Course Outline
Module 1: Essentials of Adobe Marketo Engage
- Overview of the platform and navigation of its interface
- Foundations 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, such as drip campaigns
- Assessing campaign performance and refining outcomes
Module 3: Advanced Automation and Personalization
- Creating multichannel nurturing programs across email, social media, and web
- Leveraging tokens and snippets for consistent content reuse
- Implementing AI-driven personalization using Adobe Sensei
- Connecting CRM systems like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Management
- Building dashboards and generating performance reports
- Grasping multichannel attribution and calculating ROI
- Establishing data governance and ensuring security compliance
- Applying best practices for marketing campaigns in educational and commercial contexts
Module 5: Practical Workshop – Campaign Simulation
- Setting up a real-world campaign for the higher education sector
- Constructing automated workflows for student communication and follow-up
- Evaluating and presenting results against defined campaign objectives
Summary and Future Directions
Requirements
- A foundational understanding of digital marketing and CRM concepts
- Experience with email marketing and lead management workflows
- A strong 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 responsible for 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
