Media Asset Management in Practice Certificate 

The growth of original video content in any industry’s media strategy is undeniable. From traditional broadcast methods to social media channels, the way we create and distribute content is more demanding than ever. Successfully managing this content and ensuring it remains accessible for the future is a critical skill.  

The Rutgers Media Asset Management in Practice Certificate is a 12-week online program that prepares professionals to manage today’s growing volume of video and rich media with confidence. You will learn about modern approaches in AI that enable the creation of smart, interconnected content ecosystems, leveraging metadata, intelligent database design, and semantic search technology for your DAM solution.

Taught by industry leaders who hold key leadership roles within their organizations, the Rutgers Media Asset Management in Practice Certificate is 100% online and asynchronous, offering flexibility with real-world relevance. These professionals bring proven experience and a forward-looking perspective, enriching class discussions and offering meaningful feedback on assignments and projects. Their insight helps learners apply new knowledge immediately and grow the skills and confidence to lead in today’s evolving communication and information industries.

By the end of the program, you will transition from a DAM/MAM specialist to a strategic leader in MAM, equipped to implement scalable solutions, align stakeholders, and demonstrate measurable impact throughout your organization.

Hear from Our Instructors

This program is designed for professionals across various industries who work with growing volumes of video and rich media content and want to ensure it’s well-organized, discoverable, and preserved for the future.

You’ll benefit most if you are:

• Marketing, Communications, and Brand Teams: Content Managers, PR Professionals, Brand Leaders
• Media, Entertainment, and Creative Production: Digital Archivists, Media Operations Specialists, Social Media Managers, Media Asset Managers, Creative Operations Professionals (video, photography, design, marketing), Digital Content Strategists
• Sports Content Operations: Sports Content Managers, Broadcast Asset Managers, Sports Media Librarians, Sports Media Asset Managers, Brand/Media Content Workflow Managers, Managers of Media Services
• Archives, Libraries, Galleries and Museums: Archivists, Librarians, Collections Managers
• Healthcare: Healthcare Media & Communications Professionals, Patient Education Content Managers, Training Content Managers, Marketing and Digital Content Managers in hospitals, health systems, or research centers
• Technology and Information Roles: IT Professionals, Project Managers, Metadata Specialists, and System Administrators supporting DAM platforms
• Leaders Driving Strategy: Nonprofit Executives, Higher Education Technology Leaders, Managers overseeing Governance and Compliance, Emerging Leaders in Media Asset Management

Key Learning Objectives

Through interactive sessions and practical exercises, you'll gain actionable insights and tools in each module to grow from DAM specialist to strategic leader—mastering stakeholder management, change leadership, data-driven storytelling, and the tools to show real impact across the enterprise. By the end of the course, you’ll produce a proposal for a DAM or MAM implementation, including a professional quarterly report for executive stakeholders—highlighting Key Performance Indicators (KPIs), accomplishments, and future plans.

• Differentiate between DAM and MAM systems and identify the core functions of each in managing rich media content.
• Learn how metadata is gathered, formatted, and stored for rich media assets, and how metadata model design benefits a DAM system’s capabilities.
• Assess needs and recommend solutions for organizing, describing, and accessing rich media across an asset’s lifecycle, considering cloud storage solutions and digital preservation goals.
• Evaluate the evolving role of metadata, automation, and AI in improving findability, governance, and reuse of media content.
• Construct a tailored strategy to implement or evolve DAM or MAM best practices in an organization of any size.

When you complete the program, you’ll receive a digital certificate and badge — credentials that can be shared on LinkedIn or in your professional portfolio to demonstrate your continued growth and expertise. You’ll also receive an official transcript documenting your coursework, which can be valuable for employer reimbursement, internal advancement, or future academic pathways.

• Digital Badge and Certificate
• Transcript
• Invitation to Stepping Stone Dinner