Course Outline
Module 1: Adobe Marketo Engage Fundamentals
- Overview of the platform and its user interface
- Core concepts of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Creation of intelligent segmentations and dynamic lists
Module 2: Campaign Creation & Basic Automation
- Setup of email programs and web forms
- Development of landing pages and dynamic content blocks
- Construction of automation workflows, including drip campaigns
- Evaluation of campaign performance and strategy refinement
Module 3: Advanced Automation & Personalization
- Design of multichannel nurturing programs spanning email, social media, and web
- Utilization of tokens and snippets for content consistency and reuse
- Implementation of AI-driven personalization using Adobe Sensei
- Integration with CRM systems such as Salesforce and Microsoft Dynamics
Module 4: Analytics & Data Management
- Construction of dashboards and performance reporting tools
- Understanding multichannel attribution and ROI calculation
- Implementation of data governance and security compliance measures
- Application of best practices for educational and commercial marketing campaigns
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a realistic campaign scenario for higher education
- Building automated workflows for student communication and follow-up
- Evaluation and presentation of results aligned with campaign objectives
Summary and Next Steps
Requirements
- A foundational grasp of digital marketing principles and CRM concepts
- Experience with email marketing and lead management processes
- A genuine 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 coordination roles
- Academic staff involved in 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
