Course Outline
Module 1: Foundations of Adobe Marketo Engage
- Overview of the platform and its user interface
- Core principles of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Developing intelligent segmentations and dynamic lists
Module 2: Campaign Development and Basic Automation
- Setting up email programs and web forms
- Creating landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Monitoring campaign performance and refining results
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs (email, social, web)
- Leveraging tokens and snippets for content reuse and consistency
- Implementing AI-driven personalization using Adobe Sensei
- Integrating CRM systems such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Management
- Building dashboards and generating performance reports
- Analyzing multichannel attribution and determining ROI
- Implementing data governance and ensuring security compliance
- Applying best practices for educational and commercial marketing campaigns
Module 5: Practical Workshop – Campaign Simulation
- Configuring a real-world campaign scenario for higher education
- Building automated workflows for student communication and follow-up
- Evaluating and presenting outcomes based on campaign objectives
Conclusion and Next Steps
Requirements
- A foundational understanding of digital marketing and CRM concepts
- Experience 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
