Course Outline
Module 1: Fundamentals of Adobe Marketo Engage
- Overview of the platform and its user interface
- Core principles of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audience segments
- Creation of intelligent segmentations and dynamic lists
Module 2: Campaign Creation and Basic Automation
- Configuration of email programs and web forms
- Development of landing pages and dynamic content blocks
- Construction of automation workflows, including drip campaigns
- Measurement of campaign performance and optimization of results
Module 3: Advanced Automation and Personalization
- Design of multichannel nurturing programs across email, social, and web channels
- Utilization of tokens and snippets for content reuse and consistency
- Implementation of AI-driven personalization features using Adobe Sensei
- Integration with CRM systems such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Management
- Creation of dashboards and detailed performance reports
- Understanding of multichannel attribution models and ROI calculation
- Implementation of data governance and adherence to security compliance standards
- Application of best practices for educational and commercial marketing campaigns
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a realistic campaign scenario for higher education
- Construction of automated workflows for student communication and follow-up
- Evaluation and presentation of results based on defined campaign objectives
Summary and Next Steps
Requirements
- Fundamental understanding of digital marketing and CRM concepts
- Basic familiarity with email marketing and lead management processes
- A strong interest in automation and data-driven marketing strategies
Target Audience
- Faculty members and marketing professionals from the School of Commercial Engineering
- Marketing automation specialists and CRM coordinators
- Academic staff responsible for 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
