Course Outline
Module 1: Core Principles of Adobe Marketo Engage
- Overview of the platform and user interface.
- Efficient management of leads, accounts, and audience groups.
- Development of intelligent segments and dynamic lists.
Module 2: Campaign Design and Initial Automation
- Setup of email programs and web forms.
- Creation of landing pages and dynamic content blocks.
- Construction of automated sequences, such as drip campaigns.
- Assessment of campaign impact and optimization of results.
Module 3: Sophisticated Automation and Personalization
- Architecture of multichannel nurturing programs (including email, social, and web).
- Utilization of tokens and snippets to ensure content consistency and reuse.
- Implementation of AI-driven personalization using Adobe Sensei.
- Integration with CRM ecosystems like Salesforce and Microsoft Dynamics.
Module 4: Analytics and Data Oversight
- Design of dashboards and performance reporting.
- Analysis of multichannel attribution and ROI calculation.
- Establishment of data governance standards and security compliance.
- Application of best practices for marketing in educational and commercial sectors.
Module 5: Practical Workshop – Campaign Simulation
- Setup of a realistic campaign scenario for higher education.
- Creation of automated workflows for student engagement and follow-up.
- Analysis and presentation of outcomes aligned with campaign goals.
Conclusion and Future Directions
Requirements
- A foundational grasp of digital marketing and CRM principles.
- Familiarity with email marketing tactics and lead management processes.
- A keen interest in automation and data-centric marketing approaches.
Target Audience
- Faculty members and marketing specialists from the School of Commercial Engineering.
- Professionals specializing in marketing automation and CRM coordination.
- Academic personnel 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
