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Assessment Plan

This plan was created in 2002 and last updated April 12, 2024.

Mission and objectives

The community of professionals and scholars in the Reynolds School of Journalism is dedicated to advancing the practice and knowledge of journalism,  PR/Advertising and brand communications,  visual communication and other fields of media.  In this pursuit, we remain faithful to the enduring principles of professional media —  analytical thinking, clear writing, compelling production and presentation, ethical behavior and sophisticated use of technology and research. Objectives are directly aligned with core values and competencies established by the Accrediting Council on Education in Journalism and Mass Communication, and are tailored to fulfill overlapping assessment expectations of the Â鶹ӳ»­.

This assessment plan describes the steps established for ensuring that RSJ undergraduate students explore all 10 core values and competencies. The breakout boxes serve as a curriculum map of the core required course which include the learning goals and objectives. Faculty are encouraged to annotate which topics and/or assignments fulfill these goals and objectives on their syllabi.

The RSJ graduate program, while not accredited, will strive to assure participants meet the goal and objectives for the master’s programs.

Learning goals and objectives

Our assessment plan is anchored by 10 curricular learning goals with corresponding objectives compatible with ACEJMC’s recommended values and competencies and, in some cases, the University's Silver Core Curriculum. They include the following:

Assessment measures

To assess the extent to which undergraduate students achieve our stated learning objectives, the Reynolds School employs the following direct measures: 

  • Pre-test/post-test. Administered every fall (pre) and spring semester (post) for students in our introductory JOUR 103 Media and Society course, then again for graduating seniors toward the end of each semester. This provides a gauge of students’ knowledge of topics related to core courses.
  • Professional reviews. At least once each academic year, media professionals evaluate a random selection of student assignments from JOUR 307, Multimedia Reporting and Writing and JOUR 361, Writing for Public Relations and Advertising, using rubrics provided by the Reynolds School and factoring in relevant elements of ACEJMC’s competencies and values.
    • Additionally, student work is regularly critiqued by outside professionals in several higher-level courses.
  • Internship evaluations. Every student majoring in journalism is required to complete an internship or practicum. Their performance is evaluated by professionals or faculty using learning objectives aligned with ACEJMC’s
  • Several courses require industry standard certifications such as Hubspot and Poynter Certifications and Google Analytics.

 In addition to the direct measures listed above, the Reynolds School gathers and evaluates several indirect measures. These include:

  • Retention and graduation rates
  • Student placement patterns
  • Student performance in contests and competitions
  • Senior exit surveys and interviews 

Assessment process

The Reynolds School has a standing Assessment Committee charged with ensuring that appropriate data are collected, organized and analyzed and share observations and recommendations with faculty, including the Reynolds School Curriculum Committee at the end of each Spring semester.

 Faculty are encouraged to use the information to improve or address outcomes in courses, create new solutions to student challenges including but not limited to study sessions or tutors, new courses, purchasing up-to-date technology, etc.