About the Training
About the Training
Training Objective
Marketing Automation platforms play a key role in contemporary marketing. They make it possible to automate many processes, which speeds up marketing activities and increases their effectiveness. Both small and large companies use Marketing Automation platforms – they help optimize email marketing campaigns, social media, advertising campaigns, and content marketing activities through content targeting, triggering actions, and tracking user behavior. These platforms integrate with many channels and tools, becoming a command center for marketing operations. They allow you to automate many processes, which lowers costs and boosts efficiency.
Companies that have implemented marketing automation systems see an increase in the number and quality of leads, which translates into sales results. Marketing automation is a crucial element of modern marketing, facilitatingpersonalization, optimization, and measurement of activities. It is a strategic tool that supports company growth.
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About the university
Training participants
Benefits for participants
Participants of the Marketing Automation training will:
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Learn which marketing-related processes can be automated, allowing them to save time and increase work efficiency.
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Get to know the latest tools and AI interfaces used in marketing to generate content, graphics, perform data analysis, etc.
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Gain practical skills in independently configuring and using marketing automation systems, which will help them better leverage these tools at work.
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Acquire knowledge about how B2C and B2B marketing works, their specific features, and methods of effectively implementing different strategies in companies.
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Learn the entire process of implementing marketing automation, the role of data, and the opportunities that automation provides.
The training includes many practical elements and has a workshop formula. During the course, participants set up, configure, and launch an account on a selected Marketing Automation platform. By participating, attendees gain both theoretical knowledge and practical skills in marketing automation.
Program
Workshop Program – Marketing Automation
Introduction to Marketing Automation
1. What is Marketing Automation?
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Definition and basic concepts.
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Differences between marketing automation and traditional marketing.
2. Facts and Myths
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Discussion of popular myths related to marketing automation implementation.
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Examples of successful implementations.
Practical implementation of a marketing automation class tool using the example of the User.com | PushAd | Sales Manago platform
3. Creating a functional website and online store
- Based on WordPress and a working, stocked online store using WooCommerce.
4. Setting up accounts on MA platforms
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Step by step: registration and basic account configuration.
5. Integration with WordPress
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Initial website configuration and adapting it to communicate with MA platforms, plus an overview of proper Consent Mode v2 implementation.
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Settings required to collect user data.
6. Collecting User Data
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Using Google Tag Manager to implement integration with User.com | PushAd | Sales Manago.
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Configuration of tags that will send event information to User.com | PushAd | Sales Manago.
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Collecting web push and email subscribers.
Creating Automations
7. Building Automations
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Configuration of web push subscription banners.
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Configuration of banners for newsletter sign-up (sign-up during registration and in the transactional process).
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Product recommendations, recently viewed items, bestsellers per category.
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Email marketing (flow paths for cart recovery, discount codes, recently viewed products).
8. User Segmentation
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How to create segments based on demographic and behavioral data.
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Segmentation based on the site map, breadcrumbs, DataLayer, and transactional segments.
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Examples of using segmentation in marketing campaigns.
9. Communication Personalization
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Using user attributes to personalize email messages, segmentation and content personalization.
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Creating message templates using snippets.
Advanced Features
10. Scoring and Lead Management
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How to use scoring to assess potential customers.
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Creating and managing sales funnels in User.com.
11. Customer Service Automation
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Using a chatbot to automate answers to frequently asked questions.
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Examples of customer service scenarios.
Practical Application
12. Implementation Examples
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Analysis of marketing automation use cases in e-commerce; configuration of sample automations, creation of email templates and automation scenarios.
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How to implement activities aimed at lead generation and encouraging repeat purchases; building automation scenarios using product recommendations and discount codes.
13. Testing and Optimization
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How to run A/B tests in email campaigns.
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Monitoring results and adjusting strategy.
Summary
14. Action Plan
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Building a business plan for marketing automation implementation.
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Developing an individual marketing automation implementation plan by participants.
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Defining goals and success metrics.
15. Q&A Session
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Answers to participants' questions regarding the implementation and use of User.com and other marketing automation platforms.
Training Duration
2 days.
The training is an expert workshop, using such methods as brainstorming, guided discussion, individual tasks and simulations, including participants' own work under the trainer's supervision. It is highly practical – during the training participants create an account on a selected Marketing Automation platform and configure it independently.
Other courses and training
Date
3–4 September 2026
Trainers
Solution Architect at Alior Bank S.A., responsible for the project implementing a new campaign and marketing automation platform. He is a university lecturer with 14 years of experience in postgraduate studies. For many years he coordinated the content of the postgraduate program in Internet Marketing and e-Commerce at Kozminski University. He lectures in postgraduate programs in Internet Marketing, E-commerce, and Digital Business Transformation at Kozminski University and supervises diploma theses.
He was responsible for the digital transformation of Kozminski University and the implementation of Salesforce tools, including Salesforce Sales, Service, and Marketing Cloud. For nearly 20 years he has been running his own consulting company, focusing on consulting in the area of effective digital marketing activities, and above all advising large organizations on digital business transformation and implementing data-driven business principles. He is an enthusiast of Salesforce and using this tool to transform organizations – key completed Salesforce projects include:
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Neckermann Polska (Thomas Cook Group – Sales Cloud with integrations with numerous domain systems and the MerlinX system for travel agencies).
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Kozminski University (Sales Cloud, Service Cloud, Marketing Cloud, custom Customer Data Platform solution with integrations with numerous domain systems).
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Invest Komfort (premium real estate developer from the Tri-City – Sales Cloud, Service Cloud, Marketing Cloud, Marketing Cloud Advertising and Salesforce Personalization with integrations with numerous domain systems, including the Developer Guarantee Fund system).
Previously he worked as deputy chair of the e-commerce working group at IAB Poland. He was president and co-owner of the software company PushAd Software, where he built a marketing automation platform from scratch, and then Chief Technology Officer at the Adnext Group. He also worked as Head of Marketing Automation and Lead Management at T-Mobile Polska S.A. and Head of Marketing & E-Commerce at Neckermann Polska Biuro Podróży Sp. z o.o. He began his professional career at LOT Polish Airlines, where he was responsible for advertising and online sales, and later participated in creating the first Polish low-cost airline, AirPolonia. From February 2009 to March 2012 he held one of the eight Google AdWords Certified Trainer certificates issued in Poland, authorizing him to deliver training in Google Ads advertising on behalf of Google Poland.
For many years he has been shaping the online space for clients through the effective implementation of both websites and online stores. As an experienced professional in the field of project management, he constantly seeks new challenges and opportunities to leverage his knowledge and skills in project leadership and the creation of innovative solutions. His experience encompasses not only the effective delivery of projects, but also the optimization of marketing automation systems. He always strives for excellence, combining technological precision with a creative approach – turning challenges into opportunities and delivering comprehensive solutions that not only meet but exceed client expectations. He has gained his experience working for: PushAd Marketing Automation, Adnext Group, Kozminski University, Neckermann Biuro Podróży, Calypso Fitness Club, PWN, and MDDP.
Recruitment Rules
Please read the description of the program you are interested in and check the admission rules.
The first step in the recruitment process is to fill out the application form, which is available on the university's website.
After registering for the training, each candidate will receive an email confirming their enrollment.
FEES
| Training fee | 2,400 PLN gross (VAT-exempt rate) |
| Training fee – discount for Kozminski University alumni | 2,160 PLN gross (VAT-exempt rate)* |
*The offered discount cannot be combined with other available discounts.
Persons interested in receiving an invoice are asked to contact Ms. Agnieszka Fabiańska: [email protected]
