Course Outline
Module 1: Core Principles of Adobe Marketo Engage
- Overview of the platform architecture and user interface
- Foundations of marketing automation and lead lifecycle oversight
- Effective management of leads, accounts, and audience groups
- Construction of intelligent segments and dynamic lists
Module 2: Campaign Development and Foundational Automation
- Setup of email programs and web form configurations
- Creation of landing pages and dynamic content components
- Development of automated workflows, including drip campaigns
- Assessment of campaign effectiveness and refinement of outcomes
Module 3: Advanced Automation and Personalization Techniques
- Design of multichannel nurturing strategies (email, social, web)
- Leveraging tokens and snippets for content standardization and reuse
- Application of AI-driven personalization via Adobe Sensei
- Integration with CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Stewardship
- Development of dashboards and performance reporting tools
- Comprehension of multichannel attribution and ROI calculation
- Implementation of data governance and security compliance measures
- Application of best practices for educational and commercial marketing
Module 5: Applied Workshop – Campaign Simulation
- Configuration of a realistic campaign scenario for higher education
- Construction of automated workflows for student engagement and follow-up
- Evaluation and presentation of results against defined campaign objectives
Conclusion and Future Directions
Requirements
- A foundational grasp of digital marketing principles and CRM frameworks
- Experience with email marketing and lead management processes
- A professional interest in automation and data-centric marketing approaches
Target Audience
- Faculty members and marketing professionals affiliated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination
- 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
