Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and its user interface
- Foundations of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audience groups
- Developing intelligent segments and dynamic lists
Module 2: Developing Campaigns and Basic Automation
- Setting up email programs and web forms
- Designing landing pages and dynamic content blocks
- Constructing automation workflows such as drip campaigns
- Tracking campaign success and refining results
Module 3: Advanced Automation and Personalization Techniques
- Crafting multichannel nurturing programs across email, social, and web
- Utilizing tokens and snippets for content consistency and reuse
- Implementing AI-driven personalization via Adobe Sensei
- Connecting with CRM platforms like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Administration
- Building dashboards and performance reports
- Comprehending multichannel attribution and calculating return on investment
- Establishing data governance and ensuring security compliance
- Applying best practices for marketing campaigns in educational and commercial contexts
Module 5: Practical Workshop – Campaign Simulation
- Setting up a realistic campaign tailored for higher education
- Creating automated workflows for student engagement and follow-ups
- Assessing and presenting outcomes aligned with campaign goals
Summary and Future Directions
Requirements
- A foundational grasp of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- A keen interest in automation and data-centric marketing approaches
Target Audience
- Faculty members and marketing staff from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination
- Academic personnel 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
