Assessment Plan 2016-2017 · Tourism Comm. In this concentration, ... and press for the country in which the institution that invites ACEJMC is located, as well as receive instruction

1

DepartmentofCommunicationsAssessmentPlanAlignmentofUniversityLearningGoalswithACEJMCProfessionalValuesandCompetencies,Program,andConcentrationLearningOutcomes pp.2-5AlignmentofUniversityLearningGoalswithCollegeofCommunicationsInterpretationofWASCCoreCompetencies,ACEJMCProfessionalValuesandCompetencies&DepartmentofCommunicationsProgramLearningOutcomes pp.6-8AlignmentofDepartmentofCommunicationsCoursesandCourseLearningOutcomes pp.9-11AssessmentSchedule p.12AssessmentAdministrationCompleted,andActionsTaken p.12-24DATEOFLASTREVISION11/9/2016Foradditionaldetails,seeAssessmentSummariesandRecapsinDropbox.

2AlignmentofUniversityLearningGoalswithACEJMC,Program,andConcentrationLearningOutcomes

Column1 ThefiveUniversity-WideStudentLearningGoals[ULGs]Column2 The12ACEJMC‘ProfessionalValuesandCompetenciesColumn3 TheeightDepartmentofCommunicationsProgramLearningOutcomes[PLOs]Column4-8 DepartmentofCommunicationsConcentrationLearningOutcomes[CNLOs]forallfiveundergraduateconcentrations–Adv.,Journalism,E&T,PhotoComm.,PR

1 2 3 4 5 6 7 8CSUFUniversity-WideStudentLearningGoals[UPS300.003]CSUFGraduateswillbeableto…

ACEJMCProfessionalValuesandCompetenciesACEJMCAccreditingStandards:http://www2.ku.edu/~acejmc/PROGRAM/Current9Standards.pdf

DepartmentofCommunicationsProgramLearningOutcomes[PLOs]AllCommunicationsmajorswill…

DepartmentofCommunicationsConcentrationLearningOutcomes[CNLOs]–AdvertisingInthisconcentration,studentswill…

DepartmentofCommunicationsConcentrationLearningOutcomes[CNLOs]–Entertainment&TourismComm.Inthisconcentration,studentswill…

DepartmentofCommunicationsConcentrationLearningOutcomes[CNLOs]–JournalismInthisconcentration,studentswill…

DepartmentofCommunicationsConcentrationLearningOutcomes[CNLOs]–PhotoCommunicationsInthisconcentration,studentswill…

DepartmentofCommunicationsConcentrationLearningOutcomes[CNLOs]–PublicRelationsInthisconcentration,studentswill…

Demonstrateintellectualliteracythroughtheacquisitionofknowledgeanddevelopmentofcompetenceindisciplinaryperspectivesandinterdisciplinarypointsofview.[GoalI]

UnderstandandapplytheprinciplesandlawsoffreedomofspeechandpressforthecountryinwhichtheinstitutionthatinvitesACEJMCislocated,aswellasreceiveinstructioninandunderstandtherangeofsystemsoffreedomofexpressionaroundtheworld,includingtherighttodissent,tomonitorandcriticizepower,andtoassembleandpetitionforredressofgrievances;[#1]

Demonstrateabasicknowledgeofhistorical,legal,andethicalissuesthataffectprofessionalpractices,andinformationliteracyinsuchknowledge.[PLO07]

Demonstratetheabilitytoisolateandexplainmultipleimportantissues/trendsincontemporaryentertainment.[ETC02]

Demonstratetheabilitytocommunicateinanethicalmannerandwithappreciationofacceptablehistoricalandlegaljournalisticperspectives.[JOUR02]

Demonstrateastrongunderstandingofhowtouse,share,andmodifydigitalfiles,howtousecamerasandstudiolightingequipment,and/orhowtotelljournalisticstories.[PHCOM02]

Demonstrateanunderstandingofthehistoryandroleofprofessionalsandinstitutionsinshapingcommunications;[#2]

3Evaluatethesignificanceofhowdifferingperspectivesandtrendsaffecttheircommunities.[GoalV]

Demonstrateanunderstandingofgender,race,ethnicity,sexualorientationand,asappropriate,otherformsofdiversityindomesticsocietyinrelationtomasscommunications;[#3]Demonstrateanunderstandingofthediversityofpeoplesandculturesandofthesignificanceandimpactofmasscommunicationsinaglobalsociety;[#4]

Exhibitawarenessofsocial,economic,andculturaldiversityasdemonstratedthroughthemassmedia.[PLO06]

Demonstratetheabilitytocriticallyevaluatehowsocietalfactorssuchaseconomics,politics,religion,culture,technology,andothergermaneissuesacttoshapeentertainment,andinturn,howentertainmentactstoshapesociety.[ETC01]

Understandconceptsandapplytheoriesintheuseandpresentationofimagesandinformation;[#5]

Applyappropriateconcepts,models,andtheoriesofcommunicationtopersonalandprofessionalsituations.[PLO05]

Demonstratetheabilitytoplan,manage,developandpresentaprofessional-levelIntegratedMarketingCommunicationsplan[IMC]frominitialclientinputtofinalplansbooksandformalpresentations.[AD01]


Demonstrateanunderstandingofprofessionalethicalprinciplesandworkethicallyinpursuitoftruth,accuracy,fairnessanddiversity;[#6]


Demonstratetheabilitytoconductaclientconsultation,followedbydevelopment,administration,andevaluationofaprofessionalcommunicationseffortthatsuccessfullyaddressesspecificclientneeds.[PR02]

Thinkcritically,usinganalyticalandquantitativereasoning,toapplypreviouslylearnedconceptsto

Thinkcritically,creativelyandindependently;[#7]

Applycriticalthinking,research,andanalysistomeetpersonalandprofessionalgoals.[PLO02]

Demonstratetheabilitytoappropriatelyandself-sufficientlyusetheoryandresearchtosupportclaims,

Demonstratetheabilitytoevaluate,interpretanddisseminateinformationonmultiplemediaplatforms[e.g.,

Demonstratecreativeundertakingswithaprofessionalqualityportfoliothatincludesphotographicand/or

4newsituations,complexchallengesandeverydayproblems.[GoalII]

confirmingtheshiftfromassumptiontoevidence-basedthinking.[ETC03]

video,audio,print,web].[JOUR01]

interactivework.[PHCOM01]

Conductresearchandevaluateinformationbymethodsappropriatetothecommunicationsprofessioninwhichtheywork;[#8]

Communicateclearly,effectively,andpersuasively,bothorallyandinwriting.[GoalIII]

Writecorrectlyandclearlyinformsandstylesappropriateforthecommunicationsprofessions,audiencesandpurposestheyserve;[#9]

Demonstratewrittenandoralproficiencyappropriatetotheentrylevelofprofessionalpractice.[PLO03]

Bepreparedtoworkinaresearch-basedenvironmentallowingfortheplanningandexecutionofacoordinatedprogramincludingmedia,creativematerials,tradeand/orconsumerpromotions,productionandmethodologytomeasurethefinaloutcomeofthecampaign.[AD02]

Demonstratewrittenproficiencyappropriateforentry-levelprofessionalpracticeandcontinuedscholarshipacrosstheEntertainmentStudiesConcentrationandDepartment.[ETC04]

Criticallyevaluatetheirownworkandthatofothersforaccuracyandfairness,clarity,appropriatestyleandgrammaticalcorrectness;[#10]

Demonstrateeffectiveuseofcommunicationtoolsandtechnologiesappropriatetotheentrylevelofprofessionalpractice.[PLO04]

Demonstrateverbalproficiencyinarticulatingideasandargumentsforentry-levelprofessionalpracticeandcontinuedscholarshipacrosstheEntertainmentStudiesConcentrationandDepartment.[ETC05]

Demonstrateexcellenceinwrittencommunicationandtheabilitytostrategicallyusedifferentmediatocommunicatedifferenttypesofinformativeandpersuasivemessages.[PR03]

Recognizetheirrolesinaninterdependentglobalcommunity.[GoalVI]

Applybasicnumericalandstatisticalconcepts;[#11]

Workeffectivelyasateammemberorleaderto

Applytoolsandtechnologiesappropriateforthe

Demonstrateskillsandknowledgeforentryintoprofessional

Demonstrateaknowledgebasesufficienttoactasa

Demonstrateknowledgeofcampaigncommunication,along

5achieveabroadvarietyofgoals.[GoalIV]

communicationsprofessionsinwhichtheywork.[#12]

practice.[PLO01] foundationappropriateforgraduatestudy.[ETC06]

withabilitytoconductaprofessional-levelresearch-basedcommunicationscampaignfromstarttofinish.[PR01]

Demonstrateawarenessofthehistoryandroleofprofessionalswithinstudents’chosenoccupationalarea.Atthesametime,Communicationsstudentswilldemonstratecurrentknowledgeofandinterestintheirprofessionbyactiveco-curricularengagementwithprofessionalsfromoutsideoftheclassroom.[PLO08]

PLO#1isalignedwiththefollowingcourses:COMM201,351,444,449,464,474,495.PLO#2isalignedwiththefollowingcourses:COMM317,410,and446.PLO#3isalignedwiththefollowingcourses:COMM101,202,362,451.PLO#4isalignedwiththefollowingcourses:COMM201,317,410,446,451,464,474.PLO#5isalignedwiththefollowingcourses:COMM202,233,317,351,362,446.PLO#6isalignedwiththefollowingcourses:COMM233,InternationalEducation.PLO#7isalignedwiththefollowingcourse:COMM407.PLO#8isalignedwiththefollowingcourses:COMM321,346,350,and361+Co-CurricularEngagement

(“HistoryandRoleoftheProfessional”)(PLO#8wasaddedinspring2016)

6AlignmentofUniversityLearningGoalswithCollegeofCommunicationsInterpretationofWASCCoreCompetencies,

ACEJMCProfessionalValuesandCompetencies&DepartmentofCommunicationsProgramLearningOutcomes

Column1 ThefiveUniversity-WideStudentLearningGoals[ULGs]Column2 CollegeofCommunicationsInterpretationofWASCCoreCompetencies

CriticalThinking–Theabilitytothinkinawaythatisclear,reasoned,effective,informedbyevidenceandcontext,andaimedatdecidingwhattobelieveordo.Dispositionssupportingcriticalthinkingincludeopen-mindednessandmotivationtoseekthetruth.WrittenCommunication–Communicationbymeansofwrittenlanguageforinformational,persuasive,andexpressivepurposes.Writtencommunicationmayappearinmanyformsorgenres.Successfulwrittencommunicationdependsonmasteryoftheconventionsofthewrittenlanguage,includingproperuseofattribution,facilitywithculturallyacceptedstructuresforpresentationandargument,awarenessofaudience,andothersituation-specificfactors(e.g.,writingtechnologiesandmixingtext,data,andimages).OralCommunication–Communicationbymeansofspokenlanguageforinformational,persuasive,andexpressivepurposes,applyingcriticalthinkingprinciples.Inadditiontospeech,oralcommunicationmayemployvisualaids,bodylanguage,intonation,andothernon-verbalelementstosupporttheconveyanceofmeaningandconnectionwiththeaudience.QuantitativeReasoning–Theabilitytoapplymathematicalconceptsandtoolstotheinterpretationandanalysisofquantitativeinformationtosolveawiderangeofproblems.InformationLiteracy–Theabilitytodeterminetheextentofinformationneeded,accessit,evaluateitanditssources,usetheinformationeffectively,anddosoethicallyandlegally.

Column3 The12ACEJMCProfessionalValuesandCompetenciesColumn4 DepartmentofCommunications8ProgramLearningOutcomes

FacultydevelopedtheCollegeofCommunicationsInterpretationofWASCCoreCompetenciesduringtheCSUFFacultySenateCoreCompetenciesRetreaton10/16/2015.SeeTablebeginningonthefollowingpage.

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1 2 4 3CSUFUniversity-WideStudentLearningGoals[UPS300.003]CSUFGraduateswillbeableto…

CollegeofCommunicationsInterpretationofWASC5CoreCompetencies


ACEJMCProfessionalValuesandCompetenciesACEJMCAccreditingStandards:http://www2.ku.edu/~acejmc/PROGRAM/Current9Standards.pdf


CriticalThinkingInformationLiteracy


UnderstandandapplytheprinciplesandlawsoffreedomofspeechandpressforthecountryinwhichtheinstitutionthatinvitesACEJMCislocated,aswellasreceiveinstructioninandunderstandtherangeofsystemsoffreedomofexpressionaroundtheworld,includingtherighttodissent,tomonitorandcriticizepower,andtoassembleandpetitionforredressofgrievances;[#1]Demonstrateanunderstandingofthehistoryandroleofprofessionalsandinstitutionsinshapingcommunications;[#2]

Evaluatethesignificanceofhowdifferingperspectivesandtrendsaffecttheircommunities.[GoalV]


Exhibitawarenessofsocial,economic,andculturaldiversityasdemonstratedthroughthemassmedia.[PLO06]

Demonstrateanunderstandingofgender,race,ethnicity,sexualorientationand,asappropriate,otherformsofdiversityindomesticsocietyinrelationtomasscommunications;[#3]Demonstrateanunderstandingofthediversityofpeoplesandculturesandofthesignificanceandimpactofmasscommunicationsinaglobalsociety;[#4]

CriticalThinkingQuantitativeReasoning

Applyappropriateconcepts,models,andtheoriesofcommunicationtopersonalandprofessionalsituations.[PLO05]

Understandconceptsandapplytheoriesintheuseandpresentationofimagesandinformation;[#5]

8




Demonstrateanunderstandingofprofessionalethicalprinciplesandworkethicallyinpursuitoftruth,accuracy,fairnessanddiversity;[#6]

Thinkcritically,usinganalyticalandquantitativereasoning,toapplypreviouslylearnedconceptstonewsituations,complexchallengesandeverydayproblems.[GoalII]

CriticalThinking

Applycriticalthinking,research,andanalysistomeetpersonalandprofessionalgoals.[PLO02]

Thinkcritically,creativelyandindependently;[#7]

Conductresearchandevaluateinformationbymethodsappropriatetothecommunicationsprofessioninwhichtheywork;[#8]

Communicateclearly,effectively,andpersuasively,bothorallyandinwriting.[GoalIII]

OralCommunicationWrittenCommunication

Demonstratewrittenandoralproficiencyappropriatetotheentrylevelofprofessionalpractice.[PLO03]

Writecorrectlyandclearlyinformsandstylesappropriateforthecommunicationsprofessions,audiencesandpurposestheyserve;[#9]

InformationLiteracy

Demonstrateeffectiveuseofcommunicationtoolsandtechnologiesappropriatetotheentrylevelofprofessionalpractice.[PLO04]

Criticallyevaluatetheirownworkandthatofothersforaccuracyandfairness,clarity,appropriatestyleandgrammaticalcorrectness;[#10]

Recognizetheirrolesinaninterdependentglobalcommunity.[GoalVI]Workeffectivelyasateammemberorleadertoachieveabroadvarietyofgoals.[GoalIV]

OralCommunicationWrittenCommunicationQuantitativeReasoning

Demonstrateskillsandknowledgeforentryintoprofessionalpractice.[PLO01]Demonstrateawarenessofthehistoryandroleofprofessionalswithinstudents’chosenoccupationalarea.Atthesametime,Communicationsstudentswilldemonstratecurrentknowledgeofandinterestintheirprofessionbyactiveco-curricularengagementwithprofessionalsfromoutsideoftheclassroom.[PLO08]

Applybasicnumericalandstatisticalconcepts;[#11]Applytoolsandtechnologiesappropriateforthecommunicationsprofessionsinwhichtheywork.[#12]

9AlignmentofCoursesandCourseLearningOutcomes

Eachcourseinwhichassessmentisconductedisshownbelow.Eachcourseservesto(I)introduce,(D)develop,orallow(M)allowmasteryofconcept(s).Eachcourseislinkedwithrelevantuniversity,ACEJMC,andprogramoutcomesasshowncolumn1,2,and3.TheCourseLearningOutcome(s)foreachcourseinwhichassessmentiscompletedareidentifiedunderthecoursenumber.Column1 ThefiveUniversity-WideStudentLearningGoals[ULGs]Column2 The12ACEJMCProfessionalValuesandCompetenciesColumn3 The8DepartmentofCommunicationsProgramLearningOutcomes[PLOs]Column4 CoursesassessedintheCommunicationCoreColumn5-9 CoursesassessedintheCommunicationSubjectConcentrationsColumn10 Co-CurricularAssessmentandAssessmentofInternationalEducationExperiences

1 2 3 4 5 6 7 8 9 10CSUFUniversity-WideStudentLearningGoals[UPS300.003]CSUFGraduateswillbeableto…

ACEJMC‘ProfessionalValuesandCompetencies’ACEJMCAccreditingStandards:http://www2.ku.edu/~acejmc/PROGRAM/Current9Standards.pdf


CommunicationsCore

AdvertisingConcentration

Entertainment&TourismConcentration

JournalismConcentration

PhotoCommunicationsConcentration

PublicRelationsConcentration

Co-CurricularAndInt’lStudy

[I.]Intellectualliteracy

[1.]Freedomofspeech

[7.]Historical,legal,ethicalissues

COMM407(I)CLOs#1,2,3

[2.]History&roleofprof.

[8.]H&ROP COMM350 COMM346 COMM425 COMM321.

COMM361.

Co-CurricularAssessment

[V.]Differingperspectives

[3.]Gender/race/ethnicity[4.]Diversityofpeoplesandcultures

[6.]Social,economic,culturaldiversity

COMM233(I)

InternationalEducation

[5.]Concepts/theories/imagesandinformation

[5.]Concepts,models,andtheoriesofcommunication

COMM233(I)


COMM446(D)CLOs#3,4

ProblemshereCOMM202(I)CLOs#1,2,6

ProblemshereCOMM317(I)CLOs#1,2,3*Seenotebelow

COMM362(D)CLOs#1,2

10

[I.]Intellectualliteracy

[6.]Ethicalprinciples/pursuitoftruth,accuracy,fairnessanddiversity

[7.]Historical,legal,andethicalissues


[II.]Creativethinking/reasoning

[7.]Creativethinking/independence

[2.]Applycriticalthinking,research,andanalysis

COMM410(D)CLOs#1,2

COMM446(D)CLOs#3,4


[8.]Conductresearch/evaluateinformation

COMM451(M)CLOs#1,2

COMM449(M)CLOs#2,3,4

ProblemshereCOMM471(M)COMM472(M)471-CLOs#1,2,6472-CLOs#1,2,65

[III.]Communicateclearly,effectively,persuasively

[9.]Writecorrectlyandclearly

[3.]Writtenandoralproficiency


COMM451(M)CLOs#1,2

ProblemshereCOMM202(I)CLOs#1,2,6

COMM362(D)CLOs#1,2

[10.]Criticallyevaluateworkforaccuracy,fairness,clarity

[4.]Effectiveuseofcommtoolsandtechnologies

COMM410(D)CLOs#1,2

COMM451(M)CLOs#1,2COMM474(M)CLOs#1,2,3,4

COMM446(D)CLOs#3,4COMM474(M)CLOs#1,2,3,4



COMM464(M)COMM474(M)CLOs#1,2,3,4

[VI.]Rolesininterdependentglobalcommunity

[11.]Numericalandstatisticalconcepts

[1.]Skillsandknowledge/professionalpractice

COMM495(M)CLOs#1,2,3,4,5


[IV.]Workeffectivelyasateammemberorleader

[12.]Applytoolsandtechnologies

[1.]Skillsandknowledge/professionalpractice

COMM495(M)CLOs#1,2,3,4,5



COMM201(I)CLOs#1,5,6*Seenotebelow

COMM444(M)CLOs#1,2,3*Seenotebelow

COMM464(M)COMM474(M)CLOs#1,2,3,4

11AssessmentSchedule

DepartmentofCommunicationsAssessmentPlan

CORE ADV ETC JOUR PHOTOCOMM PR Int’lStudyScheduledassessmentyears 2011-12

2014-15

2011-12

2012-132015-16

2012-13

2012-132015-16

2012-13

2013-14scheduledbutnot

conducted

2016-17

2013-14scheduledbut

notconducted

Onholduntildecisionsaremadeaboutthefutureof

theconcentration

2011-122014-15

Fall2015Fall2016

12AssessmentAdministrationCompleted,andActionsTaken

CoreCourseAssessment

Directand/orindirectevidencetobecollectedinsupportofassessment(Generaloutcomeshighlighted.)

Evidenceandcollectionprocess

Evaluationprocess Assessmentofevidence Assessmenthistoryandresultingactions

COMM101(I)

Pending

COMM233(I)

Direct:Onlinepre/posttestingtoverifystudentabilitytorecallandlistanddescribecriticalconcepts.

Pre/posttestinstrumentdevelopedbyfacultyteachingwithinthecore.Onlineadministration;allenrolledstudentsinallsectionswillbeinvitedtoparticipate.Incentivesforstudentparticipationareattheindividualdiscretionoftheinstructors.

Assessmentcommitteegeneratesdatasummariesthataregiventothedepartmentchairalongwithadescriptivereport.AllsupportingdataanddocumentationarekeptinDropBox.

70%correctisconsidered‘acceptable’ontheposttest

Fall2011,firstadministration.Pretest–41.3%correctresponse(n=126).Posttest–62.7%correctresponse(n=166).Studentcommentssuggestfacultydidnotexplainthereasonforthepre/posttest.Facultymemberswereaskedtodosointhefuture.Weneedtokeeprecordoftotalenrollmentinallsectionsinassessmentsemester.Fall2013,assessmentwasgoingtobedoneagain,butinstructionalfacultysaidtheyweredesigninganewquestionnaireandneededmoretime.Thefacultytooknoactiontodevelopanewquestionnaire.Fall,2014,assessmentwasundertakenwithexistingquestionnaire.Pretest–41%correctresponse(n=104).Posttest–67%correctresponse(n=48).Theconcernaboutalowresponserateandfailuretoreach70%correctwassharedwiththeinstructionalfaculty.Aspreadsheetisbeingkepttotrackcorrect/incorrectresponsestospecificquestions.

COMM407(I)





Spring2012,firstadministration.Pretest–43%correctresponse(n=196).Posttest–49%correctresponse(n=360).Fall2014administration,Pretest–45%correctresponse(n=43).Posttest–69%correctresponse(n=36).Thelowresponserateisquitetroubling.Thisissuewasraisedwiththeinstructionalfaculty.Theconcernaboutalowresponserateandfailuretoreach70%correctwassharedwiththeinstructionalfaculty.Aspreadsheetisbeingkepttotrackcorrect/incorrectresponsestospecificquestions.InFall2015,afacultydiscussion(focusingonassessmentevidenceanddatacollected)washeldduringtheDepartmentofCommunicationsRetreatonAugust28,2015.Thefacultyagreedtocontinuethisdiscussionduringthefallsemesterto“closetheloop”onissuesinvolvingstudentlearninginthiscourse.

13COMM410(D)

Pending InFall2015,afacultydiscussion(focusingonassessmentevidenceanddatacollected)washeldduringtheDepartmentofCommunicationsRetreatonAugust28,2015.Thefacultyagreedtocontinuethisdiscussionduringthefallsemesterto“closetheloop”onissuesinvolvingstudentlearninginthiscourse.

COMM425(D)





Fall2011,firstadministration.Pretest-55.8%correctresponse(n=82).Posttest-72.7%correctresponse(n=9).Someinstructorsdidnotaskstudentstoparticipate.Adiscussionofprocedurewasheldwithinstructionalfaculty.Fall2012,467totalseatsinallsections.Pretest–54%correctresponse(n=220).Posttest62%correctresponse(n=150).Aspreadsheetisbeingkepttotrackcorrect/incorrectresponsestospecificquestions.Somefacultymembershaveraisedconcernsaboutdifferentbooksbeingusedindifferentsectionsofthecourse(orinsomecases,nobooksatall).Discussionofthisissueiswarranted.Needtokeeprecordoftotalenrollmentinallsectionsinassessmentsemester.InFall2015,afacultydiscussion(focusingonassessmentevidenceanddatacollected)washeldduringtheDepartmentofCommunicationsRetreatonAugust28,2015.Thefacultyagreedtocontinuethisdiscussionduringthefallsemesterto“closetheloop”onissuesinvolvingstudentlearninginthiscourse.COMM425isdroppedfromregularassessmentasofSpring2017,asCOMM425willbepartofthe“HistoryandRole”assessmentmovingforward.

COMM495(M)

Direct:Studentworksamplesfrominternshipexperienceshowingabilitytoapplyprofessionallearninginaspecificcontext.Indirect:Employersurveyshowingprofessionalevaluationofstudentstrengthsandweaknesses.

Thefacultysupervisorofinternshipswillidentifyandcollectevidenceofinternshipperformance.Evidencecollectedwillbeatthefacultysupervisor’sdiscretion.Atleast50studentworkswillbeassessed.

Thefacultysupervisorofinternshipswillsummarizeevidencecollectedandprovidethatsummarytothedepartmentassessmentcommittee.Alloriginaldocumentsanddatawillremainwiththeinternshipprogramoffice.

Thefacultysupervisorofinternshipswilldeterminequalitativeand/orquantitativeperformancestandardsforinternship.

Duringthe2015-2016academicyear,theDepartmentofCommunicationssaw717studentsenrollinCOMM495Ttoearn3unitsofcreditforcompletionofanacademicinternship.COMM495TisaCredit/NoCreditcoursewhichisofferedinFall,Spring,andSummerandrequires120hoursofserviceataninternship,inadditiontoemployerapprovalbytheCenterforInternshipsandCommunityEngagementandapassinggradeoneight(8)assignmentsduringthesemesterofenrollment. Communications495TEnrollment Fall

2015 Spring2016

Summer2016

2015-2016Academic

Year 80-Advertising 40 70 27 137 02-Entertainment 39 99 32 170 03-Journalism 26 46 25 97 04-Photocommunications 2 12 4 18 05-PublicRelations 66 152 77 295 AllConcentrations 173 379 165 717

TheinternshipprogramfortheDepartmentofCommunicationshasbeeninplaceforover40yearsandbringstogetherresourcesfromthreekeyofficesoncampustosupportstudentsinresearching,applying,approving,andpreparingforsuccessfulinternshipexperiences.91%ofstudentsenrolledinCOMM495receivedcreditwhengradespostedattheendofthesemester.Keepinmindthatthisdoesnotincludestudentswhorequestanextensionandinitiallyreceivean“incomplete”forthecourse,thenhavetheirgradeupdatedto“credit”oncetheycompletetherequired120hours

14immediatelyfollowingthesemester.Thatnumberincreasesbyabout5%oncealltheincompletesareupdated,soIwouldestimatethat96%ofourstudentsreceivedcreditforCOMM495in2015-2016.

15AdvertisingConcentrationAssessment




COMM350(H&ROP)

Direct:Studentpreandpost-testinvolvingspecificquestionsaboutHistoryandRoleofaprofessionalinthisdiscipline.Questionswerewrittenbythefacultyteachingthiscourse.Indirect:Datacollectedfromsurveyofco-curricularengagement.

Studentresponsesto20-questionpre-andpost-testquestionnaireadministeredelectronicallyinallsections.Datacollectedfromfacultymembersandstudentorganizationleadersaboutstudentsengagedinco-curricularactivitiesduringtheacademicyear.

Facultycoordinatorofassessmentreviewstheinformation.

Ourbenchmarkistohave70%responsefromstudentsintheclasses,andofthoseresponses,weseek70%correctonthepost-test.

Asummaryoftheresultsiswrittenupandpresentedtothefacultyfordiscussionandpossibleimprovementactions.Spring2016COMM350Improvementfrom55%correctto77%correctresponses(+22%)

COMM351(I) Direct:Studentwriting/creativeworkinvolvingtheabilitytodescribeacomplexsituationandapplyatheoryormodeltosolveit.

Embeddedassignment:CreativeBrief.Instructionalfacultyselectsarandomsamplefromacrossallsections,withthenumberselecteddependentonthenumberofstudents/sections.

Twoadvertisingfacultyandoneortwoprofessionalsparticipateintheassessmentprocess.StudentworkwillbeevaluatedusingarubricthattheADVfacultyapprovedforthispurpose.

ADVconcentrationfacultyestablishesperformancestandardsandthosestandardsarereportedtotheassessmentcommitteealongwithresultsoftheevaluationofevidence.Asummarymemoisprovided.ADVconcentrationfacultyisresponsibleforanycurriculumchange,consistentwithexistingdepartmentcurriculumrevisionprocedures.

Spring2013,thefirstassessmentwasconducted.Therewasatotalenrollmentof120;47creativebriefswerecollected.Number/proportionofCreativeBriefconsidered“excellent”inquality: 19,or41%Number/proportionofCreativeBriefconsidered“verygood”inquality: 13,or28%Number/proportionofCreativeBriefconsidered“satisfactory”inquality: 8,or16%Number/proportionofCreativeBriefconsidered“substandard”inquality: 7,or15%Onefacultymemberassignedsignificantlyhigherscoresthantheotherfacultymemberandtheoutsideprofessional.Whiletheresultslistedinthisdocumentreflecttheactualevaluativedata,itmustbenotedthatthisdisparityskewstheresultsupward.ItissuggestedthattheADVfacultyvisitthisissueanddevelopaconcentration-wideconsensusonhowtobestevaluatefutureworkexamples.(Therehasbeennoreportofthishappening.)CopiesofCreativeBrief(studentnamesblackedout)areonfile,alongwithcopiesoftherubricusedtoevaluatestudentwork.COMM351–Spring2016assessmentinvolvedaskingstudentsinallsectionstowriteapersuasiveblog.Whatmadethisassignmentunique,andindeed,whathaschangedthefaceofadvertising,isthatsocialmediahasbecomeamajorplayerinadvertising,andpersuasivecommunicationsmustadapttothatuniqueformatandmulti-dimensionalplatforms.Askingstudentstocreateablogwasanentirelynewcreativechallengeandanexcellenttestforour

16studentstogaugetheirwritingability.First,therewasthepersuasiverequirementandsecond,deliveringitthroughanewchannel,whicheachstudenthadtocreate.Sinceblogshavebecomeanextremelycredibleadvertisingformattoday,havingstudentsbecomingcomfortablewritingwithinthiscategorywasanimportantpartoftheassessment.Welearnedthatstudentsdidextremelywellwritingapersuasiveblog,whichencouragedconsumerstovisittheblogger’swebsitethatfeaturedaspecificproduct.Studentswerefamiliarwiththeformatandfollowedthepromptclosely,applyingtheirpersuasiveskillswellwithintheframework.Atotalof60studentscompletedtheassignment.ThreeCOMM351instructorsevaluatedstudentwork.Studentworkwasevaluatedas“A”quality(24),“B”quality(30),and“C”quality(6).Therefore,100%ofstudentsscoredsatisfactoryorabove.ThankyoutoPeteEvanow,EvaHedger,andMichelleKurlandforthisassessmentreport.

COMM451(M) Direct:Studentwriting/creativeworkinvolvingtheabilitytodescribeacomplexsituationandapplyatheoryormodeltosolveit.

Embeddedassignment:InCOMM451A,studentAAFentryistheunitofanalysis.InCOMM451B,thestudentteamcampaignplanbookistheunitofanalysis.

Twoadvertisingfacultyandoneortwoprofessionalsparticipateintheassessmentprocess.StudentworkwillbeevaluatedusingarubricthattheADVfacultyapprovedforthispurpose.

ADVconcentrationfacultyestablishesperformancestandardsandthosestandardsarereportedtotheassessmentcommitteealongwithresultsoftheevaluationofevidence.Asummarymemoisprovided.ADVconcentrationfacultyisresponsibleforanycurriculumchange,consistentwithexistingdepartmentcurriculumrevisionprocedures.

InitialassessmentwasdoneinSpring2013,butnotreportedtotheAssessmentCommitteeuntilSpring2014.Totalstudentenrollmentwas115;only7teamplansbookswerecollected.TheADVfacultyreported“twoexternalprofessionalswereselectedtoevaluatetheplansbooksusingtherubricapprovedbytheAdvertisingSequence”butdidnotreportwhotheprofessionalswereorwhattheircommentswere.TheassessmentinvolvedcollectionoftheplansbooksfromCOMM451A(theAAFcompetitioncourse),COMM451B(acourseinvolvingcreationofahypotheticalcampaignplan)andCOMM451C(atthattime,thestudentagency,inwhichactualclientcampaignswereconducted).Essentially,thethreetypesof“plansbooks”werealldifferent,buttheywereevaluatedthesamewaybytheunnamedfacultyandprofessionals.ThesummaryreportfromtheADVfacultyputsitthisway:“TheresearcherwentbacktothethreeoriginalplansbookofCOMM451Ctoensurethattheseresultsaremeaningful.ItturnsoutthattheplansbooksoutofCOMM451C(Student-runPR/Advantageagency)areverydifferentfromthoseoutofCOMM451AandCOMM451B.”TheADVfacultywasquitecriticaloftheadministrationofthestudent-runagency,buttheADVfacultyrefusedalloffersbyagencyfacultytomeetattheagencyanddiscusscurriculumandpedagogy.TheADVfacultyrefusedtoprovideCLOsforCOMM451AandCOMM451B.Resultingactions:COMM451AandCOMM451BCLOswerewrittenbytheassessmentcoordinator,followingthecatalogdescriptionandreflectingthedifferencesbetweenAandBsections.AgencysectionCOMM451Cwasdiscontinued.AllagencysectionswillbeCOMM474asofFall2015.TheADVfacultywillhavetorevisittheCOMM451assessmentplanbeforetheexistingCOMM451AandCOMM451Bsectionsareassessedagain.StudentplansbookswerecollectedinSpring2016.Instructionalfacultywereunabletoidentifyoutsideprofessionalstocollaborateonareview.Facingdeadlinepressure,theassessmentcoordinatorcirculatedanonlinesurveyaskingADVfaculty,instructorsfromthecourse,andmembersoftheCurriculumandAssessmentCommitteetoreviewtheevidenceandmakejudgmentsaboutstudentlearning.Minimalresponsewasreceived(n=4).ResultsreflectdisagreementoverCLOs,theoveralldirectionofthecourse,andqualityoftheevidenceofstudentlearning.AssessmentcoordinatorhasaskedforallinterestedpartiestocometogetherinSpring2017anddiscussthesesignificantconcerns.

17JournalismConcentrationAssessment




COMM201(I) Direct:StudentfeaturestoryworksamplesfromCOMM201showingstudents’abilitytoapplyjournalismconceptsandethicalunderstandingsthroughreporting,writing,andediting.

FeaturestoryassignmentswillbemadeinCOMM201coursesection(s).Collectedfeaturestorieswillbereviewedbyinstructionalfaculty.

Instructionalfacultywillreviewstudentworkandexaminetheworkforstrengthsandweaknessesusingacommonrubric.

Instructionalfacultywillwriteapairedreflectionsummarythatreportsonthefindingsandmakesrecommendationsforimprovementsinthecoursethatmayresultinstrongerstudentperformance.

Spring2015-AfacultypairedreflectionassessmentpilottestedbyBonnieStewartwasreviewedandacceptedbythecommittee.ThisassessmentshouldbeimplementedbeginninginAY2016,usingthestructureBonniehasestablished.

COMM202(I) Pending COMM471(D)concepts

Pending

COMM472(D)concepts

Pending

COMM471(M) Pending COMM472(M) Pending Entertainment&TourismConcentrationAssessment




COMM346(H&ROP)

Direct:Studentpreandpost-testinvolvingspecificquestionsaboutHistoryandRoleofaprofessionalin

Studentresponsesto21-questionpre-andpost-testquestionnaireadministeredelectronicallyinall



Asummaryoftheresultsiswrittenupandpresentedtothefacultyfordiscussionandpossibleimprovementactions.Spring2016COMM346Improvementfrom34%correctto51%correctresponses(+17%)**However,the7%post-testresponserateistoolowforustobeconfidentaboutstudent

18thisdiscipline.Questionswerewrittenbythefacultyteachingthiscourse.Indirect:Datacollectedfromsurveyofco-curricularengagement.

sections.Datacollectedfromfacultymembersandstudentorganizationleadersaboutstudentsengagedinco-curricularactivitiesduringtheacademicyear.

learning.Theteachingfacultyandthedepartmentchairhavebeennotifiedaboutthisandadiscussionhasbeenrecommendedsothatwecanavoidlowresponserateinthefuture.

COMM446(D) Direct:Studentwriting/creativeworkinvolvingtheabilitytodescribeacomplexsituationandapplyatheoryormodeltosolveit.

Embeddedassignment:FacultyteachingCOMM446collectcopiesofalatesemesterresearchpaperassignmentthatisconsistentacrossallsectionsofthecourse.Facultywillselectasmanyitemsforevaluationasthefacultydeemsreasonable.Itemsevaluatedshouldreflectrandomselection.

Facultywithintheconcentrationmeettoevaluatetheevidenceusingevaluationrubric/guidelinesestablishedbythefaculty.

E&Tfacultyestablishesperformancestandardsandthosestandardswillbereportedtotheassessmentcommitteealongwithresultsoftheevaluationofevidence.

Firstassessment,Fall2012.Infall2012,therewerefoursectionsofCOMM446taughtbythreedifferentinstructors.Totalenrollment:120.Numberofpaperscollectedforassessment:106.Eachinstructorevaluatedhis/herownstudentpapersonastandardizedgradingrubric.Paperswereassessedonthefourfactorslistedbelowonthefollowingfour-pointscale:1FailstoDemonstrate,2NeedsImprovement,3MeetsExpectations,4ExceedsExpectations.TheinformationbelowrepresentsaverageddatafromallsectionsofCOMM446.

Ø Studentworkapproachedorexceededexpectationsinallareas.Ø Reflectingthecentralfocusofthecourse,evaluationsweregivenforstudents’

abilitiestoexplainandcritiquecurrententertainmenttrendsand/orissuesandtheirrelationshiptokeysocietalfactorsandissues.

Ø Evaluationswerelowestforstudents’abilitiestosupporttheirargumentswiththeoryandresearch.Inreviewingthesefindings,facultycommittedtospendingmoretimeinthiscourseaddressingtheseskills.Therecentadoptionofarequiredresearchcourse(COMM410)shouldalsohelpstudentshonetheseskills.

Copiesofevaluationgridsforeachpaperareonfile.Facultyretainedcopiesofstudentpapers.Spring2016–Assessmenteffortfailed.FromtheETCfacultyreportof2/8/2016:“PertheassessmentdocumentinstructionsfromDougSwanson,Fall2015COMM446courses’assignmentsweretocontributetotheassessment.(Instructors)agreedtoareviewoftermpapers.(Instructor1)saidthetermpaperassignmentinhisCOMM446classisamediatrendspaper.(Instructor2)saidhistermpaperassignmentisadebatepaper,andcontainstrendsinformationwiththeoreticalfoundations.(Instructors1and2)agreedthatbothoftheirpaperassignmentsreflectevidenceofknowledgeandapplication.However,itwasdiscussedthattheirpapersarenotentirelysimilar;therefore,(Instructors1and2)agreedtoe-mailtheirassignmentguidelinesandrubricstoeachother.…(Instructors1and2)agreedtoreview10-15papersrandomlyatafuturedate,andwouldhaveanoutcomereportpreparedbymid-April.TheseresultswillbereportedtoJasonandDoug.”

19

COMM449(M) Indirect:Industryprofessionalevaluationofstudentstrengthsandweaknesses.

AsampleofstudentprojectsisselectedrandomlyfromacrossallsectionsofCOMM449forevaluation.Facultywillselectasmanyitemsforevaluationasthefacultydeemsreasonable.

Acommitteeofprofessionalsfromtheentertainmentworkplaceisconvenedtoreviewtheevidence,makeajudgmentanddraftasummaryreportfortheassessmentcommittee.

E&Tfacultyestablishesperformancestandardsandthosestandardsarereportedtotheassessmentcommitteealongwithresultsoftheevaluationofevidence.

Firstassessment,Fall2012.Numberofstudentsenrolledinallsections,82.FacultyteachingCOMM449collectedcopiesofstudent(team)projects.Numberofprojectscollectedandreviewed,20.Inthiscourse,studentslearntouseamanagementbyobjective“model”to“solve”businessissueorproblem.Somefacultymembershavestudentsusethisapproachtodevelopintegratedcommunicationplans,whileothershavestudentsdevelopbusinessplans.Alloftheprojectscollectedforthisassessmentfocusedonbusinessplanscreatedfornewentertainmentandtourismenterprises.Studentgroups,rangingfrom3-5people,eachselectedanddevelopedaplanforanewentertainmentortourismbusinessoftheirchoice.Acommitteeofprofessionalsfromentertainmentandtourismfieldswasconvenedtoevaluatetheprojectsonstandardizedgradingrubricsandwasinterviewedfortheirfeedbackregardingthestudents’work.Evaluationaveragesinallareasapproached“meetingexpectations”withbackground/situationanalysisskillsratedthehighest,andgoalsandobjectivesrankingthelowest,indicatingthegreatestneedforimprovement.Giventhatthiscoursenowservesentertainmentandtourismcommunicationsstudentsexclusively,Ihaverecommendedtoconcentrationfacultythatwerevisitourcourseobjectivesandlearningstrategiestoinsuretheyarebestalignedwithourconcentrationfocus(CindyKing).AcompletereportwithalldatacanbefoundinDropBox.Spring2016-AssessmentwasscheduledforSpring2016butduetocurriculum/pedagogyconflictsbetweendifferentsections,assessmentis“onhold”untilproblemswiththecoursecanberesolved.ETCfacultymeton2/8/2016anddecidedtodelayanydiscussion“untilalarger,morerepresentativegroupisavailable.”

PhotoCommConcentrationAssessment




COMM317(D) Pending COMM321(H&ROP)

Direct:Studentpreandpost-testinvolvingspecificquestionsaboutHistoryandRoleofaprofessionalinthisdiscipline.

Studentresponsesto12-questionpre-andpost-testquestionnaireadministeredelectronicallyinallsections.



Asummaryoftheresultsiswrittenupandpresentedtothefacultyfordiscussionandpossibleimprovementactions.Spring2016COMM321Improvementfrom60%correctto73%correctresponses(+13%)*

*Astheresultofmiscommunication,theinstructoradministeredthepost-testattheendofthefollowingsemester,inCOMM421.Thesamegroupofstudentswasinvolvedin

20Questionswerewrittenbythefacultyteachingthiscourse.Indirect:Datacollectedfromsurveyofco-curricularengagement.

Datacollectedfromfacultymembersandstudentorganizationleadersaboutstudentsengagedinco-curricularactivitiesduringtheacademicyear.

bothpre-andpost-testing,buttheadministrationofthetestindifferentclassesdidnotfollowtheassessmentplan.

COMM444(M) Pending PRConcentrationAssessment




COMM361(H&ROP)

Direct:Studentpreandpost-testinvolvingspecificquestionsaboutHistoryandRoleofaprofessionalinthisdiscipline.Questionswerewrittenbythefacultyteachingthiscourse.Indirect:Datacollectedfromsurveyofco-curricularengagement.

Studentresponsestoa20-questionpre-andpost-testquestionnaireadministeredelectronicallyinallsections.Datacollectedfromfacultymembersandstudentorganizationleadersaboutstudentsengagedinco-curricularactivitiesduringtheacademicyear.



Asummaryoftheresultsiswrittenupandpresentedtothefacultyfordiscussionandpossibleimprovementactions.COMM361–Fall2015-assessmentresultsshowimprovementfrompre-topost-test(60%correctonpretestand68%onposttest).However,notallsectionsgotthelink,soonly55%ofenrolledstudentsparticipatedatthebeginning,and49%attheend.Wewillneedtoworkonprocedurestobringaboutmoreparticipation.ThemostimportantthingatthispointisthatwearedoingassessmentonthisissuethattheACEJMCsitevisitteamwasconcernedabout.

COMM362(D) Direct:Studentwriting/creativeworkinvolvingtheabilitytodescribeacomplexsituation

Embeddedassignment:Instructionalfacultycollectscopiesofalatesemesternews

COMM362facultymayopttoevaluatenewsreleasesandprovidesummaryresultstotheassessmentcommittee.

PRconcentrationfacultyestablishedaperformancestandardthat70%ofallworkcollectedwillbeevaluatedas“satisfactoryor

Fall2011wasthefirstassessment.ThereweresixsectionsofCOMM362taughtbyfourdifferentinstructors.Totalenrollmentwas118.Numberofassignmentscollectedforreviewwas89.Onefacultymemberchosetoevaluatenewsreleasesonhisown,usinghisrubric.Otherfacultymemberschosetohavetheassessmentcommitteedotheevaluation,usinginstructor-providedrubrics.ThecommitteedidsoonFeb.10,2012.Theinformationbelow

21andapplyatheoryormodeltosolveit.

releaseassignment.Atleast50studentworkswillbecollected,andalargerandomlyselectedgroupofworksisassessed.

Facultymembersmayopttoprovidenewsreleasesforthecommitteeandhavethecommitteedotheevaluation,usingthefacultymember’srubric.

better”inquality.

representsaggregateddatafromallsectionsofCOMM362.Number/proportionofnewsreleasesconsidered“excellent”inquality:16,or18%Number/proportionofnewsreleasesconsidered“verygood”inquality:28,or31%Number/proportionofnewsreleasesconsidered“satisfactory”inquality:32,or36%Number/proportionofnewsreleasesconsidered“substandard”inquality:13,or15%Morethanthree-quartersofthework(85%)documentsstudentconceptualandwritingskillsthatourfacultyconsiderstobe“satisfactory”orbetter.Almosthalfofthestudentwork(49%)documentsstudentconceptualandwritingskillsthatourfacultyconsiderstobe“excellent”or“verygood.”Asmallproportionofthestudentwork(15%)documents“substandard”skills.Onefacultymemberdidnotfollowinstructionsforevidencegatheringand,asaresult,nostudentworkwasavailablefromthatinstructor’sCOMM362section.Copiesofnewsreleases(studentnamesblackedout)areonfile,alongwithcopiesoftheinstructorrubricsthatwereusedtoevaluatestudentworkandafullnarrativeoffindings.FacultyarepleasedwiththeseresultsandwillcontinuetomonitorCOMM362toseewhatchangesareappropriateforthefuture.ThecoursenamewaschangedfromPRWritingtoPRWritingIinanefforttoclearlydistinguishitfromtheCOMM462advancedwritingclass.Spring2015,COMM362wasassessedfollowingthesameproceduresasin2012.JeesunKimwasthecoordinator.AfullreportisintheDropBox.Totalenrollment:160.Newsreleasescollectedforassessment:123.Threefacultymembersfromthecurriculum&assessmentcommitteeevaluatednewsreleasesusinginstructor-providedrubrics.TheinformationbelowrepresentsaggregateddatafromfivesectionsofCOMM362.Number/proportionofnewsreleasesconsidered“excellent”inquality:6,or5%Number/proportionofnewsreleasesconsidered“verygood”inquality:23,or19%Number/proportionofnewsreleasesconsidered“satisfactory”inquality:49,or40%Number/proportionofnewsreleasesconsidered“substandard”inquality:45,or36%Summaryofresults:

Ø Nearlytwo-thirdsofthework(64%)documentsstudentconceptualandwritingskillsthatourfacultyconsiderstobe“satisfactory”orbetter.

Ø Almostone-fourthofthestudentwork(24%)documentsstudentconceptualandwritingskillsthatourfacultyconsiderstobe“excellent”or“verygood.”

Ø Approximatelyone-thirdofthestudentwork(36%)documents“substandard”skills.Unfortunately,theseresultsshowmorestudentworkinthesubstandardlevelcomparedtothe2011assessmentreport.Thecommitteesummarizesthestrengthsandthecommonproblemsobserved.FacultydiscussionswereheldonAugust28,2015,andSept.16,2015involvingeightfacultymembers,mostofwhomteachCOMM362.On2/3/2016,itwasdecidedwewillusethe“AnnualDuxinTux”factsetDennisprovidedasthefoundationofanassignmentforassessmentpurposes.WewillincludethisincoursecontentinallsectionsofCOMM362duringassessmentsemesters.Fornow,Denniswillcirculatethisfactsettootherfacultymembers(alongwithanalternatefactsetforsowehavetwosetsforfall/spring).Facultycanusethesenowin‘pilottest’mode.Thiswillgiveustimetoseehowthefactset(s)work

22outbeforewedoCOMM362assessmentagaininSpring2018.

COMM464(M)FormerlyCOMM464B

Direct:Studentwriting/creativeworkinvolvingtheabilitytodescribeacomplexsituationandapplyatheoryormodeltosolveit.

Embeddedassignment:Instructionalfacultycollectscopiesofstudent(team)campaignportfolios.Portfoliosrepresentingtheworkofleast50studentsarecollected,andalargerandomlyselectedgroupofportfoliosisassessed.

AcommitteeofprofessionalsfromthePRworkplaceisconvenedtoreviewtheevidence,makeajudgmentanddraftasummaryreportfortheassessmentcommittee.

PRconcentrationfacultyestablishedaperformancestandardthat70%ofallworkcollectedwillbeevaluatedas“satisfactoryorbetter”inquality.

Spring2012,firstassessmentforthisclass,withCOMM464AandCOMM464Bworkassessedtogether.AfullreportisinDropBox.Atotalof31portfolioswerecollected.Numberofcampaignportfoliosreviewed,selectedatrandomfromthetotal,19Number/proportionofportfoliosconsidered“excellent”inquality:5,or26%Number/proportionofportfoliosconsidered“verygood”inquality:7,or36%Number/proportionofportfoliosconsidered“satisfactory”inquality:7,or36%Number/proportionofportfoliosconsidered“substandard”inquality:0Thenarrativehasnames/titlesoftheprofessionalreviewers,alongwiththeircomments.Professionalreviewercommentsaboutcampaignportfolios:

• Reliedtoomuchonbasicsocialmediatactics–couldn’tquantifyresults.Toomuchunnecessaryresearch.

• Wellorganizedbutalittleshortonrealsubstance.• Wellorganizedandwritten,lotsofgoodwork,alittleshortoncreativity.• Wellwritten,butnodiscussionofcampaignstrategyortactics(?)• Notenoughdetailoncampaignstrategyortactics.• Goodorganizationandstrategy–couldhavedevotedmoreefforttotactics.• Numerousspellingandgrammarerrors.IncorrectAPstyle.• Notcorrectlyformattedaccordingtodirectionsandtableofcontents.• Lackingafewimportantdates.• Someexcellentresearchandveryimpressivepresentation.• Someofthehoursspentonactivities,fundraisersandmaterialswereimpressive.• Someveryimpressivemediapresentations.Broadproblem-solvingskills.• Iwasimpressedbythepresentationofmanyofthecampaignbooks.• Creativityandpersistenceinobtainingmeasurablegoalswasnoteworthy.

SeefulldocumentationinDropBox.Spring2015,COMM464wasassessedfollowingthesameproceduresasin2012.JeesunKimwasthecoordinator.AfullreportisintheDropBox.Atotalof34portfoliosrepresentingtheworkof170studentswerecollectedandassessed.Portfolioswereevaluatedusingthestandardrubric.Number/proportionofportfoliosconsidered“excellent”inquality:6,or18%Number/proportionofportfoliosconsidered“verygood”inquality:14,or41%Number/proportionofportfoliosconsidered“satisfactory”inquality:10,or29%Number/proportionofportfoliosconsidered“substandard”inquality:4,or12%Since2011,PRfacultyestablishedaperformancestandardthat70%ofallworkcollectedinCOMM464willbeevaluatedas“satisfactoryorbetter”inquality.Ourresultsindicatethat88%ofthestudentworkisconsideredtobe“satisfactoryorbetter,”whichexceedsourstandardof70%.

Strengths• Wellorganizedwithfewerrors.• Goodstructureandconsistentformatting.

23• Consideredavarietyoftactics• Creativeapproachesandtacticsinsomeofthecampaigns.• Greatuseofmanagingbudget/feeforagencycampaigns–Goodthatthestudents

understandthisconcept.• Visuallyattractivecampaignbooks(mostallofthem).• Creativityandpersistenceinmeetingcampaignobjectiveswasnoteworthy.Weaknesses/Problems• Problemstatementswerenotclear/relevant,ordefined.• Confusioninkeymessages–somekeymessagesreferencedasatacticsandnot

reallyamessageforthecampaign.• Targetaudiencesarevague.• Lackofdirecttiebetweenaudienceandthetacticsusedtoreachthataudience(e.g.,

maybesocialmediaisnotthebestwaytoreachanolddemographic)• Notclearwithstrategies–confusionbetweengoalsandobjectives;objectivesand

strategies;strategiesandtactics.• Lackofresearch-basedarguments,orrelyononlyacoupleofsourcesforsituation

analysis.• Budgetwasvague(e.g.,labornotincludedinbudget);studentsneedtoaddress

client’sneedsandobjectivesconsistentwithclient’sbudgetarysituation.• Noproofofreachingobjectives–someobjectivesdon’tsupportbusinessorPRgoals.

FacultyarepleasedwiththeseresultsandwillcontinuetomonitorCOMM464toseewhatchangesareappropriateforthefuture.SeefulldocumentationinDropBox.Fall2015,followingtheFacultyRetreatonAugust28,2015,PRfacultywereprovidedwithcopiesofDr.Kim’sassessmentreporttofacilitatediscussionon‘closingtheloop’inregardtoissuesofconcernnotedwithCOMM464.Thisdiscussioncontinuedwithatwo-hourmeetingonSept.16,2015involvingeightfacultymembers,mostofwhomteachinPR.

COMM474(M)Student-runagencyFormerlyCOMM464A

Direct:Studentwriting/creativeworkinvolvingtheabilitytodescribeacomplexsituationandapplyatheoryormodeltosolveit.Indirect:Evaluationofstudentstrengthsandweaknessesbyindustryprofessionals,andbyclientsservedbystudentworkteams.

Embeddedassignment:Instructionalfacultycollectscopiesofstudent(team)campaignportfoliosand(individual)reflectionsurveydata.Facultyalsocollectsclientevaluationsofstudentprojects.Portfoliosrepresentingtheworkofasmanystudentsaspossiblewillbecollected,andalargerandomlyselected

AcommitteeofprofessionalsfromthePRworkplaceisconvenedtoreviewtheevidence,makeajudgmentanddraftasummaryreportfortheassessmentcommittee.

Agencyfacultyestablishedaperformancestandardthat70%ofallworkcollectedwithbeevaluatedas“satisfactoryorbetter”inquality.

Firstassessment(asCOMM464A)wasinSpring2012,asnotedaboveunder464A.ThenewcoursenumbertakeseffectFall2015.

24groupofportfolioswillbeassessed,alongwithasmanyreflectionpapersaspossible.Whenpossible,clientevaluationswillbereviewedandtheircommentsreported.

OtherAssessment




Co-Curricular Indirect:Confirmationofstudentparticipationandinvolvementinco-curricularexperiencesduringthepastyear;reflectiveanalysisofobservedstrengthsandweaknesses.

Facultymembersand/orleadersofstudentorganizationsresponsibleforhostingco-curricularlearningopportunitieswillsubmitinformationaboutthoseopportunities.

TheCurriculumandAssessmentCommitteeChairand/orothermembersofthecommitteewillreviewinformationgathered.

TheDepartmentwillseektohaveatleast100reportsofco-curricularengagementeachyear,includingfullreportingbyAdClub,theE&TClub,LatinoCommunicationsInitiative,andPRSSA.

AY2013-2014wasthefirstyearfortrackingofco-curricularengagement.COMMfacultyandclubleadershipreceivedseveralcommunicationsinprintandelectronicformshowingtheSurveyMonkeyinstrumentURLandofferinginstructionsforsubmissionofinformation.Full-timeandpart-timefacultyandstudentorganizationleadersmadereports;74responseswerereceived;ofthose,70linkedaguestspeakeroreventwithaProgramLearningOutcome.Atotalof2,348studentswerereportedtohaveparticipatedintheco-curricularopportunities.Extensiveopen-endedcommentswereincluded.SeeDropBoxforthedatafile.EffectiveSummer2016,theco-curricularengagementdatacollectionwasmergedinto“HistoryandRole”andthiswasaddedasaneighthPLO.

Int’lEducation Indirect:Confirmationofstudentparticipationandinvolvementinstudyabroadexperiencesduringthepastyear;reflectiveanalysisofobservedstrengthsandweaknesses.

Facultymembersresponsibleforsponsoringstudentsinstudyabroadexperienceswillcollaborateonareflectiveanalysisofstudents’experiencesoverthepreviousyear.Specificquestionswillbeaddressed.

Pairedreflection,followingastructureandsetofquestionsalreadyestablished.SeeDropBoxfile.

Pairedreflectionwillbedevelopedeachfall,soastotakeintoconsiderationstudentswhostudiedabroadinthepreviousfall,Januaryterm,spring,andsummer.

Fall2015-Asummarymemowasprovided.SeeDropBox.Therearesomeissueswithmissingdata(departmentcannotgetalltheinformationitneedsfromtheuniversity).Whatwehaveisagoodfirststart.Fall2016-Asummarymemodraftedbythreefacultymemberswasprovided.SeeDropBox.In2015-2016approximately113communicationsstudentsfromtheDepartmentofCommunicationswereenrolledinawidevarietyofcourseswhileparticipatinginstudyabroad/internationaleducationefforts.Valuablestudentexperiencesweeidentified.Strengthsandweaknesseswerediscussed.Foursuggestedimprovementswereoffered:Lowerthecostofprograms;engageshorterprograms;includecoreandrequiredcoursesinthestudyabroadcurriculum;improvestudentadvisingaboutinternationalexperiences.DataenteredintoComplianceAssist10/13/16.

Documents

Assessment Plan 2016-2017 · Tourism Comm. In this concentration, ... and press for the country in which the institution that invites ACEJMC is located, as well as receive instruction