Marketing is a fast-evolving discipline. The speed of change and the impact of digitisation means marketers need to be more responsive and adaptive, whilst developing closer relationships with their service users.

Agile working helps you improve the effectiveness of your existing marketing planning and workflow. You will learn to prioritise according to your organisation’s needs and move forward with the aim of becoming more effective and efficient in your day to day working.

Our Understanding and Applying Agile Marketing is specifically designed for public sector professionals who are either marketers or have an interest in marketing.

Gain a more comprehensive overview of what agile marketing is; apply agile tools and techniques and learn how to better prioritise your marketing efforts.

Leave the day with the confidence to apply agile techniques to help improve how you connect with your service users and stakeholders.

Unlocking the Power of Virtual

Our virtual courses have been designed with you in mind. From group exercises in breakout rooms to live chat, whiteboards and interactive polls, we use a range of tools and techniques to ensure that you can connect with your trainer; network and share best practices with your peers and leave the day with the skills you need.

Our courses provide you with an interactive and engaging learning environment that can be accessed from any location, helping you to continue to connect, learn and grow.

Please note we will be using Zoom to virtually deliver this course.

trainer photo
Pam Ashby
Agile Specialist

Pam Ashby trains and coaches organisations, teams and leaders, supporting them to adopt Agile principles, practices and mindset to improve both productivity and results. Her experience spans large multinationals and start-ups, and her conclusion is solid across all perspectives – an Agile approach is powerful (and necessary) for all business disciplines to respond to the pace of change in a digital society.

Pam is an AgilePM® Practitioner, a Certified Scrum Master, and an accredited trainer for Agile Marketing and Agile Leadership. She is a certified coach, and holds diplomas in Marketing, Digital Marketing and NLP.

She ...

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Learning Outcomes

  • Gain a firmer understanding of agile theory and tools
  • Learn how agile can be applied to marketing
  • Align your marketing practices with an agile approach
  • Take back an agile marketing action plan
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


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09:25 - 09:30


09:30 - 09:50

Trainer’s Welcome and Clarification of Learning Objectives

09:50 - 10:00

Exercise: Designing the Perfect Marketer

10:00 - 10:15

What is Agile Marketing?

  • How Agile helps marketers stay focused in a Volatile, Uncertain, Complex and Ambiguous (VUCA) world
  • The Agile Marketing Manifesto
10:15 - 10:45

Agile Culture 1

  • What’s the difference between consultation and collaboration?
  • Why collaboration is key to the right outcomes
    • With audiences and customers
    • With team members
    • With stakeholders
  • How Agile values such as transparency, experimentation, empowerment, and openness lead to marketing results
  • Agile Marketing Manifesto values
  • What makes humans tick, and why that matters
10:45 - 11:00


11:00 - 12:00

Agile Culture 2

  • What is a cross-functional team?
    • Teams and teamwork
    • Aligning marketing skills to deliver strategy
  • How team size affects productivity
  • How iteration and feedback improve pace and results
  • The concept of ‘Minimal Viable’ and how that relates to
    • Products
    • Markets
    • PowerPoints!
  • How does the Agile Marketing Manifesto help?

Case Studies: Agile Marketing insights from recognised organisations

12:00 - 12:30

Agile Approaches and Tools 1

  • What is Scrum?
  • Scrum terminology, roles and their value for marketers
  • What marketers can learn from Scrum
12:30 - 13:30


13:30 - 14:30

Agile Approaches and Tools 2

  • What is Kanban?
    • Visualising workflow
    • Improving productivity
  • Designing and using Kanban boards for marketing
  • Scrumban and pick ‘n’ mix
  • AgilePM® – the whole lifecycle Agile framework that takes a new idea through to market
    • The 8 principles of AgilePM adapted for marketers
  • Building testing into the day-to-day
14:30 - 14:45


14:45 - 15:15

Prioritisation and How it Relates to Focus and Effectiveness

  • The MOSCOW prioritisation method
  • Understanding time management and timeboxing
    • What is a timebox?
    • The time management matrix
  • How User Stories help marketers stay close to their customers
    • Exercise: using user stories
    • Working with personas
15:15 - 16:00

Workshop: Action Planning

  • Exercise: develop your personal action plan
  • Retrospective and questions


Central Government & Agencies - Virtual

Delegate Price
£345 + VAT

Local Government, Housing, Education & Health - Virtual

Delegate Price
£345 + VAT

Charity - Virtual

Delegate Price
£345 + VAT

Private Sector - Virtual

Delegate Price
£445 + VAT