Department of Communication
School of Liberal Arts
B.A. in Communication
CIP Code 090199
Program Code 140
Program Quality Improvement Report 2010-2011
1
Student Learning Outcomes
We have 14 Program Objectives
Students will be able to demonstrate the following:
1. Public speaking
8.
Media graphics
2. Writing skills
9.
Radio production
3. Research competency
10. TV News production
4. Critical thinking
11. Video production
5. Content knowledge
12. Broadcast writing
6. Newswriting
13. Computer literacy
7. Photography
14. Satisfaction w/ major
Program Quality Improvement Report 2010-2011
2
Holistic Alignment of Outcomes
Alignment with University, School, and Departmental
mission statements, and Plan 2013:
[UNIVERSITY] Cameron University …
“... provides quality educational opportunities [and] …
combines innovative classroom teaching with experiential
learning; prepares students for professional success … ”
[SCHOOL] The School of Liberal Arts…
“… fosters a student-centered academic environment, in keeping with
the mission of the University, and is dedicated to guiding students to
the highest possible standard of achievement.”
Program Quality Improvement Report 2010-2011
3
Holistic Alignment of Outcomes
Alignment with University, School, and Departmental
mission statements, and Plan 2013:
[DEPARTMENT] The Communication Department strives…
“To offer learning opportunities that develop student intellectual
capacities … preparing students for graduate school or a number of
communication-related professions.”
[Strategic Plan 2013 – GOAL #1.1]
“Maintain and enhance Cameron’s commitment to providing programs
of the highest quality in instruction, research, and service … ”
Program Quality Improvement Report 2010-2011
4
Measures of Learning Outcomes
Direct measures of student learning objectives:
Portfolio review [Standardized assessment rubrics]
Performance review
Locally developed test [knowledge]
Indirect measures of student learning objectives:
Graduating senior attitudinal survey
IDEA Student Reactions are included in faculty
reappointment
Faculty Perceptions of Student Learning
Program Quality Improvement Report 2010-2011
5
Measure of Learning Outcomes
Program methodologies that addresses academic
shortfalls prior to graduation:
[Institutionalized] None.
[Non-institutionalized] Informal workshops
One-on-one study sessions
Group study sessions
Emphasis on proper academic
advisement
Program Quality Improvement Report 2010-2011
6
Program goals and objectives
Each OBJECTIVE is tracked using data from a
number of COMPETENCIES.
Ranging from 1 to 8 COMPETENCIES
COMPETENCIES are rated using a 9-pt. scale
Divided into three RANGES:*
Unsatisfactory
1 2 3
Satisfactory
4 5 6
Excellent
7 8 9
* Borrowed from NCA – National Communication Association
Program Quality Improvement Report 2010-2011
7
Program goals and objectives
P.O. # 11 Demonstrate* effective video production
Knowledge* areas measured:
Lighting, audio, camera work, graphics, editing, content and length.
*Bloom’s Taxonomy
These areas were scored on the following four-point scale of 0-3:
0-unacceptable, 1-marginally acceptable, 2-acceptable, 3-excellent.
The scale was adapted from Kohl & Wilson (1986).
Program Quality Improvement Report 2010-2011
8
Program actions since last assessment
presentation
1. WRITING - Our department chose the following
strategies to improve scholarly writing:
- Make clear the ground rules early-on as to departmental expectations
[Idea development, Documentation, Grammar, etc.]
- Emphasize the depth and maturity of reasoning expected at the
collegiate level.
- Provide extended feedback in these areas.
- Encourage students to utilize other campus writing resources [Center for
Writers, library, etc.]
2008-2009 - 6.3
2009-2010 - 6.7
Program Quality Improvement Report 2010-2011
2010-2011 - 6.9
9
Program actions since last assessment
presentation
2. RESEARCH - We implemented the following
strategies to improve research skills:
- Consider adding the Communication Research Course to the Core.*
- Consider making the Communication Research Course a prerequisite for some research based courses.
- Broaden the usage of EBSCO Communication and Mass Media
Utilize newly formed committee to review the PR and Speech
- degree structures.
2008-2009 – 5.8
2009-2010 – 5.5
2009-2010 – 4.9
* New course offered Spring 2010; Curriculum proposals in progress.
Program Quality Improvement Report 2010-2011
10
Program actions since last assessment
presentation
3. Video Production
Since changes have been implemented, we will be
looking forward to the assessment results in the
next year as this is when the students who have
benefited from the changes will be participating
in the assessment process.
So we will analyze and make changes on those
results.
Program Quality Improvement Report 2010-2011
11
Program objective and measurement
PROGRAM GOAL:
PO #2 - Demonstrate effective [scholarly] writing skills [PR/Org Comm emphasis]
MEASUREMENT OF PROGRAM OBJECTIVE
PROGRAM
OBJECTIVE 1
[#2]
Demonstrate
effective
[scholarly] writing
skills
CURRICULUM
AREA OR TARGET
AUDIENCE
Upper-division
Communication
Department
courses.
Measurements
DIRECT:
Portfolio review
[Research paper]
INDIRECT:
Methods used to
determine validity
of measurement
instruments
Methods used
to determine
reliability of
measurements
Schedule for
measurements
Standardized
national
assessment rubric
[adapted from
NCA]
Multiple raters
Annually [Fall]
Consistent use
over 15 years
Inter-rater
reliability
Program Quality Improvement Report 2010-2011
12
Display of assessment data
[N = 10 students]
PO #2 - Demonstrate effective writing skills [Public
relations/Organizational communication emphasis]
COMPETENCIES
Statement of Purpose
2008-2009 - 6.3
2009-2010 - 6.7
AVE.
7.7
Sentence structure
6.6
Organization
7.4
Development of Ideas
6.9
Grammar
6.3
Documentation
6.7
Connectives
7.0
2010-2011 - 6.9
Program Quality Improvement Report 2010-2011
AVE. 6.9
13
Program objective and measurement
PROGRAM GOAL:
PO #3 - Demonstrate effective research competency [Speech Comm emphasis]
MEASUREMENT OF PROGRAM OBJECTIVE
PROGRAM
OBJECTIVE 1
CURRICULUM
AREA OR TARGET
AUDIENCE
[#3]
Demonstrate
effective research
competency
Upper-division
Communication
Department
courses.
Measurements
DIRECT:
Portfolio review
[Research paper]
Methods used to
determine validity
of measurement
instruments
Methods used
to determine
reliability of
measurements
Schedule for
measurements
Standardized
national
assessment rubric
[adapted]
Multiple raters
Annually [Fall]
Consistent use
over 15 years
INDIRECT:
Inter-rater
reliability
Program Quality Improvement Report 2010-2011
14
Display of assessment data
[N = 5 students]
PO #3 - Demonstrate effective research competency
[Speech Communication emphasis]
COMPETENCIES
Research problem
2008-2009 – 5.8
2009-2010 – 5.5
AVE.
5.1
Definition
4.8
Review of literature
5.0
Data
5.6
Analysis
4.7
Conclusions
4.6
Implications
4.6
2010-2011 – 4.9
Program Quality Improvement Report 2010-2011
AVE. 4.9
15
Program objective and measurement
PO #11 - Demonstrate effective video production
MEASUREMENTS OF STUDENT LEARNING OR SERVICE OUTCOME
PROGRAM
OUTCOME
Demonstrate*
effective video
production
competency
CURRICULUM
AREA OR TARGET
AUDIENCE
RTV 2313 Basic
Television
Production
RTV 3323 Field
Production and
Editing
Measurements
Direct Measures
Portfolio
Locally Developed
and Validated
Examinations
Indirect Measures
IDEA Student
Reactions are
included in faculty
reappointment
Exit Interviews
Faculty
Perceptions of
Student Learning
Methods used to
determine validity
of measurement
instruments
Methods used
to determine
reliability of
measurements
Schedule for
measurements
Gay (1992) stipulates
that validity is “the
degree to which a test
measures what it is
supposed to measure.”
In determining validity
Gay recommends
determining instrument
validity for subject
matter and for the
person being assessed.
Inter-rater
reliability
Annually every
Fall Semester
Program Quality Improvement Report 2010-2011
16
Display of assessment data
[N = 6 students]
PO #11 - Demonstrate effective video production
0-unacceptable, 1-marginally acceptable, 2-acceptable, 3-excellent.
Student
Average
Lighting
Audio
Camera
Graphics
Editing
Script
Content
Length
2.8
1.8
2.9
2.7
3.0
2.9
2.8
2.0
Program Quality Improvement Report 2010-2011
17
Display of assessment data
[N = 6 students]
P.O. # 11 Demonstrate* effective video production
Knowledge Area - Length
RTV: Video Production PSA - Length
3
2.5
Rating
2
Length
Linear (Length)
1.5
1
0.5
0
96-97
97-98
98-00
00-01
01-02
02-03
03-04
04-05
05-06
06-07
07-08
08-09
09-10
10-11
Academic Year
Program Quality Improvement Report 2010-2011
18
Action plan
PO #2 - Demonstrate effective writing skills [Public
Relations/Organizational Communication Emphasis]
Ongoing
Offer the Communication Research course every year and require as
a departmental core course
Spring 2011
Encourage students to utilize other campus writing resources [Center
for Writers, library, etc.]
Spring 2011
Communicate strict departmental guidelines [Idea development,
Documentation, Grammar, etc.]; Provide extended feedback in these
areas
Program Quality Improvement Report 2010-2011
19
Action plan
PO #2 - Demonstrate effective writing skills [Public
Relations/Organizational Communication Emphasis]
Spring 2011
Ongoing
Spring 2011
COST
Faculty will examine rubric and examine inner-rater reliability
Emphasize the depth and maturity of scholarly writing expected at
the collegiate level [in upper division courses].
Provide models of exceptional research projects/papers from previous
semesters.
1/8 Full-time faculty load to offer the research methods course
once per academic year.
Program Quality Improvement Report 2010-2011
20
Action plan
PO #3 - Demonstrate effective research competency
[Speech Communication Emphasis]
Ongoing
Spring 2011
Offer the Communication Research course every year and require as a
departmental core course
Have a faculty workshop to improve student research writing
Have faculty examine research rubric and inner-rater reliability
Ongoing
Increase the usage of EBSCO Communication and Mass Media
Make the Communication Research course a pre-requisite for
research based communication courses.
Program Quality Improvement Report 2010-2011
21
Action plan
PO #3 - Demonstrate effective research competency
[Speech Communication Emphasis]
Spring 2011
Communicate strict departmental guidelines [Data gathering and
reporting, analysis, implications/critical judgment, etc.]; Provide
extended feedback in these areas.
Spring 2011
Provide models of exceptional research projects/papers from previous
semesters.
COST
1/8 Full-time faculty load to offer the research methods course
once per academic year.
Program Quality Improvement Report 2010-2011
22
Action plan
PO #11 - Demonstrate effective video production
Based on our data, we recommend the following:
Ongoing
Offer remediation to graduating students who did not perform.
Ongoing
Develop a capstone course that will provide the atmosphere for
providing serious
Ongoing
Reemphasize importance of producing a quality project and provide
extended feedback in knowledge areas.
COST
1/8 Full-time faculty load
Program Quality Improvement Report 2010-2011
23
Ancillary Action
-
Provide a room for the Speech Center that is available all day
-
Assign the current Fundamentals of Speech instructor position to direct
the Speech Center, mentor new adjuncts, and coordinate the General
Education Assessment data for the department
-
Propose a new full-time Public Relations position to support future course
offerings on campus and online
-
Propose a new full-time faculty member to teach Mass Communication
classes and serve as Production Manager for the new television studio
Program Quality Improvement Report 2010-2011
24
Published information on graduates
Entered Graduate School
Working In Discipline
Other
Fall 2009
2
3
3
Spring 2010
3
6
3
Total
5
9
6
Academic Year 09-10
Summer 2010
2009
Program Quality Improvement Report 2010-2011
25