Course Outline
Module 1: Essentials of Adobe Marketo Engage
- Introduction to the platform and its user interface
- Foundational concepts of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Developing intelligent segmentations and dynamic lists
Module 2: Campaign Development and Basic Automation
- Setting up email programs and web forms
- Creating landing pages and dynamic content blocks
- Constructing automation workflows, such as drip campaigns
- Tracking campaign performance and refining results
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs across email, social media, and web
- Utilizing tokens and snippets for content reuse and consistency
- Implementing AI-driven personalization features using Adobe Sensei
- Integrating CRM systems like Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Management
- Building dashboards and generating performance reports
- Understanding multichannel attribution and calculating ROI
- Enforcing data governance standards and security compliance
- Applying best practices for marketing campaigns in educational and commercial sectors
Module 5: Practical Workshop – Campaign Simulation
- Configuring a realistic campaign for higher education
- Building automated workflows for student communication and follow-up
- Assessing and presenting outcomes based on defined campaign objectives
Summary and Future Steps
Requirements
- Fundamental understanding of digital marketing principles and CRM concepts
- Familiarity with email marketing tactics and lead management processes
- A keen interest in automation and data-driven marketing strategies
Target Audience
- Faculty members and marketing professionals associated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordinators
- Academic staff managing 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
