Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and its user interface
- Foundations of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and target audiences
- Creating intelligent segments and dynamic lists
Module 2: Campaign Development and Basic Automation
- Setting up email programs and web forms
- Building landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Evaluating campaign performance and refining results
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs (email, social, web)
- Utilizing tokens and snippets for content consistency and reuse
- Implementing AI-driven personalization using Adobe Sensei
- Integrating CRM platforms like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Developing dashboards and performance reports
- Analyzing multichannel attribution and calculating ROI
- Ensuring security compliance and implementing data governance practices
- Applying best practices for marketing campaigns in educational and commercial sectors
Module 5: Practical Workshop – Campaign Simulation
- Setting up a real-world campaign scenario for higher education
- Creating automated workflows for student communication and follow-up
- Assessing and presenting outcomes based on defined campaign objectives
Summary and Future Directions
Requirements
- A foundational grasp of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- A keen interest in automation and data-driven marketing approaches
Target Audience
- Faculty members and marketing professionals associated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordinators
- Academic staff involved in communication, outreach, or enrollment marketing
Testimonials (3)
What I liked most about the training was the technical color and video performance theory session. It helped me clearly understand the reasoning behind key production decisions, such as why specific frame rates are chosen for different types of videos and how particular color spaces impact visual quality and performance. Having this theoretical foundation made the technical concepts more meaningful and easier to apply in practical scenarios.
Jason Lee
Course - Adobe Creative Cloud (After Effects, Premiere Pro, Illustrator, Animate, and Character Animator) for Beginners
Marko was very knowledgeable, friendly and explained in a very clear way. He also brought so many use cases, examples from his broad experience and was super interactive with us.
Delia Roxana Isfan-Stan
Course - Adobe Acrobat: PDF Creation and Editing
Marko’s openness to answer all our questions
