Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and its user interface
- Fundamentals of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and target audiences
- Development of intelligent segments and dynamic lists
Module 2: Building Campaigns and Basic Automation
- Setting up email programs and web forms
- Creation of landing pages and dynamic content elements
- Establishment of automation workflows, including drip campaigns
- Measurement of campaign effectiveness and refinement of results
Module 3: Advanced Automation and Personalization
- Design of multichannel nurturing programs (email, social media, web)
- Utilization of tokens and snippets to ensure 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 Administration
- Development of dashboards and performance reporting tools
- Understanding multichannel attribution and ROI calculation
- Application of data governance and security compliance measures
- Adoption of best practices for both educational and commercial marketing efforts
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a realistic campaign for a higher education context
- Construction of automated workflows for student interaction and follow-up
- Assessment and presentation of outcomes against campaign goals
Conclusion and Future Directions
Requirements
- Foundational knowledge of digital marketing and CRM principles
- Basic familiarity with email marketing and lead management processes
- Curiosity regarding automation and data-centric marketing approaches
Target Audience
- Faculty members and marketing professionals from the School of Commercial Engineering
- Experts in marketing automation and CRM coordination roles
- 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
