Course Outline
Module 1: Adobe Marketo Engage Fundamentals
- Overview of the platform and its user interface
- Essentials of marketing automation and lead lifecycle management
- Effective management of leads, accounts, and audiences
- Developing intelligent segments 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, including drip campaigns
- Tracking campaign performance and refining outcomes
Module 3: Advanced Automation and Personalization
- Designing multichannel nurturing programs across email, social, and web channels
- Leveraging tokens and snippets for content consistency and reuse
- Implementing AI-driven personalization using Adobe Sensei
- Integrating CRM systems such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Building dashboards and performance reports
- Interpreting multichannel attribution and calculating ROI
- Implementing data governance and ensuring security compliance
- Applying best practices for educational and commercial marketing initiatives
Module 5: Practical Workshop – Campaign Simulation
- Configuring a realistic campaign scenario for higher education
- Building automated workflows for student communication and follow-up
- Evaluating and presenting results aligned with campaign objectives
Conclusion and Next Steps
Requirements
- Fundamental understanding of digital marketing and CRM concepts
- Experience with email marketing and lead management workflows
- Curiosity regarding automation and data-driven marketing strategies
Target Audience
- Faculty members and marketing professionals from the School of Commercial Engineering
- Marketing automation specialists and CRM coordinators
- Academic staff managing 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
