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

Microsoft Dynamics Marketing

This exam has been retired

For currently available options, please see the Microsoft Certification exam list.

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.

Please note that the questions may test on, but will not be limited to, the topics described in the bulleted text.

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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

Preparation options

Self-paced training

Online learning through the Microsoft Dynamics Learning Portal (DLP) is available to Microsoft Dynamics Partners who have purchased a training pack. If you haven’t purchased a training pack, sign in to PartnerSource and view the training pack details page. Find out how to gain access to the DLP site.

  • Functional Application in Microsoft Dynamics Marketing (DLP)
  • This course gives you a basic understanding of Microsoft Dynamics Marketing and its various features. You will review projects, marketing execution, assets and media, and finance, and see how to integrate each of these to form a cohesive marketing ecosystem. Main features covered include campaign management, digital asset management, marketing automation, behavioral analysis, marketing finances, and media buying.

Customers on a service plan can access online learning from CustomerSource. Please contact mlxsupp@microsoft.com if you have questions.

  • Functional Application in Microsoft Dynamics Marketing (CustomerSource)
  • This course gives you a basic understanding of Microsoft Dynamics Marketing and its various features. You will review projects, marketing execution, assets and media, and finance, and see how to integrate each of these to form a cohesive marketing ecosystem. Main features covered include campaign management, digital asset management, marketing automation, behavioral analysis, marketing finances, and media buying.

Who should take this exam?

This exam is intended for individuals who plan to implement, use, maintain, or support Microsoft Dynamics Marketing in their organizations. The exam is also intended for marketing officers and consultants who want to demonstrate foundational understanding of the functionality. Candidates should have a general working knowledge of Microsoft Dynamics Marketing functionalities and Microsoft Dynamics CRM applications, features, and functionalities.

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Preparing for an exam

We recommend that you review this exam preparation guide in its entirety and familiarize yourself with the resources on this website before you schedule your exam. See the Microsoft Certification exam overview for information about registration, videos of typical exam question formats, and other preparation resources. For information on exam policies and scoring, see the Microsoft Certification exam policies and FAQs.


This preparation guide is subject to change at any time without prior notice and at the sole discretion of Microsoft. Microsoft exams might include adaptive testing technology and simulation items. Microsoft does not identify the format in which exams are presented. Please use this preparation guide to prepare for the exam, regardless of its format. To help you prepare for this exam, Microsoft recommends that you have hands-on experience with the product and that you use the specified training resources. These training resources do not necessarily cover all topics listed in the "Skills measured" section.