This course is designed for marketers and business people wishing to learn more about the topic of agile marketing. Students will be introduced to this concept, which is growing in popularity, allowing marketing results to form the feedback on marketing activities, driving continuous improvement of results. Agile marketing has its roots in two very different disciplines, direct marketing and agile software development. While offline direct marketing forms the basis of many agile marketing principles, most agile marketing practices are moored in digital marketing, where feedback is easier to gather and where technology allows changes to be made quickly. Despite the success of agile marketing techniques, students will be given guidance on how to overcome resistance from traditionalists that are not ready to make the cultural and organisational changes required to benefit from agile marketing’s power.