Course Outline

Module 1: Fundamentals of Adobe Marketo Engage

  • Overview of the platform and its user interface for government
  • Introduction to marketing automation and lead lifecycle management for government
  • Techniques for managing leads, accounts, and audiences effectively in a public sector context
  • Methods for creating intelligent segmentations and dynamic lists for targeted communications

Module 2: Campaign Creation and Basic Automation

  • Configuring email programs and web forms to enhance engagement for government
  • Developing landing pages and dynamic content blocks to improve user experience for government
  • Constructing automation workflows, including drip campaigns, to streamline communications for government
  • Measuring campaign performance and optimizing outcomes to meet public sector objectives

Module 3: Advanced Automation and Personalization

  • Designing multichannel nurturing programs (email, social, web) for comprehensive engagement in government
  • Utilizing tokens and snippets to ensure content reuse and consistency across platforms for government
  • Leveraging AI-driven personalization with Adobe Sensei to enhance user experiences for government
  • Integrating CRM systems such as Salesforce and Microsoft Dynamics to support data-driven decision-making for government

Module 4: Analytics and Data Management

  • Creating dashboards and performance reports to track key metrics for government
  • Understanding multichannel attribution and calculating return on investment (ROI) for government campaigns
  • Implementing data governance practices and ensuring security compliance in public sector operations
  • Applying best practices for educational and commercial marketing campaigns to support public sector goals

Module 5: Practical Workshop – Campaign Simulation

  • Configuring a real-world campaign for higher education institutions in the public sector
  • Building automated workflows for student communication and follow-up to enhance engagement for government
  • Evaluating and presenting results based on campaign objectives to inform future strategies for government

Summary and Next Steps

Requirements

  • A foundational understanding of digital marketing and customer relationship management (CRM) concepts for government.
  • Familiarity with email marketing and lead management workflows in a public sector context.
  • An interest in automation and data-driven marketing strategies that align with government objectives.

Audience

  • Faculty members and marketing professionals from the School of Commercial Engineering.
  • Marketing automation specialists and CRM coordinators in public sector roles.
  • Academic staff responsible for communication, outreach, or enrollment marketing within government institutions.
 21 Hours

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