Course Outline
Module 1: Adobe Marketo Engage Essentials
- Overview of the platform and its user interface
- Core concepts of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Building intelligent segments and dynamic lists
Module 2: Campaign Development and Core Automation
- Setting up email programs and web forms
- Developing landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign performance and refining results
Module 3: Advanced Automation and Personalization
- Creating multi-channel nurturing programs across email, social media, and web
- Utilizing tokens and snippets for content reuse and consistency
- Implementing AI-driven personalization via Adobe Sensei
- Connecting with CRM systems like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Stewardship
- Generating dashboards and performance reports
- Interpreting multi-channel attribution and determining ROI
- Establishing data governance and ensuring security compliance
- Applying best practices for marketing campaigns in educational and commercial sectors
Module 5: Hands-On Workshop – Campaign Simulation
- Setting up a realistic campaign for a higher education context
- Building automated workflows for student communication and follow-ups
- Assessing and presenting outcomes against campaign goals
Summary and Recommended Next Steps
Requirements
- A foundational grasp of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- An interest in automation and data-centric marketing approaches
Target Audience
- Academic staff and marketing professionals from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination professionals
- 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
