Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and user interface
- Fundamentals of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Building intelligent segments and dynamic lists
Module 2: Building Campaigns and Basic Automation
- Setting up email programs and web forms
- Designing 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 multichannel nurturing programs (email, social, web)
- Leveraging tokens and snippets for content consistency and reuse
- Implementing AI-driven personalization using Adobe Sensei
- Connecting CRM platforms like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Developing dashboards and performance reporting tools
- Grasping multichannel attribution and calculating ROI
- Enforcing data governance and security compliance standards
- Applying best practices for educational and commercial marketing initiatives
Module 5: Hands-on Workshop – Campaign Simulation
- Configuring a realistic campaign scenario for higher education
- Constructing automated workflows for student engagement and follow-up
- Analyzing and presenting outcomes against campaign goals
Recap and Future Directions
Requirements
- Fundamental knowledge of digital marketing and CRM principles
- Experience with email marketing and lead management processes
- A strong interest in automation and data-centric marketing approaches
Target Audience
- Faculty 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
