Course Outline
Module 1: Core Principles of Adobe Marketo Engage
- Overview of the platform architecture and user interface
- Fundamentals of marketing automation and managing the lead lifecycle
- Effective management of leads, accounts, and audience groups
- Developing intelligent segmentation and dynamic lists
Module 2: Building Campaigns and Basic Automation
- Setting up email programs and web forms
- Creating landing pages and integrating dynamic content blocks
- Structuring automation workflows, including drip campaigns
- Tracking campaign effectiveness and refining results
Module 3: Advanced Automation and Personalization
- Designing multichannel nurture programs (email, social, web)
- Utilizing tokens and snippets for content consistency and reuse
- Implementing AI-driven personalization using Adobe Sensei
- Connecting CRM systems such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Administration
- Building dashboards and generating performance reports
- Analyzing multichannel attribution and computing ROI
- Enforcing data governance and maintaining security compliance
- Adopting best practices for educational and commercial marketing
Module 5: Practical Workshop — Campaign Simulation
- Configuring a realistic campaign for the higher education sector
- Establishing automated workflows for student engagement and follow-up
- Assessing and presenting outcomes against defined campaign goals
Wrap-up and Future Directions
Requirements
- A foundational grasp of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- A strong interest in automation and data-centric marketing approaches
Target Audience
- Faculty and marketing professionals from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination
- Academic staff overseeing communication, outreach, or enrollment initiatives
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
