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The Importance of Agile Marketing in Today’s Business Landscape

CCE’s very own Thomas Hormaza is co-creator of this educational theory.
1 septembre 2021
Par Sloane Montgomery

stacks of blocks with Agile on top

Agility. The ability to move quickly, easily, and effectively. 

Marketing. The process an organization undertakes to engage its target audience, and build strong relationships to create value in order to capture value in return. It is one of the primary components of business management and commerce.

Agile Marketing looks beyond old-school practices, but still keeps them in mind. Through new, innovative ways of thinking, working, and sharing - this marketing practice is always looking for the best way to meet customer needs, and keep up with today’s quick changing world.

“As a marketer, do you ever feel like you’re being asked to play a game in which the rules are still being written and on a field that is constantly changing? Oh, and you’re also blind-folded? Yesterday’s customers are today’s competitors. Today’s pipe dreams are tomorrow’s products. The rate of change has never been so fast. And thus the need for Agile Marketers has never been so great.” - Andrew Burrows 

In response to this ever evolving market - Thomas Hormaza (Concordia University), and his partner Michael Steaton (University of Toronto) not only developed and investigated the agile marketing concept, but also, how to best reinforce it through valuable learning experiences. Thus the design process began, and the courses began being taught first to marketers, then to professors and teachers, and finally to students within the field. 

The onset of the pandemic in 2020 only further reestablished the constant need not only for adaptability within the professional world, but agility. Reinforcing the need to develop both marketing and learning practices on an ongoing basis. 

A key part of the agile marketing process starts with six cognitive steps referred to as Bloom’s Taxonomy. 

  1. Create -  to produce new or original work - design, construct, assemble, develop, formulate, investigate, author.
  2. Evaluate - justify your stand or decision - appraise, argue, defend, judge, select, support, critique, value, weigh.
  3. Analyze - draw connections amongst ideas - organize, differentiate, compare, contrast, relate, distinguish, examine, question, test.
  4. Apply - use this information in new situations - solve, execute, implement, operate, solve, demonstrate, sketch, use, schedule.
  5. Understand - explain concepts and ideas - report, describe, classify, discuss, explain, identify, recognize, locate.
  6. Remember - retain facts and basic concepts - define, memorize, list, state.

Fostering these cognitive steps is the course material and delivery to promote better learning outcomes through the application of effective educational technology practices and proven course design as well as learner evaluation theory. 

Concordia Continuing Education’s Thomas Hormaza states that “My contribution to agile marketing education is born out of a personal mission and necessity… One of our values is student-driven inquiry over classroom lecturing; we refer to these as Relevant Learning Interactions. My contribution would help students get ready for the real world of marketing through agile marketing education”. 

If the world, or even life in general is unpredictable, and ever evolving - is it not time for marketing and learning techniques to keep up?

Register for our six hour, intensive workshop on September 21 from 9 am - 4 pm - Introduction to Agile Marketing 

Keep in mind – all our workshops are fully adaptable for corporate training. Invest in your team or employees by bringing them up to speed within the industry. Agility has never been worth so much. Submit your request today!

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