Digital and Marketing Asset Management Essentials

Digital and Marketing Asset Management Essentials

位教师：Packt - Course Instructors

访问权限由 Coursera Learning Team 提供

11个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

9 小时完成

灵活的计划

自行安排学习进度

11个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

9 小时完成

灵活的计划

自行安排学习进度

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

要了解的详细信息

可分享的证书

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作业

11 项作业

授课语言：英语（English）

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该课程共有11个模块

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.

Through this course, you will learn how to evaluate DAM solutions, align them with business goals, and create scalable systems. You will also gain practical insights into DAM workflows, governance, and system selection, ensuring your approach is both efficient and future-proof. What makes this course unique is its blend of theory and application. It not only covers the technical architecture of DAM systems but also explores real-world practices that demonstrate how DAM can transform creative and operational outcomes. This course is designed for marketing technologists, content strategists, and creative operations leaders. No technical background is required, though familiarity with marketing or content workflows will be beneficial. Copyright @ 2016 Theresa Regli, All rights reserved. Originally published by Rosenfeld Media, LLC. This course edition is published by Packt Publishing under license from Rosenfeld Media LLC. No part of this material may be reproduced, distributed, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without prior written permission from the author or the publisher.

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

8篇阅读材料总计80分钟

Introduction10分钟
Supporting Strategic Organizational Initiatives10分钟
Enabling Marketing Agility And Operational Excellence10分钟
Software10分钟
A Special Note on Open Source10分钟
Hardware and Storage10分钟
On-Premise Networking Versus Cloud-Based Provisioning10分钟
Consulting, Configuration and Customization10分钟

1个作业总计10分钟

Digital Asset Management Fundamentals10分钟

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

1个视频总计1分钟

DAM Technology Services: Asset Creation and Management - Overview Video1分钟

7篇阅读材料总计70分钟

Introduction10分钟
Bulk Upload10分钟
External Metadata10分钟
Versioning10分钟
Metadata, Controlled Vocabulary, and Schema Support10分钟
Dynamic Schema10分钟
Asset Relationships10分钟

1个作业总计10分钟

DAM Technology Services and Asset Management Fundamentals10分钟

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

1个视频总计1分钟

DAM Technology Services: Architecture and Administration - Overview Video1分钟

7篇阅读材料总计70分钟

Introduction10分钟
Common Technologies10分钟
Configuration10分钟
Scalability and Performance10分钟
Administrator User Interface10分钟
A Special Note About Standards10分钟
Web Services Versus REST10分钟

1个作业总计10分钟

DAM Technology Services and Administration Fundamentals10分钟

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

1个视频总计1分钟

Universal Scenarios: The Key to Comparing Technologies - Overview Video1分钟

5篇阅读材料总计50分钟

Introduction10分钟
Publishing10分钟
Corporate Time-Based Media Management10分钟
Broadcast Media Management10分钟
Peripheral/Other Media Asset Management Use Case Scenarios10分钟

1个作业总计10分钟

Evaluating System Integration and Collaboration in Media Workflows10分钟

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.