Digital and Marketing Asset Management Essentials

Digital and Marketing Asset Management Essentials

Instructor: Packt - Course Instructors

Access provided by ASWAN University

11 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

11 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Define the role of DAM in modern business ecosystems
Identify core technology services across the DAM lifecycle
Evaluate DAM maturity and align it with business needs

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

13 assignments¹

AI Graded see disclaimer

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

There are 11 modules in this course

Digital and Marketing Asset Management (DAM) has become an essential capability for organizations navigating media-rich environments. This course introduces the strategic role of DAM in modern businesses and its significance for managing marketing, creative, and brand operations effectively.

Through this course, you will learn how to evaluate DAM solutions, align them with business goals, and create scalable systems. You will also gain practical insights into DAM workflows, governance, and system selection, ensuring your approach is both efficient and future-proof. What makes this course unique is its blend of theory and application. It not only covers the technical architecture of DAM systems but also explores real-world practices that demonstrate how DAM can transform creative and operational outcomes. This course is designed for marketing technologists, content strategists, and creative operations leaders. No technical background is required, though familiarity with marketing or content workflows will be beneficial. Copyright @ 2016 Theresa Regli, All rights reserved. Originally published by Rosenfeld Media, LLC. This course edition is published by Packt Publishing under license from Rosenfeld Media LLC. No part of this material may be reproduced, distributed, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without prior written permission from the author or the publisher.

In this section, we will explore marketing asset management, ten system traits, and ingest-to-publish services that organize rich media, protect rights and accelerate distribution across every channel.

What's included

2 videos3 readings1 assignment

In this section, we will explore the business case for digital marketing and asset management and look at how it can support organizational goals. We examine some of the software available for the job, including open-source options, as well as hardware, and on-premises vs cloud-based solutions.

What's included

8 readings1 assignment

8 readingsTotal 80 minutes

Introduction10 minutes
Supporting Strategic Organizational Initiatives10 minutes
Enabling Marketing Agility And Operational Excellence10 minutes
Software10 minutes
A Special Note on Open Source10 minutes
Hardware and Storage10 minutes
On-Premise Networking Versus Cloud-Based Provisioning10 minutes
Consulting, Configuration and Customization10 minutes

1 assignmentTotal 10 minutes

Digital Asset Management Fundamentals10 minutes

In this section, we will use the DAM Maturity Model to benchmark 15 dimensions, analyse as-is versus to-be states, and craft a holistic people-process-technology roadmap for stronger asset governance.

What's included

1 video1 reading1 assignment

In this section, we will learn to implement first in first out ingest pipelines, build robust metadata structures, automate duplicate detection with versioning, and drive scalable searchability.

What's included

1 video7 readings1 assignment

1 videoTotal 1 minute

DAM Technology Services: Asset Creation and Management - Overview Video1 minute

7 readingsTotal 70 minutes

Introduction10 minutes
Bulk Upload10 minutes
External Metadata10 minutes
Versioning10 minutes
Metadata, Controlled Vocabulary, and Schema Support10 minutes
Dynamic Schema10 minutes
Asset Relationships10 minutes

1 assignmentTotal 10 minutes

DAM Technology Services and Asset Management Fundamentals10 minutes

In this section, we will implement DAM structured metadata queries, compare simple and advanced searches, apply full-text media, federated and faceted techniques, and configure saved views to accelerate asset discovery.

What's included

1 video2 readings2 assignments

In this section, we will implement DAM assembly workflows, manage localization versus internationalization, perform transformation, transcoding, metadata exchange and DRM, then orchestrate personalized multichannel delivery across web, mobile and print.

What's included

1 video4 readings1 assignment

In this section, we will configure role-based access control, integrate SSO via standard protocols, boost scalability with caching, contrast REST with web services, and apply Dublin Core and XMP metadata standards.

What's included

1 video7 readings1 assignment

1 videoTotal 1 minute

DAM Technology Services: Architecture and Administration - Overview Video1 minute

7 readingsTotal 70 minutes

Introduction10 minutes
Common Technologies10 minutes
Configuration10 minutes
Scalability and Performance10 minutes
Administrator User Interface10 minutes
A Special Note About Standards10 minutes
Web Services Versus REST10 minutes

1 assignmentTotal 10 minutes

DAM Technology Services and Administration Fundamentals10 minutes

In this section, we will compare on-premise, private cloud, public cloud, SaaS and hybrid DAM deployments, then map hot, archive and deep-cold storage tiers to each model, guiding cost-aware management decisions.

What's included

1 video1 reading2 assignments

In this section, we will evaluate DAM vendors by mapping enterprise culture, services, community, and integration capabilities, then assess roadmap, viability, and partnerships to ensure sustainable ROI and reduced risk.

What's included

1 video2 readings1 assignment

In this section, we will apply 14 DAM scenario benchmarks to map organisational workflows, align requirements with tool strengths, and drive informed vendor negotiations, budget justification, and long-term digital asset strategy.

What's included

1 video5 readings1 assignment

1 videoTotal 1 minute

Universal Scenarios: The Key to Comparing Technologies - Overview Video1 minute

5 readingsTotal 50 minutes

Introduction10 minutes
Publishing10 minutes
Corporate Time-Based Media Management10 minutes
Broadcast Media Management10 minutes
Peripheral/Other Media Asset Management Use Case Scenarios10 minutes

1 assignmentTotal 10 minutes

Evaluating System Integration and Collaboration in Media Workflows10 minutes

In this section, we will examine how Digital Asset Management integrates into the marketing technology stack, design a customer-centric reference architecture, and evaluate enterprise-level benefits supporting personalized campaigns.