Adobe Experience Manager: A Guide to CQ5 for Marketing Professionals
CLASS DATE(s):
6/22/2020 - 6/23/2020

COURSE LENGTH: 2 Days

COURSE COST: $995.00

COURSE TIMES: 9:00am - 4:30pm

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COURSE OVERVIEW

This 2 day class will teach you how to use each and every feature of Adobe Experience Manager. The AEM works on an enterprise technology platform, and every implementation is customizable to suit the user . You will learn the technology-agnostic challenges that digital marketers face. After you complete this class you should be able to assemble an actionable plan for using AEM to accomplish your digital marketing goals.

AUDIENCE AND PREREQUISITES

Chief Marketing Officer, web writer, copy editor, digital marketing manager, information architect, or any number of different job titles as well as programmers, and system administrators. Working knowledge of the technology of the web, how websites are constructed.
Basic understanding of HTML based webpages, web analysis
Basic information technology concepts, and a background in marketing.

  

*Course Cost listed does not include the cost of courseware. Course is subject to a minimum enrollment to run the course. Course may run virtually as a virtual live instructor led class if the minimum enrollment is not met. For more information, please contact: 207-775-0244 or email: learn@vtec.org.

COURSE TOPICS:


Understanding AEM
What the Adobe Marketing Cloud is
How AEM fits into digital marketing platform
What kind of software AEM is and terms
The basic value proposition of AEM
How you can decide if AEM is right for you

Executing with AEM
How AEM enables you to perform basic web content management functions
The functional advantages of AEM over other types of content management systems
The basic AEM interfaces and operations you should know
Why you would or wouldn't want to use those interfaces or operations
The basics of AEM's architecture and administrative requirements
How you can use AEM to address your marketing needs
Understanding AEM
Executing with AEM
Optimizing AEM
Implementing AEM

The Basics
Introduction to web content management
Web experience management
Contextual content
Multi-channel delivery
Social engagement
Cross-platform integration
What is "the cloud"
Defining a platform
The Adobe Marketing Cloud
The Adobe Creative Cloud

Evaluating AEM
Key Features
Sophisticated content authoring
Digital asset management system
Content personalization
Integration with the Adobe platform
Flexible, open architecture, general web content
Multilingual content, E-commerce sites, Online communities
Microsites, Internal portals and intranets
Blogger community sites, Small, simple websites
What other systems will you want to integrate?
What form does your content take?
Licensing considerations

Managing Content
Managing content the AEM way
Key Roles, Administrators, Content authors, Content approvers
Tag administrators, DAM administrators, Anonymous users
Pages and page-centric content
Content editing tools
Site administration interface
Understanding components
The site design, Templates, Content inheritance
Hierarchical inheritance, Referential inheritance
Creating content, Basic page creation
Configuration pages, Content launches, Versioning
Annotations, Manuscripts, Basics of page Management

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Activation/deactivation
Moving/copying/deleting
References, Auditing
Locking/unlocking
SEO considerations
Name and title
URLs and redirects
Metadata
Page Content

Digital Asset Management
Business domain of DAM
What is digital asset management
Basic DAM functions
DAM metadata & components
Beyond web content management
Advanced digital asset management
Integration with Scene7
Integration through Adobe Drive
Dynamic image servlet
Video

Metadata and Tagging
Data about data
Metadata
Web metadata standards and protocols
Tagging and the common vocabulary
Structured tagging, Unstructured tagging
Metadata in AEM
External and Internal metadata
Dual function metadata
Tagging in AEM
Managing tags
Tagging content
Developing a taxonomy

Multilingual Content
Language
Cultural context
Technology differences
using AEM to manage multilingual content
Translator
Multi Site Manager
Language copy
Tag translation
A set of tools
Applying the concepts
Manual content translation
Using a translation service

Workflows
Workflow basics
The anatomy of a workflow
Workflows in content management
Workflows in AEM
AEM workflow terminology
interaction with workflows
preconfigured workflows
Creating custom workflows

Social Communities
The impact of social marketing
Embracing the social web
AEM social features
Social components
Community administration
Social network integration

E-Commerce
Basics of e-commerce
The online shopping experience
The integration challenge
E-commerce framework
Hybris
Framework vs.Platform
Vocabulary
AEM components

Mobile for Marketers
Authoring on mobile
The new normal
AEM in transition
Touch-enabled authoring
Authorng for mobile
Device context authoring
Device detection and targeting
Responsive design testing
Multi Site Manager, PhoneGap
Mobile strategy
Design approaches
Considering authors

Architecture Basics
AEM instances, Run modes
Quickstart JAR, Replication
The power of replication, Reverse replication and Replication agents
Clustering
The Dispatcher
The web server
Security
Page caching, Load balancing
Server architecture, Basic author-publish
Multiple publish
Clustered author with multiple publish
Relayed replication

Administration Basics
Package management, Package Manager
Package Share, Users and Permissions
Users and groups, best practices, AEM reports
Page activity report, Component report
Disk usage, Health check, user-generated content report
User report, Workflow reports, Custom reports
Miscellaneous functions
CRXDE
Version purging
External link checker, Importers

Web Analystcs
Understanding analytics
Why use analytics?
Typical web analytics platform features
What do you do with the date?
Analytics and WCMs
Analytics and AEM
Page impressions
Why integrate?
Google Analytics integration
Adobe Site Catalyst integration

Marketing Campaign Management
Marketing campaigns
Campaigns and the brand
Modern marketing campaigns
The Marketing Campaign Management interface
Leads and Lists
Campaigns, Executing campaigns
Campaign terminology
Email marketing
What is email marketing?
Email marketing with AEM
Integration with ExactTarget

Dynamic Content
Dynamic and static content
Personalizing with dynamic content
Optimizing with dynamic content
Content personalization
Why would you personalize?
How could you personalize?
AEM's personalization tools
Content testing
Personalization vs. testing
Types of content testing
AEM testing tools

Integrating AEM
Digital marketing is a systemic problem
Integration models, On-premise integration
Cloud-based integration, making a choice
Cloud service configurations, Adobe Site Catalyst
Adobe Test &Target, Salesforce.com, Adobe Scene7
Adobe Digital Publishing Suite, Adobe Tag Manager
Exact Target, Facebook, Twitter
Adobe Search & Promote
Custom cloud-based integration
Generic Analytics Snippet
Custom configurations

Technical Basics
Web development 101
The request-response cycle
HTML, CSS, and JavaScript
java, servlets, and Java Server Pages
Server-side cashing, AEM's architecture
First, a bit about Apache, Apache Felix,
Apache jackrabbit, Apache Sling
Granit
AEM application
Putting it all together

Defining Requirements
Introducing the implementation process
Common communication strategies
Defining your needs, Internal & External requirements
Best practices
You are building a marketing toolbox

User Experience Design
What is UXD? The practice of UXD
What is user experience?
Measuring user experience
Best practices
UX and WCM
Designing for fluid content
Designing for a component model
Designing to the platform paradigm
Assessing tradeoffs
Mobile first: a modern approach
Adobe's view of UXD
Understanding mobile-first, responsive design

The Implementation Process
Implementation phases, Requirements gathering
Development, Testing
Maintenance
Agile processes, Agile software development
Agile marketing, Explore agile marketing
Development concepts
Tiered environments
Source control repository
Continuous integration
Best Practices
Embrace the process