Course Outline
Module 1: Fundamentals of Adobe Marketo Engage
- Overview of the platform and its user interface
- Core principles of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Development of intelligent segments and dynamic lists
Module 2: Campaign Creation and Basic Automation
- Setting up email programs and web forms
- Building landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign performance and refining outcomes
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs across email, social, and web
- Utilizing tokens and snippets for consistent content reuse
- Leveraging AI-driven personalization via Adobe Sensei
- Integrating CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Management
- Developing dashboards and performance reports
- Comprehending multichannel attribution and calculating ROI
- Establishing data governance and ensuring security compliance
- Applying best practices for educational and commercial marketing initiatives
Module 5: Practical Workshop – Campaign Simulation
- Configuring a real-world campaign for higher education
- Building automated workflows for student engagement and follow-up
- Assessing and presenting results aligned with campaign objectives
Summary and Next Steps
Requirements
- A foundational understanding of digital marketing and CRM concepts
- Familiarity with email marketing and lead management processes
- An interest in automation and data-driven marketing approaches
Audience
- Faculty members and marketing professionals from the School of Commercial Engineering
- Marketing automation specialists and CRM coordinators
- Academic staff 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
