Mass Communications
Assessment Plan

NOTE:  Contact Mass Communications Department for copies of Assessment Instruments.  Phone:  218-236-2983

• Professional Beliefs Questionnaire
• Ethics Evaluation Form
• Industry-based Campaign Rating Form
• Portfolio Evaluation Form
• External Evaluator Performance Appraisal Form
• Internship Agreement Form

Knowledge

Goal One:  Help students acquire a basic understanding of the various facets of mass communication taught in the department.
Learning Outcome Objective:  To correctly identify established beliefs about journalism, advertising and public relations.
Measurement Process:  Gather belief data in Intro to Mass Comm class
Assessment Mechanism:  Published instrument designed to elicit professional belief data

Goal Two: Help students acquire a working knowledge of communications ethics.
Learning Outcome Objective: To construct an ethics model of mass communications that reflects the norms of the profession.
Measurement Process: Gather project data in MC 400 Ethics & Issues
Assessment Mechanism: Successful completion of the ethics model assignment using instructor evaluation

Goal Three:  Help students acquire a working knowledge of campaign communication.
Learning Outcome Objective:  To complete a written communications campaign document that addresses the standard components of an industry-based campaign prospectus.
Measurement Process:  Submit a completed campaign to a professional competition.
Assessment Mechanism:  External professional evaluation using an industry-based rating instrument.

Skills

Goal One:  Help students acquire the skills needed to write competently for the media.
Learning Outcome Objective:  To write for the media at a level that is in keeping with the standards the media industry.
Measurement Process:  Create a publication which can be submitted for evaluation by professionals.
Assessment Mechanism:  Employ portfolio evaluation using an established criteria-referenced rating instrument.

Goal Two:  Help students acquire a visual communications competency for the media.
Learning Outcome Objective:  To develop visual materials that can be placed in an exhibition that simulates a professional exhibition.
Measurement Process:  Create materials in photojournalism course that can be used in an exhibit.
Assessment Mechanism:  Performance appraisal by an external evaluator with professional  photography credentials.

Goal Three: Help students develop an ability to work collaboratively in groups.
Learning Outcome Objective:  To develop an ability to work collaboratively on a professional prototype project.
Measurement Process:  Create and produce a group product that would be analogous to a product in the professional arena.
Assessment Mechanism:  Submit the group product for professional evaluation in an appropriate outlet.

Goal Four:  Help students acquire a sense of the entry-level skills needed to operate in their respective profession.
Learning Outcome Objective:  To provide an assessment of an entry-level performance in a student's chosen profession.
Measurement Process:  Gather feedback data on a student's performance in a professional setting.
Assessment Mechanism:  Analyze the site supervisor's performance evaluation of the student by identifying positive and negative comments about the student's performance relative to the outcomes specified on the internship agreement form.

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