Documenting Learning Across Three Capstone Courses in a Service-Based Learning Environment
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1. WEAKNESSES IN RESEARCH • Emphasizing and reinforcing the role of secondary research in other required courses • Creating a template for students to be more explicit about the research process and results • Requiring students to include research instruments in the plans books • Revising an existing strategy course to include a heavier emphasis on research 2. WEAKNESSES IN WRITING • Developing and testing a new required course in “Strategic Writing for Advertising and Public Relations” Documenting Learning Across Three Capstone Courses in a Service-Based Learning Environment College of Journalism and Mass Communications | ADVERTISING & PUBLIC RELATIONS ABSTRACT THE QUESTION OF INTEREST THE WORK IMPROVING LEARNING Students majoring in advertising and public relations have to complete one of three capstone courses, which all include a service-based learning component. They work in teams to develop an integrated marketing communications campaign for a real client using knowledge gained in other classes they have taken in the major as well as their general education courses. Students produce different documents that describe the research they conducted, the strategy they developed, as well as strategic creative executions. This poster provides evidence of student learning in three different capstone courses with the same learning outcome and describes how the department’s program level assessment results were used to improve the curriculum leading up to the capstone course. Frauke Hachtmann, Ph.D. [email protected] ACE 10: Generate a creative or scholarly product that requires broad knowledge, appropriate technical proficiency, information collection, synthesis, interpretation, presentation, and reflection. THE OUTCOME Plans Books THE COURSES • ADPR 489 ADVERTISING & PUBLIC RELATIONS CAMPAIGNS • ADPR 439 STUDENT COMPETITIONS • ADPR 429 JACHT ADLAB/AGENCY PRACTICUM To what extent do students in the three capstone courses demonstrate their achievement of the outcome? December 10, 2013 An Integrated Marketing Communications Plan for The UNL Center for Civic Engagement Presented by: 7 block S P R I N G 2 0 1 4 Quantitative Analysis (n=17): TOTAL Jacht NSAC Campaigns Average SD Average SD Average SD Average SD Broad Knowledge 3.3 1.0 2.8 1.3 3.6 .6 3.3 1.0 Technical Proficiency 3.0 1.0 2.7 1.2 3.4 .9 3.0 1.0 Info Collection & Synthesis 3.1 .87 2.8 1.2 3.6 .6 3.0 .8 Interpretation 3.0 .82 3 .89 3.2 .8 2.9 .8 Presentation 3.1 .98 2.5 1.4 3.6 .6 3.2 .8 Qualitative Analysis (n=17): BROAD KNOWLEDGE. Student samples showed breadth of integrated marketing communications (IMC) knowledge and understanding and how to use media; however, some samples lacked documentation of secondary sources; faculty would like to see more in-depth use of secondary sources. TECHNICAL PROFICIENCY. Some samples lacked a theoretical framework; most plans books did not include a methods section; faculty would like to see more rigorous primary research. INFORMATION COLLECTION & SYNTHESIS. Some samples did not show a strong connection between secondary and primary research; faculty would like to see primary research instruments included in the sample. INTERPRETATION. While some samples showed a strong connection between research, insights, and strategies, others did not; the connection between them needs to be made more explicit PRESENTATION. The organization of files produced in ADPR 429 needs to include more evidence and documentation; faculty recommended that plans books be developed in this course; faculty noticed that some of the samples contained typos and other writing errors. METHOD OF ANALYSIS Direct Assessment: • ADPR faculty evaluated the final projects and plans books/project rationales using a rubric that assesses integrative learning (n=17) • Rubric based on VALUE Rubric created by the Association of American Colleges & Universities Indirect Assessment: • Students rate their achievement of the learning outcomes FINDINGS Download this poster and the rubric here: http://go.unl.edu/je04 REFERENCES AAC&U National Leadership Council for Liberal Education & America’s Promise (2007). College Learning for the New Global Century. Washington, DC: Association of American Colleges and Universities. Rosenberry, J, & Vicker, L.A. (2006). Capstone course in mass communication programs. Journalism and Mass Communication Educator, 61 (3), 267-283 Walvoord, Barbara E. (2010). Assessment Clear and Simple. Jossey-Bass. Rhodes, Terrel L. (2010). Assessing Outcomes and Improving Achievement. Association of American Colleges and Universities.
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Transcript of Documenting Learning Across Three Capstone Courses in a Service-Based Learning Environment
1. WEAKNESSES IN RESEARCH• Emphasizingandreinforcingtheroleofsecondary researchinotherrequired courses• Creatingatemplateforstudentstobemoreexplicitabouttheresearchprocessandresults• Requiringstudentstoinclude research instrumentsintheplansbooks• Revising an existing strategy coursetoincludeaheavieremphasisonresearch
2. WEAKNESSES IN WRITING• Developingandtestinganewrequiredcoursein“StrategicWritingforAdvertisingandPublicRelations”
Documenting Learning Across Three Capstone Courses in a Service-Based Learning Environment
CollegeofJournalismandMassCommunications|ADVERTISING&PUBLICRELATIONS
ABSTRACT
THEQUESTIONOFINTEREST
THEWORK
IMPROVINGLEARNING
Studentsmajoringinadvertisingandpublicrelationshavetocompleteoneofthreecapstonecourses,whichallincludeaservice-basedlearningcomponent.Theyworkinteamstodevelopanintegratedmarketingcommunicationscampaignforarealclientusingknowledgegainedinotherclassestheyhavetakeninthemajoraswellastheirgeneraleducationcourses.Studentsproducedifferentdocumentsthatdescribetheresearchtheyconducted,thestrategytheydeveloped,aswellasstrategiccreativeexecutions.Thisposterprovidesevidenceofstudentlearninginthreedifferentcapstonecourseswiththesamelearningoutcomeanddescribeshowthedepartment’sprogramlevelassessmentresultswereusedtoimprovethecurriculumleadinguptothecapstonecourse.
FraukeHachtmann,[email protected]
ACE 10:Generateacreativeorscholarlyproductthatrequiresbroadknowledge,appropriatetechnicalproficiency,informationcollection,synthesis,interpretation,presentation,andreflection.
THEOUTCOME
Plans Books
THECOURSES•ADPR489ADVERTISING&PUBLICRELATIONSCAMPAIGNS
•ADPR439STUDENTCOMPETITIONS•ADPR429JACHTADLAB/AGENCYPRACTICUM
Towhatextentdostudentsinthethreecapstonecoursesdemonstratetheirachievementoftheoutcome?
December 10, 2013An Integrated Marketing Communications Plan for
The UNL Center for Civic EngagementPresented by:
7block
S P R I N G 2 0 1 4
Quantitative Analysis (n=17):
TOTAL Jacht NSAC Campaigns Average SD Average SD Average SD Average SDBroadKnowledge 3.3 1.0 2.8 1.3 3.6 .6 3.3 1.0TechnicalProficiency 3.0 1.0 2.7 1.2 3.4 .9 3.0 1.0InfoCollection&Synthesis 3.1 .87 2.8 1.2 3.6 .6 3.0 .8Interpretation 3.0 .82 3 .89 3.2 .8 2.9 .8Presentation 3.1 .98 2.5 1.4 3.6 .6 3.2 .8
Qualitative Analysis (n=17):
BROAD KNOWLEDGE.Studentsamplesshowedbreadthofintegratedmarketingcommunications(IMC)knowledgeandunderstandingandhowtousemedia;however,somesampleslackeddocumentationofsecondarysources;faculty would like to see more in-depth use of secondary sources.
TECHNICAL PROFICIENCY.Somesampleslackedatheoreticalframework;mostplansbooksdidnotincludeamethodssection;faculty would like to see more rigorous primary research.
INFORMATION COLLECTION & SYNTHESIS.Somesamplesdidnotshowastrongconnectionbetweensecondaryandprimaryresearch;faculty would like to see primary research instruments included in the sample.
INTERPRETATION.Whilesomesamplesshowedastrongconnectionbetweenresearch,insights,andstrategies,othersdidnot;the connection between them needs to be made more explicit
PRESENTATION.TheorganizationoffilesproducedinADPR429needstoincludemoreevidenceanddocumentation;facultyrecommendedthatplansbooksbedevelopedinthiscourse;faculty noticed that some of the samples contained typos and other writing errors.
METHODOFANALYSISDirect Assessment:• ADPRfacultyevaluated the final projects and plans books/project rationales usingarubricthat
assessesintegrativelearning(n=17)• RubricbasedonVALUERubriccreatedbytheAssociationofAmericanColleges&Universities
Indirect Assessment:•Students rate their achievementofthelearningoutcomes
FINDINGS
Download this poster and the rubric here:
http://go.unl.edu/je04
REFERENCESAAC&UNationalLeadershipCouncilforLiberalEducation&America’sPromise(2007).CollegeLearningfortheNewGlobal
Century.Washington,DC:AssociationofAmericanCollegesandUniversities.Rosenberry,J,&Vicker,L.A.(2006).Capstonecourseinmasscommunicationprograms.JournalismandMassCommunication
Educator,61(3),267-283Walvoord,BarbaraE.(2010).AssessmentClearandSimple.Jossey-Bass.Rhodes,TerrelL.(2010).AssessingOutcomesandImprovingAchievement.AssociationofAmericanCollegesandUniversities.
