Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and its user interface
- Fundamentals of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Developing intelligent segmentation and dynamic lists
Module 2: Campaign Development and Basic Automation
- Setup of email programs and web forms
- Creation of landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign performance and refining results
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs across email, social, and web
- Utilizing tokens and snippets for consistent content reuse
- Implementing AI-driven personalization through Adobe Sensei
- Integration with CRM systems like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Administration
- Development of dashboards and performance reports
- Analysis of multichannel attribution and calculation of ROI
- Execution of data governance and maintenance of security compliance
- Application of best practices for marketing campaigns in educational and commercial sectors
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a practical campaign tailored to higher education
- Construction of automated workflows for student interaction and follow-up
- Assessment and presentation of outcomes aligned with campaign goals
Summary and Future Steps
Requirements
- Foundational knowledge of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- A keen interest in automation and data-centric marketing strategies
Target Audience
- Academic staff and marketing experts from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordinators
- Academic personnel 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
