Course Outline
Module 1: Core Principles of Adobe Marketo Engage
- Overview of the platform and navigation of its user interface
- Fundamentals of marketing automation and managing the lead lifecycle
- Effective management of leads, accounts, and audience segments
- Developing intelligent segmentations and creating dynamic lists
Module 2: Campaign Development and Basic Automation
- Setting up email programs and configuring web forms
- Building landing pages and integrating dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign performance and refining results
Module 3: Advanced Automation and Personalization Techniques
- Designing multichannel nurturing programs across email, social, and web channels
- Leveraging tokens and snippets to ensure content reuse and consistency
- Implementing AI-driven personalization using Adobe Sensei
- Connecting with CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Administration
- Developing dashboards and generating performance reports
- Analyzing multichannel attribution and determining ROI
- Enforcing data governance standards and ensuring security compliance
- Adhering to best practices for marketing campaigns in educational and commercial environments
Module 5: Practical Workshop – Campaign Simulation
- Setting up a realistic campaign scenario for higher education
- Creating automated workflows for student engagement and follow-up
- Assessing outcomes and presenting results aligned with campaign goals
Conclusion and Future Directions
Requirements
- A foundational understanding of digital marketing principles and CRM concepts
- Experience with email marketing and lead management processes
- A keen interest in automation and data-centric marketing approaches
Intended Audience
- Faculty members and marketing professionals from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordinators
- Academic staff involved in communication, outreach, or enrollment marketing 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
