A Case Study of a Marketing Agile Team and an Examination of Communication Best Practices

Abstract

In recent years, the principles of Agile project management havebeen increasingly applied to non-Instructional Technologyrelated fields, including marketing. The shift from traditional project management to an Agile environment has had a profound effect on communication not only within the Agile team itself but also on the waysthe Agile team interacts with outside members of the organization. Agile is built around the principle of transparency and full disclosure, so the shift in communication is significant. This study not only investigates how Agile has improved communication at Tidewater Federal Credit Union(a pseudonym)but also how it has established best practices within the team that they use on a daily basis throughout their organization.