Course Outline
Module 1: Adobe Marketo Engage Essentials
- Overview of the platform and its user interface
- Core concepts of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Development of intelligent segmentations and dynamic lists
Module 2: Campaign Development and Fundamental Automation
- Setup of email programs and web forms
- Creation of landing pages and dynamic content blocks
- Construction of automation workflows, including drip campaigns
- Assessment of campaign performance and optimization of results
Module 3: Advanced Automation and Personalization Techniques
- Design of multichannel nurturing programs (email, social, web)
- Utilization of tokens and snippets for consistent content reuse
- Implementation of AI-driven personalization using Adobe Sensei
- Integration with CRM systems such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Management
- Development of dashboards and performance reports
- Analysis of multichannel attribution and ROI calculation
- Application of data governance and security compliance measures
- Adoption of best practices for educational and commercial marketing
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a real-world campaign for higher education
- Construction of automated workflows for student communication and follow-up
- Evaluation and presentation of results aligned with campaign goals
Summary and Future Steps
Requirements
- Foundational knowledge of digital marketing and CRM principles
- Familiarity with email marketing and lead management processes
- A keen 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 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
