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 management
- Effective management of leads, accounts, and audience groups
- Developing smart segmentations and dynamic lists
Module 2: Building Campaigns and Basic Automation
- Setting up email programs and web forms
- Constructing landing pages and dynamic content elements
- Developing automation workflows, including drip campaigns
- Tracking campaign effectiveness and refining results
Module 3: Advanced Automation and Personalization
- Creating multi-channel nurturing programs (email, social, web)
- Utilizing tokens and snippets for consistent content reuse
- Implementing AI-based personalization using Adobe Sensei
- Connecting CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Building dashboards and generating performance reports
- Analyzing multi-channel attribution and determining ROI
- Establishing data governance standards and ensuring security compliance
- Applying best practices for educational and commercial marketing initiatives
Module 5: Hands-On Workshop – Campaign Simulation
- Setting up a realistic campaign for the higher education sector
- Constructing automated workflows for student communication and follow-ups
- Reviewing and presenting outcomes aligned with campaign goals
Recap and Future Directions
Requirements
- Foundational knowledge of digital marketing and CRM concepts
- Familiarity with email marketing and lead management processes
- A keen interest in automation and data-informed marketing strategies
Target Audience
- Faculty members and marketing experts from the School of Commercial Engineering
- Marketing automation specialists and CRM coordination staff
- 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
