designed for marketing professionals, marketing managers, team leaders, product managers, business owners, CRM professionals, content strategists and students who want to adopt a more flexible, customer-centric approach to marketing.
Are there prerequisites?
There are no formal prerequisites. It is recommended to be familiar with Agile values and principles and to be able to explain at least one Agile method such as Scrum, Kanban or XP.
Do I need to take an exam?
No. This is a knowledge-based ICAgile certification. Active participation in the course and learning activities is required.
Is the online certificate the same as an in-person certificate?
Yes. The certificate is the same; it does not mention whether the course was followed online or in person.
What do I need for the online class?
You need a good internet connection, a computer, headphones or speakers, and basic familiarity with computers and online tools.
When will I receive my certificate?
Usually within a few days after completion of the course, ICAgile sends the certificate.
🛡️ Human support before registration

A practical and low-risk way to start Agile Marketing

The course is delivered live online with a small cohort, clear ICAgile learning objectives, practical materials and active trainer support. If you have questions about fit, accessibility, company invoicing, timezone or team training, contact The Agile Company before registering. For accessibility needs, the team will work with you to identify appropriate arrangements.

Investment

A clear path to your next professional level.

Designed for professionals who want structured learning, practice and certification support.

Ready when you are

Ready to make marketing more adaptive, customer-centric and measurable?

Join the next ICP-MKG cohort and learn how to organize marketing work around customer outcomes, faster feedback loops and practical Agile delivery.

Book your seat
Next cohort · 15 Sep 2026 From €899 · Reserve today
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