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Media Asset Management in Practice
Program Cohort, Registration, and Cost
Application Deadlines |
Application Deadlines |
|---|---|
Winter 2026: Jan. 12 - April 5, 2026 |
$3.285
|
Spring 2026: April 6 - June 28, 2026 |
$3,285
|
Monthly payment option: $1,095 per month for three months
Media Asset Management in Practice Overview
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.
Who Will Benefit from the Media Asset Management in Practice Certificate
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
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 & 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
If your organization is creating more video and digital content than ever—and you need a strategy to manage, preserve, and make it work smarter for you—this program is for you.
What Will You Gain Through the Media Asset Management in Practice Program
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.
Module 1: Managing Rich Media: Foundations of Modern DAM and MAM
Over the first four weeks, you will acquire the skills needed to manage rich media assets effectively, from understanding different audio and video formats to implementing efficient storage, digital preservation, and retrieval processes. This module offers practical exercises and engaging discussions that explore the complexity of media assets, building foundational principles to implement scalable DAM solutions.
Module 2: Elevate Your DAM Game: Build Smart, Interconnected Digital Content Ecosystems
During weeks 5-8, this module guides you the latest metadata approaches and technologies to create a smart, interconnected content ecosystem that benefits stakeholders and content consumers alike. You will leave this course with the ability to design well-structured and efficient relational databases, organize and manage Semantic Metadata Triples, formulate business requirements for searching digital assets, and choose and apply the right DAM tools.
Module 3: Activating Strategy and Value for MAM and DAM
During the final four weeks, this module equips you to lead DAM initiatives with strategic focus and measurable results. You'll learn to align DAM with enterprise priorities, manage stakeholder relationships, and develop roadmaps that drive progress. Practical sessions will cover change management techniques for evolving or expanding your DAM, and how to craft compelling data stories that showcase impact.
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.
Key Learning Objectives
- 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.
Meet the Instructional Team
Getting Started
How do I register and pay?
- Create an account in Ancor if do not already have one.
- Once you've created an account, use the links provided by your CPS program coordinator to add the program to your cart.
Pay in full:
- If you have an early registration discount, it will automatically apply once you add your program to the cart.
- Enter your payment information and submit.
What payment options are available?
It’s quick and easy! Registration is on a first-come, first-served basis.
Seek Employer Support
Many employers support the upskilling costs of this certificate program. Connect with your human resources department to understand your organization’s policy, and reach out to cps@comminfo.rutgers.edu regarding your next step.
Pay by Credit or Debit Card
Once you enroll in the program, a member of the CPS team will provide you with a link to the program and course registration. You may purchase this certificate’s bundled tuition savings or the monthly course rate. Online registration is completed with a credit or debit card. Registration is complete when your credit or debit card information is processed.
SallieMae loans may be suitable for you
Step 1: Apply here https://www.salliemae.com/
Step 2: Your application will come to our department for certification.
Step 3: Once you are certified and SallieMae approves your loan, reach out to cps@comminfo.rutgers.edu to complete your registration.
Students within Continuing and Professional Studies are not considered matriculated Rutgers University students and therefore are not eligible for Rutgers University’s financial aid.
What will I receive upon completion?
- Media Asset Management in Practice Badge
- Media Asset Management in Practice Certificate
- Transcript
- Letter of Certification of Continuing Education Units
- Invitation to our next Stepping Stone event
Questions?
For program questions or to register:
CPS@Comminfo.Rutgers.edu
848-932-7169