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