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
New! Discover how 91% of learners achieved at least one positive career outcome. Learn more.
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
- Enterprise Architecture
- Digital Assets
- Scalability
- Asset Management
- Digital Content
- Solution Delivery
- Vendor Management
- Content Management
- Information Management
- Cloud Computing
- Data Architecture
- Brand Management
- Information Architecture
- Workflow Management
- Hybrid Cloud Computing
- Data Management
- Business Systems Analysis
- Metadata Management
- Benchmarking
Details to know
Shareable certificate
Add to your LinkedIn profile
Recently updated!
November 2025
Assessments
11 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
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
Offered by
Explore more from Marketing
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
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
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.
More questions
Financial aid available,