Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and its user interface
- Fundamentals of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audience groups
- Developing intelligent segments and dynamic lists
Module 2: Campaign Development and Essential Automation
- Setting up email programs and web forms
- Building landing pages and dynamic content blocks
- Constructing automated workflows, including drip campaigns
- Tracking campaign success and refining results
Module 3: Advanced Automation and Personalization Techniques
- Designing multichannel nurture programs (email, social media, web)
- Leveraging tokens and snippets for content consistency and reuse
- Implementing AI-driven personalization using Adobe Sensei
- Integrating with CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Administration
- Building dashboards and generating performance reports
- Analyzing multichannel attribution and calculating Return on Investment (ROI)
- Establishing data governance and maintaining security compliance
- Applying best practices for marketing campaigns in educational and commercial settings
Module 5: Hands-on Workshop – Campaign Simulation
- Setting up a practical campaign for higher education scenarios
- Creating automated workflows for student engagement and follow-up
- Assessing and presenting outcomes against campaign goals
Conclusion and Future Directions
Requirements
- A foundational understanding of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- A keen interest in automation and data-informed marketing tactics
Target Audience
- Faculty members and marketing experts from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination
- Academic staff involved in 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
