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
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您将学到什么
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
您将获得的技能
- Data Management
- Digital Assets
- Brand Management
- Scalability
- Digital Content
- Enterprise Architecture
- Content Management
- Workflow Management
- Business Systems Analysis
- Data Architecture
- Vendor Management
- Solution Delivery
- Cloud Computing
- Asset Management
- Hybrid Cloud Computing
- Information Management
- Information Architecture
- Metadata Management
- Benchmarking
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最近已更新！
November 2025
作业
11 项作业
授课语言：英语（English）
了解顶级公司的员工如何掌握热门技能
该课程共有11个模块
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.
涵盖的内容
2个视频3篇阅读材料1个作业
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.
涵盖的内容
8篇阅读材料1个作业
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.
涵盖的内容
1个视频1篇阅读材料1个作业
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.
涵盖的内容
1个视频7篇阅读材料1个作业
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.
涵盖的内容
1个视频2篇阅读材料1个作业
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.
涵盖的内容
1个视频4篇阅读材料1个作业
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.
涵盖的内容
1个视频7篇阅读材料1个作业
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.
涵盖的内容
1个视频1篇阅读材料1个作业
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.
涵盖的内容
1个视频2篇阅读材料1个作业
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.
涵盖的内容
1个视频5篇阅读材料1个作业
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.
涵盖的内容
1个视频1篇阅读材料1个作业
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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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