BA – COMMUNICATION – ELECTRONIC MEDIA CONCENTRATION
PROGRAM ASSESSMENT PLANS & REPORT
AY 2011-2012
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 electronic media. 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.
Goals of the Program/Corresponding Classes:
Students will understand and demonstrate acceptable writing skills appropriate to communicating
effectively for electronic media organizations. COM218/235/329 / ENG262
Students will understand and demonstrate acceptable digital and graphic design techniques. COM204 /
CIT 255
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 - Career Readiness – Program Specific / D – Writing Abilities) Students
will understand and demonstrate acceptable writing skills appropriate to communicating effectively for
electronic media organizations.
Assessment Criteria: Students will develop their writing skills for their electronic media foundation
courses in COM329. This will be demonstrated by 80% of students achieving a “B” or higher on their
final project in COM329.
Section One - Activity Statement:
This year the communications program taught 16 sections of COM 130: Introduction to Speech
Communication, serving approximately 350 students as part of the university's general education core.
Ten other basic and advanced courses were offered as part of communication core and concentrations,
including:
COM 134
COM 212
COM 218
COM 241
COM 310
COM 325
COM 325
COM 318
COM 330
COM 410
COM 438
Digital Photography
Intro to Public Relations
News Writing
Intro to Mass Communication
Human, Interpersonal, and Small Group Communication
Public Relations Cases, Campaigns, and Non Profits
Sports Writing for Marketing and Promotion
Feature Writing
Video Production
Advanced Reporting
History and Tradition of American Journalism
In keeping with developments in the field of communication and the evolution of Internet
technologies, a new course in social media was created and taught as a special topic Spring semester.
COM 390
Social Media
Extra Curricular Activities included:
The publication of editions of the Campus Newspaper.
The Communication Club was active on campus and sponsored a number of activities, including a
panel of industry practitioners during Fall semester. The club inducted four new members into the
National Communication Honor Society of Lambda Pi Eta (LPH) and remained an active student
chapter
of
the
Public
Relations
Student
Society
of
America.
Communication Faculty supervised:



Three Master of Humanities Thesis Projects
Four Internships
Two Independent Studies
The communication major continues to be the second most popular major in the School of Arts and
Sciences.
Section Two - Results of Outcomes Activity:
2011-2012
Met/Not Met Data Details
COM 329
Not Met
Only 44% (8 of 18) students received a “B” or higher on Assignment
#10, which was the final assignment. This percentage was skewed
by a number of students (graduating seniors) who did not turn in the
assignment. Of those who turned in the assignment (8 of 14) 57%
scored a “B” or higher.
Section Three - Analysis and Action Plans:
The percentage of students scoring a “B” or higher on the final assignment was not as high as
expected. This may have been because the final assignment was not representative of the other
assignments in this writing intensive course. Overall, 66% of the students in the course earned a “B”
or higher as their final grade.
The deterioration of writing skills among freshmen entering college has been well documented. This
year’s assessment may reflect this larger problem. Media courses in the communication program will
need to continue to stress the importance of good writing in preparing graduates for careers in the three
concentrations.
Intended Outcome 2: (D - Technical Proficiency / D - Career Readiness) Students will understand
and demonstrate acceptable digital and graphic design techniques.
Assessment Criteria: Students will develop their digital and graphic design techniques in COM204.
This will be demonstrated by 80% of students achieving a “B” or higher on their final project in
COM204.
Section One - Activity Statement:
COM 204 Visual Communication, Graphics and Presentation Strategies was not taught last year.
Section Two - Results of Outcomes Activity:
2011-2012
Met/Not Met Data Details
NA
Section Three - Analysis and Action Plans:
NA
Updated: November 2011