Course Outline
Module 1: Core Principles of Adobe Marketo Engage
- Overview of the platform architecture and user interface
- Fundamentals of marketing automation and managing the lead lifecycle
- Effective administration of leads, accounts, and audience groups
- Techniques for creating intelligent segments and dynamic lists
Module 2: Developing Campaigns and Basic Automation
- Setup and configuration of email programs and web forms
- Design of landing pages and dynamic content components
- Construction of automated workflows, including drip campaigns
- Assessment of campaign performance and methods for result optimization
Module 3: Advanced Automation and Personalization Techniques
- Creation of multichannel nurturing programs spanning email, social media, and web channels
- Utilization of tokens and snippets to ensure content consistency and reuse
- Implementation of AI-driven personalization features using Adobe Sensei
- Integration with major CRM platforms such as Salesforce and Microsoft Dynamics
Module 4: Analytics and Data Governance
- Development of dashboards and detailed performance reports
- Analysis of multichannel attribution and calculation of ROI
- Establishment of data governance protocols and adherence to security compliance
- Application of best practices specific to educational and commercial marketing initiatives
Module 5: Practical Workshop – Campaign Simulation
- Configuration of a realistic campaign scenario within the higher education context
- Design of automated workflows for student engagement and follow-up communications
- Evaluation and presentation of outcomes aligned with defined campaign goals
Summary and Future Directions
Requirements
- A foundational grasp of digital marketing principles and CRM concepts
- Experience with email marketing tactics and lead management processes
- A keen interest in automation and data-centric marketing approaches
Target Audience
- Academic staff and marketing professionals affiliated with the School of Commercial Engineering
- Specialists in marketing automation and CRM coordination
- Educational personnel overseeing 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
