Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and its user interface
- Essentials of marketing automation and lead lifecycle oversight
- Efficient management of leads, accounts, and audience groups
- Development of intelligent segments and dynamic lists
Module 2: Campaign Design and Introductory Automation
- Setup of email programs and web forms
- Creation of landing pages and dynamic content elements
- Construction of automated workflows, including drip campaigns
- Tracking campaign success and refining results
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing initiatives across email, social, and web
- Utilizing tokens and snippets for content consistency and reuse
- Leveraging Adobe Sensei for AI-based personalization
- Integration with CRM platforms like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Construction of dashboards and performance reporting tools
- Analysis of multichannel attribution and ROI calculation
- Enforcement of data governance standards and security compliance
- Application of best practices for both educational and commercial marketing
Module 5: Practical Workshop – Campaign Simulation
- Setup of a realistic campaign scenario for higher education
- Development of automated workflows for student engagement and follow-ups
- Review and presentation of outcomes aligned with campaign goals
Conclusion and Future Directions
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 approaches
Target Audience
- Faculty and marketing personnel from the School of Commercial Engineering
- Specialized marketing automation experts and CRM coordinators
- 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
