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Plan for the Assessment of Student Learning

2008-09 – 2010-11

School of Communication

The University of Puerto Rico

Río Piedras
 Assessment Plan, School of Communication, UPR-RP 1

School of Communication
University of Puerto Rico
Río Piedras Campus

Mission of the School of Communication

The School of Communication has as its mission the formation of professionals committed to the
study, research, and practice of communication as it manifests itself in the dynamics of Puerto
Rican culture and other international contexts. We aim to develop professionals in the
communication media with a critical and investigative outlook, within a framework of ethics and
social responsibility.

This mission allows for a theoretical orientation and in-depth study of communication, related
directly to the mass communication media and to their social, political, economic, and cultural
implications.

We have the mission to provide students with the tools they need to develop valued creative,
research, communication, and critical analysis skills, and to develop the ethical values and the
sense of social responsibility that our mission promotes.

Goals
1. To prepare professionals in design, planning, and research in Communication, whose
intellectual and ethical assets will contribute to the enrichment and dissemination of
culture.
2. To promote excellence and social responsibility in the communication media by means of
respectful and creative dialogue with media corporations and the community in general.
3. To be a forum for the discussion of communication-related topics in Puerto Rico and in
an international context.
4. To promote research, publications, and dissemination of the studies and creative works of
students and professors of the School.
5. To continue to develop opportunities for practical experience for students within media
corporations according to their particular area of study.
6. To make available to the organizational, institutional, and corporate spheres the School’s
communications proposals resulting from study and research.
7. To advise, design, and help other public and private institutions to establish strategies to
solve specific problems in the field of communication.

Objectives relating to goal 1

- Encourage the development of courses whose topics respond to the dynamic scenario
of media companies.
- Offer students a variety of cultural experiences as part of their courses.
- Develop modules within the curriculum for teaching ethics and human rights within the
context of the course matter.
 Assessment Plan, School of Communication, UPR-RP 2

- Develop nontraditional teaching methods, such as student portfolios, journaling,

performance tests, integration of audiovisual resources, group dynamics, electronic
forms of information, etc.
- Promote the use of bibliographic resources and new information technologies from a
critical point of view.

Objectives relating to goal 2

- Promote the creation of a series of dialogues in which controversial media-related issues
are presented and discussed from the standpoint of ethics and social responsibility.
- Establish a biannual encounter for researchers, professors, students, and representatives
from the media and from advertising and public relations agencies, and set up a dialogue
about the findings, challenges, and changes that have come about in each of those areas,
for the purpose of securing bonds between academia, professionals, and media
corporations.

Objectives relating to goal 3

- Continue to develop forums on topics related to communication, and encourage
discussion of those topics departing from the ideological and theoretical diversity of
the field.
- Continue to promote invitations to specialists in the area of communication, in order
to broaden the knowledge of faculty and students.
- Continue to encourage and secure bonds with international organizations in order to
create a continuous presence of researchers from the School of Communication in
international forums and publications.
- Encourage the participation of our students and professors in local or international
seminars and workshops on topics related to communication.

Objectives relating to goal 4

- Continue offering two seminars annually for the faculty, led by well-known
researchers in the area of communication.
- Develop courses or seminars directed toward the investigation of topics and
controversial issues in communication.
- Encourage professors and students in the course on Scientific Investigation in
Communication to organize the activity “Al día en la investigación” [Keeping Up
with Research], in which worthy investigation or research projects carried out by the
students are presented in the form of posters.
- Develop an electronic magazine on the School’s website in which students,
researchers, and professors may publish and disseminate the findings of their
scientific investigations in communication.
- Develop strategies to encourage graduate and undergraduate students to attend the
thesis defenses that are scheduled each semester.
- Develop programs of academic and institutional research to enrich and reinforce the
work of the faculty.
- Reinforce the program of professional development to help personnel keep current in
their respective areas.
 Assessment Plan, School of Communication, UPR-RP 3

- Structure the distribution of tasks to faculty members in such a way as to develop a

program of leaves of absence, sabbaticals, and research leaves that will encourage the
research and publication of creative works by the teaching staff.

Objectives relating to goal 5

- Develop a systematic plan for supervised practice in each area of specialization.
- Facilitate the implementation of practical experiences in courses whose subject matter so
allows.

Objectives relating to goal 6

- Continue to broaden the formative academic experiences by integrating community
support projects within the educational process.
- Establish systematic communication with media companies, advertising agencies, and
public relations firms, for the purpose of presenting the research carried out in the School
in a usable form that can contribute to the development of those same companies,
institutions, and organizations.
- Develop a plan whereby the entire faculty will acknowledge distance education modes
and may produce Internet support resources for their courses, and also begin to develop
pilot courses in distance education.

Objectives relating to goal 7

- Develop a targeted informative program to report to community organizations in Puerto
Rico the services that courses such as Advertising Campaigns, Public Relations
Campaigns, and Scientific Investigation could provide to them.
- Develop a variety of workshops and/or trainings (along the lines of continuing education
courses) contributing to professional development, with topics such as ethics in media,
development of advertising campaigns, public relations, scientific investigation,
electronic communication, writing, communication skills, etc.
- Establish alliances with entities on other campuses, such as the University Institute for
Community Development of the Mayagüez Campus, in order to facilitate real clients for
students in courses that offer practical experience.
 Assessment Plan, School of Communication, UPR-RP 4

Academic Programs
Mission and Goals

Information and Journalism

Mission
The Program in Information and Journalism provides students with a full understanding of the
importance of the role of journalism in society, and of the need to exercise that profession
responsibly and ethically.

Goals
The Bachelor of Arts in Communication with a major in Information and Journalism is designed
for students to:

 Acquire skills in print, television, radio, and Internet journalism while developing their
critical and investigative capacities vis-à-vis the media, mediations, and new
communication and information technologies.
 Receive a broad general education in diverse disciplines, providing them with a solid
academic and cultural foundation.
 Develop, from an ethical point of view, a sense of social responsibility that should
characterize every communications professional.

Objectives
Students of the Journalism program will be able to:

1. Have an awareness of the new theoretical trends and practices in communication,

particularly in the areas of information and journalism.
2. Acquire a broad and comprehensive understanding of the historical, economic, technical,
artistic, and professional development of communication media in general and of the
press in particular, in Puerto Rico and abroad.
3. Examine the social and cultural implications of journalistic texts and discourses.
4. Value ethical and social responsibility as fundamental aspects of all communication
processes.
5. Apply, from a critical perspective, the basic legal and ethical concepts related to freedom
of information and the press in the production of news information.
6. Generate knowledge and analyze information through various basic research methods.
7. Master the basic principles of writing for different formats and styles, taking into
consideration the particularities of media used and the different tasks of the journalism
profession.
8. Understand and apply diverse graphic elements and new information technologies as they
apply to the practice of journalism.
 Assessment Plan, School of Communication, UPR-RP 5

Alignment between Program SLOs, ACEJMC Values and Competencies

Information and Journalism

Type of learning
(Knowledge, Skills, Attitudes)
Student learning outcomes (SLOs) ACEJMC Relevant K S A
Values course(s)
1. Have an awareness of the new theoretical 4 COPU 4086,
trends and practices in communication, X
INFP 4059,
particularly in the areas of information and
journalism. INFP 4809,
INFP 4205
2. Acquire a broad and comprehensive 2 COPU 4017,
understanding of the historical, economic, X
COPU 4355,
technical, artistic, and professional
development of communication media in INFP 4205,
general and of the press in particular, in
INFP 4809
Puerto Rico and abroad.
3. Examine the social and cultural implications 3, 6 COPU 4017,
of journalistic texts and discourses. X
COPU 4355,
ESIN 4008,
COPU 4365,
INFP 4809
4. Value ethical and social responsibility as 1, 5, 6 COPU 4365,
fundamental aspects of all communication X
COPU 4045
processes.
5. Apply, from a critical perspective, the basic 1, 6 COPU 4148,
legal and ethical concepts related to freedom X X
INFP 4001,
of information and the press in the production
of news information. INFP 4002,
COPU 4086,
INFP 4059,
COPU 4036,
COPU 4045
COPU 4365
6. Generate knowledge and analyze information 5, 6, 10 ESIN 4077
through various basic research methods. X X

7. Master the basic principles of writing for 7, 8 COPU 4148,

different formats and styles, taking into X
INFP 4001,
consideration the particularities of media
used and the different tasks of the journalism INFP 4002,
profession.
COPU 4086,
INFP 4059
8. Understand and apply diverse graphic 11 INFP 4036
elements and new information technologies X
as they apply to the practice of journalism.
 Assessment Plan, School of Communication, UPR-RP 6

Curricular Map
2008-2010
Information and Journalism

Student learning outcomes Relevant

course(s) Instances of Instances of Instances of
Assessment Assessment Assessment
2008-2009 2009-2010 2010-2011
Fall Spring Fall Spring Fall Spring
1. Be informed about the new theoretical trends and practices in communication, COPU INFP INFP
particularly in the areas of information and journalism 4086, 4205 4809
INFP 4059, INFP
INFP 4809, 4205
INFP 4205
2. Acquire a broad and comprehensive understanding of the historical, economic, COPU INFP INFP
technical, artistic, and professional development of communication media in 4017, 4205 4809
general and of the press in particular, in Puerto Rico and abroad. COPU
4355,
INFP 4205,
INFP 4809
3. Be capable of examining the social and cultural implications of journalistic COPU COPU
texts and discourses. 4017, 4017
COPU ESIN
4355, 4008
ESIN 4008, COPU
COPU 4355
4365,
INFP 4809
4. Value ethical and social responsibility as fundamental aspects of all COPU COPU COPU
communication processes. 4365, 4365 4365
COPU 4045 COPU COPU
4045 4045
5. Apply, from a critical perspective, the basic legal and ethical concepts related COPU COPU COPU
to freedom of information and the press in the production of news information. 4148, 4365 4365
INFP 4001,
INFP 4002,
COPU
4086,
INFP 4059,
COPU
 Assessment Plan, School of Communication, UPR-RP 7

4036,
COPU 4045
COPU 4365
6. Generate knowledge and analyze information through various basic research ESIN 4077 ESIN ESIN ESIN
methods. 4077 4077 4077
7. Master the basic principles of writing for different formats and styles, taking COPU INFP INFP COPU INFP
into consideration the particularities of media used and the different tasks of 4148, 4001 4001 4148 4001
the journalism profession. INFP 4001, INFP INFP
INFP 4002, 4002 4002
COPU COPU
4086, 4148
INFP 4059 INFP INFP
4059 4002
8. Be informed about, and apply, diverse graphic elements and new information INFP 4036 INFP
technologies as they apply to the practice of journalism. 4036
 Assessment Plan, School of Communication, UPR-RP 8

Academic Programs
Mission and Goals

Advertising and Public Relations

Mission
The concentration in Public Relations and Advertising promotes the creative and theoretical
activity, from an ethical and social responsibility standpoint, that will allow students to research,
develop, generate, and assess strategies for effective communication production in the public
relations and advertising professions.

Goals
The Bachelor of Arts in Communication with a major in Advertising and Public Relations is
designed for students to:

 Acquire the knowledge to conduct research, design, planning, and implementation of

integrated communications programs.
 Develop ethical attitudes and actions in the processes of communication connected to
Advertising and Public Relations.
 Develop skills for critical analysis in the use of mass media and the development of
communication strategies.
 Integrate a sense of responsibility and principles of social transformation from an ethical
perspective to their professional roles in the public relations and advertising fields.

Objectives:
Students of the Advertising and Public Relations program will be able to:

1. Understand the theoretical, research, and practical considerations related to human

communication and media which influence the practice of his or her profession.
2. Acquire a comprehensive vision of media communication that takes into consideration
historical, economic, technical, artistic, and industrial aspects.
3. Comprehend the development, creation, and production processes of advertisements for
various traditional and nontraditional media.
4. Understand the managerial function of public relations and advertising professionals as
well as the ethical responsibility and social impact related to the exercise of their
profession.
5. Recognize the communication processes that are directed to, and generate from,
audiences as well as their organization and socio-cultural implications.
6. Value and understand the ethical, legal, and social responsibility considerations related to
the freedom of and right to information of the public or audience he or she serves.
7. Demonstrate competence in the ethical and legal use of information and communication
technologies.
8. Have competency in basic language and writing skills and the formats and styles of
various media.
9. Master the processes leading to the development and formal presentation of advertising
and public relations programs and campaigns, as well as the creation and design of
 Assessment Plan, School of Communication, UPR-RP 9

advertisements and messages in relation to the media and information technologies

employed.

10. Conduct research and analysis of information by means of both traditional research
methods and new information technologies.
 Assessment Plan, School of Communication, UPR-RP 10

Alignment between Program SLOs, ACEJMC Values and Competencies

Advertising and Public Relations

Type of learning
(Knowledge, Skills, Attitudes)
Student learning outcomes (SLOs) ACEJMC Relevant K S A
Values course(s)
1. Understand the theoretical, research, and practical 2, 3, 4 COPU 4355; ESIN
considerations related to human communication 4008; COPU 4017 X
and media which influence the practice of his or
her profession.
2. Acquire a comprehensive vision of media 3, 4, 5 COPU 4355;
communication that takes into consideration COPU 4017; X
historical, economic, technical, artistic, and REPU 4018
industrial aspects.
3. Comprehend the development, creation, and 4, 11 COPU 4215;
production processes of advertisements for various REPU 4076; X
traditional and nontraditional media. REPU 4155;
REPU 4087;
REPU 4157;
REPU 4069
4. Understand the managerial function of public 5, 7, 9, 10 REPU 4018;
relations and advertising professionals as well as REPU 4165; X
the ethical responsibility and social impact related REPU 4166;
to the exercise of their profession. REPU 4087;
REPU 4157
5. Recognize the communication processes that are 1, 3, 5, 11 COPU 4355; ESIN
directed to, and generate from, audiences as well 4008; REPU 4165; X
as their organization and socio-cultural REPU 4166;
implications COPU 4148;
COPU 4045
6. Value and understand the ethical, legal, and social 1, 5, 6, 7, COPU 4365; ESIN
responsibility considerations related to the 10 4008; X
freedom of and right to information of the public COPU 4355
or audience he or she serves.
7. Demonstrate competence in the ethical and legal 1, 5, 7, 10, COPU 4365;
use of information and communication 11 COPU 4045 X
technologies.
8. Have competency in basic language and writing 4, 7, 8, 11 COPU 4148; ESIN
skills and the formats and styles of various media. 4008; COPU 4215; X
REPU 4147;
REPU 4025
9. Master the processes leading to the development 5, 6, 7, 9, REPU 4075;
and formal presentation of advertising and public 10, 11 REPU 4165; X
relations programs and campaigns, as well as the REPU 4166;
creation and design of advertisements and REPU 4087;
messages in relation to the media and information REPU 4157
technologies employed.
10. Conduct research and analysis of information by 6, 7, 9, 10, REPU 4165;
means of both traditional research methods and 11 REPU 4166; X
new information technologies. REPU 4087;
REPU 4157;
COPU 4045; ESIN
4077
 Assessment Plan, School of Communication, UPR-RP 11

Curricular Map
2008-2010
Advertising and Public Relations

Relevant Instances of Instances of Instances of

Student learning outcomes course(s) Assessment Assessment Assessment

2008-2009 2009-2010 2010-2011

Fall Spring Fall Spring Fall Spring

1. Understand the theoretical, research, and practical considerations related to human COPU 4355; ESIN
communication and media which influence the practice of his or her profession. ESIN 4008; 4008
COPU 4017 COPU
4355
COPU
4017
2. Acquire a comprehensive vision of media communication that takes into consideration COPU 4355; COPU
historical, economic, technical, artistic, and industrial aspects. COPU 4017; 4355
COPU
4017
3. Comprehend the development, creation, and production processes of advertisements for COPU 4215; REPU REPU REPU
various traditional and nontraditional media. REPU 4076; 4069 4155 4155
REPU 4155; REPU
REPU 4087; 4155
REPU 4157;
REPU 4069 REPU
4157
4. Understand the managerial function of public relations and advertising professionals as REPU 4018; REPU REPU REPU
well as the ethical responsibility and social impact related to the exercise of their REPU 4165; 4018 4018 4018
profession. REPU 4166; REPU
REPU 4087; 4157
REPU 4157
5. Recognize the communication processes that are directed to, and generate from, audiences COPU 4355; REPU COPU
as well as their organization and socio-cultural implications ESIN 4008; 4165 4045
REPU 4165; REPU
REPU 4166; 4166
COPU 4148;
COPU 4045
 Assessment Plan, School of Communication, UPR-RP 12

6. Value and understand the ethical, legal, and social responsibility considerations related to COPU 4365; COPU COPU
the freedom of and right to information of the public or audience he or she serves. ESIN 4008; 4365 4045
COPU 4355
7. Demonstrate competence in the ethical and legal use of information and communication COPU 4365; COPU COPU
technologies. COPU 4045 4365 4365
8. Have competency in basic language and writing skills and the formats and styles of COPU 4148; REPU REPU COPU
various media. ESIN 4008; 4147 4025 4148
COPU 4215;
REPU 4147;
REPU 4025
9. Master the processes leading to the development and formal presentation of advertising REPU 4075; REPU REPU
and public relations programs and campaigns, as well as the creation and design of REPU 4165; 4157 4165
advertisements and messages in relation to the media and information technologies REPU 4166;
employed. REPU 4087;
REPU 4157 REPU
4166

10. Conduct research and analysis of information by means of both traditional research REPU 4165; REPU REPU
methods and new information technologies. REPU 4166; 4157 4165
REPU 4087;
REPU 4157; REPU
COPU 4045; 4166
ESIN 4077
 Assessment Plan, School of Communication, UPR-RP 13

Academic Programs
Mission and Goals

Audiovisual Communication

Mission
The concentration in Audiovisual Communication promotes the creative and theoretical activity,
from an ethical and social responsibility standpoint, that will allow students to develop, direct,
produce, or assess the diverse expressions in audiovisual communication: cinema, photography,
and multimedia, among others.

Goals
The Bachelor of Arts in Communication with a major in Audiovisual Communication is
designed for students to:

 Acquire theoretical and practical knowledge and skills in radio, cinema, and television, as
well as in emergent audiovisual technologies.
 Develop their creative and critical abilities, according to the potentials offered by the
various media audiovisual technologies, based on the concepts of mediation and social
transformation.
 Receive a comprehensive trans disciplinary, general education which provides a solid
academic and cultural grounding;
 Integrate a sense of responsibility, principles of social transformation, and an ethical
perspective to their professional roles in the audiovisual communication field.

Objectives
Students of the Audiovisual Communication program will be able to:

1. Have a comprehensive view of media in general, including historical, economic,

technical, artistic, and professional considerations.
2. Understand new trends and theories in the study and practice of radio, television, film,
and graphic communication and emerging technologies.
3. Understand the ethical, esthetic, and economic dimensions related to radio, film,
television, and graphic production and emergent technologies.
4. Operate the necessary technical equipment for the management, production, and post
production of radio, television, and film projects, including the use of digital and new
information equipment and technologies.
5. Ponder the social and cultural implications of audiovisual text and discourses.
6. Value ethical and social responsibility as fundamental aspects of all communication
processes.
7. Apply basic communication research methods from an ethical and critical perspective.
 Assessment Plan, School of Communication, UPR-RP 14

Alignment between Program SLOs, ACEJMC Values and Competencies

Audiovisual Communication

Type of learning
(Knowledge, Skills, Attitudes)
Student learning outcomes (SLOs) ACEJMC Relevant K S A
Values course(s)
1. Have a comprehensive view of media in 1, 2, 8, 10, 11 COPU 4017;
general, including historical, economic, COPU 4045; X
technical, artistic, and professional COMA 4315;
considerations. COPU 4148.
2. Understand new trends and theories in the study 3, 4, 5, 7, 11 COMA 4810;
and practice of radio, television, film, and COMA 4815; X
graphic communication and emerging COMA 4817
technologies.

3. Understand the ethical, esthetic, and economic 4, 5, 8, 10, 11 COPU 4365;

dimensions related to radio, film, television, COMA 4011; X
and graphic production and emergent COMA 4315;
technologies. COMA 4317
4. Operate the necessary technical equipment for 9, 11 COMA 4341;
the management, production, and post COMA 4351; X
production of radio, television, and film COMA 4361;
projects, including the use of digital and new COMA 4342;
information equipment and technologies. COMA 4352;
COMA 4362;
COMA 4810;
COMA 4815;
COMA 4817.
5. Ponder the social and cultural implications of 1, 2, 3, 4, 5, 6, COMA 4810;
audiovisual text and discourses. 9 COMA 4815; X X
COMA 4817;
COPU 4045.
6. Value ethical and social responsibility as 1, 3, 4, 5, 6, 9 COPU 4148;
fundamental aspects of all communication COPU 4365; X X
processes. COPU 4077;
COPU 4045
7. Apply basic communication research methods 4, 5, 6, 7, 8, 9, ESIN 4077;
from an ethical and critical perspective. 10, 11 COPU 4045; X X
COMA 4315
 Assessment Plan, School of Communication, UPR-RP 15

Curricular Map
2008-2010
Audiovisual Communication

Student learning outcomes Relevant Instances of Assessment Instances of Assessment Instances of

course(s) Assessment
2008-2009 2009-2010
2010-2011

Fall Spring Fall Spring Fall Spring

1. Have a comprehensive view of media in general, including COPU 4017 COMA 4315 COMA COPU
historical, economic, technical, artistic, and professional COPU 4045 4315 4017
considerations. COMA 4315 COPU
COPU 4148 4148

2. Understand new trends and theories in the study and practice COMA 4810 COMA 4815 COMA
of radio, television, film, and graphic communication and COMA 4815 4815
emerging technologies. COMA 4817

3. Understand the ethical, esthetic, and economic dimensions COPU 4355 COMA 4352 COMA COPU
related to radio, film, television, and graphic production and COPU 4008 COMA 4342 4341 4355
emergent technologies. COPU 4215
COMA 4341
COMA 4351 COMA
COMA 4361 4361
COMA 4342
COMA 4352
COMA 4362

4. Operate the necessary technical equipment for the COMA 4341 COMA 4325 COMA COMA
management, production, and post production of radio, COMA 4351 4351 4351
television, and film projects, including the use of digital and COMA 4361 COMA 4011
new information equipment and technologies. COMA 4325 COMA COMA
COMA 4011 COMA 4022 4362 4361
COMA 4022 COMA 4317
COMA 4317

5. Ponder the social and cultural implications of audiovisual text ESIN 4008 COPU
and discourses. COPU 4215 4045
 Assessment Plan, School of Communication, UPR-RP 16

COPU 4038 ESIN

COPU 4045 4008

6. Value ethical and social responsibility as fundamental aspects COPU 4355 COPU COPU
of all communication processes. COPU 4077 4365 4045
COPU 4365
COPU 4045

7. Apply basic communication research methods from an ethical ESIN 4077 COMA COMA ESIN
and critical perspective. COMA 4315 4315 4315 4077