Course Outline
Module 1: Adobe Marketo Engage Essentials
- Overview of the platform and user interface
- Foundations of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and target audiences
- Creating intelligent segments and dynamic lists
Module 2: Campaign Development and Core Automation
- Setup of email programs and web forms
- Development of landing pages and dynamic content blocks
- Construction of automation workflows, including drip campaigns
- Tracking campaign performance and optimizing results
Module 3: Advanced Automation and Personalization
- 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 with Adobe Sensei
- Integration with CRM systems such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Building dashboards and performance reporting tools
- Understanding multichannel attribution and ROI calculation
- Implementing data governance standards and ensuring security compliance
- Applying best practices for marketing campaigns in educational and commercial sectors
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a real-world campaign scenario for higher education
- Building automated workflows for student communication and follow-up
- Evaluation and presentation of results aligned with campaign goals
Summary and Future Steps
Requirements
- A foundational grasp of digital marketing and CRM principles
- Familiarity with email marketing and lead management processes
- An interest in automation and data-centric marketing strategies
Intended Audience
- Faculty members and marketing professionals associated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordinators
- Academic staff involved in communications, 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
