Digital Asset Management Bronze Courses

This course will provide students with a comprehensive overview of Digital Asset Management (DAM) governance, including its core concepts, principles, and practices. Students will learn how to develop and implement a DAM governance plan that meets the needs of their organization and ensures the effective and efficient management of digital assets.

Concepts and Foundations

1. Explain key concepts of governance and their application to Digital Asset Management.
2. Develop a governance structure that aligns organizational vision, principles, and goals.

Governance Strategy and Structure

1. Apply the dynamics of governance as a lever to both enable and protect a business.
2. Explain the value and components of a governance planning tool.
3. Identify roles, responsibilities, and frameworks for governance stakeholders.
4. Develop an approach to prioritize an initial CASDAM DAM capability model assessment for a specific dimension.

Data Quality and Process Improvement 

1. Provide examples of “dirty data” and approaches to resolve them in DAM planning.
2. Recognize potential approaches for process improvement opportunities.
3. Identify bottlenecks and opportunities for efficiencies in a real-world process flow.

Risk Management and Application

1. Identify areas and characteristics of risk that effective governance can mitigate.
2. evelop a DAM governance planning tool that meets the needs of your organization.

Courses are designed for working professionals and delivered asynchronously for maximum flexibility. While lectures are completed on each student’s schedule, instructors are active in the classroom through discussion boards and personalized feedback that connect learning to real-world practice. 

Metadata: it’s everywhere! When your digital content is documented and described, the search and reporting results are better. This course provides the foundational insights into the various types of metadata available for inclusion in a Digital Asset Management system (DAM).

Identify and Understand Metadata Types:

1. Categorize the seven types of metadata.
2. Describe real-world examples of how each metadata type is applied to different content types in digital asset management (DAM) systems.

Apply and Analyze Metadata Standards and Schemas:

1. Compare at least two metadata standards commonly used in DAM systems.
2. Explain how the elements of metadata make assets actionable, enhancing their usability beyond simple searchability.
3. Design a metadata schema that incorporates at least 15 core fields based on an industry-standard model.
4. Map metadata fields to corresponding schema elements in practical exercises, ensuring accuracy and consistency.

Apply and Create a Metadata Schema in a DAM System:

1. Create a structured metadata schema using provided tools, incorporating appropriate metadata fields, values, and controlled vocabularies.
2. Populate at least 10 assets with relevant metadata in a DAM system.
3. Demonstrate the ability to retrieve assets using both simple and advanced metadata-based search methods.

Evaluate and Synthesize a Metadata Implementation Plan:

1. Construct a comprehensive metadata implementation plan that includes business use cases, taxonomy governance, and strategies for user adoption.
2. Develop an automated workflow to ensure metadata fields are applied during content creation and are auto-populated into the DAM system upon upload.
3. Administer a metadata survey that generates sufficient user feedback to inform decisions on metadata standards and implementation.

Apply and Evaluate Metadata Management Tools and Strategies:

1. Utilize at least two DAM or metadata management tools to classify and organize assets effectively.
2. Manage taxonomies, controlled vocabularies, and metadata governance within a DAM system.
3. Participate in group discussions on metadata management challenges, contributing at least three insights based on course materials and applying best practices to real-world scenarios.

Courses are designed for working professionals and delivered asynchronously for maximum flexibility. While lectures are completed on each student’s schedule, instructors are active in the classroom through discussion boards and personalized feedback that connect learning to real-world practice. 

Digital assets are the atomic “building blocks” of the content universe, and they are key parts of a dynamic, changing, and much larger technology landscape. Numerous other systems interoperate with Digital Asset Management (DAM). 

1. Analyze Organizational Content Landscapes by efffectively understand and articulate the content ecosystem of an organization, including the challenges of managing diverse media and data types such as metadata, images, video, and 3D models.
2. Apply DAM Integration Strategies by identifying, comparing, and assessing various DAM integration scenarios across multiple industries, demonstrating how efficiencies are gained through integration and explaining these concepts to different stakeholder groups.
3. Implement Technical Integration Approaches by demonstrating a conceptual understanding of data and asset migration and syncing, APIs, and other integration technologies and techniques, and apply this knowledge in practical exercises such as mapping or workflow design.
4. Critically Assess Emerging Technologies in DAM by analyzing the role of artificial intelligence in DAM integration, evaluate its potential impact on workflows, and articulate implications for future DAM practices.

Courses are designed for working professionals and delivered asynchronously for maximum flexibility. While lectures are completed on each student’s schedule, instructors are active in the classroom through discussion boards and personalized feedback that connect learning to real-world practice. 

A multi-channel, multi-platform world continues to increase demand for digital assets, and organizations that manage high volumes of content rely on creative operations as the cross-functional glue for marketing and communications, agency relationships, packaging, branding, publishing (digital and print), as well as other related aspects of digital assets within a business.

The practice of creative operations is an emerging discipline and is applicable across many industries (media, consumer, federal, or arts and culture). Well-defined processes, clarity around people's roles, optimized technology, and data are the key to effective digital asset management in action. Creative operations work to provide cohesion in how an organization represents itself to the public through its digital content, as well as improves the performance of the teams who are creating and disseminating it.

1. Evaluate the potential advantages of implementing creative operations within an organization.
2. ttain a comprehensive understanding of the essential people, processes, and technology needed to initiate and enhance creative operations.
3. Develop a foundational workflow for Digital Asset Management (DAM) that encompasses the creation of a process map, timeline, and charters.
4. Demonstrate proficiency in assessing and enhancing an established Digital Asset Management (DAM) process by showcasing a comprehensive understanding of the strategies and techniques involved in its evaluation and optimization.

Courses are designed for working professionals and delivered asynchronously for maximum flexibility. While lectures are completed on each student’s schedule, instructors are active in the classroom through discussion boards and personalized feedback that connect learning to real-world practice.

Planning for successful Digital Asset Management (DAM) has one meaning the day DAM launches, and once the initial goals are met, more challenges arise. Understanding how to prepare for, measure, and execute long-term operations and growth is essential.

1. DAM Implementation Framework and Methodology: Students will apply systematic implementation methodologies, including stakeholder analysis, requirements gathering, vendor selection, and project management approaches specific to DAM deployments.
2. Operational Excellence and Governance: Students will design comprehensive DAM governance frameworks and operational procedures that ensure long-term system success.
3. Change Management and User Adoption: Students will develop change management strategies, user training programs, and adoption measurement that drive successful DAM utilization across organizations.
4. Performance Measurement and Continuous Improvement: Students will establish KPIs, measurement frameworks, and continuous improvement processes that demonstrate DAM value and guide system evolution.

Capstone Project will include the creation of a Strategic DAM Planning and Business Case Development Develop a strategic plan for implementing a Digital Asset Management (DAM) system that aligns with organizational needs and demonstrates business value.

Courses are designed for working professionals and delivered asynchronously for maximum flexibility. While lectures are completed on each student’s schedule, instructors are active in the classroom through discussion boards and personalized feedback that connect learning to real-world practice.