Course Outline
Module 1: Core Principles of Adobe Marketo Engage
- Overview of the platform and user interface
- Fundamentals of marketing automation and managing the lead lifecycle
- Effective administration of leads, accounts, and audience groups
- Developing intelligent segments and dynamic lists
Module 2: Campaign Development and Initial Automation
- Setting up email programs and configuring web forms
- Building landing pages and utilizing dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign success metrics and refining results
Module 3: Advanced Automation and Personalization Techniques
- Designing multichannel nurture programs across email, social media, and web
- Utilizing tokens and snippets for consistent content reuse
- Implementing AI-driven personalization features via Adobe Sensei
- Connecting CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Administration
- Building dashboards and generating performance reports
- Analyzing multichannel attribution and determining ROI
- Establishing data governance protocols and maintaining security compliance
- Applying best practices for marketing campaigns in educational and commercial environments
Module 5: Practical Workshop – Campaign Simulation
- Setting up a realistic campaign scenario for higher education
- Creating automated workflows for student engagement and follow-up
- Assessing and presenting outcomes aligned with campaign goals
Summary and Future Directions
Requirements
- Foundational knowledge of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- A keen interest in automation and data-informed marketing approaches
Target Audience
- Faculty and marketing professionals from the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination
- Academic staff overseeing communications, 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
