Digital Asset Management module (BU51030)

Digital Asset Management (DAM) examines how companies use DAM systems to optimise the use of their digital assets such as image and video files.

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Module code


Learn how companies use Digital Asset Management (DAM) systems to optimise the use of their digital assets such as image and video files. You will learn to identify how mature an organisation’s DAM capabilities are and how this fits within the business and brand strategy.

In our digital world assets are no longer just physical but viewed and shared via technology. It is important that credit is given to the owner of these digital assets and this module will introduce you to systems to manage this process. This module will be of use for anyone that shares digital content.

What you will learn

In this module, you will:

  • understand the definitions of DAM
  • learn the different kinds of DAM systems
  • discuss the critical issues in DAM
  • explore DAM technology services
  • demonstrate the development of Metadata and taxonomy
  • practise using DAM delivery models

By the end of this module, you will be able to:

  • discuss the business case for DAM
  • choose between different DAM systems for different types of asset management
  • build upon your digital marketing skills combining your DAM knowledge

Assignments / assessment

Assignment 1 (40%)

  • 1,500 words

Assignment 2 (60%)

  • 3,000 words

This module does not have a final exam.

Teaching methods / timetable

You should expect weekly lectures, these will be recorded to use for revision. You will also have in-person tutorials and be expected to have completed the reading and tasks in preparation of contributing to the class.

Week Topics covered

Overview of assignments

Definitions of (DAM)

Critical issues in digital asset management

What are DAM systems?

2 The business case for DAM

DAM technology services

Metadata and taxonomy development

4 DAM delivery models
5 Strategic considerations
6 The role of DAM within digital marketing
7 Module revision


This module is available on following courses: