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 audience groups
- Developing smart segmentations and dynamic lists
Module 2: Campaign Development and Basic Automation
- Setup of email programs and web forms
- Creation of landing pages and dynamic content blocks
- Development of automation workflows, including drip campaigns
- Tracking campaign effectiveness and refining results
Module 3: Advanced Automation and Personalization Techniques
- Design of multichannel nurturing programs (email, social media, web)
- Utilization of tokens and snippets for consistent content reuse
- Implementation of AI-driven personalization using Adobe Sensei
- Integration with CRM platforms like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Administration
- Construction of dashboards and performance reporting tools
- Analysis of multichannel attribution and ROI calculation
- Enforcement of data governance and security compliance standards
- Application of best practices for marketing in education and commerce
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a realistic higher education campaign
- Building automated workflows for student engagement and follow-up
- Assessment and presentation of outcomes aligned with campaign goals
Conclusion and Future Directions
Requirements
- Fundamental knowledge of digital marketing and CRM principles
- Familiarity with email marketing and lead management processes
- A keen interest in automation and data-centric marketing approaches
Target Audience
- Academic staff and marketing professionals from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordinators
- Educational 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
