Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and its user interface
- Essentials of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Developing intelligent segmentations and dynamic lists
Module 2: Campaign Development and Foundational Automation
- Setting up email programs and web forms
- Creating landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign performance and refining outcomes
Module 3: Advanced Automation and Personalization Techniques
- Designing multichannel nurturing programs across email, social media, and web
- Utilizing tokens and snippets to ensure content reuse and consistency
- Implementing AI-driven personalization features via Adobe Sensei
- Connecting CRM systems such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Building dashboards and generating performance reports
- Analyzing multichannel attribution and calculating ROI
- Enforcing data governance standards and ensuring security compliance
- Applying best practices for marketing campaigns in educational and commercial settings
Module 5: Hands-on Workshop – Campaign Simulation
- Configuring a realistic campaign scenario for higher education
- Establishing automated workflows for student communication and follow-up
- Assessing and presenting results aligned with campaign objectives
Summary and Future Directions
Requirements
- Fundamental knowledge of digital marketing and CRM principles
- Familiarity with email marketing tactics 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 activities
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
