Published: July 9, 2015
Languages: English
Audiences: Information workers
Technology: Microsoft Dynamics Marketing
Credit toward certification: MCP

Skills measured
This exam measures your ability to accomplish the technical tasks listed below. The percentages indicate the relative weight of each major topic area on the exam. The higher the percentage, the more questions you are likely to see on that content area on the exam. View video tutorials about the variety of question types on Microsoft exams.

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Apply integrated marketing management (IMM) solution concepts (10-15%)
Describe marketing organizations and their solution requirements
Identify typical marketing organization types and roles, define their functional needs, define specific marketing scenarios
Identify the characteristics of an IMM solution
Define IMM disciplines; identify functional product modules, define a solution implementation scope
Explain integration options
Characterize a customer relationship management (CRM) integration scenario, explain external Power BI reporting options, outline social engagement integration options

Set up and configure the application (10-15%)
Provision the software
Provision a mobile device management (MDM) system via Office 365, explain the Office 365 user setup process, describe the license assignment process
Explain the user interface and administrative settings
Indicate key navigation functionality, set up dashboard widgets; demonstrate user interface customization options; configure user alerts options; describe key administrative system settings; enter support tickets, and work with support for resolution
Define users, contacts, and organizations
Set up different types of companies; introduce business hierarchies; create contact records; create templates for programs, campaigns, jobs, approvals, and estimates; explain the users and contacts relationship; define user and role privileges; use custom contact fields

Create, track, and measure multichannel marketing communication (10-15%)
Prepare system for multichannel marketing activities
Explain different email marketing plug-ins; review functional options of the Subscription Center; evaluate available email editor options; compare available email designations and rules; demonstrate file management for email marketing; describe events, landing pages, A/B testings, and webinars
Compose and send email marketing messages
Determine functional options of the drag-and-drop email editor, identify available personalization and dynamic content options, expand on legal requirements for marketing email communication, characterize email performance reporting options, create queries; understand marketing lists
Create and post social media messages
Set up social media outlets; create and dispatch social media messages, create and integrate landing pages into email messages; create email templates; gather leads and connections with CRM

Generate and manage marketing leads (10-15%)
Capture and nurture marketing leads
Explore alternative lead creation methods and sources; describe available lead creation rules and strategies, differentiate between leads and lead interactions, apply manual and automated lead scoring, outline landing page design and operation options
Convert marketing leads and close opportunities
Identify key stages of the lead lifecycle, explain the Sales Ready stage and its relevance for an integrated MDM/CRM scenario, assign leads automatically based on defined criteria
Apply lead-based segmentation
Characterize different segmentation options; explain list and query setup, maintenance, and synchronization options with CRM

Automate marketing campaigns (10-15%)
Plan automated marketing campaigns
Name and explain different campaign action and response types, compare different types of email campaigns, explore functional options available to pre-test certain campaign contents
Compose and activate the campaign workflow
Describe best practice examples for setting up automated campaign workflows, validate and activate automated campaigns
Maintain and report on automated campaigns
Demonstrate campaign performance and results tracking options, display sales collaboration features in an integrated MDM/CRM scenario, devise best-practices for mid-flight campaign alterations

Measure marketing performance and results (10-15%)
Use built-in performance reporting
Demonstrate benefits and limitations of built-in reports; explore report security options; compare built-in reports with ad-hoc list view reports; create standard Power BI dashboard widgets; repurpose OOB fields; add new fields for reporting needs
Leverage external reporting
Leverage Power BI functionality to build external custom reports, explain the role and function of the OData interface, demonstrate how Microsoft Social Engagement reports can be embedded

Manage marketing projects (10-15%)
Work with jobs, tasks, and requests
Compare typical job workflow scenarios, explain the job teams and job tasks functionality, build a job request connected to a job template
Manage digital assets and approval workflows
Name supported file types, point out available online markup functionality, compare different approval methods and user roles, manage file versioning and purge of deleted files, assist in naming conventions for files and a file library folder structure
Plan and organize events
Describe event registration and attendance management, define event venues and facilities, set up and manage event sessions, create approval templates

Manage marketing finance (5-10%)
Manage marketing budgets
Set up a chart of accounts, manage and maintain marketing budgets, configure budget security, differentiate between a workbook and a worksheet
Track expenses and other costs
Explore how to track marketing expenses and direct cost of labor; track time slips; report on planned versus actual project costs; create purchase orders, invoices, expenses, and estimates
Plan and buy media
Introduce media vendors and outlets, build a media plan and create media orders, report based on media usage and channel performance, compose a rate card

Integrate Microsoft Dynamics Marketing with CRM (10-15%)
Explain the business case scenario
Describe the solution’s underlying philosophy; determine limiting factors and exception criteria; assist the marketing and sales team to define which fields will be integrated; define business rules for leads, opportunities, and new campaigns
Describe technical requirements
Name the supported MDM and CRM versions and deployment options, identify the required technical steps to complete the integration, describe the MDM configuration steps for the MDM-CRM Connector

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