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.
Digital and Marketing Asset Management Essentials
Digital and Marketing Asset Management Essentials
Instructor: Packt - Course Instructors
Included with 
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
8 hours to complete
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
- Scalability
- Brand Management
- Data Management
- Solution Delivery
- Enterprise Architecture
- Vendor Management
- Cloud Computing
- Digital Content
- Metadata Management
- Information Management
- Hybrid Cloud Computing
- Information Architecture
- Content Management
- Workflow Management
- Benchmarking
- Business Systems Analysis
- Digital Assets
- Data Architecture
- Asset Management
Details to know
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Recently updated!
November 2025
Assessments
11 assignments
Taught in English
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There are 11 modules in this course
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
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
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 readings1 assignment
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
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 reading1 assignment
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
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.
What's included
1 video1 reading1 assignment
Instructor
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Status: PreviewUniversity of Illinois Urbana-Champaign
Status: Free TrialUniversity of Illinois Urbana-Champaign
Status: Free TrialThe State University of New York
Status: Free TrialUniversity of Maryland, College Park
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Frequently asked questions
Yes, you can preview the first video and view the syllabus before you enroll. You must purchase the course to access content not included in the preview.
If you decide to enroll in the course before the session start date, you will have access to all of the lecture videos and readings for the course. You’ll be able to submit assignments once the session starts.
Once you enroll and your session begins, you will have access to all videos and other resources, including reading items and the course discussion forum. You’ll be able to view and submit practice assessments, and complete required graded assignments to earn a grade and a Course Certificate.
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