Bachelor of Arts in Mass Communications (Core and Concentration in Public Relations & Advertising)

Assessment Report, 2014-2015

CLASS, Mass Communications (PR & Advertising)

Assessment Identifiers

College / School:
College of Liberal Arts & Social Sciences

Department:
Journalism and Mass Communications

Program / Major / Certificate:
BA in Mass Communications

Concentration: Public Relations & Advertising

Assessment Coordinator(s)
Dr. Juliana Maria Trammel

Has there been a change to the Assessment Coordinator(s) since the last assessment plan?
Yes

Person(s) responsible for writing and/or submitting this report:
Dr. Juliana Maria Trammel

Program Mission Statement

The department's mission is to develop productive students in a global society, prepared for careers in mass communications, and to increase cultural diversity in professional media. The department fosters engaged learning and professional growth through high-quality instruction, scholarship, research, service, and prepares students to perform at high levels of excellence in mass media professions and post-graduate studies in the 21st century.

Has this mission statement been revised since the last plan?
No

PSLOs

PUBLIC RELATIONS & ADVERTISING

1. Principles and Laws of Freedom: Student will demonstrate an understanding that public relations practitioners provide a voice in the marketplace of ideas, facts and viewpoints to aid informed public debate.

2. History and Role of Professionals: Student will demonstrate the ability to strategically select media channels based on their roles and functions. Students will also demonstrate knowledge of the key historical milestones of the public relations field.

3. Domestic Diversity: Student will demonstrate an understanding of the implications of demographics and psychographics to the creation and presentation of images and information, as well as the selection of appropriate target audiences.

4. Global Diversity: Student will demonstrate an understanding of the impact of cultural differences to the presentation of messages and information, as well as the selection of appropriate target audiences globally. Students will demonstrate global cultural awareness when developing messages and strategies.

5. Theories, Images and Info: Students will demonstrate proficiency in the use of models, techniques and theoretical concepts for the creation and presentation of images and/or information.

6. Ethical Principles: Students will apply the principles of ethics and moral reasoning to everyday PR and advertising practices, consistent with the PRSA Code of Ethics.

7. Critical, Creative and Independent Thinking: Students will demonstrate proficiency in using critical, creative and independent thinking for the creation of programs, integrated marketing plans and deliverables in everyday public relations practices. Students will demonstrate proficiency in using information to develop strategic plans in public relations and advertising.

8. Research and Evaluation of Information: Students will demonstrate proficiency in using research to create communications campaigns.

9. Written Communication: Students will demonstrate proficiency in the writing and style of public relations and advertising deliverables.

10. Critical Evaluation of Own and Others’ Work: Student will demonstrate the ability to critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness in everyday PR practices.

11. Basic Numerical & Statistical Concepts: Student will demonstrate the ability to use basic numerical and statistical concepts to formulate measurable campaign objectives as well as summarize and synthetize large data to aid informed PR & advertising decisions and evaluations. Students will demonstrate proficiency in using descriptive statistics or any other quantifiable indicator to develop measurable objectives in campaigns.

12. Use of Tools and Technology: Students will show proficiency in various computer technology programs and platforms appropriate to Public Relations and Advertising.

LINK TO: Assessment Report, 2014-2015 – Supporting Documents

Assessment Results (PSLOs)

SSU Strategic Plan Goal	PSLO	Semester	Professor	Courses	Assessment Artifacts and Instruments	Target Levels	Results and Analysis of Results	Actions in Response to Results
Academic Engagement and Achievement	5. Theories, Images & Information: Students will demonstrate proficiency in the use of models, techniques and theoretical concepts for the creation and presentation of images and/or information.	Fall 2014	Wilson	COMM 3120 Introduction to Communications Theory	Theory Analysis Paper - JMC_C5_PSLO5_Concepts and Theories	70% of students will score at Level 3 10% of students will score at Level 4	TARGET 1 PARTIALLY MET 35% Level 3 (Milestone), 11% Level 4 (Capstone), 41% Level 2 (Milestone), 11% Level 1 (Milestone) Overall, a vast majority of students, 52%, assessed performed below the desired milestone level 3 threshold. While the desired level 3 milestone was also not achieved, level 4 capstone was above the 10% desired threshold. Areas to Improve: Knowledge of theories: Only 35% at milestone and 11% at capstone levels; Presentations for an audience: Only 35% at milestone and 11% at capstone levels; Presentation of information: Only 35% at milestone and 11% at capstone levels; Technique: Only 35% at milestone and 11% at capstone levels.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2013-2014 academic year that is being addressed in the 2014 – 2015 academic year: In 2013-2014, students were measured deficient in “Knowledge of theories,” so we added more opportunities to discuss and practice of theories. Description of any changes for improvements which were made during the course of the 2014-2015 academic year: The program increased group dynamic coursework and added a quiz and two more assignments were added to give students more exposure to the theories. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The results show improvement, so will continue use of more practical assignments and quiz over materials to expose students to theories and principles.
Academic Engagement and Achievement		Spring 2015	Jessica Sparks	COMM 3110 Multimedia Publishing	Charts/Graphs - JMC_C5_PSLO5_Concepts and Theories	40% of students will score at Level 2 40% of students will score at Level 3	TARGET 2 MET 57% Level 2 (Milestone), 40% Level 3 (Milestone), 3% Level 1 (Benchmark).
Academic Engagement and Achievement	7. Critical, Creative and Independent Thinking: Students will demonstrate proficiency in using critical, creative and independent thinking for the creation of programs, integrated marketing plans and deliverables in everyday public relations practices. Students will demonstrate proficiency in using information to develop strategic plans in public relations and advertising	Fall 2014	Sparks	COMM 2101 Writing for Digital Media	Code of Ethics Assignment - JMC_C7_PSLO7_ Critical Creative and Independent Thinking	70% of students will score at Level 3 10% of students will score at Level 4	TARGET NOT MET 30% Level 3 (Milestone), 2% Level 4 (Capstone), 46% Level 2, 1% Level 4 Areas to Improve: Critical thinking: 37% at the Milestone (level 3), and 6% at the capstone level. Desired was 70%; Creative thinking: Only 50% at level 3. No student attainted at level 4, capstone; Innovative Thinking: Only 12% were measured at level 3, Milestone level. No student attainted at level 4, capstone; Independent Thinking: Only 18% attainted at level 2 Milestone level. No student attainted at the Capstone level.	OVERALL: TARGET NOT MET Description of any changes for improvements which were made during the course of the 2014-2015 academic year: Ethics review and paper was added in 2014-2015 school year. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The program will add more classroom discussion and readings to enforce independent and innovative thinking.
Academic Engagement and Achievement		Fall 2014	Sparks	COMM 2101 Writing for Digital Media
Academic Engagement and Achievement	12. Use of Tools and Technology: Students will show proficiency in various computer technology programs and platforms appropriate to Public Relations and Advertising.	Spring 2015	Sparks	COMM 3110 Multimedia Publishing	Charts/Graphs - JMC_C12_PSLO12_Tools & Technology	40% of students will score at Level 2 40% of students will score at Level 3	TARGET MET 46% Level 2 (Milestone), 53% Level 3 (Milestone), 1% Level 1 (Benchmark) Overall, students met the desired threshold in all four criteria.	OVERALL: TARGET MET Description of projected use of results from the 2013-2014 academic year that is being addressed in the 2014 – 2015 academic year: Students were given opportunities to use the technology and tools for their disciplines in more courses and for more projects. More projects were added to the curriculum to practice use of tools and technology. Description of any changes for improvements which were made during the course of the 2014-2015 academic year: More practical assignments were added to the curriculum to give students more opportunities to interact with the technology and tools for their discipline. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The program will continue to use added assignments and incorporate several opportunities for use of technology and tools in the classroom.

Assessment Results (POs)

SSU Strategic Plan Goal	PO Goal	Enabling Strategies	Measures	Targets	Results and Analysis of Results	Actions in Response to Results
Academic Achievement and Engagement	Increase the enrollment of JMC majors.	a. The program will have JMC faculty, staff and students who will attend the Open campus recruitment days scheduled by the University. b. The program has also expanded access to state of the art production facilities to be established in Whiting Hall.	Blackboard Analytic data	The department wants to increase enrollment of JMC majors by 10%	TARGET MET There was a 20% increase in JMC majors for the Fall of 2014 from the Fall of 2013. Target exceeded by 10%	OVERALL: TARGET MET Description of any changes for improvements which were made during the course of the 2014-2015 academic year: The program created the JMC Awards to reward students for academic and creative achievements. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The faculty, staff and administration of the department will continue to participate in various recruitment efforts including Open Campus day. The JMC staff will routinely conduct tours of the facilities for potential students and their parents. The awards will also continue.
Academic Achievement and Engagement	Increase participation in the annual Southern Regional Press Institute (SRPI)	a. The program will survey participation and workshop satisfaction among attendees. b. The program will make contact with Savannah area schools and talk to administrators.	The department will compile data from the responses from the SRPI surveys of the participants	The target is to maintain a total attendance for SRPI of at least 250	TARGET MET There were 300 total participants at the 64^th SRPI in February of 2015. Target exceeded by 20%	OVERALL: TARGET MET Description of the expected use of results that will be addressed in the 2015-2016 academic year: The SRPI will continue to survey the participants at each conference to aid in planning the conference for the next year and increases in attendance.
Academic Achievement and Engagement	Increase the number of graduates	Add instructors and additional course offering and more opportunity for faculty advising.	Blackboard Analytics data	Increase graduates by 5%	TARGET MET 57 graduates Target exceeded by 53%	OVERALL: TARGET MET Description of any changes for improvements which were made during the course of the 2014-2015 academic year: The department instituted waving the minor requirement for majors to facilitate scheduling and produce a more progressive path to graduation. Description of the expected use of results that will be addressed in the 2015-2016 academic year: The program will continue the strategy of adding extra faculty to teach additional sections of existing courses and introduce new course offerings.