Rights management is both the gas and the governor that powers using digital assets. The proliferation of digital media, as well as mechanisms and markets to exploit it, has increased both the importance and complexity of rights management. The successful DAM implementation will moderate and simplify rights as best it can to inform effective and efficient digital asset management and usage. The more DAM and Rights work together, the easier it is to both maximize usage and avoid the risk of non-compliance. This course provides a foundational understanding of rights management concepts from all sectors as well as insights that build on other DAM related topics such as metadata, data governance, and integrations that power successful DAM implementations.

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

1. Understand the basic elements and terminology of Rights Management as it pertains to Digital Asset Management.
2. Understand the importance of Intellectual Property (IP) including the four types of IP and more specifically, copyright and trademarks, as these have significant implications for DAM practitioners.
3. Develop insights into the complexity of rights management and discover techniques for simplifying rights complexity to help increase rights awareness while reducing “friction” caused by rights complexity.
4. Gain insights into how contextual use can create gray areas for rights interpretations and to use practical techniques for empowering their users while continuing to manage risk of misuse.
5. Learn techniques for controlling content access in the context of acquired rights.
6. Understand the importance of aligning DAM ROI and commercialization of assets while still being compliant with acquired rights positions.
7. Create an actionable plan and tailored approach for aligning and implementing rights management practices with your DAM practices based on where you and your organization are with your DAM capability release strategy.