Course Outline
Module 1: Core Concepts of Adobe Marketo Engage
- Overview of the platform and its user interface
- Essentials of marketing automation and lead lifecycle management
- Efficient management of leads, accounts, and target audiences
- Creation of intelligent segments and dynamic lists
Module 2: Campaign Development and Foundational 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 refinement of outcomes
Module 3: Advanced Automation and Personalization Techniques
- Design of multi-channel nurturing programs (email, social media, web)
- Utilization of tokens and snippets for content consistency and reuse
- Implementation of AI-driven personalization using Adobe Sensei
- Integration with CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Administration
- Creation of dashboards and performance reporting tools
- Analysis of multi-channel attribution and calculation of ROI
- Implementation of data governance protocols and security compliance
- Application of best practices for educational and commercial marketing
Module 5: Hands-On Workshop – Campaign Simulation
- Configuration of a realistic campaign for the higher education sector
- Building automated workflows for student engagement and follow-up
- Assessment and presentation of results aligned with campaign goals
Summary and Future Directions
Requirements
- Foundational knowledge of digital marketing principles and CRM concepts
- Familiarity with email marketing tactics and lead management processes
- A keen interest in automation and data-informed marketing strategies
Target Audience
- Faculty members and marketing professionals associated with the School of Commercial Engineering
- Marketing automation experts and CRM coordination specialists
- Academic personnel tasked with communication, outreach, or enrollment marketing initiatives
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
