Course Outline
Module 1: Foundations of Adobe Marketo Engage
- Overview of the platform and its user interface
- Core concepts of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and target audiences
- Establishing intelligent segmentation and dynamic lists
Module 2: Campaign Development and Entry-Level Automation
- Setting up email programs and web forms
- Creating landing pages and dynamic content blocks
- Constructing automation workflows, including drip campaigns
- Tracking campaign performance and refining results
Module 3: Advanced Automation and Personalization Techniques
- Designing multichannel nurturing programs across email, social, and web channels
- Leveraging tokens and snippets for consistent content reuse
- Implementing AI-driven personalization using Adobe Sensei
- Connecting CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Developing dashboards and performance reporting
- Interpreting multichannel attribution and calculating ROI
- Enforcing data governance and ensuring security compliance
- Adhering to best practices for educational and commercial marketing initiatives
Module 5: Hands-On Workshop – Campaign Simulation
- Setting up a realistic campaign scenario for higher education
- Creating automated workflows for student communication and follow-up
- Assessing and presenting outcomes against campaign goals
Conclusion and Recommended Next Steps
Requirements
- Fundamental understanding of digital marketing and CRM principles
- Basic familiarity with email marketing and lead management processes
- Interest in automation and data-centric marketing strategies
Intended Audience
- Faculty members and marketing professionals associated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination roles
- Academic staff overseeing 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
