Course Outline
Module 1: Core Principles of Adobe Marketo Engage
- Overview of the platform architecture and user interface components
- Foundational concepts in marketing automation and lead lifecycle governance
- Strategic management of leads, accounts, and target audiences
- Development of intelligent segmentation strategies and dynamic lists
Module 2: Campaign Development and Foundational Automation
- Configuration of email programs and web-based form structures
- Construction of landing pages and dynamic content elements
- Implementation of automated workflows, including drip campaign sequences
- Evaluation of campaign efficacy and continuous performance optimization
Module 3: Advanced Automation and Personalization Protocols
- Architectural design of multichannel nurturing initiatives spanning email, social, and web channels
- Utilization of tokens and code snippets to ensure content consistency and reuse
- Deployment of AI-driven personalization capabilities via Adobe Sensei
- Integration with enterprise CRM systems, including Salesforce and Microsoft Dynamics
Module 4: Analytics Frameworks and Data Governance
- Generation of executive dashboards and detailed performance reports
- Analysis of multichannel attribution models and return on investment (ROI) calculations
- Enforcement of data governance standards and adherence to security compliance requirements
- Application of best practices for both academic and commercial marketing operations
Module 5: Applied Workshop – Campaign Simulation Exercise
- Configuration of a realistic campaign scenario tailored for higher education institutions
- Construction of automated workflows for student engagement and follow-up communications
- Assessment and reporting of outcomes aligned with defined campaign objectives
Summary and Subsequent Action Steps
Requirements
- Fundamental understanding of digital marketing and CRM concepts
- Familiarity with email marketing and lead management workflows
- Interest in 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 responsible for 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
