Penn State Beaver
Communications (COMCC)
Student Learning Assessment Plan
October 2009
Program Goals
The overarching goal of the process is to assess student learning to improve curricula, instruction and
learning. Student learning outcomes are assessed annually. In accordance with guidelines provided by the
Curricular Committee on Undergraduate Assessment (CCUA), faculty at the four campuses offering the
University College Communications Program (Beaver, Delaware, Greater Allegheny and New
Kensington) agreed on four common goals:
1.
Effective oral, written and visual communication skills.
2.
Knowledge of and facility with current professional standards and practices.*
3.
Facility with communications theory and research methods as a foundation
of critical thinking.
4.
Knowledge of the roles communications systems and professionals play in
shaping local, national and global communities.
*Goal is written as broadly as possible to include both the Journalism and Corporate
Communications options and to allow for changes in the field. This goal includes professional
skills, technical competence and commitment to ethics.
Measures
The most basic measure of student learning is course grades in required courses. The Student Learning
Assessment (SLA) plan, however, calls for analysis of further direct and indirect measures to assess
student learning.
The required internship presents an ideal opportunity for assessment of student competencies. A survey of
internship supervisors will be collected for all COMCC students at the completion of their internship (See
Appendix A for instrument).
Senior (400-level) courses were identified in both options (COMM 460w for Journalism; COMM 471 for
Corporate Communications). Materials from these courses will be evaluated by professionals drawn from
the Communications Advisory Board and other local professionals as needed. Evaluation measures are in
Appendix B.
COMM 460W REPORTING METHODS ( 3) Techniques in reporting news and trends at the
local, regional, and county levels. Emphasis on both deadline and interpretive reporting.
COMM 471 PUBLIC RELATIONS MEDIA AND METHODS ( 3) Analyzing media and
audiences for public relations purposes; planning, designing, and writing public relations
communications; press relations and publicity methods.
1 Core Courses
While elements of the program goals are present throughout the curriculum, the following courses have
been designated as central.
Goal 1: Effective oral, written and visual communication skills.
CAS 100A (GWS) EFFECTIVE SPEECH ( 3) Principles of communication, implemented
through presentation of speeches, with some attention to group discussion and message
evaluation.
COMM 260W NEWS WRITING AND REPORTING ( 3) News and news values; legal and
ethical problems of reporting; writing and reporting news for the mass media.
COMM 471 PUBLIC RELATIONS MEDIA AND METHODS ( 3) Analyzing media and
audiences for public relations purposes; planning, designing, and writing public relations
communications; press relations and publicity methods.
COMM 495 INTERNSHIP ( 1 - 3) Supervised summer practicum with newspapers,
broadcasting stations, public relations, and advertising agencies.
ENGL 420 WRITING FOR THE WEB ( 3) Analysis and composition of informative,
persuasive, and "creative" Web texts, based on rhetorical principles; no prior Web writing
experience required.
Required for Journalism option; available for corporate option
Goal 2: Knowledge of and facility with current professional standards and practices.
Journalism Option
COMM 260W NEWS WRITING AND REPORTING ( 3) News and news values; legal and
ethical problems of reporting; writing and reporting news for the mass media.
COMM 460W REPORTING METHODS ( 3) Techniques in reporting news and trends at the
local, regional, and county levels. Emphasis on both deadline and interpretive reporting.
Corporate Communications Option
COMM 370 PUBLIC RELATIONS ( 3) Public understanding of organizations and institutions;
identification and analysis of public; media relations; public relations practice.
COMM 471 PUBLIC RELATIONS MEDIA AND METHODS ( 3) Analyzing media and
audiences for public relations purposes; planning, designing, and writing public relations
communications; press relations and publicity methods.
Final Assessment
COMM 495 INTERNSHIP ( 1 - 3) Supervised summer practicum with newspapers,
broadcasting stations, public relations, and advertising agencies.
Goal 3: Facility with communications theory and research methods as functions of critical thinking.
CAS 202 (GS) INTRODUCTION TO COMMUNICATION THEORY ( 3) Survey of human
communication studies in relational, interpersonal, group, organization, intercultural, health,
technology and communication systems.
2 COMM 494 RESEARCH PROJECT COURSES ( 1 -12)
Goal 4: Knowledge of the roles communications systems and professionals play in shaping
local, national and global communities.
COMM 100 (GS) THE MASS MEDIA AND SOCIETY ( 3) Mass communications in the
United States: organization, role, content, and effects of newspapers, magazines, television, radio,
books, and films.
This goal is also supported by a series of additional courses. Students must take 12 credits,
including at least three credits at the 400 level.
Additional Courses
Students have a number of choices of supporting courses meet and reinforce these goals
CAS 203 (GS) INTERPERSONAL COMMUNICATION ( 3) Exploration of competent
communication and the skills necessary to manage personal and professional relationships.
Available for both options.
CAS 252 BUSINESS AND PROFESSIONAL COMMUNICATION ( 3) Interviewing, briefing,
conferring, and decision making; analyzing and evaluating formal and informal patterns of
communication in organizations.
Required for Corporate option
CAS 471 (US;IL) INTERCULTURAL COMMUNICATION THEORY AND RESEARCH ( 3)
Intercultural and cross-cultural communication research theory and practice as applied within and across
national boundaries.
Available for Corporate option
COMM 205 (US) (WMNST) WOMEN, MINORITIES, AND THE MEDIA ( 3) Analysis of historical,
economic, legal, political, and social implications of the relationship between women, minorities, and the
mass media.
Available for Journalism option
COMM 283W INTRODUCTION TO AUDIO AND VIDEO COMMUNICATIONS ( 3) Introduction
to audio and video studio procedures and techniques within the context of human communication.
Available for both options
COMM 297 SPECIAL TOPICS: REPORTING Practicum in reporting news, sports, and feature stories
for the campus newspaper as a simulation of the professional newsroom.
Elective for both options
COMM 297 SPECIAL TOPICS: NEWSPAPER DESIGN Practicum in the principles, techniques, and
journalistic choices involved in campus newspaper page design, including text, art (photojournalism
basics), and graphics, as a simulation of the professional copy desk. Incorporates instruction in the use of
QuarkXpress and Photoshop software.
Elective for both options
3 COMM 403 LAW OF MASS COMMUNICATIONS ( 3) Nature and theories of law; the Supreme
Court and press freedom; legal problems of the mass media.
Required for Journalism option; available for Corporate option
COMM 409 NEWS MEDIA ETHICS ( 3) Ethical problems in the practice of journalism, advertising,
and public relations; principal public criticisms of news media; case study approach.
Required for Journalism option; available for Corporate option
COMM 468 Graphic Applications in Print Communications (3) Issues, concepts, and practice
identified with contemporary design strategies for print journalism, advertising, and public relations.
Prerequisite: COMM 260W orCOMM 320
COMM 470A Convergent Media News Service: Newspaper Production (3) Practicum emphasizing
newsgathering and reporting for newspaper and for additional media formats.
Available for Journalism option
ENGL 420 WRITING FOR THE WEB ( 3) Analysis and composition of informative, persuasive, and
"creative" Web texts, based on rhetorical principles; no prior Web writing experience required.
Required for Journalism option; available for Corporate option
4 Process
The SLA is conducted annually and managed by the director of academic affairs. There are three phases
in the process:
• Preparation. With continuous quality improvement in mind, useful recommendations from the
previous year’s SLA are incorporated into the SLA plan.
• Data Collection, Analysis and Report Preparation. Internship surveys are collected by the
internship coordinator and forwarded to the program head by the end of each semester. Course
materials are collected by the instructor of record. At the end of the spring semester, materials are
provided to local professionals for review.
• Application of Findings. Results are used to improve curricula, course development, teaching
and learning.
5 Using the recommendations from the previous year’s SLA, appropriate improvements to the plan are
made. Course selection is made and faculty are contacted with instructions for sampling and submitting
student work.
The program head analyzes data, prepares and distributes an annual report of findings. It reports the
degree to which goals for student learning were attained, highlighting strengths, weaknesses, trends, etc.
It is distributed to the director of academic affairs and the communications advisory board.
Application of Findings
The annual report is the basis for discussion at the departmental level. The discussion is intended to lead
to proposals for action (amending curriculum, improving or supporting instruction within existing
curriculum, improving facilities, etc.).
6 Appendix A
Intern Assessment Questionnaire for
Student Name:
Circle one or more: Fall Spring Summer Year:
Internship Organization:
Internship Site Supervisor:
Title/Position:
Location (City, State):
Penn State Beaver has established a broad set of learning objectives for our students and we would like
your help, as the intern’s site supervisor, in assessing the extent to which the Penn State intern, through
his or her work, exhibits qualities associated with those goals.
As part of your review of the intern’s work under your supervision, we would be grateful if you filled out
the following short questionnaire. Please return the questionnaire in the enclosed envelope.
Please review the following 11 items, with respect to the intern under your supervision. On a scale of 1 to
5, could you please rate your agreement with the statement, where 1 is strongly disagree and 5 is
strongly agree, by circling the appropriate number. You may also note when the statement is not
applicable (NA) to your situation. Please evaluate the intern honestly and objectively.
In his or her work, the student has demonstrated that he or she:
Displays positive, professional work habits, including (but not limited to) regularly and promptly attending, dressing
appropriately, comprehending and following directions.
Strongly Disagree
Strongly Agree
1
2
3
4
5
NA
Effectively handles routine problems, carries routine tasks to conclusion, and effectively manages time.
Strongly Disagree
Strongly Agree
1
2
3
4
5
NA
Shows professionalism/potential for growth and advancement by (but not limited to) setting appropriate goals and
exhibiting self-motivation.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Can apply basic tools and technologies appropriate for the position.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Can write correctly and clearly in a form and style appropriate to the position.
Strongly Disagree
1
2
Can listen actively and attentively
3
Strongly Agree
5
NA
4
7 Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Can communicate well with others orally one-on-one and in groups.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Can think critically, creatively, and independently in defining, analyzing, and solving non-routine
problems.
Strongly Disagree
1
2
3
4
Strongly Agree
5
NA
4
Strongly Agree
5
NA
Can conduct research and evaluate information.
Strongly Disagree
1
2
3
Can apply basic numerical and statistical concepts.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Can critically evaluate his or her own work and that of others for accuracy and fairness, clarity,
appropriate style, and grammatical correctness.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Understands concepts and can apply theories in the use and presentation of images and information.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Understands professional ethical principles, displays integrity, and works ethically in pursuit of truth,
accuracy, fairness and diversity.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Interacts with colleagues and works in teams by (but not limited to) establishing effective working
relationships, working within appropriate authority and decision-making channels, accepting criticism in
a professional and constructive manner, and demonstrating professionalism in addressing conflicts.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Understands and is able to apply principles and laws of freedom of speech and press.
8 Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Understands and is sensitive to the diversity of groups in a global society.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Understands the history and role of professionals and institutions in shaping communications.
Strongly Disagree
1
2
3
Strongly Agree
5
NA
4
Please feel free to offer any additional comments about the ability of the employee or the undergraduate
preparation of the employee for his or her position.
Please attach a separate sheet to address the following questions.
A. What are the student’s strongest assets?
B. What qualities and characteristics should the student strive to improve?
C. Other observations/comments (please elaborate on any item above):
Evaluator’s Signature: ________________________________________________
Date:
- Thank You -
Please keep a photocopy for your records. Thank you once again for your time.
9 Appendix B
Portfolio Review by Professionals
Journalism Assessment Form
Please review the materials provided from COMM 460w (Advanced Reporting). Complete an evaluation
sheet for each document. If you are unable to make an assessment of a particular program goal based on
the assignment, circle N/A (Not Applicable).
COMM 460W REPORTING METHODS ( 3) Techniques in reporting news and trends at the
local, regional, and county levels. Emphasis on both deadline and interpretive reporting.
The story reflects effective written (and visual, if applicable) communication skills.
Disagree
0
1
Somewhat
2
3
Agree
5
4
N/A
The story reflects knowledge of and facility with current professional standards and practices.
Disagree
Somewhat
Agree
0
1
2
3
4
5
N/A
The story reflects facility with communications theory and research methods as a foundation of critical
thinking.
Disagree
Somewhat
Agree
0
1
2
3
4
5
N/A
The story reflects knowledge of the roles communication systems and professionals play in shaping
communities.
Disagree
Somewhat
Agree
0
1
2
3
4
5
N/A
Comments on the overall quality of the work: Is this student ready to enter the work force?
10 Corporate Communications Assessment Form
Please review the materials provided from COMM 471 (Public Relations Methods). A major project of
the course is Communications Day. Students plan, promote, and execute an event for local high school
students to familiarize them with the field of communications (in general) and communications careers.
Complete an evaluation sheet for each document. If you participated in Communications Day, also
complete an evaluation sheet for the event itself. If you are unable to make an assessment of a particular
program goal based on the assignment, circle N/A (Not Applicable).
COMM 471 PUBLIC RELATIONS MEDIA AND METHODS ( 3) Analyzing media and
audiences for public relations purposes; planning, designing, and writing public relations
communications; press relations and publicity methods.
Evaluator: ________________________________________________________
The document (or event) reflects effective written, oral and visual (as applicable) communication skills.
Disagree
0
1
2
Somewhat
3
Agree
5
4
N/A
The document (or event) reflects knowledge of and facility with current professional standards and
practices.
Disagree
0
1
2
Somewhat
3
Agree
5
4
N/A
The document (or event) reflects facility with communications theory and research methods as a
foundation of critical thinking.
Disagree
0
1
2
Somewhat
3
Agree
5
4
N/A
The document (or event) reflects knowledge of the roles communication systems and professionals play
in shaping communities.
Disagree
0
1
2
Somewhat
3
Agree
5
4
Comments on the overall quality of the work:
1. Features of the document (event) that are commendable.
2. Features of the document (event) that could be improved.
Are the students ready to enter the work force?
11 N/A
12