Course Outline
Module 1: Adobe Marketo Engage Fundamentals
- 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 Creation and Basic 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 results.
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs across email, social media, and the web.
- Utilizing tokens and snippets for content consistency and reuse.
- Implementing AI-driven personalization features via Adobe Sensei.
- Integrating with CRM systems such as Salesforce and Microsoft Dynamics.
Module 4: Analytics and Data Management
- Building dashboards and generating performance reports.
- Analyzing multichannel attribution and calculating ROI.
- Establishing data governance standards and ensuring security compliance.
- Applying best practices for marketing campaigns in educational and commercial contexts.
Module 5: Practical Workshop – Campaign Simulation
- Configuring a realistic campaign for the higher education sector.
- Developing automated workflows for student communication and follow-up.
- Assessing and presenting outcomes aligned with campaign goals.
Conclusion and Future Steps
Requirements
- A foundational understanding of digital marketing and CRM principles.
- Familiarity with email marketing and lead management processes.
- An interest in automation and data-driven marketing approaches.
Target Audience
- Faculty members and marketing professionals from the School of Commercial Engineering.
- Marketing automation specialists 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
