Digital assets are a form of “data.” In this course, we cover how to manage Digital Asset Management (DAM) as a “data creator” from many perspectives, with the core understanding that all data needs to be governed. In DAM, data governance is an important component for managing and mitigating risk and ensures ongoing alignment with the overall business or organizational roles. We’ll cover master data management (MDM) as a cornerstone in understanding data facets and DAM’s role in archives, retention and records management, rights and intellectual property issues, and how to create and measure effective DAM governance through continuous improvement.

Upon successful completion of this course, students will be able to:

1. Define the concepts of Governance as they relate to Data and Digital Asset Management (DAM).
2. Summarize the importance of defining a collaborative vision and set of goals to ensure ongoing alignment with overall business and organizational strategy.
3. Articulate how data governance is an important DAM program component for enabling business outcomes and protecting and mitigating risk.
4. Explain the DAM Maturity Model Competency Levels and parent categories of People, Information, Process and Systems. Understand how they can be the basis of a DAM Governance assessment effort.
5. Map activities of Discovery, Execution, Standardization, and Metrics to the four parent categories of the maturity model.
6. Create a sample Governance planning artifact that delineate goals and activities.