Course Outline
Module 1: Essentials of Adobe Marketo Engage
- Overview of the platform and user interface
- Fundamentals of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audience groups
- Development of intelligent segments and dynamic lists
Module 2: Developing Campaigns and Basic Automation
- Setup of email programs and web forms
- Creation of landing pages and dynamic content elements
- Construction of automation workflows, including drip campaigns
- Evaluation of campaign metrics and strategy optimization
Module 3: Advanced Automation and Personalization
- Design of multichannel nurturing programs (email, social media, web)
- Utilization of tokens and snippets for content consistency and reuse
- Implementation of AI-driven personalization using Adobe Sensei
- Integration with CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Creation of dashboards and performance reporting
- Comprehension of multichannel attribution and ROI calculation
- Establishment of data governance frameworks and security compliance
- Application of best practices for educational and commercial marketing
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a realistic campaign scenario for higher education
- Development of automated workflows for student engagement and follow-up
- Assessment and presentation of results aligned with campaign goals
Summary and Future Directions
Requirements
- A foundational grasp of digital marketing principles and CRM concepts
- Experience with email marketing tactics and lead management processes
- A strong interest in automation and data-centric marketing approaches
Target Audience
- Faculty and marketing professionals associated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination
- Academic personnel overseeing communication, outreach, or enrollment efforts
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
