AdvertisingPublic Relations

Assessment Report

Nicholson School of Communication

University of Central Florida

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