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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Agile Marketing and Rapid Experimentation

Traditional annual marketing plans are too slow for the digital age. This course applies software development methodologies—Agile, Scrum, and Kanban—to the marketing function. Students will learn to work in “Sprints,” manage backlogs, and adopt a culture of rapid experimentation (Growth Hacking), allowing teams to pivot quickly based on real-time data rather than gut instinct.

§ 01 By the end you can
  1. Adapt the "Agile Manifesto" for marketing teams
  2. Facilitate Scrum ceremonies: Stand-ups, Sprint Planning, and Retrospectives
  3. Manage marketing workflows using Kanban boards (Trello/Jira)
  4. Design and execute "Growth Hacking" experiments with measurable hypotheses
  5. Foster a culture of "Fail Fast, Learn Faster" within creative teams
§ 02 Sixteen sessions

The whole semester.

  1. 01Waterfall vs. Agile: Why Marketing Needs Speed
  2. 02The Agile Marketing Manifesto
  3. 03Scrum Basics: Roles (Owner, Scrum Master, Team)
  4. 04Building the Backlog: User Stories
  5. 05Sprint Planning: Estimation & Capacity
  6. 06The Daily Stand-up: Communication Rhythm
  7. 07Executing the Sprint: Focus & Flow
  8. 08 · MidtermMidterm Examination
  9. 09The Retrospective: Continuous Improvement
  10. 10Kanban: Visualizing the Workflow
  11. 11Growth Hacking Mindset: Hacking the Funnel
  12. 12Designing Experiments: The Hypothesis Loop
  13. 13A/B Testing & Multivariate Testing Cycles
  14. 14Scaling Agile: Managing Multiple Squads
  15. 15Tools of the Trade: Jira, Asana, Monday
  16. 16Final Project: The Agile Marketing Sprint Simulation

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Agile Marketing Sprint Simulation

How it’s judged

Recommended reading
  1. Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative by Scott Brinker
  2. Scrum: The Art of Doing Twice the Work in Half the Time by Jeff Sutherland
  3. The Lean Startup by Eric Ries
  4. Agile for Everybody by Matt LeMay
  5. Growth Hacking by Sean Ellis
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