Course Outline
Module 1: Essentials of Adobe Marketo Engage
- Overview of the platform and its user interface
- Fundamentals of marketing automation and lead lifecycle oversight
- Effective management of leads, accounts, and audience groups
- Construction of smart segments and dynamic lists
Module 2: Campaign Development and Core Automation
- Setting up email programs and web forms
- Development of landing pages and dynamic content components
- Creation of automation workflows, including drip campaigns
- Tracking campaign success and refining results
Module 3: Sophisticated Automation and Personalization
- Designing multi-channel nurturing initiatives (email, social media, web)
- Utilizing tokens and snippets for consistent content reuse
- Implementing AI-based personalization through Adobe Sensei
- Connecting with CRM platforms like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Stewardship
- Establishment of dashboards and performance reporting tools
- Analysis of multi-channel attribution and ROI calculation
- Adoption of data governance standards and security compliance measures
- Application of best practices for marketing in educational and commercial environments
Module 5: Hands-On Workshop – Campaign Simulation
- Configuration of a practical campaign scenario for higher education
- Construction of automated workflows for student engagement and follow-up
- Assessment and presentation of outcomes aligned with campaign goals
Wrap-up and Future Directions
Requirements
- A foundational grasp of digital marketing and CRM principles
- Knowledge of email marketing tactics and lead management processes
- A strong interest in automation and data-centric marketing approaches
Target Audience
- Faculty members and marketing experts from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination roles
- Academic personnel managing communication, outreach, or enrollment marketing efforts
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
