Download BA * COMMUNICATION * PUBLIC RELATIONS CONCENTRATION

BA – COMMUNICATION – PUBLIC RELATIONS CONCENTRATION
PROGRAM ASSESSMENT REPORT: AY 2012-2013
Program Rationale/Purpose Statement:
The Bachelor of Arts degree in Communications offers students a thorough grounding in
communication theory, practice and ethics along with practical knowledge and skills for majors
interested in public relations. Three complimentary interests drive the degree program:
1. To offer communication curricula that is aligned with Tiffin University’s mission of offering
professional education.
2. To offer major and minor concentrations that give students the professional and technical skills they
need for employment opportunities across different communication fields.
3. To develop solid oral, written and electronic communication skills for its majors and students taking
communications courses to fulfill university requirements.
Marketing / Recruitment Target Statement:
The communications program seeks to recruit students who want to major in one of the three areas of
communication offered at Tiffin while receiving a comprehensive general education in a small
university environment. As a professionally focused major, the faculty strives to link communication
theory with practice so students will be prepared to enter the field with the knowledge and skills to be
successful. The strength of the program is in its ability to offer students individual attention in an
atmosphere where they can interact, grow and develop as communicators in a close-knit and dynamic
educational community.
Program Learning Outcomes:
Goals of the Program/Corresponding Classes:
Students will understand and demonstrate acceptable writing skills appropriate to communicating
effectively for public relations organizations. COM212 /218/235/329 / ENG262
Students will recognize theories of public relations practices. COM 416 /441
Program Executive Summary:
Section One: Describe all department activities with respect to improving student learning in the
major. This may include new faculty hires, course revisions, assignment creation, rubric revisions,
goal evaluations, etc.
Section Two: Describe which program goal(s) in the Major Program Plan was assessed during the
academic year.
See Below
Section Three: Describe analysis of assessment data and action plans for upcoming academic year.
See Below
Intended Outcomes/Assessment Criteria:
Intended Outcome 1: (D-Writing Skills/D-Career Readiness) Students will understand and
demonstrate acceptable writing skills appropriate to communicating effectively for public relations
organizations.
Assessment Criteria: Students will develop their writing skills for their public relations foundation
courses in COM212 or COM218. This will be demonstrated by 80% of students achieving a “B” or
higher on their final project in COM212.
Section One - Activity Statement:
The course being assessed for the 2012-13 academic year is Communication 212 Introduction to Public
Relations. Assessed was the final project for the course.
Section Two - Results of Outcomes Activity:
2012-2013
Met/Not Met Data Details
Met
Ninety six percent of the students in Communication 212 achieved a
score of 80 percent or higher on their final project in the course.
Section Three - Analysis and Action Plans:
Ninety six percent of the students in the basic Intro to Public Relations course achieved a score of 80
percent or higher on their final project in the course. The course involved a public relations campaign
that combined what students learned during the semester into a practical exercise. This would appear
to support a high level of understanding and mastery of course content.
The Communication Department hired a new full-time faculty member, beginning fall 2013, who will
be responsible for teaching sections of Communication 130, Speech Communication, courses in
interpersonal communication and public relations. In addition, the curriculum for Communication 130
was revised, resulting in the selection of a new textbook as well as assignments and focus for the
course. In 2013-14, the Department plans to review its concentrations with the intention to revise them
as needed. Also, the student newspaper plans to unveil an online platform, enabling students across the
communication major to gain valuable professional experience in online media.
Intended Outcome 2: (D–Literacy/D-Research Skills/D-Civic Responsibility-Ethical Concerns)
Students will recognize theories of public relations practices.
Assessment Criteria: Students will recognize theories of public relations practices in COM416 or
COM441. This will be demonstrated by 80% of students achieving a “B” or higher on their final
project in COM416 or COM441.
Section One - Activity Statement:
The course being assessed for the 2012-13 academic year is Communication 441 Organizational
Communication. Assessed was the final project for the course.
Section Two - Results of Outcomes Activity:
2012-2013
Met/Not Met Data Details
Not Met
Only 72% of the students in Communication 441 Organizational
Communication achieved a “B” or higher on their final project.
Section Three - Analysis and Action Plans:
The final project involved applying the theories and concepts covered in the course to an actual
organization. Students each picked a different organization and performed an organizational
communication analysis that examined a range of communication behaviors from how employees
worked together in groups to leadership and decision making. Some students produced exceptional
communication profiles of organizations while others performed below expectations. This seemed to
be more a result of a lack of motivation rather than lack of knowledge. One students failed the course
because of plagiarism.
The Communication Department hired a new full-time faculty member, beginning fall 2013, who will
be responsible for teaching sections of Communication 130, Speech Communication, courses in
interpersonal communication and public relations. In addition, the curriculum for Communication 130
was revised, resulting in the selection of a new textbook as well as assignments and focus for the
course. In 2013-14, the Department plans to review its concentrations with the intention to revise them
as needed. Also, the student newspaper plans to unveil an online platform, enabling students across the
communication major to gain valuable professional experience in online media.
Updated: November 2011