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

Assessment Report, 2015-2016

CLASS, Mass Communications (PR & Advertising)

Assessment Identifiers

College / School
College of Liberal Arts & Social Sciences

Department
Journalism & 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, 2015-2016 – 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	1. Principles and Laws of Freedom: Student will demonstrate an understanding that public relations practitioners provide voice in the marketplace of ideas, facts and viewpoints to aid informed public debate.	Fall 2015	Angela Wilson	COMM 4705 Law & Ethics	Case-Study Paper - JMC_C1_PSLO1_ First Amendment	70% of students will score at Level 3 10% of students will score at Level 4	TARGET PARTIALLY MET 28% Level 3 (Milestone), 57% Level 4 (Capstone) Overall, 85% of the students attained the minimum desired threshold, with 58% at the Capstone level.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program added more group work and discussions to enforce healthy debate and consideration of laws. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program changed textbook to provide a better balance and more current information about laws and ethics. We also added more group discussion in class and more group-based case studies. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue to use textbook and use group discussions.
Academic Engagement and Achievement	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.	Fall 2015	Phelps Hawkins	COMM 2105 Mass Media & Society	Paper The Race Beat - JMC_C2 _PSLO2_Understanding History	70% of students will score at Level 2 10% of students will score at Level 3	TARGET PARTIALLY MET 30% Level 2, 54% Level 3 Overall, 84% exceeded the desired threshold, with 54% at level 30% Level 2 (Milestone), 5% Level 1 (Benchmark).	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program added more timely news and topics to classroom discussion and news quizzes. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue adding more classroom discussion about diversity and cultural sensitivity.
Academic Engagement and Achievement	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.	Fall 2015	Phelps Hawkins	COMM 2105 Mass Media & Society	Paper The Race Beat - JMC_C3_PSLO3_ Domestic Diversity	80% of students will score at Level 2 10% of students will score at Level 3	TARGET PARTIALLY MET 53% Level 2 (Milestone), 23% Level 3 (Milestone), 6% Level 4 (Capstone) Overall, only 82% achieved the desired threshold. While 23% were measured at level 3 milestone level, and 6% at level 4, only 53% were measured at level 2. Areas to Improve: Knowledge of cultural worldview frameworks: Only 78% attained at level 2, at least. Desired is 80%.; Skills-Empathy: Only 66% attainted at level 2. Desired was 80%	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year. The program added more timely news and topics to classroom discussion and news quizzes. Description of the expected use of results that will be addressed in the 2016-2017 academic year. The program will continue adding more classroom discussion about diversity and cultural sensitivity.
Academic Engagement and Achievement	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.	Fall 2015	Phelps Hawkins	COMM 2105 Mass Media & Society	Midterm Exam - JMC_C4_PSLO4_Global Diversity	80% of students will score at Level 2 10% of students will score at Level 3	TARGET PARTIALLY MET 41% level 2, 16% Level 3, 42% Level 1, 3% Level 4 Overall, only 57% of students demonstrated attainment at the minimum threshold set. While 10% exceeded level 3 milestone, only 41% were measured at level 2. 42% of students demonstrated attainment at level 1 level. Areas to Improve: Perspective Taking: 54% attained at level 2 Milestone, at least. Desired was 80%; Cultural Diversity: 54% attained at level 2 Milestone, at least. Desired was 80%; Personal and Social Responsibility: 57% attained at level 2 Milestone, at least. Desired was 80%; Understanding Global Systems: 48% attained at level 2 Milestone, at least. Desired was 80%; Applying Knowledge to Contemporary Global Contexts: 65% attained at level 2 Milestone, at least. Desired was 80%.	OVERALL: TARGET PARTIALLY MET Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue use of global diversity in discussion of current topics and events, and news quizzes.
Academic Engagement and Achievement		Fall 2015	Phelps Hawkins	COMM 2105 Mass Media & Society	Midterm Exam - JMC_C4_PSLO4_Global Diversity
Academic Engagement and Achievement	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.	Fall 2015	Angela Wilson	COMM 4705 Law & Ethics	Case-Study Paper - JMC_C6_PSLO6_AAC&U VALUE_ Ethics	70% Level 3 10% Level 4	TARGET PARTIALLY MET 28% Level 3 (Milestone), 57% Level 4 (Capstone) Overall, 85% of the students attained the minimum desired threshold, with 57% at the Capstone level.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program added more timely news and topics to classroom discussion and news quizzes. Description of the expected use of results that will be addressed in the 2016-2017 academic year. The program will continue adding more classroom discussion about diversity and cultural sensitivity.
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 2015	Juliana Trammel	COMM 4402 Strategic Campaign Principles	Discussion 10 - JMC_C7_PSLO7_ Critical Creative and Independent Thinking	70% Level 3 10% Level 4	TARGET PARTIALLY MET 14% Level 3 (Milestone), 64% Level 4 (Capstone), 10% Level 2, 12% Level 1 Areas to Improve: Clarity and Style (40% were a level 3 and 40% at level 4).	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program provided students several opportunities to practice. By the time we assess discussion 10, they have practiced at least nine times. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program gave students more handouts and tutorials on APA style. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue to practice APA style with activities and self quizzes. Possibly reemphasize the use of both APA style and AP style in various classes.
Academic Engagement and Achievement	8. Research and Evaluation of information: Students will demonstrate proficiency in using research to create communications campaigns.	Spring 2016	Juliana Trammel	COMM 4406 Strategic Campaigns Production	Research Report - JMC_C8_PSLO8_AAC&U VALUE_ Information Literacy	70% Level 3 10% Level 4	TARGET 1 PARTIALLY MET 25% Level 3 (Milestone), 55% Level 4 (Capstone), 10% Level 2 (Milestone), 10 % Level 1 (Benchmark) Overall, 80% of the students demonstrated attainment at level 3 milestone level. Although only 25% were measured at the level 3 milestone level, 55% of students were measured at the capstone level.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program emphasized the use of research to formulate goals and objectives. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program included research as an important piece of designing campaign and kept students in pairs so they can help each other and foster peer discussion on research. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will increase the threshold to 50% at the capstone level. We will have students work independently in COMM 4406 to see if they do better when working individually in COMM 4106.
Academic Engagement and Achievement		Spring 2016	Juliana Trammel	COMM 4106 Communications Practicum	Senior Project Proposal - JMC_C8_PSLO8_AAC&U VALUE_ Information Literacy	70% Level 4 10% Level 3	TARGET 2 PARTIALLY MET 55% Level 4 (Capstone), 25% Level 3 (Milestone), 10% Level 2 (Milestone); 10% Level 1 (Benchmark). Areas to Improve: Determine the extent of information needed: Only 55% at the Capstone level; Access the needed information: Only 55% at the Capstone level; Evaluation information and its sources: Only 25% at the level 3 milestone; Access and use information ethically and legally: only 55% at the Capstone level.
Academic Engagement and Achievement	9. Written Communication: Students will demonstrate proficiency in the writing and style of at least one public relations deliverable.	Spring 2016	Juliana Trammel	COMM 4406 Strategic Campaign Production	Research Report/Writing - JMC_C9_PSLO9_QEP Written Communication	80% Satisfactory 20% Excellent	TARGET 1 PARTIALLY MET 75% Satisfactory, 25% Excellent	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: The program emphasized the use of research to formulate goals and objectives. We distributed handouts on AP style and the importance of support and attribution in news release writing. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program included research as an important piece of designing campaign and kept students in pairs so they can help each other and foster peer discussion on research. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will increase the threshold to 50% at the capstone level. It will continue to emphasize the usage of AP style and proper support for writing news releases.
		Spring 2016	Juliana Trammel	COMM 4106 Communications Practicum	Senior Portfolio (News Release) - JMC_C9_PSLO9_QEP Written Communication	70% Level 2 10% Level 3	TARGET 2 PARTIALLY MET 0% Level 2 (Satisfactory), 33% Level 4 (Excellent), 16% Level Unsatisfactory Overall, 83% of students were measured at satisfactory levels.
		Fall 2015	Angela Wilson	COMM 3401 Intro to Communications Research	News Release - JMC_C9_PSLO9_QEP Written Communication	70% Satisfactory 10% Excellent	TARGET 3 PARTIALLY MET 50% Level 3 Satisfactory, 33% Level 4 Excellent.
Academic Engagement and Achievement	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.	Fall 2015	Trammel	COMM 4402 Strategic Campaign Principles	Discussion 10 - JMC_C10_PSLO10_ Critical Evaluation	70% Level 3 10% Level 4	TARGET 1 PARTIALLY MET 13% Level 3 (Milestone), 64% Level 4 (Capstone), 10% Level 2, 13% Level 1 Although level 4 exceed desired results, overall, only 77% attained at level 3-milestone level or higher while 23% attainted below the desired threshold. Areas to Improve: Clarity and style: Currently, 40% of students attained at the milestone level. More students can be pushed to achieve at the capstone level in this criterion.	OVERALL: TARGET PARTIALLY MET Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will incorporate more discussions and notices about the importance of submitting earlier discussions.
Academic Engagement and Achievement		Spring 2016	Juliana Trammel	COMM 4402 Strategic Campaign Principles	Discussion 10 - JMC_C10_PSLO10_ Critical Evaluation	70% Level 3 (Milestone) 10% Level 4 (Capstone)	TARGET 2 PARTIALLY MET 38% Level 3 (Milestone), 40% Level 4 (Capstone), 15% Level 2, 6% Level 1 Although level 4 exceeded its desired threshold, overall only 78% achieved the desired level 3 threshold or higher. Areas to Improve: Influence of Context and Assumptions can be improved. Only 38% attained at level 3 and 4.
Academic Engagement and Achievement	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.	Spring 2016	Juliana Trammel	COMM 4406 Strategic Campaign Production	Campaign Case Study / Research - JMC_C11_PSLO11_AAC&U VALUE_ Quantitative Literacy	70% Level 3 (Milestone) 10% Level 4 (Capstone)	TARGET 1 PARTIALLY MET 17 % Level 3 (Milestone), 62% Level 4 (Capstone), 17% Level 2 (Milestone), 4% Level 1 (Benchmark) Although 62% of students were measured at level 4, capstone, only 17% were measured at level 3 and another 17% measured at level 2, leaving this cohort 1% shy of an overall satisfactory threshold (level 3).	OVERALL: TARGET PARTIALLY MET Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program improved instructions on how to use SPSS and Google Forms for sort data. More directed instruction on how to use data to formulate goals and objectives. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue to provide more directed instructions on how to make use of data and statistics to formulate campaign goals and objectives.
		Spring 2016	Juliana Trammel	COMM 4106 Communications Practicum	Senior Project Proposal - JMC_C11_PSLO11_AAC&U VALUE_ Quantitative Literacy	70% Level 3 10% Level 4	TARGET 2 PARTIALLY MET 21% Level 3 (Milestone), 60% Level 4 (Capstone) Overall, 81% of students attainted satisfactory or higher. While only 21% attained at the level 3-milestone level, 60% attained at the level 4 (capstone level).
		Spring 2016	Jessica Sparks	COMM 3110 Multimedia Publishing	Charts/Graphs - JMC_C11_PSLO11_AAC&U VALUE_ Quantitative Literacy	40% Level 2 50% Level 3	TARGET 3 PARTIALLY MET 43% Level 2 (Milestone), 36% Level 3 (Milestone), 21% level 4 (Capstone) Overall, the results exceeded level 2 benchmark and 57% of students measured at either level 3 or 4.
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 2016	Jessica Sparks	COMM 3110 Multimedia Publishing	Charts/Graphs - JMC_C12_PSLO12_Tools & Technology	30% Level 2 50% Level 3	TARGET PARTIALLY MET 42% Level 2 (Milestone) , 37% Level 3 (Milestone), 17% Level 4, 4% Level 1 Overall, 54% of students achieved at least level 3 milestone or higher. Level 2 was also achieved.	OVERALL: TARGET PARTIALLY MET Description of projected use of results from the 2014-2015 academic year that is being addressed in the 2015-2016 academic year: Students provided opportunities to use the technology and tools for their disciplines in more courses and for more projects. Description of any changes for improvements which were made during the course of the 2015-2016 academic year: The program combined layout and charts assignments to better show practical use of the tools and technology used. Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue to use added assignments and incorporate several opportunities for use of technology and tools in the classroom and will devote more class time to using tools and technology.

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 NOT MET There was a 14% decrease in JMC majors for the Fall of 2015 from the Fall of 2014. The cause for the drop in majors can be attributed, in part, to a fire that caused the displacement of the program offices and some facilities.	OVERALL: TARGET NOT MET Description of the expected use of results that will be addressed in the 2016-2017 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 and achievement spotlights 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 275 total participants at the 65th SRPI in February of 2016. Target exceeded by 10%	OVERALL: TARGET MET Description of the expected use of results that will be addressed in the 2016-2017 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 60 graduates (up 5% from the previous academic year)	OVERALL: TARGET MET Description of the expected use of results that will be addressed in the 2016-2017 academic year: The program will continue the policy of waving the minor requirement for majors to facilitate scheduling and produce a more progressive path to graduation.