Course Outline
Module 1: Fundamentals of Adobe Marketo Engage
- Introduction to the platform and its user interface.
- Core principles of marketing automation and lead lifecycle management.
- Effective management of leads, accounts, and audiences.
- Creating intelligent segmentations and dynamic lists.
Module 2: Campaign Creation and Basic Automation
- Configuration of email programs and web forms.
- Development of landing pages and dynamic content blocks.
- Construction of automation workflows, such as drip campaigns.
- Measurement of campaign performance and optimization of results.
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs (email, social, web).
- Utilizing tokens and snippets for content reuse and consistency.
- Implementing AI-driven personalization using Adobe Sensei.
- Integrating CRM systems, including Salesforce and Microsoft Dynamics.
Module 4: Analytics and Data Management
- Creation of dashboards and performance reports.
- Understanding multichannel attribution and ROI calculation.
- Implementing data governance and ensuring security compliance.
- Applying best practices for educational and commercial marketing campaigns.
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a real-world campaign for higher education.
- Building automated workflows for student communication and follow-up.
- Evaluation and presentation of results based on campaign objectives.
Summary and Next Steps
Requirements
- A foundational understanding of digital marketing and CRM concepts.
- Experience with email marketing and lead management workflows.
- An interest in automation and data-driven marketing strategies.
Target Audience
- Faculty members and marketing professionals from the School of Commercial Engineering.
- Marketing automation specialists and CRM coordinators.
- Academic staff responsible for 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
