Course Outline
Module 1: Fundamentals of Adobe Marketo Engage
- Overview of the platform and its user interface.
- Essentials of marketing automation and lead lifecycle management.
- Effective management of leads, accounts, and audiences.
- Creating intelligent segments and dynamic lists.
Module 2: Campaign Creation and Basic Automation
- Setting up email programs and web forms.
- Developing landing pages and dynamic content blocks.
- Constructing automation workflows, including drip campaigns.
- Assessing campaign performance and refining outcomes.
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs across email, social media, and web.
- Utilizing tokens and snippets to ensure content consistency and reuse.
- Implementing AI-driven personalization using Adobe Sensei.
- Integrating CRM systems such as Salesforce and Microsoft Dynamics.
Module 4: Analytics and Data Management
- Creating dashboards and generating performance reports.
- Understanding multichannel attribution and calculating ROI.
- Enforcing data governance and maintaining security compliance.
- Applying best practices for marketing campaigns in educational and commercial contexts.
Module 5: Practical Workshop – Campaign Simulation
- Configuring a real-world campaign tailored for higher education.
- Building automated workflows for student communication and follow-up.
- Evaluating and presenting results aligned with campaign objectives.
Summary and Next Steps
Requirements
- A foundational understanding of digital marketing and CRM principles.
- Familiarity with email marketing and lead management processes.
- An 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
