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• W318027477 abstract "The advertising program at the University of Tennessee, Knoxville (UTK) has at least 12 measures of program assessment, which serve as a basis for discussion rather than as a prescription for an effective assessment program. The program assessment methods are accrediting, internal program review, teaching evaluations, a university survey of faculty, university and departmental comprehensive tests, a university survey of seniors, university senior essays, a university survey of alumni, a departmental survey of graduates, a university survey of employers, and the advertising campaigns course. The type of information, the usefulness of the information for the program, and the cost differ for each method. How much assessment is enough is a program-specific question. The answer for the UTK advertising department is all of the above. The pressures that bring about the demand for program assessment (budget crises, external demand from the public and government for accountability, etc.) are not going to go away soon. Perhaps with dialog about assessment methods, mass communication programs will be in a better position to document their own performance and meet the demands for accountability from students, administrators, tax payers, and government. (Contains nine references. The report of the department's 1992 survey of advertising graduates and a course evaluation form are attachf...d.) (RS) *********************************************************************** Reproductions supplied by EDRS are the best that can be made * from the original document. *********************************************************************** U S DEPARTMENT OF EDUCATION Ouse or Ed.,c4t,onal Rescues ;Ina inipcovemOnt EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) This document has been reproduced as received from the person or organization originating it O Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this document do not necessarily represent official OERI position or policy 'PERMISSION TO REPRODUCE THIS MATERIAL HAS BEEN GRANTED BY ro44esr TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC;. RESPONDING TO THE CRISIS OF ACCOUNTABILITY: A REVIEW OF PROGRAM ASSESSMENT METHODS Eric Haley, Ph.D. Assistant Professor Department of Advertising The University of Tennessee Knoxville, TN 37996-0343 DeForrest Jackson, M.A. Associate Professor Department of Advertising The University of Tennessee Knoxville, TN 37996-0343 Paper submitted for consideration to the AEJMC's Advertising Division-Teaching Standards Competitive Paper Session for the 199'Convention (PRACTICE AND METHOD TEACHING STANDARDS) 43 4 BEST COPY AVAILABLE RESPONDING TO THE CRISIS OF ACCOUNTABILITY: A REVIEW OF PROGRAM ASSESSMENT METHODS Accountability, the major political crisis in public higher education, has lead to an environment where program assessment is now central to academic life. Increased pressures from the executive and legislative branches of state governments for accountability, crises in state budgets, and floods of reports critical of higher education have called into question the quality and efficiency of higher education institutions (Astin, 1991; Hebert & Thorn, 1993; Seale, 1993). In fact, Astin (1991) observed that of the distinguishing features of American colleges and universities is their 'fondness' for assessment (p.1). This paper examines how one program, the advertising program at the University of Tennessee, Knoxville, deals with assessment. It is not the intent of this paper to hold up the UTK advertising department as a model program. Rather, it is an attempt to share the department's assessment program and its self-examination of assessment methods in order to contribute to the dialog among journalism and mass communications educators about program assessment. It is well documented that the state of Tennessee has over a decade of experience in university program assessment with the development of a system of value-added assessment for incentive funding [THEC] (Astin, 1991; Banta & Moffet, 1987; Banta, 1990; Hebert & Thorn, 1993). With its emphasis on assessment, the state universities of Tennessee are faced with a heavy bureaucracy of assessment methods, many which yield useful information, some of which may not. In this environment of assessment, each department within the university is encouraged to develop its own assessment program. Currently, the department of" @default.
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• W318027477 title "Responding to the Crisis of Accountability: A Review of Program Assessment Methods." @default.
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