Curriculum Validation - Program Renewal 2007 Creative …air.rrc.ca/PCD/program-renewal-reports/2006-07 Creative... · 2018-03-08 · 1 Creative Communications Curriculum Validation

Curriculum Validation - Program Renewal 2007

Creative Communications

Creative Communications Curriculum Validation – Program Renewal

Final Report

Fall 2007 Submitted to: Larry Partap, Chair Creative Arts

Acknowledgements

The Creative Communications Program at Red River College wishes to express its

appreciation for the support and commitment shown throughout this Curriculum Validation Process by the following:

Representatives from the community:

Leslie Bryde City Editor Portage Daily Graphic

Jackie De Pape Public Relations Investors Group

Susan Goritz Producer Standard Radio

Robert Hardy Development Manager, Western Independent Production

CTV

Liz Hover NSI Carie Jones Writer/Producer Client

Services Global Winnipeg

Patrick Kanuiga News Editor CBC Radio News Director

Paul Rutherford Managing Editor Canstar Communications

Brad Salyn Mayor's Office City Hall

Tom Scott Programming Manager MTS TV

Colleen Simard Aboriginal Affairs Columnist Winnipeg Free Press

Magda Zachara Senior Advertising Planner MTS Communications

The Creative Communications Advisory Committee:

Debbie MacKenzie Chair

Director Public Affairs

Communication Services Manitoba

Dr. Judith Kearns Director Centre for Academic Writing

University of Winnipeg

John Gleeson Editor Winnipeg Sun

Cecil Rosner Managing Editor CBC Manitoba

Joanne Kelly Host/Assignment Editor Shaw Cablesystems

Allan Lie Creative Director Golden West Broadcasting

Steve Pona City Editor Winnipeg Free Press

Valerie Mollison Manager Communication Services

The Great-West Life Assurance Co.

Glen Cassie Director Local Content Citytv

Tim Jones Business and Operations Manager

Global Television Specialty Network

RoseAnna Schick President RAS Creative

Laura Hawkins President Picante Advertising

Tamara Brazil Head of Executive Services Indian and Northern Affairs Canada

Sharon Lancaster Marketing Consultant Slate Communications

Jeff Bollenbach News Director CTV Winnipeg

The Creative Communications Faculty:

Chris Brower Kenton Larsen Forde Oliver Dean Cooper Duncan McMonagle Chris Petty Kent Gulbrantson Barb Mekelberg Tracey Seida Cathy Hanson Gary Moir Steve Vogelsang Armin Wiebe

Curriculum Validation – Program Renewal Project Team

Craig Edwards Curriculum Consultant Pat Routledge Curriculum Validation Facilitator

Table of Contents

Introduction .................................................................................................................. 1

Curriculum Validation Deliverables: ............................................................................. 1

Outcomes from the Deliverables:................................................................................. 1

1. Environmental Scan and Key Findings (Appendix A) .............................................. 1

2. Industry Occupational Analysis (DACUM) Chart (Appendix B) ............................... 5

3. Graduate Skills and Abilities Chart (Appendix C) .................................................... 7

4. Graduate Profile (Appendix D) ................................................................................ 7

5. Graduate Focus Group Summary ........................................................................... 8

6. Program Renewal Plan (Appendix E) .................................................................... 13

7. 5-Year Program Renewal Program in Gantt Chart Format (Appendix F) .............. 13

8. Conclusions ........................................................................................................... 13

Appendix A - Environmental Scan and Key Findings................................................. 15

Appendix B – Industry Occupational Analysis (DACUM) Chart ................................. 45

Appendix C – Graduate Skills and Abilities Chart ...................................................... 51

Appendix D – Graduate Profile .................................................................................. 71

Appendix E – Program Renewal Plan ........................................................................ 73

Appendix F – 5 –Year Program Renewal Plan in Gantt format .................................. 77

Appendix G – Program Matrix ................................................................................... 79

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Creative Communications Curriculum Validation – Program Renewal Final Report

Introduction

The Creative Communications is a two-year diploma program with a September entry date. It is a multi-faceted program preparing students for careers in four general areas: advertising, broadcasting, journalism, and public relations. The aim of the program is to give students a high degree of knowledge and competency in order to obtain entry-level positions in a broad spectrum of communication-based jobs. In 2006, a Curriculum Validation - Face Validation was undertaken to gather data to compare Red River College’s program with others across the country. The Curriculum Validation – Program Renewal was requested by the Dean and Chair to provide a much more in-depth analysis and report..

Curriculum Validation Deliverables:

The Creative Communications Curriculum Validation process involved 7 interrelated deliverables plus a focus group with graduates to obtain feedback on the strengths and weaknesses of the program:

1. Environmental Scan and Analysis of the key findings of similar programs across Canada.

2. Industry Occupational Analysis (DACUM) 3. Graduate Skills and Abilities Chart 4. Graduate Profile 5. Graduate Focus Group 6. Program Renewal Plan 7. A 5-year Program Renewal Plan in Gantt Chart format 8. Final Report

Outcomes from the Deliverables:

1. Environmental Scan and Key Findings (Appendix A)

The Environmental Scan provides the faculty and Chair with information about similar programs that are offered in Colleges and Universities locally and nationally. The Curriculum Validation facilitator gathered information on similar programs and trends influencing their development and direction. The information was gathered by the Curriculum Validation Facilitator through web sites, email and telephone contact. The scan gathered information under the following categories:

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Name of institution, location, contact person

Size of program

Credential offered

Program features

Curriculum Model

Curriculum Content

Student Assessment

Current and Coming Challenges

Curriculum Renewal

Partnerships

Additional Information (Other and comments) For the Creative Communications Curriculum Validation – Program Renewal, ten (10) programs were scanned. They included:

BCIT – Broadcast and Media Communications – Radio (Burnaby, B.C.) Centennial College – Corporate Communications & Public Relations (Toronto, ON) Conestoga College – Public Relations (London, ON) Confederation College – Television Production (Thunder Bay, ON) Grant MacEwan – Journalism (Edmonton, AB) Mount Royal College – Electronic Publishing (Calgary, AB) SAIT – Film and Video Production (Calgary, AB) SAIT – Journalism (Calgary, AB) SAIT – Radio Television and Broadcast News (Calgary, AB) Seneca College – Creative Advertising (Toronto, ON)

Key findings from the Environmental Scan

RRC is the only program that offers a generic Creative Communications Diploma where students select a major in Advertising, Broadcast Production, Journalism, and Public Relations. All other programs surveyed have individual programs in these areas (see Appendix H: Program Matrix).

Credentials Awarded:

There are a variety of credentials awarded in the eight programs scanned. Like RRC, BCIT, Conestoga, Confederation, Grant MacEwan, SAIT and Seneca offer diplomas. Mount Royal offers Bachelors Degrees in Applied Communications, but once it is granted university status all programs will become undergraduate level degree programs rather than applied degree programs.

Most public relations programs at Ontario colleges are now one-year graduate certificate programs which are only available to students who have successfully completed at least two years of post-secondary training. Conestoga is still offering a diploma in Public Relations. Centennial College offers an Advanced Diploma in Journalism.

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Partnerships/Articulation:

Many programs have articulation agreements with Athabasca University. Similar to RRC’s joint program with University of Winnipeg, both Seneca and Centennial (like RRC) have joint programs with York University. Seneca’s Creative Advertising Program accepts students from York University each year (60 general application students, 15 York University students). Centennial College accepts York University students in the January intake. Centennial students can take the public relations program part-time spending three days a week at Centennial and the remaining two days at York. They complete the program over two years rather than one. Confederation College is investigating a partnership with the University of Winnipeg for its Broadcasting - Television Production Program.

Two programs, Confederation College and Grant MacEwan College allow internal articulation. If a student wishes to obtain two diplomas from Confederation College (e.g. Film Production and Television Production), they allow the student to enter directly into second year of the second diploma program. Grant MacEwan College allows journalism graduates to enter directly into third year of the Applied Bachelors Degree in Professional Writing.

Prerequisite Skills/Credentials:

All programs require high school graduation or equivalent for mature students. As mentioned above, Ontario colleges’ Graduate Certificate Programs require the successful completion of at least two years of post-secondary training. Most of the programs require students to submit portfolios or undergo language proficiency testing. Confederation College only does so if there are more students applying than there are seats available. Conestoga noted that good grades in high school English do not necessarily ensure that students have strong writing skills. They would like to institute a means of testing students’ writing skills before they enter the Public Relations Program. Mount Royal noted that there was no difference in success rates of students who were accepted through a special selection process and those who were not. That being said, they are hoping to reinstate some method whereby students are tested before entering the Electronic Publishing Program.

Experiential Learning:

All but one program requires students to practice their skills in an industry setting. The Creative Advertising Program at Seneca College has a course in the final semester entitled Field Placement/Independent Project. Most students must work in industry for a minimum of 100 hours before graduation. Students who do not meet this requirement, with the approval of the faculty, may develop an independent project in a specific area of study.

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The shortest length of experiential learning is three weeks in the Film and Video Production Program at SAIT. The longest is at Mount Royal College where students spend two -16 week semesters (terms 5 and 7) out in the field.

Experiential learning in some programs is given more credits than regular courses. BCIT’s first practicum is worth 11.5 credits (regular courses are worth 3 to 8 credits); Confederation College’s internship is worth 36 credits (regular courses worth 3 to 5 credits)

Delivery

Most diploma programs are offered on a full-time basis only. As mentioned above, Centennial offers part-time study, Grant MacEwan offers some courses part-time but strongly encourages all students to attend full-time. Very few courses are available through correspondence or distance education online delivery.

BCIT offers a wide variety of part-time certificate programs for people who want to enter the field or need some specialized training, but do not guarantee entry from these certificate programs into the full-time day programs.

Only Centennial and Seneca allow students to begin the program at other times of the year than the traditional fall term intake.

Content/Courses

Because many colleges offer diploma programs in more specific subject areas, they do not have as many electives as the Creative Communications Program at RRC. Conestoga, Seneca and Mount Royal only offer general education or arts and humanities options. All industry related courses are mandatory. In BCIT’s Broadcast and Media Communications – Radio Program and Confederation College’s Broadcast Production – Television Program all courses are mandatory.

In Colleges where many of the programs are in the same department or school, a single course may be taught in several different programs. For example, the courses, Introduction to New Media, Industry Operations, and Copy-writing 1 are taught in the Radio, Television, and Broadcast Journalism programs at BCIT. Many of the courses taught in the Applied Bachelors Degree in Professional Writing are also taught to Journalism students at Grant MacEwan.

Some courses that might be of particular interest are:

BCIT- Statistics for Broadcasters (addresses numeracy skills)

BCIT- Introduction to New Media (dealing with Web, streaming, new audio capturing techniques)

Centennial College - Client Project (where students work on contract projects for real clients)

Seneca - Your Career Stream and Your Career Launch (two courses which focus on career choices, how to find jobs, etc.)

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Challenges:

A common challenge mentioned by several programs is the new student outlook. The recurring theme is that students of today feel they have a sense of entitlement (e.g. I pay your salary, so you owe me an A grade). Others commented on the failure of high schools to develop strong writing skills or mathematical skills in students.

Keeping up with changing technology and the cost of specialized equipment (especially in the areas of broadcasting – e.g. upgrade to HDTV) are other major issues. Millions of dollars could be spent on new studios if available.

Including training in one or two year programs for all the skills required by industry is becoming increasingly difficult.

It is very interesting to note that BCIT is having difficulty recruiting qualified candidates for the Radio Program for the first time. Most other programs are experiencing an increase in the number of student applications and wait lists are growing for programs which have quotas.

Other Areas

Program Web site

The layout of RRC Creative Communications Program Website does not clearly identify which courses students can take in second year – both mandatory and electives. Other programs’ Websites clearly indicate elective courses and the number of these students need to choose. The RRC site should better indicate which courses are required for each major.

2. Industry Occupational Analysis (DACUM) Chart (Appendix B)

The Industry Occupational Analysis using the DACUM process is a familiar component of the curriculum development process at Red River College and provides the program with a description of regional occupational needs. Included in the process is the identification of emerging and retiring industry trends. Craig Edwards and Gene Semchych facilitated the Creative Communications DACUM at Red River College on Monday, April 16 and Tuesday April 24, 2007. Participants were asked to identify the major competencies and related tasks required by entry-level workers in the communications field of. The 12 individuals who took part in this exercise represented a cross-section of all the majors offered in the Creative Communications Program: advertising, broadcasting, corporate communications and public relations, creative writing and journalism. The resulting Creative Communications DACUM identified the following emerging and retiring trends:

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Emerging Industry Trends:

Consolidated messages Digital video Content-on-demand High definition TV International teams for creating content More electronic communication Need for one-on-one – communication Multi-tasking - Jack-of-all-trades Online advertising targeting customers Conducting research - AD - tracking/polls Multiple job titles Media convergence - companies merging Self employment – contracts Mobile workers Changing distribution of media Convergence of radio -TV - print – web Co-productions Adapting to new changes Communication - one-to-one Renewal of community newspapers Free distribution of daily papers Expanding journalist skills - not just writings but new media, photo, sound Centralizing layout in print Working from home E-mail paper trail Mojos - moving journalists Immediate coverage of events Citizen journalists

Retiring Industry trends:

Analog Standard definition TV Operations positions (master control, VTR, etc.) Directing talent - less face-to-face News releases Paper (i.e. hard copy) Secure jobs (more contract work) Local programming No more one-trick ponies Daily newspaper Single skilled reporter - can't just be a writer Opportunity to have "downtime" - resulting burnout

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3. Graduate Skills and Abilities Chart (Appendix C)

The Curriculum Validation Facilitator (CVF) organized the workshop on graduate skills and abilities, which enables the faculty to take a realistic look at the learning goals of their program graduates. This workshop was held on May 16th, 2007 and was facilitated by the Curriculum Consultant (CC). The outcome of this workshop was a single, composite chart that outlines the graduate skills and abilities. The chart is the cross-referencing of:

1) The competencies identified in the Industry Occupational Analysis (DACUM) Chart and the College Wide Learning Outcomes (CWLOs), and

2) The teaching faculty’s assessment of what would constitute realistic learning expectations of the program. This chart serves as the focus for curriculum renewal and the basis for the Graduate Profile,

4. Graduate Profile (Appendix D)

Through the use of the Graduate Skills and Abilities Chart, the Graduate Profile Outcome statements were developed by the Curriculum Validation Facilitator and the Curriculum Consultant with faculty at a workshop on Wednesday May 16, 2007. The Creative Communications graduate:

A. Demonstrates initiative, drive and the ability to multi-task while striving for excellence in the workplace.

B. Applies technical skills to produce finished projects in a variety of

existing and emerging media. C. Plans, implements and monitors projects and resources in a time-effective

manner to achieve objectives.

D. Creates ethical and relevant content by identifying appropriate media that engages target audience and respects diversity.

E. Writes and edits effectively for a wide range of media.

F. Communicates in a respectful and professional manner. G. Demonstrates professionalism, a positive attitude, commitment, discipline,

and continuous learning.

H. Applies strategic thinking and planning skills.

I. Solves problems by being innovative and resourceful; identifies and suggests alternative ways to get the job done.

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J. Responds to routine business challenges using appropriate

technical and interpersonal skills

K. Applies appropriate concepts from planning to operational phases of a marketing process.

L. Implements a range of research, analytical, and evaluative skills,

presenting information in a professional format.

5. Graduate Focus Group Summary

At the request of the faculty and Dean an additional deliverable was added to the Curriculum Validation-Program Renewal for the program. Craig Edwards and Pat Routledge facilitated a focus group of graduates to obtain feedback on the strengths and weaknesses of the program to be considered in the renewal of the program.

Creative Communications Graduate Focus Group: June 4, 2007

Participants: 8 agreed to attend; 6 showed Ad majors: 2 Broadcast major: 1 Journalism majors: 2 PR major: 1 Question 1: Which parts of the Creative Communications Program have been

most helpful in preparing you for your current job?

Responses: Work placements Often led to employment

Applied skills taught in program and learned new skills

Networking opportunities Contacts met through guest speakers, projects, summer

employment and volunteer opportunities invaluable Builds confidence

Broad base in first year Really useful to have background in all areas

Learned a phenomenal amount in first year Improves employability Good to have well rounded background as you may have

to do a bit of work in other areas even if you are hired as a journalist

Useful in understanding how ads are created or what is the intent behind a news release

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Magazine project Good experience to learn how to work as a team

Learn how to compromise Learn how to sell your ideas Learn how to make a successful project

Pace of program A lot of work to do in a lot of areas you learn to be

adaptable Learn about time management, setting priorities Develop a really strong work ethic Toughens you up Helps you develop a “thick skin”

Assignments First year assignments really helpful

Journalism assignments helpful Ad campaign very useful

IPP (this was not brought up by students, Craig had to prompt

them) You get what you put into it

Highlight of program for a few people gave you the opportunity to push yourself and discover what you can accomplish

Some felt that they should have chosen a topic where the product could be something marketable or actively help career

General consensus that it was too easy for some to slough off and still get a good grade (example given, “if my IPP falls apart, I can always write some poetry or a children’s book”)

General consensus was that IPP didn’t really matter in the end

Needs more emphasis from the Program that it does really matter

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Question 2: Which parts of the CC program have been the least helpful in preparing you for your current work/job?

Responses: Artificial division of four majors Would have liked to take some of the courses in the other

majors Journalism major lacking in radio (this individual clarified

that he went through the Program before CKIC was set up)

Second year in general Ad majors felt second year had little structure, they didn’t

learn much that was new; only one major large project; issue with instructor not handing back assignments nor being in class

Other majors felt the fact that there were two work placements in second year made it difficult to structure the curriculum (they still wanted the work placements, but recognized that it makes it difficult for the instructors)

Electives taught by instructors who didn’t have expertise in the area (again, no blame was made on the instructors; students realized that the College needed to have a more flexible approach to bringing in specialists to teach one course)

Broadcast production major felt that second year was good in that major; new material and new skills were learned

Second year courses need to be more focused and teach new skills or go into way more depth in skills already learned

Need to have media buying and focus group research covered in Ad major

Lack of administration response to student issues Graduates find that problems they faced were also

problems faced by other graduates 10 to 15 years ago, real concern of lack of administration response to real problems that need rectifying

Problems with projects with outside clients not structured or too large or not understood; students don’t make the commitments themselves, but end up work really hard as they do not want to disappoint potential employers

Problems with fundraising monies; lack of control and accountability

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Weak coverage of new media Journalism too print oriented, needs to take into account

that newspapers have web sites, photojournalists are now being requested to shoot video for web site

PR needs to make more emphasis on blogs and wikis as a means of communication

Question 3: What specific recommendations or changes would you suggest to

improve the relevance of the program?

Responses: Computer skills Need more training in Microsoft Excel, Microsoft Access

Knowledge of Computer Assisted Reporting (CAR) would be really helpful

Needs to be a laptop program (attendees were advised that this is in the works)

Work Placements More preparation and planning before students go out as

to what is expected of them and that they should be more assertive in requesting work and be prepared to “go the extra mile”

Felt that five minutes with instructor being told where they were going and what they would be doing was not enough preparation

Some felt placements should be longer, others felt they were fine as they were

Some placements didn’t seem to know what to do with the students

Curriculum Suggestions More ethics training

Internet journalism course (more focus on Internet research)

Make students take Can Lit at university before coming into program

More emphasis on non-news programming, e.g. how to pitch an idea for a new series (e.g. something like Corner Gas) and get funding

Multi-media course Slightly more emphasis on design More emphasis on new trends in courses and upcoming

developments, e.g. new PR strategies; new PR practices in large corporations

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Stronger ties with industry More guest speakers

Create a mentorship program

Change name of program One person felt the word “creative” lessened the

professionalism, suggested it just be called Communications Program

Question 4: Would you recommend to others? Why or why not?

Responses: 2 unqualified yes

1 qualified no 3 qualified yes

Reasons for unqualified yes Program is why I am who I am

Got my job because of the program I enjoyed every minute of the program

Reasons for qualified no Frustrations of second year so great that it’s hard to

recommend to others (Ad major) Other majors might be better

Reasons for qualified yes If you want to work locally strongly recommend

If you want to work outside the province, then take more education or go elsewhere

For journalism unqualified yes, for radio, not sure (again this person took radio before CKIC was created)

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6. Program Renewal Plan (Appendix E) The Program Renewal Plan is the result of translating the preceding five deliverables into a coherent plan for renewal of the program. The plan, complete with a vision, goals, and actions was developed at a Faculty Visioning Session with participation of the Program Chair. Craig Edwards and Pat Routledge facilitated the Creative Communications Visioning Workshop, on June 7th, 2007. Participants were Ford Oliver, Kenton Larson, Tracey Seida, Armin Wiebe, Chris Brower, Chris Petty, Gary Moir, Dean Cooper, and Larry Partap. Vision: The Creative Communications Program will create of an innovative environment with leading edge technology that delivers skilled individuals for the evolving communication needs of a global community. Goal 1 Create Opportunities for Continuous Program and Instructor Renewal Goal 2 Incorporate New Media

Goal 3 Incorporate Laptops and Supporting Software Goal 4 Substantially restructure program and curriculum. Goal 5 Attract the “right” students and ensure their success. Goal 6 Restructure Work Placements Goal 7 Create and implement 3rd year Advanced Diploma.

7. 5-Year Program Renewal Program in Gantt Chart Format (Appendix F)

Please see the detailed timeline for the renewal plan goals and objectives in Appendix F.

8. Conclusions

The Curriculum Validation – Program Renewal process has provided a benchmark against which the renewal of the Creative Communications Program can be tracked and measured. The program renewal goals that were identified will ensure that the program is recognized as a leader in the provision that prepares graduates for a variety of employment opportunities. The program renewal plan will serve to guide the Chair and Dean with the assignment of resources to accomplish the goals within a five-year time frame.

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Appendix A - Environmental Scan and Key Findings

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Environmental Scan

BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN

College / Contact

Brian Antonson Associate Dean BCIT Broadcast & Media Communications Broadcast Centre – SE10 Building – Room 100 3700 Willingdon Avenue, Burnaby, BC V5G 3H2 Phone: 604-432- 8863 Fax: 604-454-0156 brian_antonso [email protected] http://www.bcit .ca/study /programs/610bdiplt

Gary Schlee Program Coordinator Corporate Communi- cations and Public Relations The Centre for Creative Communications Centennial College 951 Carlaw Avenue, Toronto, ON M4K 3M2 416-289-5000 ext, 8809 gschlee@centennial college.ca http://www.centennia lcollege.ca/future/ccc_ ccpr_index.jsp

Nikki Burns Program Coordinator 2

nd Year

Broadcasting -Television Production Confederation College P.O. Box 398 1450 Nakina Drive Thunder Bay, ON, P7C 4W1 burns@confed erationc. on.ca

phone: 807-475-6449 fax: 807-623-9165

Fran Gregory, MSc Professor and Coordinator, Public Relations diploma program Conestoga College 299 Doon Valley Drive Kitchener, Ontario, N2G 4M4 519-748-5220 ext. 3791 fgregory@cones togac. on.ca URL: http://www.cones togac. on.ca /jsp/programs/school liberalmedia/

Karen Zypchyn Head Journalism Program Grant MacEwan College Centre for the Arts Campus 10045–156 Street Edmonton, AB

Size of Program

42 students

4 FT instructors and 1 FT assistant instructor. Instructors have a 15 hour teaching load and carry course responsibility, while assistant instructors do not carry course responsibility and focus their efforts (35 hrs/wk) on lab operations. Other departments teach in courses such as Industry Operations, Communication, etc.

43 students in September

25-30 students in January

2 full-time faculty, approximately 6 part-time

40 students (one intake per year)

3 FT faculty, 3 faculty teach in courses, 2 part -time external media faculty


2 FT, 2 PT faculty

Credential Issued

Diploma of technology-

Broadcast and Media Communications – Radio

Ontario College Graduate Certificate

Diploma Broadcasting – Television Production

Diploma – Public Relations

Diploma

Program Features

Length

2 years Division of academic year

September – May

1st term 15 weeks

2nd term 16

Length

1 year (3 terms per year)

September intake ▪graduate in May

January intake ▪ graduate in

August

Length


September – April ▪1st term 16 weeks

Length


September – December (15 week term)

Length

Two years

September – December

January – April

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MOUNT ROYAL SAIT SAIT SAIT SENECA

Glenn Ruhl, Ph.D. Chair, Technical Communication Chair, Electronic Publishing Centre for Communication Studies Mount Royal College 4825 Mount Royal Gate, S.W. Calgary, Alberta, T3E 6K6 Phone: (403) 440-6732 Fax: (403) 440-6563

Dick Bourne Coordinator Film and Video Production Southern Alberta Institute of Technology H301A Heart Building 1301 16th Ave NW Calgary, Alberta T2M 0L4 Phone: 403-284-8994 Fax: 403-210-4523 e-mail: dick.bourne @sait.ca

Willem Siipheer Coordinator Journalism Southern Alberta Institute of Technology H301B Heart Building 1301 16th Ave NW Calgary, Alberta T2M 0L4 Phone: 403-284-7286 Fax: 403-210-4523 [email protected] http://www.sait.ca/pages /cometosait/academic /diplomas/aja.shtml

Dick Bourne Coordinator Radio, Television Broadcast News Southern Alberta Institute of Technology H301A Heart Building 1301 16th Ave NW Calgary, Alberta T2M 0L4 Phone: 403-284-8994 Fax: 403-210-4523 e-mail: dick.bourne @sait.ca http://www.sait.ca/pages /cometosait/academic /diplomas/artbn.shtml

Anthony Kalamut Creative Advertising Program Coordinator Seneca College of Applied Arts & Technology 1750 Finch Ave. East, Toronto, ON M2J 2X5 416-491-5050 ext. 3408 [email protected] http://www.senecac.on.ca/fulltime/CAB.html


5 FT faculty 6 PT faculty (most teach 2 courses)

30 students

3 full-time faculty, 4 part-time faculty

75 students in total (60 from general applications, 15 from York University)

5 full-time faculty, 5-8 part-time faculty

Bachelor of Applied Communications – Electronic Publishing Degree

Diploma Film and Video Production

Diploma Diploma Radio, Television Broadcast News

Diploma

Length


September – April ▪1st term 15

weeks ▪2nd term 16

weeks

Length


September – December (16 weeks)

Length


September – December;

January – April

Length


September – December (16 weeks)

January - April (16

Length


September – December;

January – April

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Program Features

weeks + 4 week practicum

Entrance Requirements

Regular Admission

High school graduation

English 12

Students must provide proof that they meet the English-language requirement specified for the program they have selected.

Mature Student Admission

19 or older and have been out of school for one year or more.

Mature student applicants are not necessarily required to meet the high-school graduation requirement to be eligible. However, applicants must still meet the BCIT English-language requirement as well as the specified program prerequisites.

Proof that the subject prerequisites have been met must be included with the applicant’s application.

Special Selection

Applicants must pass an entrance exam that evaluates:

Division of academic year

September – April ▪1st term 15 weeks

▪2nd term 16 weeks

January – August

▪1st term 15 weeks

▪2nd term 16 weeks


Regular Admission

University degree or college diploma or combination of partial post-secondary (2 or more years of post-. secondary education) and related work experience.

Special Selection

Students must attend information sessions where they complete proof-reading and writing exercises

PLAR

Up to 75% available through PLAR. Only did one PLAR in the last few years. Depending on the course, the methods used are exams, portfolios and interviews with employers.

Graduation Requirements

Must successfully complete all

▪2nd term 16 weeks Entrance Requirements

Regular Admission

Ontario Secondary

School Diploma (or equivalent) with courses from the: o College (C), o University (U),

University/ College (U/C),

or

o Open (O) preparation levels.

or

o Successful Completion of Mature Student Test Successful Completion of Mature Student Test


Applicants 19 years of age or older (on or before a program begins) and who do not possess an Ontario Secondary School Diploma, or its equivalent, may be eligible for admission.

Mature applicants will have demonstrated the required competence level: o On our Mature

Student tests; or

o By successful completion of significant postsecondary courses; or

o By completion of the recommended courses in our Academic & Career Entrance

January - April (15 week term)


Regular Admission

Ontario Secondary School Diploma (OSSD), or equivalent, or 19 years of age or older.

Grade 12 compulsory English, C or U, or

Conestoga College Preparatory Communications for College Diploma, Certificate, and Apprenticeship.


A mature student is defined as an individual who is age 19 or older and who does not have an Ontario Secondary School Diploma (OSSD), or equivalent. If you have an OSSD, no matter what your age is, you are not considered a mature student

All Students

Academic strength is calculated by averaging all submitted senior level secondary school marks or test results (or equivalent) of the required subjects.

Twenty (20) additional marks are added to each Advanced,

Regular Admission

Applicants must achieve a minimum overall average of 65 percent in the following high school courses with no course grade lower than 50 percent: o ELA 30-1 o Language at

the 30 level (other than English) or Pure Mathematics 30 OR one Group A, B or C course

o Group A or B course

o Group C course

o Group A or C course (or Group B if it was not used in #3)

Applicants presenting nine or more post-secondary credits must achieve a minimum AGPA* of 2.0 on a 4.0 scale.

Mature Admission

Applicants must be 20 years of age or older and out of full time high school at least one year by intake term. Applicants must present:

o 65 percent in ELA 30-1 OR

o C- in ENGL 111 (or equivalent).

• Applicants presenting nine or more post-secondary credits must achieve a minimum

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weeks Entrance Requirements

Regular Admission

High School standing: o Alberta

English 30 o Applicants

must present a minimum admission average of 60% on their five appropriate grade 12 subjects


Mature applicants must be 21 years of age by September 1 for the Fall Semester OR January 1 for the Winter Semester. Mature applicants must submit final/official high school and post-secondary transcripts regardless of the level attained.

Special Selection

No special selection. Used to have an interview and portfolio requirement, this was phased out three years ago. Now looking at putting this requirement back in. Noticed no difference in student success when special selection dropped.

PLAR

Students must apply for PLAR within the first 30 days of attending the College,

Methods of assessment include challenge

January - April (16 weeks)


Regular Admission

Alberta High School Diploma or equivalent with at least 60% in English Language Arts 30-1 or English Language Arts 30-2 or equivalents.


An applicant may qualify as a Mature Student if they do not possess a high school diploma and the following conditions are met: o The program

they wish to apply requires a high school diploma, and

o The applicant will be 18 years old prior to the date of registration or is a serving member of the Canadian Forces, and has been out of high school for one year and

o The applicant has satisfied all of the admission requirements or alternative courses as

General Admission

Alberta High School diploma or equivalent with at least 60% in English Language Arts 30-1 or 30-2.

Early Admission Criteria

Early admission will be offered to all applicants who have achieved or will achieve a minimum average of 80% the educational prerequisites. Seats will be offered to 50% of the quota.


An applicant may qualify as a Mature Student if they do not possess a high school diploma and the following conditions are met:

o The program they wish to apply requires a high school diploma, and

o The applicant will be 18 years old prior to the date of registration or is a serving member of the Canadian Forces, and has been out of high school for one year and

o The applicant has satisfied all of the admission requirement

Weeks) Entrance Requirements

Regular Admission

Alberta High School Diploma or equivalent with at least 60% in English Language Arts 30-1 or English Language Arts 30-2 or equivalents.


An applicant may qualify as a Mature Student if they do not possess a high school diploma and the following conditions are met:

The program they wish to apply requires a high school diploma, and

The applicant will be 18 years old prior to the date of registration or is a serving member of the Canadian Forces, and has been out of high school for one year and

The applicant has satisfied all of the admission requirements or alternative courses as outlined in the program descriptions. A transcript identifying these required courses must be submitted with the application.

Special Selection Initial Selection

Applicants in each option (Radio, Television or

Regular Admission

Ontario Secondary School Diploma with a majority of senior credits at: o College

Preparation (C),

o University Preparation (U) or

University/College Preparation (M) level or

o Grade 12 English: ENG4(C) or ENG4 (U)

Mature Admission

Mature students (age 19 or older) are eligible to apply without an OSSD as a mature student, though they may have to write entrance tests to gain entry to the school.

Special Selection

Although not required for admission, Advanced level credits in English, Grade 12 Math, keyboarding skills, and any art and/or computer graphics credits are suggested.

In the event of over subscription, the applicant selection may be a two-step process: o In Step 1,

academic achievement (i.e. grades in pre-requisite subjects and/or scores in English and Reading Achievement Tests) and demonstration of written communication

20


Program Features

o English literacy

o Current events awareness

o General knowledge and

o Computer literacy

o Broadcast Industry awareness

PLAR

Technically, yes. For more details, see the PLAR site at BCIT http://www.bcit.ca/admission/ transfer/plar.shtml However in the Broadcast and Media Communications Programs, PLAR is rarely done. BCIT has not provided enough funding to compensate instructors for undertaking PLAR duties, so instructors do not volunteer their time. Also difficult to determine accurately which skills students who actually apply for PLAR possess and often their skill may be just one small part of a course.


Must successfully complete all courses (no electives) and practicums

courses (no electives) and practicums o PR courses

require a C average

(upgrading) program.

Mature student applicants must meet any specific entrance requirements of the program to which they are applying. Special Selection

Selection scores and applicant ranking are used only when we cannot accept all qualified applicants whose applications were received by an equal application consideration date

Students advised that they must be computer literate (adult students often take a year of upgrading computer-related courses)

PLAR

The Program Coordinator, working in conjunction with faculty and the Academic Dean, makes decisions regarding course availability.

Methods of assessment include challenge and portfolios

For more details, see: http://www.confed erationc.on.ca/plar/ Graduation Requirements

Must successfully complete all courses (no electives) and practicums

level, OAC, U, U/C, or post- secondary course used in the calculation of the academic strength

A sound English background is important for success in this program and is considered during the admission process.

Applicants meeting minimum academic strength (70% in 2006) are invited to attend a Program Information Meeting.

Special Selection

English grades must be over 75%, but no other special selection right now. They are considering instituting a process due to the weakness of many students’ writing skills.

PLAR

Students must register for and attend a free three-hour Orientation Workshop held on an ongoing basis throughout the year. Challenge exams and portfolios assess PLAR. The Program has had no PLAR requests so far.


Successful

AGPA* of 2.0 on a 4.0 scale.

*Admission Grade Point Average (AGPA)

The AGPA is calculated on the most recent 24 credits of post-secondary work. The coursework for an entire term will be used to calculate AGPA where the break point for 24 credits falls during that term. Six-credit courses that span both the Fall and Winter terms are considered winter courses, and six-credit courses that span both the Spring and Summer terms are considered summer courses in these cases. o Less than 9

post-secondary credits: If an applicant presents fewer than nine credits of post-secondary work, it will not be calculated for admission purposes.

o 9-24 post-secondary credits: For applicants who have attempted between nine and 24 credits of post-secondary work, the AGPA is

21


exams and portfolios. Many of the electronic publishing courses are portfolio based. Graduation Requirements

Must successfully complete all core courses and two directed field studies (practicum)

Students must take four introductory arts & sciences courses from four of the seven areas (Natural Sciences, Social Sciences, Humanities, Fine Arts, Behavioral Sciences, Mathematical Sciences and Communications). Students must also take 2 arts & sciences courses at a senior level.

Students must achieve a C in core courses, can receive D grade in general arts & sciences courses as long as they maintain a GPA of 2 out of 4.

outlined in the program these descriptions. A transcript identifying these required courses must be submitted with the application.

Special Selection

Applicants in the Film and Video Production program must bring a completed submission package to the Selection Session.

For Film and Video Production, a submission package will consist of the following:

A letter of intent, a thorough resume, two letters of reference, and a research paper of between 500-750 words. This year’s topic for the research paper is as follows: “It’s Saturday night and you are off to the movies – only it is not likely to be a Canadian made film.”

Selection Sessions commence early in January. Additional sessions scheduled as required.

Applicants attending Selection Session will undergo further testing and/or a personal interview.

s or alternative courses as outlined in the program descriptions. A transcript identifying these required courses must be submitted with the application.

Special Selection

If the program is oversubscribed the following criteria will take effect for the remaining 50% of the quota.

Each applicant is required to submit a complete resume stipulating the option they wish to pursue (Photojournalism or News writing), and

Each applicant will write a research paper (500 – 700 words) on a topic selected by the faculty.

Applicants will be evaluated and placed in rank order by the Selection Committee based on the values assigned to each criterion.

The essay and the resume are marked separately with a mark of 10. The two marks are added together and divided by 2 to give a mark out of 10 for both the resume and the essay.

Second year Photojournalism Option

Based on academic standards, portfolio content of

Broadcast News) must bring a completed submission package to the Selection Session. Radio option - A

submission package will consist of the following: ▪A letter of intent, a thorough resume, two letters of reference, and a research paper of between 500-750 words. This year’s topic for the research paper is as follows: ▪Choose a station in your market, and describe how that station attracts listeners and contributes to the community. This discussion may include, but is not limited to, comments about demographics, community involvement, promotions, music, programming, etc. ▪In addition, each applicant is expected to provide a short (2 minute maximum) verbal synopsis of the research paper on audiotape or CD.

Television option -

A submission package will consist of the following:

▪A letter of intent, a thorough

skills via academic achievement or written test may be used to select applicants who are eligible for Step 2.

o The second step will require attendance at an orientation and the completion of program-related assignments and personal profiles. Applicants who are unsuccessful in Step 1 will be notified by mail and will not be included in Step 2 of the selection process.

PLAR

Prior learning is demonstrated for credit through a 'challenge' process. Students identify Seneca subjects whose outcomes they can already meet and apply to complete a 'challenge'. A challenge process measures learning through a variety of methods which may include tests, portfolio assessment, interviews, demonstrations, essays, and work samples. The PLA process takes 8 weeks.

22


Program Features

A grade of “F” in any course in the Broadcasting -Television Production Program means that the student cannot proceed to the next semester until the “F” grade is cleared.

Students will only be allowed one attempt at re-taking a course and clearing an “F” grade.

completion of all courses and practicum.

based on all post-secondary credits attempted.

Applicants with an AGPA below 2.0 on the 4.0 scale who have been out of school for at least three calendar years will be considered for admission by either the regular or mature admission requirements. In this circumstance only, the AGPA is disregarded for admission purposes.

ADDITONAL ADMISSION CRITERIA

All applicants must complete the following: English Language Proficiency The college requires official documents such as high school or post- secondary transcripts or proof of successful completion of standardized language evaluation.

Special Selection

To be evaluated through the Program office

Applicable to all admission categories

o Portfolio - applicants must submit three writing samples, between 250

23


Applicants are advised within three weeks of the Selection Session of their personal status.

PLAR

Full-time students can apply for Post Secondary Credit Assessment for transfer credit or direct entry into a program based on previous post-secondary courses or related work experience. Methods used are:

o Transcript Assessment

o Challenge Exam

o Work Experience

Primarily transcript assessment done in this program. Considering doing PLAR for people who never graduated, but are doing well in the field.


Successful completion of all courses (some options) and practicum.

published work, applicants will compete for one of the 16 seats available.

Marking: Photo instructor will facilitate working professionals from industry to evaluate rank submitted student portfolio. This rank will be added to specified academic marks.


Successful completion of all courses and practicums

resume, two letters of reference, and a research paper of between 500-750 words. This year’s topic for the research paper is as follows: ▪What role should local television stations play in a community, given that despite a proliferation of the number of channels and technological advances, media outlets are owned by fewer and fewer mega-corporations? Is this a desirable or undesirable situation? Defend your position.

Broadcast News option - A

submission package will consist of the following:

▪A letter of intent, a thorough resume, two letters of reference, and a research paper of between 500-750 words. This year’s topic for the research paper is as follows:

▪Discuss Canada’s role in Afghanistan in terms of the war on terror. Advance reasons for keeping troops in the country and for withdrawing them.

In addition, each applicant is expected to

24


Program Features

and 500 words each. All unpublished portfolio samples must be typed and double-spaced with the author's name on each page. One of these samples may be creative writing. A minimum grade of 65 percent is required.

o Aptitude and Proficiency Test - a written test that applicants must pass with a minimum grade of 65 percent


Successful completion of all courses and internship

25


provide a short (2 minute maximum) videotaped synopsis of the research paper.

PLAR

Full-time students can apply for Post Secondary Credit. Assessment for transfer credit or direct entry into a program based on previous post-:secondary courses or related work experience. Methods used are

o Transcript Assessment

o Challenge Exam

o Work Experience


Successful completion of all courses (some options) and practicum.

26


Curriculum Model

Experiential Component

Two four-week practicums

Students must participate in a series of industry work experience assignments, field trips to local and provincial broadcast and related operations facilities during their tenure in all Broadcast and Media Communications programs.

Students with part-time employment are required to have flexible hours to accommodate the work schedules of the various programs.

Delivery Options

Full time

Offer Part-time Management Certificate in evenings for people who cannot do a full-time program, may get credit for first year of full-time program, but no guaranteed entry

3 to four courses offered in print form through Distance Education


1 eight week field placement

Delivery Options

Full time

Part-time for York University students (3 days at Centennial, 2 days at York each week) ½ course load over two years.


1 four-week internship at the end of 2nd year

Delivery Options

Full time


6 week practicum during fourth semester (starts in late February and goes to first of April)

Delivery Options

Full time only (The program has only been in existence four years, so no plans for alternative delivery methods yet)


Six week industry internship

Delivery Options

Full-time. Part-time allowed for four 1st term courses available, but full-time strongly encouraged. No distance education or online delivery available

Curriculum Content

Le=Lecture La=Lab Semester 1 (15

weeks)

Industry Operations (Credit: 2 Hrs/wk: 2 (Le))

Technical Introduction (Credit: 3 Hrs/wk: 3(Le) 3(La))

Copywriting 1 (Credit: 3 Hrs/wk

Credit hours and hours per week not available on web, Gary will try to send us the first page of each course outline with this information on it. Semester 1 (15

weeks)

Introduction to Corporate

Semester 1 (16

weeks)

Technical Operations I (Credits: 3 Hrs/wk: 3)

Camera & Visual Storytelling (Credits: 6 Hrs/wk: 6)

Introduction to Studio Operations & Production

Semester 1

Principles of Business for Public Relations (Credit hrs: 45 Hrs/wk: 3)

Interpersonal And Group Dynamics (Credit hrs: 45 Hrs/wk: 3)

Introduction to Public Relations (Credit hrs: 60 Hrs/wk: 4)

Year 1 Term I

Mac Skills for Writers (Credit hours: 3 Hrs/wk: 3)

Critical Reading and Writing (Credit hours: 3 Hrs/wk: 3)

Reporting 1 (Credit hours: 3 Hrs/wk: 3)

27



2 16-week Directed field studies (semesters five and seven).

Delivery Options

Full time or Part-time

Technical Writing Certificate of Achievement is now available through online Distance Education. More Distance Education Development is underway.


3 to 4 week practicum in third or fourth semester (flexible due to the seasonal nature of film production in Alberta)

Delivery Options

Full time only

Certificate offered through night school (for those interested in the field and want to do one specific task)

Laptop initiative program Experiential Component Photojournalism Option

Second Year: One 4-week internship program

Print Media Option

First Year: Two 12-week practicums

Second Year: Production of Journalism Arts program newspaper and on-line publication and two 2-week practicums

Delivery Options

Full-time


Delivery Options

Full time only

Full-time

Independent Project which could be a practicum

(Le=lecture, La=lab, Tu=tutorial) Semester One

Intermediate Composition (Credits: 4 Hrs/wk: 4(Le)) or any

2200-level (or higher) English

Principles of Graphics I (Credits: 3 Hrs/wk

Semester 1

Media Computer Basics (Credits: 2.0 Hrs/Wk: 2)

Introduction to Visual Narrative (Credits: 5.0 Hrs /Wk: 5)

Introduction to Film/Video (Credits: 3.0 Hrs/Wk: 3)

Introduction to Film/Video

First Year Semester 1

Fundamentals of Writing (Credits: 4.0 Hrs/wk: 4)

Media Software (Credits: 2.0 Hrs/wk: 2)

Newswriting I (Credits: 3.0 Hrs/ wk: 3)

Photojournalism

Semester 1 Broadcast News Option

Audio Production 3.0

PC Basics 2.0

Introduction to Broadcast News 3.0

Stage Production I 2.0

News Research 2.0

Semester 1

Advertising Insights (Hrs/Wk: 2)

Consumer Behaviour and Persuasion (Hrs/Wk: 2)

Advertising Strategies (Hrs/Wk: 2)

Introduction to Advertising

28


Curriculum Content

: 1(Le) 2(La))

Radio Programming (Credit: 8 Hrs/wk: 2(Le) 6(La))

Radio Announcing 1 (Credit: 6 Hrs/wk: 1?(Le) 5?(La))

Contemporary Issues 1 (Credit: 2 Hrs/wk: 2(Le))

Introduction to Radio News 1 (Credit: 3 Hrs/wk: 1(Le) 2(La))

Communication 1 for Broadcasters (Credit: 2 Hrs/wk: 2(Le))

Business Concepts (Credit: 3 Hrs/wk: 1(Le) 2(La))

Semester 2 (16

weeks plus four-week practicum)

Advanced Copyrighting for Radio (Credit: 6 Hrs/wk: 1(Le) 2(La))

Practicum (Credit: 11.5 Hrs/wk: 64 (four weeks solid))

Sound Design (Credit: 8 Hrs/wk: 2(Le) 6(La))

Radio Announcing 2 (Credit: 6 Hrs/wk: 1?(Le) 5?(La))

Contemporary Issues 2 (Credit: 2 Hrs/wk: 2(Le))

Radio News (Credit: 2 Hrs/wk: 2(Le) 2(La))

Introduction to New Media (Credit: 3 Hrs/wk: 1.5(Le) 1.5(La))

Music Business and the Broadcast Industry (Credit: 2 Hrs/wk: 1(Le))

Interpersonal Skills (Credit: 3 Hrs/wk: 2(La))

Communications

Graphic Fundamentals

Public Relations Writing 1: Writing to Inform

Copy Editing

Canadian Business Practices

Media Relations Semester 2 (16

weeks)

Public Relations Writing 2: Writing to Persuade

Web Publishing

Client Project

Communications Management

Presentation Skills

Career Management

Field Placement (8

weeks)

(Credits: 4 Hrs/wk: 4)

Script Writing 1 (Credits: 2 Hrs/wk2)

Communication Strategies (Credits: 3 Hrs/wk: 3)

Indigenous Voice and Vision in Canada (Credits: 3 Hrs/wk: 3)

Semester 2 (16

weeks)

Technical Operations II (Credits: 3 Hrs/wk: 3)

Television Studio, Location & Mobile Production (Credits: 4 Hrs/wk: 4)

Video Journalism (Credits: 3 Hrs/wk: 3)

Digital Imaging (Credits: 3 Hrs/wk: 3)

Script Writing II (Credits: 3 Hrs/wk: 3)

Non Linear Editing (Credits: 3 Hrs/wk: 3)

Communication Fundamentals II (Credits: 4 Hrs/wk: 4)

Semester 3 (16

weeks)

Audio Production & Post Production (Credits: 3 Hrs/wk: 4)

Documentary Production (Credits: 3 Hrs/wk: 3)

Series (Pilot) Production (Credits: 4 Hrs/wk: 4)

Media Management (Credits: 3 Hrs/wk: 3)

)

Writing for Public Relations (Credit hrs: 60 Hrs/wk: 4)

PR Toolkit: Print Design and Production (Credit hrs: 30 Hrs/wk: 2)

Media Relations (Credit hrs: 45 Hrs/wk: 3) Semester 2

Organizational Behaviour (Credit hrs: 45 Hrs/wk: 3)

Research for Public Relations (Credit hrs: 45 Hrs/wk: 3)

PR Toolkit: Multimedia Applications for Public Relations (Credit hrs: 45 Hrs/wk: 3)

Strategic Communications Planning (Credit hrs: 60 Hrs/wk: 4)

PR Toolkit: Event Planning for Public Relations (Credit hrs: 30 Hrs/wk: 2)

Specialized Writing for Public Relations (Credit hrs: 60 Hrs/wk: 4)

Semester 3

Personal PR: Promoting Yourself (Credit hrs: 30 Hrs/wk: 2)

Principles of Persuasion (Credit hrs: 45 Hrs/wk: 3)

Specialized Writing for Public Relations II( Credit hrs: 60 Hrs/wk: 4)

Grammar for Writers (Credit hours: 3 Hrs/wk: 3)

Research Skills for Writers (Credit hours: 3 Hrs/wk: 3)

Year 1 Term II

Critical Reading and Writing (Credit hours: 3 Hrs/wk: 3)

Newspaper Production (Credit hours: 3 Hrs/wk: 3)

Reporting II (Credit hours: 3 Hrs/wk: 3)

Proofreading and Copyrighting (Credit hours: 3 Hrs/wk: 3)

Photojournalism (Credit hours: 3 Hrs/wk: 3)

Year 2 Term III

How Government Works (Credit hours: 3 Hrs/wk: 3)

Photo Assignment (Credit hours: 3 Hrs/wk: 3)

Legal Issues for Writers (Credit hours: 3 Hrs/wk: 3)

Elective one of the following: o Applied

Grammar o Magazine

Writing (Credit hours: 3 Hrs/wk: 3

Year 2 Term IV

Introduction to Mass Communication in Canada (Credit hours: 3 Hrs/wk: 3)

Introduction to New Media (Credit hours: 3 Hrs/wk: 3

Industry Internship (Credit hours: 3 Length: 5 weeks)

29


3(Le))

Technical Writing I (Credits 4 Hrs/wk 2(Le) 2(Tu))

Publishing - Origins to Today (Credits: 3 Hrs/wk: 3(Le))

Introduction to Computing for Applied Degrees (Credits: 3 Hrs/wk: 2(Le) 2 (La))

Semester Two

Information Architecture (Credits: 3 Hrs/wk: 3(Le))

Introduction to Digital Layout (Credits: 3 Hrs/wk: 2(Le) 2(La))

Standard and Digital Photography (Credits: 3 Hrs/wk: 2(Le) 2(La))

Arts and Science Requirement


Semester Three

Digital Illustration (Credits: 3 Hrs/wk: 2(Le) 2(La))

Principles of Graphics II (Credits: 3 Hrs/wk: 3(Le))

Advanced Digital Photography (Credits: 3 Hrs/wk: 2(Le) 2(La))

Introduction to Programming (Credits: 4 Hrs/wk: 3(Le) 1(Tu))


Semester Four

Research Methods (Credits: 4 Hrs/wk: 4(Le))

Pre-press Technique (Credits: 3 Hrs/wk: 3(Le))

Document Production I (Credits: 3 Hrs/wk: 2(Le) 2(La))

Graphics (Credits: 2.0 Hrs /Wk: 2)

Sound Recording I (Credits: 2.0 Hrs/ Wk: 2)

Cinematography, Lighting and Grip I (Credits: 4.0 Hrs

/Wk: 4)

Introduction to Scriptwriting (Credits: 6.0 Hrs/ Wk: 6)

Semester 2

Sound Recording II (Credits: 2.0 Hrs

/Wk: 2)

Cinematography, Lighting and Grip II (Credits: 4.0 Hrs

/Wk: 3)

Location Production

Lab I (Credits: 8.0 Hrs/Wk: 8)

Post Production and Graphics I (Credits : 4.0 Hrs/Wk: 4)

Business of Film I (Credits: 2.0 Hrs/

Wk: 2)

Screenwriting I (Credits: 5.0 Hrs /Wk: 5)

Semester 3

Film/Video Production Planning I (Credits: 2.0 Hrs/Wk: 2)

Film/Video Production Critique I (Credits: 2.0 Hrs/Wk: 2)

Location Production Lab II (Credits: 10.0 Hrs/Wk: 10)

Screenwriting II (Credits: 4.0 Hrs/Wk: 4)

I (Credits: 4.0 Hrs /wk: 4)

Advertising/Public Relations (Credits: 3.0 Hrs/wk: 3)

Typesetting II (Credits: 4.0 Hrs /wk: 4)

Print Journalism Research (Credits: 4.0 Hrs/wk: 4)

Semester 2

E-Graphics Layout for Publishing. I (Credits: 2.0 Hrs/wk: 2)

Media Ethics (Credits: 2.0 Hrs/wk: 2)

Publication Planning, Organization and Management (Credits: 3.0 Hrs/wk: 3)

Feature Writing I (Credits: 3.0 Hrs /wk: 3)

Web Writing and Design I (Credits: 2.0 Hrs/wk: 2)

Newswriting II (Credits: 3.0 Hrs/wk: 3)

Photojournalism II (Credits: 4.0 Hrs/wk: 4)

Canadian Government (Credits: 3.0 Hrs/wk: 3)

Electronic Page Composition (Credits: 2.0 Hrs/wk: 2)

Second Year Semester 3 Photojournalism Option

Web Production II (Credits: 2.0 Hrs/ wk: 2)

Graphic Arts for Photojournalists (Credits: 3.0 Hrs /wk: 3)

Scriptwriting Basics 3.0

Introduction to Speech 2.0

Introduction to TV Production 4.0

Single Camera Production 4.0

Radio Option

Advertising 3.0

Audio Production 3.0

Business of Radio 2.0

PC Basics 2.0

Introduction to Broadcast News 3.0

Leadership in Broadcasting 2.0


News Research 2.0



Television Option

Advertising 3.0

PC Basics - 2.0

Television News Basics 1.0


Basic Research Skills 1.0



Introduction to TV Production 4.0

Introduction to Television 3.0

Single Camera Production 4.0

Semester 2 Broadcast News Option Broadcast News Technical Operations I 2.0

Reporting I 3.0

Broadcast Newswriting 3.0

Design and Layout (Hrs/Wk: 3)

Effective Communication and Presentation (Hrs/Wk: 3)

Introduction to Radio Copywriting (Hrs/Wk: 2)

Introduction to Copywriting (Hrs/Wk: 2)

Introduction: Integrated Marketing & Communication (Hrs/Wk: 3)

College English (Hrs/Wk: 3)

Introduction to Computers and Applications (Hrs/Wk: 2)

Perception and Communication (Hrs/Wk: 3)

Semester 2

Advertising Trends II (Hrs/Wk: 2)

Desktop Publishing I (Hrs/Wk: 3)

Advertising Campaign Concept Development (Hrs/Wk: 4)

Advertising Media Planning (Hrs/Wk: 3)

Copywriting for Television (Hrs/Wk: 2)

Introduction to Advertising Research (Hrs/Wk: 3)

Effective Business Writing (Hrs/Wk: 3)

General Education Option (Hrs/Wk: 3)

Semester 3

Your Career Stream (Hrs/Wk: 3)

Desktop Publishing II (Hrs/Wk: 3)

Advertising Art Direction I (Hrs/Wk: 2)

30


Curriculum Content cont’d

Broadcast Law (Credit: 3 Hrs/wk: 2(Le) 1(La))

Communication for Broadcasters 2 (Credit: 3 Hrs/wk: 1(Le) 2(La))

Semester 3 (15

weeks)

Radio Sales and Marketing (Credit: 3 Hrs/wk: 1(Le) 2(La))

Radio Programming and Operations 3 (Credit: 16 Hrs/wk: 1(Le) 5(La))

Promotions and Marketing for Radio (Credit: 3 Hrs/wk: 1(Le))

Feature Program Production 3 (Credit: 2 Hrs/wk: 2(Le))

Radio Programming (Credit: 2 Hrs/wk: 2(Le))

Semester 4 (15

weeks plus four-week practicum)

Radio Marketing and Sales (Credit: 3 Hrs/wk: 1(Le) 2(La))

Practicum/Internship (Credit: 2 Hrs/wk: 40 (4 weeks solid))

Radio Programming and Operations 4 (Credit: 25 Hrs/wk: 3(Le) 13(La))

Feature Program Production 4 (Credit: 2 Hrs/wk: 2(La))

Statistics for Broadcasters (Credit: 2 Hrs/wk: 2(La))

Course descriptions available online, paper copies of all

Post Production I (Credits: 3 Hrs/wk: 3)

Canada and the Post 9/11 World (Credits: 3 Hrs/wk: 3

Semester 4 (16

weeks)

Post Production II (Credits: 3 Hrs/wk: 3)

Community Production Project (Credits: 5 Hrs/wk: 5)

Contemporary Issues (Credits: 3 Hrs/wk: 3)

Career & Portfolio Development (Credits: 3 Hrs/wk: 3)

Marketing for Television (Credits: 3 Hrs/wk: 3)

Internship (4

weeks) (Credits: 36 Hrs/wk: 36)

Course outlines are not available due to College policy. Brief descriptions are available on the web by clicking on course number. All outlines are competency based.

Media Training and Presentation Skills (Credit hrs 45 Hrs/wk: 3)

Issues Management (Credit hrs: 60 Hrs/wk: 4)

Elective: Liberal Studies (Credit hrs: 45 Hrs/wk: 3)

Semester 4

Web Writing and Design (Credit hrs: 60 Hrs/wk: 4)

Public Relations Consulting* (Credit hrs: 45 Hrs/wk: 3)

The Management Environment* (Credit hrs: 60 Hrs/wk: 4)

Specialized Writing for Public Relations III* (Credit hrs: 45 Hrs/wk: 3)

Portfolio Development (Credit hrs: 30 Hrs/wk: 2)

Values and Ethics in Public Relations* (Credit hrs: 30 Hrs/wk: 2) * (Includes Capstone exam of 3 weeks)

Elective one of the following:

o Applied Editing (Credit hours: 3 Hrs/wk: 3)

o Literary Journalism (Credit hours: 3 Hrs/wk: 3)

o Writing for TV

31


The Editorial Function (Credits: 3 Hrs/wk: 3(Le))

Internet Development I (Credits: 3 Hrs/wk:2(Le) 2(La))

Semester Five

Directed Field Studies I (Credits: 15 Hours total 450)

Semester Six

Media, Culture and Communication Theory (Credits: 3 Hrs/wk 3(Le))

Publications, Markets and Distribution (Credits: 4 Hrs/wk: 4(Le))

Document Production II (Credits: 3 Hrs/wk: 2(Le) 2(La))

Internet Development II (Credits: 3 Hrs/wk: 2(Le) 2(La))

Project Management (Credits: 3 Hrs/wk: 3(Le))

Semester Seven

Directed Field Studies II (Credits: 15 Hours total 450)

Semester Eight

Issues in Communications, Law and Ethics (Credits: 3 Hrs/wk: 3(Le))

Portfolio (Credits: 2 Hrs/wk: 1(Le) 2(La))

Entrepreneurship Studies (Credits: 3 Hrs/wk: 3(Le))



Options Students

choose 1 of 3 Option 1

Production/Direction

Production and Direction Skills I (Credit: 4.0 Hrs/Wk:2)

Business of Film II (Credits: 2.0 Hrs/Wk: 2)

or Option 2

Cinematography, Lighting, Grip and Sound

Cinematography, Lighting, Grip and Sound I (Credits: 4.0 Hrs/Wk: 4)

Film and Video Technologies (Credits: 2.0 Hrs/Wk:2)

or Option 3 Post-

Production

Post Production and Graphics II (Credits: 4.0 Hrs/Wk: 4)

Film and Video Technologies (Credits: 2.0 Hrs/Wk: 2)

Semester 4

Film/Video Production Planning II (Credits: 2.0 Hrs/Wk: 2)

Film/Video Production Critique II (Credits: 2.0 Hrs/Wk: 2)

Location Production Lab III (Credits: 12.0 Hrs/Wk: 12)

Film/Video Practicum (Credits: 3.0 Hrs/Wk: 3)

Screenwriting III (Credits: 4.0 Hrs/Wk: 4)

Options

Students choose 1 of 3 Option 1

Production/Direction

Photojournalism Newswriting (Credits: 3.0 Hrs/wk: 3)

Feature Writing II (Credits: 4.0 Hrs/wk: 4)

Photojournalism III (Credits: 4.0 Hrs /wk: 4)

History of Photojournalism (Credits: 2.0 Hrs/ wk: 2)

Electronic Still Imaging I (Credits: 3.0 Hrs/wk: 3)

Studio and Editorial Illustration I

(Credits: 3.0 Hrs/wk: 3)

Print Media Option

Copy Editing (Credits: 2.0 Hrs/wk: 2)

Publication Layout and Design (Credits: 3.0 Hrs/wk: 3)

Newswriting III (Credits: 3.0 Hrs/wk: 3)

Feature Writing II (Credits: 4.0 Hrs/wk: 4)

Web Writing and Design II (Credits: 2.0 Hrs/wk: 2)

Newspaper Production I (Credits: 2.0 Hrs/ wk: 2)

Photojournalism for Reporters (Credits: 2.0 Hrs/wk: 2)

Print Media Practicum I (Credits: 5.0 Hrs/wk: 5)

Semester 4 Photojournalism Option

Freelancing for Photojournalists ( Credits: 2.0 Hrs /wk:

Photojournalism IV (Credits: 4.0 Hrs/wk: 4)

Broadcast News Radio News I 2.0

Broadcast News TV News 2.0

Canadian Government 3.0

Stage Production II 4.0

Broadcast News Speech I 3.0

ENG Editing 2.0 Radio Option

Radio Advertising I 3.0

Radio Operations I 8.0

Radio Production I 3.0

Radio Broadcast News I 3.0


Radio Scriptwriting I 2.0

Television Option

TV Advertising 2.0


TV Scriptwriting I 2.0

Introduction to TV EFP/ENG 5.0

TV Technical Operations I 4.0

TV Production Lab I 7.0

Semester 3 Broadcast News Option

Broadcast News Technical Operations II 2.0

Reporting II 5.0

Broadcast News Radio News II 5.0

Broadcast News TV News II 4.0

Presentation I 3.0

Broadcast News Speech II 3.0

Eng Production I 3.0

Advertising Campaign Planning (Hrs/Wk: 3)

Portfolio Development and Self-Promotion (Hrs/Wk: 2)

Advanced Copywriting Skills (Hrs/Wk: 3)

Copywriting for Direct Response Advertising (Hrs/Wk: 2)

Applied Advertising Campaign Research (Hrs/Wk: 2)

Public Relations: The Profession and Practice (Hrs/Wk: 2)


Semester 4 – Creative Stream

Desktop for Portfolio Development (Hrs/Wk: 2)

Advertising: Concept Development and Strategic Executions (Hrs/Wk: 3)

Your Career Launch (Hrs/Wk: 3)

Copywriters Workshop (Hrs/Wk: 3)

Public Relations and Event Planning (Hrs/Wk: 3)

Creative Development Direct Response (Hrs/Wk: 2)

Field Placement /Independent Project

General Education Option (Hrs/Wk: 3

32



outlines provided to us (see binder)

33


Production and Direction Skills II (Credits: 2.0 Hrs/Wk: 2)

or Option 2

Cinematography, Lighting, Grip and Sound

Cinematography, Lighting, Grip and Sound II (Credits: 2.0 Hrs/Wk: 2)

or Option 3 Post-

Production

Post Production and Graphics III (Credits: 2.0 Hrs/Wk: 2)

Electronic Still Imaging II (Credits: 5.0 Hrs /wk: 5)

Studio and Editorial Illustration II (Credits: 4.0 Hrs/wk: 4)

Portfolio Production (Credits: 2.0 Hrs /wk: 2)

Photojournalism Practicum (Credits: 5.0 Hrs/ wk: 5)

Print Media Option

Editorial and Opinion Writing (Credits: 4.0 Hrs/wk: 4)

News Graphics (Credits: 2.0 Hrs/wk: 2)

Newswriting IV (Credits: 3.0 Hrs/wk: 3)

Freelancing (Credits: 2.0 Hrs/ wk: 2)

Newspaper Production II (Credits: 2.0 Hrs/wk: 2)

Print Media Practicum II (Credits: 5.0 Hrs/wk: 5)

Public Relations Writing (Credits: 3.0 Hrs/wk: 3)

Radio Option

Radio Advertising II 3.0

Radio Production II 4.0

Radio Operations II 6.0

Radio Broadcast News II 3.0

Radio Announcing I 5.0

Radio Scriptwriting II 2.0

Television Option

Multimedia 2.0

TV Scriptwriting II 2.0

TV Technical Operations II 2.0

TV Production Lab II 13.0

Production Scriptwriting I* 4.0

TV Post Production I* 4.0

TV EFP/ENG I* 4.0

* Electives -

Students choose 1 of 3 Semester 4 Broadcast News Option

Media Ethics 2.0

Reporting III 4.0

Broadcast News Practicum 4.0

Presentation II 3.0

ENG Production II 3.0

Broadcast News Sports* 4.0

Broadcast News Radio News III* 4.0

Broadcast News TV News III* 4.0

* Electives -

Students choose 2 of 3

Radio Option

Radio Advertising III 3.0

Radio Production III 4.0

Semester 4 – Business Stream

Advertising: Concept Development and Strategic Executions (Hrs/Wk: 3)

Your Career Launch (Hrs/Wk: 3)

Advanced Media Planning (Hrs/Wk: 2)

Public Relations and Event Planning (Hrs/Wk: 3)

Account Management (Hrs/Wk: 3)

Business Management Direct Response (Hrs/Wk: 2)

Field Placement/ Independent Project


34



35


Radio Operations III 6.0

Radio Broadcast News III 3.0

Radio Practicum 3.0

Radio Announcing II 5.0

Radio Scriptwriting III 1.0

Television Option

TV Practicum 3.0

TV Scriptwriting III 2.0

TV Technical Operations III 3.0

TV Production Lab III 12.0

Production Scriptwriting II* 4.0

TV Post Production II** 4.0

TV EFP/ENG II** 4.0

** Electives -

Students choose 1 of 3

Many of these courses are the same for each option.

36


Student assessment

Mix of quizzes, midterms, exams, hands-on assignments, group projects, and participation.

Passing grade of 50% required by college. Grading very rigorous and weaker students (e.g. those achieving under 65%) are counseled out.

Practicum are graded on performance. The first practicum is internal (e.g. students run local radio station). They are graded on specified learning outcomes such as: apply basic operational skills to CFML (local station), identify basic flaws in radio programming, develop basic skills in composing radio scripts, comply with CRTC regulations, contribute to a radio station promotional campaign, effect a smooth transition from one weekly radio station position to another in four weeks. The host employer does assessment of performance on second practicum and an evaluation form is provided, based on a student's practical work. Includes showing up on time, properly

Usual mix of exams, tests and hands-on assignments. One course, client project has students working with off-campus clients to a specific contract. Students are assigned a faculty advisor for this course that grades their performance based on the projects they complete for the client.

Field placement is assessed in several ways:

o faculty visit site ½ after 1 month

o supervisor’s assessment 80% (mostly narrative questions with some rating questions)

o student presentation after 1 month 20%

Most courses have 5 to 6 evaluation components. Combination of hands-on assignments and tests, exams on theory.

Internship comprised of components, students graded on research preparation (must research 3 to 4 companies where they might do their internship), post-placement report where they evaluate practicum experience. Employers complete evaluation of student’s performance. Coordinator sometimes travels to other cities where more than one student is doing their internship and visit placement sites.

Mix of assignments, exams, and tests. Students often have real clients to do projects for.

Faculty visit students on their third week of practicum.

Capstone exam (a case study assignment) takes place right after students return from practicum

37


Combination of hands-on assignments and tests, exams on theory. Project work is included in student’s final portfolio. For examples of portfolios see: http://www.skrimp .com/winter06/

Directed Field Studies (DFS): There is a midterm and final assessment by both course instructor and work supervisor for first DFS. For second DFS, student also writes up a case study. Course instructor is mainly involved with student assessment, many workplaces are less involved in mentoring than previously.

Mix of traditional tests, exams and hands-on practical assignments. During 2

nd to 4

th

semester more emphasis on hands-on practical assignments.

Practicum is based on report back from industry via an informal letter. They are looking into developing a checklist

Mix of traditional tests, exams and hands-on practical assignments. During 2

nd to 4

th

semester more emphasis on hands-on practical assignments.

38


Student assessment cont’d

dressed, as well as demonstrated skills and abilities in whatever assignments they take on, e.g. commercial copywriting, commercial production, news, on-air, sales. See Questionnaire.

Current and coming challenges

Funding to ensure that facility maintains industry currency

Securing qualified interested applicants (very recent issue)

Trying to fit all curriculum into 1 year (issues such as incorporating blogs and podcasts into assignments)

Competition with other larger programs, e.g. Humber and Seneca Colleges

The student of today, lack of commitment, a “what’s in it for me” attitude

Keeping up to date with changing technology and acquiring extremely expensive equipment

Lack of writing ability of students

Students unaware what PR really is when they come into the program

Increase of number of students applying for the program (wait list)

Curriculum Renewal

Two phases

Phase I Accountability (every year)

Application rates, market demand, attrition rate, graduation rate, etc.

Phase II Sustainability (every 5 years) o Technolog

y change, knowledge gap,

Formal process every five years. Program assessment every three years. Gary did not know much about the process and there is no information on the College Web site.

Advisory Committee input

Every five years collect and analyze current data relating to the program including:

Formal and informal surveys of student and employer satisfaction;

Projected enrolment figures (Enrolment Target Agreement data);

Advisory Committee input two times a year

Complete program renewal every 5 years this includes faculty, student and advisory committee input.

Env%20Scans/BCIT%20Practicum%20questionaire_2007b.pdf

39


Applying for university status, transition from a college to a university biggest challenge right now

Keeping students in program due to booming economy in Calgary (many students get jobs before graduating even before halfway through)

Seasonal and cyclical nature of film industry in Alberta.

Alberta government not making it as attractive as other provinces (e.g. tax incentives)

No sound stages in Alberta

Competition from other programs

Keeping up with new technology (went HDTV this year)

Students with attitudes of entitlement (I pay your salary, therefore I deserve an A)

Facilities still two converted classrooms

Students with attitudes of entitlement (I pay your salary, therefore I deserve an A)

Complete Program Review every 7 to 10 years. Model is more university model, faculty input, curriculum committee input and finalized by Academic Council. All course changes must go through all levels of approval. All degrees must now meet the

Annual review in May-June. o Score sheets

for evaluating instructors

o Exit surveys o Graduate

surveys

Annual Program Planning Meeting (full-day session which looks at curriculum), undertake SWOT analysis and develop action plans for the upcoming year.

Annual review in May-June.

o Score sheets for evaluating instructors


surveys


Annual review in May-June. o Score sheets

for evaluating instructors


surveys


Every semester and yearly by Advisory Board

40


Curriculum Renewal Cont’d

comparison with other programs, etc.

For details on process, see http://www.bcit.ca /files/pdf/policies /5004.pdf

Analysis of workplace, economic, technological, and social trends;

Key Performance Indicators (KPIs);

Freshman Integrated Tracking Survey (FITS); and consultation with students, faculty, advisory committees, business, industry, and community leaders.

Partner-ships

BCIT's Broadcast and Media Communications department is affiliated with: o The British

Columbia Association of Broadcasters (BCAB)

o The Canadian Association of Broadcasters (CAB)

o The Radio-Television News Directors Association (RTNDA)

o Canadian Women in Communications (CWC)

o The Broadcast Educators Association of Canada (BEAC)

This affiliation usually consists of faculty members being members, perhaps serving

York University Joint Program

Internal articulation with other programs in Media Arts o Students can

get two diplomas by taking a third year in other program

Articulation with Athabasca University, Western Sydney University (Australia) and exploring articulation with University of Winnipeg

Assignment in Introduction to PR requires students to create an awareness campaign about public relations as a career option. They go back to their high school and pitch PR

Local media representatives come to classes and students pitch stories to them

Athabasca University’s 2+2 program. Bachelor of Professional Arts in Communication Studies

30 credits toward a general Bachelor of Arts degree at the University of Alberta.

Journalism Diploma can be used for two years towards the Bachelor Degree of Applied Communications in Professional Writing at Grant MacEwan

41


standard of prerequisite degrees for graduate studies

Advisory Committee meets once a year (subcommittees may be formed to look at specific issues in more detail and they meet more often)



Articulation with Athabasca University,

Advisory Committee

Graduates may receive two years credit towards the four-year Bachelor of Professional Arts Degree at Athabasca University, which offers its courses through home study.

Film and Video Production graduates may receive credit for eight full course equivalents towards a 20-course Bachelor of Communications Studies degree at the University of Calgary. They can therefore complete the combination of a diploma and degree in as little as four years. Students may attend the institutes in either order, but each institute has the right to

Graduates receive two years’ credit towards the four-year Bachelor of Professional Arts degree at Athabasca University (home study).

A two year credit towards a Bachelor of Applied Communication Degree at Royal Roads University in Victoria.

Graduates will also receive credit for eight full course equivalents towards a Bachelor of Communications Studies degree at the University of Calgary. Students may attend each institution in either order, but each institute has the right to screen

Graduates may receive two years credit towards the four-year Bachelor of Professional Arts Degree at Athabasca University, which offers its courses through home study.

Graduates may receive credit for eight full course equivalents towards a 20-course Bachelor of Communications Studies degree at the University of Calgary. Students may attend the institutes in either order, but each institute has the right to screen candidates for admission.

Graduates may receive two years credit toward the four-year Bachelor of Applied Communications

Through Seneca transfer agreements and university admission policies, graduates of this Seneca program may be eligible for credit at the following universities and colleges: o Athabasca

University ▪Bachelor of

Professional Arts in Communication Studies

▪Upon completion of the specified Seneca College diploma, students applying to Athabasca will be granted 60 credits toward this 120-credit degree.

o York University

42


Partner-ships cont’d

on executives, assisting in conference planning when held locally. (These were erroneously reported as accrediting agencies in face validation)

43


screen candidates for admission.

Graduates may receive two years credit toward the four-year Bachelor of Applied Communications Degree at Royal Roads University in Victoria, BC, which offers its courses primarily on the Internet.

candidates for the appropriate transfer credit toward the BCS degree.

Degree at Royal Roads University in

Victoria, BC, which offers its courses primarily on the Internet.

▪Creative Advertising - Up to 15 transfer credits (2.5 full courses)

o Griffith University

o Royal Roads University

o Tyndale University College

• Seneca College and York University offer a joint program, which allows students to earn a Seneca diploma in Creative Advertising and a York University Bachelor of Arts Degree. This program is for students who have completed two years of a B.A. program, or three years of an honours B.A. program at York University.

Memberships in the following associations:

o Advertising and Design Club of Canada

o Advertising Educators Association of Canada

o The Design Exchange

o One Club (New York)

44

45

Appendix B – Industry Occupational Analysis (DACUM) Chart

46

47

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4

DEMONSTRATE

INITIATIVE AND DRIVE

A

Demonstrate passion

A1

Show ambition

A2

Show enthusiasm

A3

Use editing software

B2

Make decisions

A15

Demonstrate creativity

A9

Demonstrate flexibility

A10

Demonstrate leadership

skills

A11

Use graphic/photo

manipulation software

B3

Motivate others

C3

Display confidence

A7

Multi-task

A5

Demonstrate

assertiveness

A6

Think critically

A12

Be proactive

A4

Use publishing software

B4

Use cameras

B5

Record and edit sound

B6

Use design software

B7

MANAGE PROJECTS

C

Organize resources

effectively

C1

Record and edit video

B9

Light a set/shot

B10

Define scope of the

project

C2

Strive for excellence

A8

DACUM Skill Rating Scale

Network

A16

Use web skills (new

media, blogs, web sites,

pod)

B13

Use emerging technology

B14

Use MAC and PC

systems

B11

Use organization specific

applications

B12

Direct film and video and

radio production

B8

APPLY TECHNICAL

SKILLS

B

Record and edit film

B1

Apply principles of

process management

C4

Use time effectively

C5

Manage milestones and

timelines

C6

CREATIVE COMMUNICATIONSFacilitated by Craig Edwards and Gene Semchych

April 16th and 24th, 2007

Plan career

A13

Learn continuously

A14

1 - Can perform some parts of this skill satisfactorily but requires assistance and/or

supervision to perform the entire skill.

2 - Can perform this skill satisfactorily but requires periodic assistance and/or

supervision.

3 - Can perform this skill competently without assistance or supervision.

4 - Can perform this skill competently without, assistance with more than acceptable quality,

and with initiative/adaptability to unique situations.

Shift focus

C9

Buy media

B15

Oversee print production

B16

Manage budgets

C7

Balance demands of

multiple projects

C8

48

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Define message

D5

Conceptualize the story

D6

Organize content

D7

CREATE CONTENT

D

Reflect diversity

D1

Engage the audience

D2

Pitch ideas

D3

Edit content

D8

Comply with laws and

regulations

D9

Clear rights

D10

Apply creativity

D4

Spell

E5

Write accurately

E6

Tailor content to

audience

E7

WRITE

E

Apply formatting

conventions (templates)

E1

Write concisely

E2

Write creatively

E3

Write stories

E8

Write P S A s / news

releases

E9

Write scripts

E10

Write policy

E11

Write speeches

E12

Write advertisements

E13

Write business

communications

E14

Write to sound

E15

Write to video / film

E16

Use appropriate grammar

E4

Act on feedback

F5

Respond to inquiries

F6

Demonstrate non-verbal

communication skills

F7

DEMONSTRATE

COMMUNICATIONS

SKILLS

F

Communicate at level of

audience

F1

Listen actively

F2

Accept feedback

F3

Select communication

method

F8

Use etiquette

F9

Clarify details

F10

Collaborate with team

members

F11

Interpret non verbal


F12

Evaluate feedback

F4

Write to photographs

E17

Write for the web

E18

49

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

Respect organizational

culture

G5

Demonstrate

punctuality

G6

Build and maintain

relationships

G7

DEMONSTRATE

PROFESSIONALISM

G

Display courtesy

G1

Respect others

G2

Represent the company

in a positive way

G3

Work as a team player

G8

Manage conflict

G9

Accept responsibility

G10

Demonstrate

accountability

G11

Set priorities

G12

Identity required level of

quality

G13

Meet deadlines

G14

Manage stress

G15

Act within the scope of

own responsibility / ability

G16

Use people skills

G4

Respect cultural

differences

G17

Behave ethically

G18

Identify resource

requirements

H5

Identify obstacles

H6

Identify S.W.O.T.

H7

APPLY STRATEGIC

THINKING AND

PLANNING SKILLS

H

Set goals (long-term and

short-term)

H1

Analyse audience

H2

Set timelines

H3

Manage risk

H8

Assess mutual benefits

(win-win, lose-lose)

H9

Manage expectations

H10

Modify / revise plan

H11

Evaluate results

H12

Develop budgets

H13

Execute plan

H14

Procure resources

H15

Plan financing

H16

Take risks

H4

Filter information

I5

Determine resources

I6

Develop alternative

solutions

I7

SOLVE PROBLEMS

I

Identify problem

I1

Gather information

I2

Assess the problem

I3

Select best solution

I8

Implement solution

I9

Evaluate implementation

I10

Assess impact

I4

50

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1 2 3 4

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Use spreadsheets

J5

Use presentation

software

J6

Use basic research skills

J7

APPLY GENERAL

BUSINESS SKILLS

J

Use accounting skills

J1

Demonstrate negotiation

skills

J2

Apply basic math skills

J3

Use internet

J8

Use office equipment

J9

Plan and run a meeting

J10

Participate in meetings

J11

Use word processing

software

J4

APPLY MARKETING

SKILLS

K

Plan media advertising

K1

Identify market trends

K2

Apply marketing process

/ principles

K3

Create a

communications plan

K4

Determine market

demand

K5

Organize and manage

events and promotions

K6

GATHER

INFORMATION

L

Use interview skills

L1

Apply discipline specific

research skills

L2

Visualize the story

L3

Consult with

stakeholders

(internal/external

L4

Develop and maintain

sources

L5

Capture visuals

L6

Question information

L7

PRESENT CONTENT

M

Distribute press release

M1

Present on-air

M2

Present on the web

M3

Place an ad

M4

Present in print media

M5

Judge the merit of an

idea

L8

Verify information

L9

51

Appendix C – Graduate Skills and Abilities Chart

52

53

1

2

3

4

Grey shaded Box = General Areas of Competency (GAC)

Unshaded Box = Specific skill within GAC

Capitalized text in CWLOs = General Area of Competency (GAC)

Normal text in CWLOs = Specific skills within GAC

College-Wide Learning Outcomes

(CWLOs)

1 2 3 4 1 2 3 4

E5 - Show interest, initiative and effort

1 2 3 4 1 2 3 4

E1 - feel good about yourself and be confident

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

G2 - carry out multiple tasks or projects

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

DACUM Committee Skill deleted.

Indicates skill rating.

Demonstrate passion

A1

Show ambition

A2

Demonstrate assertiveness

A6

Show enthusiasm

A3

Can perform this skill competently without assistance or supervision.

Can perform this skill competently without assistance, with more than acceptable quality, and with initiative/adaptability to unique

situations.

Industry DACUM

CREATIVE COMMUNICATIONSGraduate Skills and Abilities Chart

Facilitated by Craig Edwards

May 8th, 2007

Can perform some parts of this skill satisfactorily but requires assistance and/or supervision to perform the entire skill.

DACUM Skill Rating Scale:

Can perform this skill satisfactorily but requires periodic assistance and/or supervision.

Skill or Competency added by Faculty or

DACUM wording changed.

Faculty Expectations

Show enthusiasm

A3

Be proactive

A4

Multi-task

A5

DEMONSTRATE


A

Show ambition

A2

Demonstrate passion

A1

DEMONSTRATE


A

Be proactive

A4

Multi-task

A5

Demonstrate assertiveness

A6

54

1 2 3 4 1 2 3 4

H2 - assess personal strengths and areas for development

H5 - plan for and achieve your learning goals

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

G4 - be open and respond constructively to change

1 2 3 4 1 2 3 4

J7 - lead or support when appropriate, motivating a group for high

performance

1 2 3 4 1 2 3 4

B2 - access, analyze and apply knowledge and skills from various

disciplines (e.g. the arts, languages, science, technology,

mathematics, social sciences, and the humanities)

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

H4 - identify and access learning sources and opportunities

H1 - be willing to continuously learn and grow

H3 - set your own learning goals

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

Network

A16

Make decisions

A15

Make decisions

A15

Network

A16

Think critically

A12


skills

A11


skills

A11

Learn continuously

A14

Learn continuously

A14

Plan career

A13

Get a job

A13

Think critically

A12


A8

Display confidence

A7

Display confidence

A7


A10


A10


A9


A9


A8

55

K4 - select and use appropriate tools and technology for a task or

project

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

Use design software

B6


B6


radio production

B7

Light a set/shot

B10

Light a set/shot

B9


B8

Use MAC and PC systems

B10


B9


B1


B2

Use graphic/photo


B2

Record and edit film

B1

Use graphic/photo


B3


B3

Use design software

B7


radio production

B8


B5


B4

Use cameras

B4

Use cameras

B5

APPLY TECHNICAL

SKILLS

B

APPLY TECHNICAL

SKILLS

B

56

B1 - locate, gather and organize information using appropriate

technology and information systems

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

D6 - readily use science, technology and mathematics as ways to

think, gain and share knowledge, solve problems and make

decisions

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

K1 - plan, design or carry out a project or task from start to finish with

well-defined objectives and outcomes

F2 - plan and manage time, money and other resources to achieve goals

1 2 3 4 1 2 3 4

J2 - ensure that a team's purpose and objectives are clear

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

K6 - continuously monitor the success of a project or task and I

dentify ways to improve

1 2 3 4 1 2 3 4

MANAGE PROJECTS

C

MANAGE PROJECTS

C

Use web skills (new media,

blogs, web sites, pod)

B13


B13

Use MAC and PC systems

B11


software and applications

B11


applications

B12

Use web technology

(new media, blogs, web

sites, pod)

B12


B14

Buy media

B14


B16

Maintain a web suite

B16

Buy media

B15


B15

Organize resources

effectively

C1

Organize resources

effectively

C1

Define scope of the project

C2

Define scope of the project

C2

Motivate others

C3

Motivate others

C3

Apply principles of process

management

C4

Apply principles of process

management

C4

57

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

D5 - be creative and innovative in exploring possible solutions

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4


C5


C5


timelines

C6


timelines

C6

Manage budgets

C7

Manage budgets

C7

Balance demands of

multiple projects

C8

Balance demands of

multiple projects

C8

Shift focus

C9

Shift focus

C9

CREATE CONTENT

D

CREATE CONTENT

D

Reflect diversity

D1

Reflect diversity

D1

Engage the audience

D2

Engage the audience

D2

Pitch ideas

D3

Pitch ideas

D3

Apply creativity

D4

Apply creativity

D4

Define message

D5

Define message

D5

58

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4


D6


D6

Organize content

D7

Organize content

D7

Edit content

D8

Edit content

D8


regulations

D9


regulations

D9

WRITE

E

WRITE

E

Clear rights

D10

Clear rights

D10

Apply formatting


E1

Apply formatting


E1

Write concisely

E2

Write concisely

E2

Write creatively

E3

Write creatively

E3


E4


E4

Spell

E5

Spell

E5

59

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

Write accurately

E6

Write accurately

E6

Tailor content to audience

E7

Tailor content to audience

E7

Write stories

E8

Write journalism stories

E8


releases

E9


releases

E9

Write scripts

E10

Write scripts

E10

Write policy

E11

Write policy

E11

Write speeches

E12

Write speeches

E12


E13


E13

Write business

communications

E14

Write basic business

communications

E14

Write to sound

E15

Write using sound

E15

Write to video / film

E16

Write to video

E16

60

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4

1 2 3 4

1 2 3 4 1 2 3 4

A3 - listen and ask questions to understand and appreciate the points

of view of others

1 2 3 4 1 2 3 4

G5 - learn from your mistakes and accept feedback

J5 - accept and provide feedback in a constructive and considerate

manner

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

K5 - adapt to changing requirements and information

1 2 3 4 1 2 3 4

Rewrite to improve

E19

Rewrite for another purpose

E20

DEMONSTRATE

COMMUNICATIONS

SKILLS

F

DEMONSTRATE

COMMUNICATIONS

SKILLS

F


audience

F1


audience

F1


E17


E17

Write for the web

E18

Write for the web

E18

Evaluate feedback

F4

Evaluate feedback

F4

Act on feedback

F5

Act on feedback

F5

Listen actively

F2

Listen actively

F2

Accept feedback

F3

Accept feedback

F3

61

1 2 3 4 1 2 3 4

A4 - share information using a range of information and

communications technologies (e.g. voice, e-mail, computers)

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

J9 - manage and resolve conflict when appropriate

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

A2 - write and speak so others pay attention and understand

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

J3 - be flexible: respect, be open to and supportive of the thoughts,

opinions and contributions of others in a group

1 2 3 4 1 2 3 4

Present content

F14

Display courtesy

G1

Display courtesy

G1

Respect others

G2

Respect others

G2



F12

Deliver business message

F12

DEMONSTRATE

PROFESSIONALISM

G

DEMONSTRATE

PROFESSIONALISM

G

Clarify details

F10


members

F10


members

F11


communication

F11

Respond to inquiries

F6

Use non-verbal


F6

Demonstrate non-verbal


F7


method

F7


method

F8

Use etiquette

F8

Use etiquette

F9

Clarify details

F9

62

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

E3 - recognize your own and other people's good efforts

1 2 3 4 1 2 3 4

G1 - work independently or as a part of a team

J1 - understand and work within the dynamics of a group

1 2 3 4 1 2 3 4

J8 - understand the role of conflict in a group to reach solutions

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

F4 - be accountable for your actions and the actions of your group

1 2 3 4 1 2 3 4

E4 - take care of your personal health

1 2 3 4 1 2 3 4

K3 - work to agreed quality standards and specifications

1 2 3 4 1 2 3 4


quality

G13


quality

G13

Demonstrate accountability

G11

Demonstrate accountability

G11

Set priorities

G12

Set priorities

G12

Manage conflict

G9

Manage conflict

G9


G10


G10

Build and maintain

relationships

G7

Build and maintain

relationships

G7


G8


G8


culture

G5


culture

G5

Demonstrate punctuality

G6

Demonstrate punctuality

G6

Represent the company in

a positive way

G3

Represent the company in

a positive way

G3

Use people skills

G4

Use people skills

G4

63

1 2 3 4 1 2 3 4

G6 - cope with uncertainty

F1 - set goals and priorities balancing work and personal life

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

J4 - recognize and respect people's diversity, individual differences

and perspectives

1 2 3 4 1 2 3 4

E2 - deal with people, problems and situations with honesty,

integrity and personal ethics

1 2 3 4 1 2 3 4

K2 - develop a plan; seek feedback, test, revise and implement

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

F3 - assess, weigh and manage risk

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

Take risks

H4

Take risks

H4

Identify resource

requirements

H5

Identify resource

requirements

H5

Analyse audience

H2

Analyse audience

H2

Set timelines

H3

Set timelines

H3

APPLY STRATEGIC

THINKING AND

PLANNING SKILLS

H

APPLY STRATEGIC

THINKING AND

PLANNING SKILLS

H


short-term)

H1


short-term)

H1

Respect cultural differences

G17

Respect cultural differences

G17

Behave ethically

G18

Behave ethically

G18

Manage stress

G15

Manage stress

G15

Act within the scope of own

responsibility / ability

G16

Act within the scope of own

responsibility / ability

G16

Meet deadlines

G14

Meet deadlines

G14

64

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

D9 - check to see if a solution works, and act on opportunities for

improvement

1 2 3 4 1 2 3 4

D7 - evaluate solutions to make recommendations or decisions

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

Plan financing

H16

Plan financing

H16

Execute plan

H14

Execute plan

H14

Procure resources

H15

Procure resources

H15

Evaluate results

H12

Evaluate results

H12

Develop budgets

H13

Develop budgets

H13

Manage expectations

H10

Manage expectations

H10


H11


H11

Manage risk

H8

Manage risk

H8



H9



H9

Identify obstacles

H6

Identify obstacles

H6

Identify S.W.O.T.

H7

Identify S.W.O.T.

H7

65

D4 - identify the root cause of a problem

D1 - assess situations and identify problems

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

D3 - recognize the human, interpersonal, technical, scientific and

mathematical dimensions of a problem

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

G3 - be innovative and resourceful: identify and suggest alternative

ways to achieve goals and get the job done

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

D8 - implement solutions

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

Implement solution

I9

Implement solution

I9


I10


I10

Develop alternative

solutions

I7

Develop alternative

solutions

I7


I8


I8

Filter information

I5

Filter information

I5

Determine resources

I6

Determine resources

I6

Assess the problem

I3

Assess the problem

I3

Assess impact

I4

Assess impact

I4

Identify problem

I1

Identify problem

I1

Gather information

I2

Gather information

I2

SOLVE PROBLEMS

I

SOLVE PROBLEMS

I

66

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

C1 - decide what needs to be measured or calculated

A5 - use relevant scientific, technological and mathematical

knowledge and skills to explain or clarify ideas

C3 - make estimates and verify calculations

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

D2 - seek different points of view and evaluate them based on facts

1 2 3 4 1 2 3 4


J10


J10

Use internet

J8

Use internet

J8


J9


J9

Use presentation software

J6

Use presentation software

J6


J7


J7

Use word processing

software

J4

Use word processing

software

J4

Use spreadsheets

J5

Use spreadsheets

J5


skills

J2


skills

J2


J3


J3

APPLY GENERAL

BUSINESS SKILLS

J

APPLY GENERAL

BUSINESS SKILLS

J


J1


J1

67

J6 - contribute to a team by sharing information and expertise

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4


L1


L1

Organize and manage


K6

Organize and manage


K6

GATHER INFORMATION

L

GATHER INFORMATION

L

Create a communications

plan

K4

Create a communications

plan

K4

Determine market demand

K5

Determine market demand

K5


K2


K2

Apply marketing process /

principles

K3

Apply marketing process /

principles

K3

APPLY MARKETING

SKILLS

K

APPLY MARKETING

SKILLS

K


K1


K1


J11


J11

68

C2 - observe and record data using appropriate methods, tools

and technology

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4

1 2 3 4

Create research plan

L11

Evaluate information

L10

Judge the merit of an idea

L8

Judge the merit of an idea

L8

Verify information

L9

Verify information

L9

Capture visuals

L6

Visualize the story

L3

Visualize the story

L3

Capture visuals

L6


L7


L7

Consult with stakeholders

(internal/external)

L4

Consult with stakeholders

(internal/external)

L4


sources

L5


sources

L5


research skills

L2


research skills

L2

69

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

1 2 3 4 1 2 3 4

Leftover College-wide Learning Outcomes:

F5 - be socially responsible and contribute to your community

Place an ad

M4

Present in print media

M5

Present on-air

M2

Present on the web

M3

PRESENT CONTENT

M

Distribute press release

M1

I1 - be aware of personal and group health and safety practices and procedures, and act in

A1 - read and understand information presented in a variety of forms (e.g. words, graphs, charts,

70

71

Appendix D – Graduate Profile

A. Demonstrates initiative, drive and the ability to multi-task while striving for

excellence in the workplace.

B. Applies technical skills to produce finished projects in a variety of

existing and emerging media.

C. Plans, implements and monitors projects and resources in a time-

effective manner to achieve objectives.

D. Creates ethical and relevant content by identifying appropriate media that

engages a target audience and respects diversity.

E. Writes and edits effectively for a wide range of media.

F. Communicates in a respectful and professional manner.

G. Demonstrates professionalism; a positive attitude, commitment,

discipline, and continuous learning.

H. Applies strategic thinking and planning skills.

I. Solves problems by being innovative and resourceful; identifies and

suggests alternative ways to get the job done.

J. Responds to routine business challenges using appropriate

technical and interpersonal skills.

K. Applies appropriate concepts from planning to operational phases of a

marketing process.

L. Implements a range of research, analytical, and evaluative skills,

presenting information in a professional format.

72

73

Appendix E – Program Renewal Plan

74

75

Creative Communications 5 – Year Renewal Plan Vision, Goals, and Actions: Vision: The Creative Communications Program will create of an innovative environment with leading edge technology that delivers skilled individuals for the evolving communication needs of a global community. Goals and Actions Goal 1 Create Opportunities for Continuous Program and Instructor Renewal

1. Encourage staff to apply for Staff Development and Return to Industry funds, and complete the Certificate of Adult Education (CAE).

2. Investigate the viability of conducting annual graduating student focus groups. 3. Meet twice a semester to discuss program.

Goal 2 Incorporate new and emerging technologies and trends.

1. Identify new technologies and trends on ongoing basis. 2. Adapt curricula to reflect new technologies and trends where applicable. 3. Invite staff to seek appropriate training on new and emerging technologies. 4. Foster a nurturing and creative environment for exploring technologies and

trends. Goal 3 Incorporate laptops and supporting infrastructure.

1. Survey current students. 2. Survey prospective students. 3. Gain advisory committee support. 4. Follow college procedures for laptop initiative programs. 5. Develop and maintain appropriate support, infrastructure and personnel

(helpdesk, EA’s). Goal 4 Substantially restructure program and curriculum.

1. Establish curriculum committee. 2. Audit existing program and curriculum. 3. Survey industry for relevance of current program, directions and divisions. 4. Review environmental scans of other programs. 5. Initiate further focus groups with former students. 6. Develop proposal. 7. Re-brand program.

76

Goal 5 Attract the “right” students and ensure their success.

1. Re-evaluate intake test, procedures, interviews, assignments, “wait list”, and acceptance criteria.

2. Formalize part-time aspect of program. 3. Develop and implement pre-enrollment seminar in June for incoming students.

Goal 6 Restructure Work Placements

1. Incorporate more preparation and planning in class - student and employers - evaluation forms

2. Move to self-directed work placements. 3. Review timing. 4. Review structure / length. 5. Acknowledge industry support

Goal 7 Create and implement 3rd year Advanced Diploma.

1. Develop proposal based on restructured 2-year program. 2. Gain Advisory Committee support; gain industry support. 3. Study impact and implications on present joint-degree with U of W. 4. Develop curriculum. 5. Develop COPSE application.

77

Appendix F – 5 –Year Program Renewal Plan in Gantt format

78

ID Task Name

1 Goal 1 Create opportunities for continuous program and instructor renewal.

2 Encourage staff to apply for Staff Dev. & Return to Industry funds, and complete the Certificate of Adult Education (CAE).

3 Investigate the viability of conducting annual graduating student focus groups.

4 Meet twice a semester to discuss program.

5 Goal 2 Incorporate new and emerging technologies and trends.

6 Identify new technologies and trends on ongoing basis.

7 Adapt curricula to reflect new technologies and trends where applicable.

8 Invite staff to seek appropriate training on new and emerging technologies.

9 Foster a nurturing and creative environment for exploring technologies and trends.

10 Goal 3 Incorporate laptops and supporting infrastructure.

11 Gain advisory committee support.

12 Survey current students.

13 Survey prospective students.

14 Follow college procedures for laptop initiative programs.

15 Develop and maintain appropriate support, infrastructure and personnel (helpdesk, EA’s).

16 Goal 4 Re-brand and Restructure Program Curriculum

17 Establish curriculum committee.

18 Audit existing program and curriculum.

19 Survey industry for relevance of current program, directions and divisions.

20 Review environmental scans of other programs.

H1H2H1H2H1H2H1H2H1H2H1H22007 2008 2009 2010 2011 2012

Task

Split

Progress

Milestone

Summary

Project Summary

External Tasks

External MileTask

Split

Craig EdwardsCurriculum Consultant

Creative Communications Curriculum Validation-Program Renewal

2006/2007

Pat RoutledgeCurriculum Facilitator

Page 1

Project: Creative Communications GanDate: Wed 11/7/07

ID Task Name

21 Initiate further focus groups with former students

22 Develop proposal.

23 Re-brand program

24 Goal 5 Attract the “right” students and ensure their success.

25 Re-evaluate intake test, procedures, interviews, assignments, “wait list”, and acceptance criteria

26 Formalize part-time aspect of program

27 Develop and implement pre-enrollment seminar in June for incoming students.

28 Goal 6 Restructure work placements

29 Acknowledge industry support

30 Review timing.

31 Review structure / length

32 Incorporate more preparation and planning in class

33 Move to self-directed work placements

34 Goal 7 Create 3rd Year

35 Develop proposal based on restructured 2-year program.

36 Gain Advisory Committee support; gain industry support.

37 Study impact & implications on present joint-degree with U of W

38 Develop curriculum.

39 Develop COPSE application.

H1H2H1H2H1H2H1H2H1H2H1H22007 2008 2009 2010 2011 2012

Task

Split

Progress

Milestone

Summary

Project Summary

External Tasks

External MileTask

Split

Craig EdwardsCurriculum Consultant

Creative Communications Curriculum Validation-Program Renewal

2006/2007

Pat RoutledgeCurriculum Facilitator

Page 2

Project: Creative Communications GanDate: Wed 11/7/07

79

Appendix G – Program Matrix

The chart below lists each college scanned and the programs they offer in Advertising, Broadcasting, Corporate Communications/Public Relations and Journalism.

College

Programs Scan

BCIT School of Business Broadcast & Media Communications Broadcast Journalism Diploma No

Broadcast Journalism Part-time Management Certificate No

Radio Diploma Yes

Radio Part-time Management Certificate No

Television Diploma No

Television Part-time Management Certificate

No

BCIT School of Business Marketing Management Marketing Communications –General Option Diploma No

Marketing Communications Option Part-time Management Certificate No

Marketing Communications Part-time Associate Certificate No

Fundraising Management Part-time Associate Certificate No

Event Planning Part-time Associate Certificate No

Public Relations Part-time Associate Certificate No

Media Techniques & Marketing Communication Part-time Mgt Cert. No

Centennial College School of Media, Communications and Design Advertising Advanced Diploma (3 yrs) No

Advertising Graduate Certificate (1 yr) No

Advertising Account Management Graduate Certificate (1 yr) No

Broadcasting and Film Advanced Diploma (3 yrs) No

Corporate Communications and Public Relations Graduate Certificate (1 yr)

Yes

Journalism Fast Track Advanced Diploma (2 yrs) (univ. or coll. grads only) No

Journalism Advanced Diploma (3 yrs) No

Conestoga School of Liberal and Media Studies Advertising Diploma No

Broadcasting Radio Diploma No

Broadcasting Television Diploma No

Journalism – Broadcast Diploma No

Journalism – Print Diploma No

Public Relations Diploma Yes

80

College

Programs Scan

Confederation College Business Corporate Communications Graduate Certificate Program No

Confederation College Media Arts Broadcasting Television Production Diploma Yes

Film Production Diploma No

Multimedia Production Advanced Diploma No

Radio Foundations (being developed) No

Grant MacEwan School of Business Public Relations Career Diploma No

Grant Macewan Centre for the Arts Bachelor of Applied Communications in Professional Writing

(includes advertising) No

Journalism Career Diploma Yes

Mount Royal College Centre for Communication Studies Bachelor of Applied Communications Broadcasting No

Bachelor of Applied Communications Electronic Publishing Yes

Bachelor of Applied Communications Journalism No

Bachelor of Applied Communications Public Relations No

SAIT Information and Communications Technologies Film and Video Production Yes

Journalism Diploma (includes Advertising and Public Relations courses)

(Laptop Program) No

Radio, Television and Broadcast News Diploma (Laptop Program) Yes

Seneca School of Communication Arts Broadcasting Radio Diploma No

Broadcasting Television Diploma No

Corporate Media Production Diploma No

Creative Advertising Diploma Yes

Journalism Broadcast Diploma No

Visual Effects for Film and Television Graduate Certificate No

Seneca School of English and Liberal Studies Corporate Communications Graduate Certificate No

Documents

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