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Knight Center for Journalism in the Americas

Product Management for Journalists

Knight Center for Journalism in the Americas and The University of Texas at Austin via Independent

This course may be unavailable.


In this course, you will learn about the culture, strategy and processes associated with managing digital products in newsrooms and journalistic settings.



Module 1: Background and History of Product Management

Cindy Royal, Professor and Director, Media Innovation Lab, School of Journalism and Mass Communication, Texas State University

Module 1 will cover:

  • Definition, history and background of product management
  • Product management terminology
  • Examples of digital media products

Module 2: Developing Product Management Culture and Strategy

Aron Pilhofer, James B. Steele Chair in Journalism Innovation at Temple University, formerly Executive Editor of Digital at The Guardian and Associate Managing Editor for Digital Strategy at The New York Times

Module 2 will cover:

  • Product management in a newsroom versus a technology company
  • Getting buy-in throughout the organization
  • Hiring practices
  • Tools that work and some that don’t
  • Challenges to product management culture in a media company
  • Developing metrics

Module 3: Executing a Product Management Strategy

Becca Aaronson, Product Manager, Texas Tribune

Module 3 will cover:

  • Connecting brand goals, technical resources and user experience
  • Collaboration tools and design thinking exercises you can use
  • Tips on establishing influence without authority
  • Applying metrics

Module 4: Best Practices in Product Management Strategy

Cindy Royal will interview several product leaders in media organizations and identify additional resources for further exploration of this topic.


Taught by

Aaron Bernstein, Becca Aaronson and Cindy Royal


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