HOW DO WE EVALUATE THE LEARNING PROCESS IN ADVERTISING AND PUBLIC RELATIONS DEGREE IN BOLOGNA ?
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HOW DO WE EVALUATE THE LEARNING PROCESS IN ADVERTISING AND PUBLIC RELATIONS DEGREE IN BOLOGNA? Paris, 2008
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HOW DO WE EVALUATE THE LEARNING PROCESS IN ADVERTISING AND PUBLIC RELATIONS DEGREE IN BOLOGNA ?. Paris, 2008. ADVERTISING & PR DEGREE. Public university ( ~ 40.000 students) 600€/semester (≠ 6.000 € or more) 85 students first year (without including Erasmus) 4 years degree - PowerPoint PPT Presentation
Transcript of HOW DO WE EVALUATE THE LEARNING PROCESS IN ADVERTISING AND PUBLIC RELATIONS DEGREE IN BOLOGNA ?
HOW DO WE EVALUATE THE LEARNING PROCESS IN ADVERTISING AND PUBLIC RELATIONS
DEGREE IN BOLOGNA?
Paris, 2008
ADVERTISING & PR DEGREE
1. Public university (~40.000 students)
2. 600€/semester (≠ 6.000 € or more)
3. 85 students first year (without including Erasmus)
4. 4 years degree
5. University entrance examination 2007-08:
7.8 (10)
6. 70% associate (=professionals working in advertising or pr area)
7. Ranking “El Mundo Newspaper” in 2002-03:
2nd.
8. -->
TALK’S OBJECTIVES
1.Make up the lack of studies around teaching quality in Advertising an PR degrees. Investigaciones Número
de artículos
Studies of creative decision p rocess 10
Studies of individual c haracteristics
and creative p roblem-solving abilities
9
Studies of organizational influences and ad
creation
8
Studies of the monitoring of changes and trends in
industry-base perceptions of advertising creativity
7
Studies of advertising education and creativity 0
Total artículos 34
1. Journal of Advertising2. Journal of Advertising Research3. Journal of Current Issues and xxResearch in Advertising
Source: Del Río (2006)
TALK’S OBJECTIVES
2.Describe the PSQD methodology used in UAB.
1. Qualitative research based on Focus groups
2. Students data.
3. Compare PSQD & PAAD results.
TALK’S OBJECTIVES
3.Analyse years of quantitative data from the office of the Dean
1. Registration
2. Students’ abandoning (desertion)
3. Average grades evolution.
RESEARCH METODOLOGY
1. We undertook 18 focus groups with students during 3 years (2005-2008)
2. Sample: students in an random process.3. Groups: 6-10 students.4. “Verbatim”: analyse content data.
5. Quantitative assessment: 0-10 points.
6. Quantitative documentary data research during the period of 2001-2008.
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DATA FROM FOCUS GROUP (i)
1. Sections:1. How does the subject work? (“dinámica de
funcionamiento”)
2. Meetings with the professor.
3. Assessment of the subject - general evaluation.
4. Students improvement advices.
5. -->
RESULTS FROM FOCUS GROUP (ii)
1. Personal work (14/26)
2. Team work (17/26)
3. Final exams (10/26): teaching resist to
change.
4. “Students advise”: get data from students
at the end of the semester.
5. “If professors take note of the advises,
his/her subject improves”, “If not, they
go worst”.
6. -->
RESULTS FROM FOCUS GROUP (iii)
1. “Reduce master class (lectures: no participation by the
students)”.
2. “Post-upload subject notes on Internet-campus”.
3. “It is difficult to work in 10 people teams”.
4. “He does not have interest”. “He does not
motivate us”.
5. “Lack of organization”. “Better planning is
needed”.
6. “Reduce number of activities”.
7. “Change the senior lecturers (teachers)”.
8. “He is always late”.
9. -->
RESULTS FROM FOCUS GROUP (iv)
Fisrt year Evaluation 2007/2008
Evaluation 2006/2007
Evaluation 2005/2006
Average 2005-08
Perception 6 5 No data 5,5
Sum 5,25
42 points 6,5
52 points 4,86
34 points 5,65
Second year Evaluation 2007/2008
Evaluation 2006/2007
Evaluation 2005/2006
Average 2005-08
Perception 6 6 3 5
Sum 6,2
62,75 points 5.85
58,5 points 4.45 5,5
Third year Evaluation 2007/2008
Evaluation 2006/2007
Evaluation 2005/2006
Average 2005-08
Perception 6 6 7 6,3
Sum 6.42
45 points 5.56
44.5 points 5
30 points 5,66
COMPARING PSQD & PAAD
1. PSQD from coordination (Dean)
1. Qualitative methodology: focus group
2. Every semester
3. “Quantitative evaluation”
4. Tell us what is happening & why.
2. PAAD from Governance university
1. Quantitative evaluation base on Likert scale (1-5)
2. Every 2 years
3. Tell us what is happening in a “number”.
3. Almost 70% of correlation
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DATA FROM THE OFFICE OF THE DEAN
1. Bologna keeps students rates:
1. Average before Bologna: 6.72
2. Average of Bologna: 6.88
2. Results by subjects:
1. 53% improve results-rates
2. 47% diminish results-rates
3. Increasing drop out of students (4 years data):
1. 2001-2002: 422 students
2. 2004-2005: 424 students (first year of Bologna process)
3. 2007-2008: 350 students
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IN SHORT…
1. We made up the lack of studies in ad&pr teaching
quality.
2. PSQD has demonstrated to be an useful tool to:
1. detect problems,
2. find solutions through students ideas,
3. and construct a long term data (subjects and lecturers).
3. Students drop out too high: wee need funds
(scholarships) for students (case of Spain).
4. We need to establish online data evaluation procedures,
to improve/mix PSQD and PAAD methodologies.
5. -->
FINAL RESULT: 2005-2008
Advertising &Public Relations Degree
CONTACT
THANKS!!
Advertising and Pr studies coordinator: PhD. David Roca
Website: www.uab.eshttp://ccc-web.uab.es/index.php
Address:
Facultat de Ciències de la Comunicació
Edifici I - Campus de la UAB - 08193
Bellaterra (Cerdanyola del Vallès)
Barcelona - Spain
Telephone/fax: 935811994 – 935812005
