Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- An introduction to the platform and its user interface
- Fundamental principles of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audience groups
- Developing sophisticated segmentation strategies and dynamic lists
Module 2: Campaign Development and Essential Automation
- Setting up email programs and web forms
- Creating landing pages and dynamic content blocks
- Constructing automated workflows, including drip campaigns
- Tracking campaign performance and refining results
Module 3: Advanced Automation and Personalization Techniques
- Designing multichannel nurturing programs spanning email, social media, and web
- Leveraging tokens and snippets for consistent content reuse
- Implementing AI-driven personalization using 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 determining ROI
- Enforcing data governance standards and security compliance
- Applying best practices for both educational and commercial marketing initiatives
Module 5: Hands-on Workshop – Campaign Simulation
- Configuring a practical campaign scenario for higher education
- Establishing automated workflows for student communication and follow-up actions
- Assessing and presenting results aligned with campaign goals
Recap and Recommended Next Steps
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-centric marketing approaches
Target Audience
- Faculty members and marketing professionals associated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination roles
- Academic personnel 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
