Advertising
Public Relations
Assessment Report
Nicholson School of Communication
Mission
…an undergraduate program that supports the primary mission of the
University to deliver strong undergraduate education and foster partnerships…
We teach our majors the fundamental skills for planning, writing, and
executing advertising and public relations strategies and campaigns.
We also provide background on legal and ethical issues in the profession,
oral presentation skills, and mass communication research.
…students gain essential experience while in college through required
internships and are assisted in finding internships and professional mentors
in both advertising and public relations.
University of Central Florida
Outcomes
)
Outcome 1: Students will exhibit the ability to present
proposals, plans and strategies in settings appropriate to
their career paths.
Changes:
 Enhanced the rubric

Measure 1: Faculty observation in ADV 4101, MMC 4411.
70% will score 3.0/5.0 or higher
Outcome: 85%
University of Central Florida


Outcome 2: Students will demonstrate ability to work in
teams.
Change: New peer evaluation form, process and module
Measure 2.1: 70% of students will receive 7 points out of
10 on peer evaluation forms completed by team
members in MMC 4411.
.

Results:


100% of students earned 7 out of 10
Analysis: students don’t like to ding other students
University of Central Florida

Measure 2.2: 75% of campaign books, reports, or
projects from each class are reviewed by professionals
and complete rubrics, scoring 3.0 or better on a 5-point
scale.

Results
98% of professionals rated students 3.0 or higher
University of Central Florida

Outcome 2: Students will demonstrate ability to work in
teams.
Tool: Internship survey completed by employers
Measure 2.2: 75% of students will receive Good or
Outstanding by intern supervisors
.
Results:


100% of students earned Good or Outstanding
Analysis: intern employers get better behavior than instructors
University of Central Florida
Outcome 4: Students will demonstrate the ability to use
journalistic style (AP Style) to write material for the mass
media.
Changes:
 Innovative teaching methods through mixed mode

Measure 4.1: Pre-test and post-test. 90% of students will
score a C or better.
Outcome: 90% (higher outcomes with mixed mode)
University of Central Florida

Measure 4.2: Students will write in a concise, journalistic
style. Professionals will review portfolios from PUR 3100,
rating the work on a 5-point scale. 70% will score 3.0 or
higher.
Outcome: 80% scored
University of Central Florida

Outcome 6: Students will demonstrate proficiency in
performance of core skills performed in their internship.
Measure 6.1: Internship supervisors complete surveys and
70% or more will score Outstanding.
Outcome: 78%
University of Central Florida

Outcome 8: Students will demonstrate strategic
application of research and creative skills that are tied to
message points in projects.
Measure 8.2: 70% of students in ADV 4101 and MMC 4411
will strategically apply research and creative skills.
Professionals will review sample books and 80% of
students will score 4.0 (out of 5.0) or higher.
Outcome: 100%
University of Central Florida
Changes
Drill down on team work and offer modules, resources
Continue to explore innovative teaching methods for skills (AP
Style, grammar)
Define and create standards for message strategy into the social
media channel
University of Central Florida