STUDENT-LEARNING EXAMPLE
Mission/Purpose
The Department of Communication Studies has a threefold mission: first, we service the generaleducation curriculum; second, we provide education for our majors that allows them to contribute
meaningfully and responsibly to a global society; and, third, we strive to expand the horizons of our
faculty and students by promoting excellence in teaching, service, and scholarly research and
creative activities. The Public Relations and Event Management program supports the Department
of Communication Studies’ mission by providing educational and professional training to its majors.
Goals
1: Students will be prepared to enter careers in public relations and event management.
2: Students will learn to think critically about the concepts and practices of public relations and
event management.
3: Students will learn to practice social responsibility in public relations and event management.
Outcome/Objective 4
TEAMWORK SKILLS (Related Goals:1, 2)
Through capstone-level projects, students will function effectively as team members.
STRATEGIES:
1) Students are introduced to related knowledge and perspectives in COMS 220
(Promotional Writing), and COMS 301 (Business and Professional Communication).
2) Students develop related knowledge and perspectives in MKTG 314 (Marketing), MKTG
316 (Consumer Behavior), MKTS 318 (Promotional Strategy), COMS 304 (Interpersonal
Communication), COMS 320 (Public Relations), COMS 406 (Group Process Decision
Making).
3) Students master related knowledge and perspectives in COMS 420 (Event Planning and
Management) and COMS 425 (Public Relations Cases and Campaigns).
4) During COMS 220 (Promotional Writing), COMS 320 (Public Relations), COMS 420
(Event Planning and Management), and COMS 425 (Public Relations Cases and
Campaigns), students are expected to apply related knowledge and skills in servicelearning and team projects.
Triagulated Direct Measures
CAMPAIGN PITCH RUBRIC (Related Objectives: 1, 2, 3, 4, 5)
Instructor(s) for each section of COMS 425 shall require students to present campaign pitches
suitable for presentation to potential clients. For each pitch presented, the course instructor(s)
and at least one professional in the role of potential client shall complete the department’s
Campaign Pitch rubric. The rubric addresses the following criteria:
1) Professional Teamwork,
2) Introduction,
3) Supporting Material/Body of Presentation,
4) Observable Organizational Pattern,
5) Appropriate Language,
6) Vocal Presentation,
7) Verbal Presentation,
8) Nonverbal Presentation,
9) Professional Presence, and
10) Use of Presentation Technology.
Revised 10/28/10
The following rating scale will be employed for each of the criteria:
10 = Exemplary (exceeded vast majority of minimum expectations; outstanding example of
competence)
9 = Superior (exceeded a number of expectations; impressive example of competence)
8 = Good (exceeded a few minimum expectations; above-average example of
competence)
7 = Satisfactory (met all minimum expectations; acceptable example of competence)
6 = Borderline (met most minimum expectations; minimal example of competence)
1-5 = Unsatisfactory (failed to meet most minimum expectations; poor example of
competence)
The COMS 425 instructor(s) will provide copies of the completed rubrics to the Public Relations
and Event Management area coordinator at the end of each semester in which the course is
taught. The area coordinator will analyze and report results at the end of each academic year.
ACHIEVEMENT TARGET (RELATED OBJECTIVE: 4)
Mean score of at least 70% for criterion 1) Professional Teamwork.
Connected Document: Presentation Rubric [appears in WEAVE Document Repository]
FINDINGS:
Target: Met
Mean score = 72%
Per the program's sustainability plan, this objective will be reported again in Spring 2015.
RELATED ACTION PLAN:
Since this is the first year for this measure, it is unclear whether this group of students
produced typical results or the target should be higher. If scores remain consistently high
over three reporting periods for the related objective and measurement, the achievement
target should be raised.
Team Report Rubric (Related Objectives: 2, 4)
The body of knowledge in communication reveals that only members of a team truly are
qualified to judge each member’s contribution to the team. Therefore, following required
teamwork, instructor(s) for each section of COMS 425 will require each student to complete the
departmental Team Report rubric. The rubric items include:
1) Reliability,
2) Attitude,
3) Listening,
4) Critical thinking, and
5) Contribution.
The following rating scale will be employed for each of the criteria:
5 = Fulfilled this function far better than any other member of the team
4 = Fulfilled this function better than most other members of the team
3 = Fulfilled this function as well as most other members of the team
2 = Fulfilled this function less well than most other members of the team
1 = Fulfilled this function less well than any other member of the team
The COMS 425 instructor(s) will provide copies of the completed rubrics to the Public Relations
and Event Management area coordinator at the end of each semester in which the course is
taught. The area coordinator will analyze and report results at the end of each academic year.
Revised 10/28/10
ACHIEVEMENT TARGET (RELATED OBJECTIVE: 4)
Mean at or above 3 ("Fulfilled this function as well as most other members of the team") for
each of the following rubric items:
1) Reliability,
2) Attitude,
3) Listening, and
5) Contribution.
Connected Document: Teamwork Rubric [appears in WEAVE Document Repository]
FINDINGS:
Target: Not Met
Following are means regarding each designated item on the teamwork rubric:
1) Reliability mean = 3.178
2) Attitude mean = 3.219
3) Listening mean = 2.775
4) Critical thinking = 2.269
5) Contribution = 2.810
Per the program's sustainability plan, this objective will be reported again in Spring 2015.
RELATED ACTION PLAN:
To reinforce the importance of strong team skills and to better prepare students for the
capstone experience and subsequent professional experiences, the rubric for this
measure will be employed formative midterm and final assessment in all required
courses involving teamwork. In these courses, faculty feedback will be provided to
students at midterm and at the end of the semester to encourage continual development
of teamwork skills.
Client Rubric (Related Objectives: 1, 2, 3, 4, 5, 6)
Capstone project clients will be asked to complete rubrics evaluating students' performance,
including effective:
1) creation of messages targeted at specific audiences,
2) solutions to complex problems,
3) understanding of and communication with diverse audiences,
4) functioning as team members,
5) use of communication technology, and
6) adherence to the field's established legal and ethical standards.
The following rating scale will be employed for each of the criteria:
10 = Exemplary (exceeded vast majority of minimum expectations; outstanding example of
competence)
9 = Superior (exceeded a number of expectations; impressive example of competence)
8 = Good (exceeded a few minimum expectations; above-average example of
competence)
7 = Satisfactory (met all minimum expectations; acceptable example of competence)
6 = Borderline (met most minimum expectations; minimal example of competence)
1-5 = Unsatisfactory (failed to meet most minimum expectations; poor example of
competence)
Revised 10/28/10
The COMS 425 instructor(s) will provide copies of the completed rubrics to the Public Relations
and Event Management area coordinator at the end of each semester in which those courses
are taught. The area coordinator will analyze and report results at the end of each academic
year.
ACHIEVEMENT TARGET (RELATED OBJECTIVE: 4)
Mean score of at least 70% for criterion 4) functioning as team members.
Connected Document: Presentation Rubric [appears in WEAVE Document Repository]
FINDINGS:
Target: Met
Mean score = 3.463
Per the program's sustainability plan, this objective will be reported again in Spring 2015.
RELATED ACTION PLAN:
This is the second consecutive time that this achievement target has been met. If scores
remain consistently high for the third reporting periods for the related objective and
measurement, the achievement target will be raised.
Revised 10/28/10