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,Ph.D.fhachtmann@unl.edu

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.