curriculum validation - program renewal 2007 creative...
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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
34 students (one intake per year)
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
2 years Division of academic year
September – April ▪1st term 16 weeks
Length
2 years Division of academic year
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
60 students (one intake per year)
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
4 years Division of academic year
September – April ▪1st term 15
weeks ▪2nd term 16
weeks
Length
2 years Division of academic year
September – December (16 weeks)
Length
2 years Division of academic year
September – December;
January – April
Length
2 years Division of academic year
September – December (16 weeks)
January - April (16
Length
2 years Division of academic year
September – December;
January – April
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BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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
Entrance Requirements
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
Mature Student Admission
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)
Entrance Requirements
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.
Mature Student Admission
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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MOUNT ROYAL SAIT SAIT SAIT SENECA
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 Student Admission
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)
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.
Mature Student Admission
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.
Mature Student Admission
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.
Mature Student Admission
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
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BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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.
Graduation Requirements
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.
Graduation Requirements
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
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MOUNT ROYAL SAIT SAIT SAIT SENECA
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
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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
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MOUNT ROYAL SAIT SAIT SAIT SENECA
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.
Graduation Requirements
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.
Graduation Requirements
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
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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
Graduation Requirements
Successful completion of all courses and internship
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MOUNT ROYAL SAIT SAIT SAIT SENECA
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
Graduation Requirements
Successful completion of all courses (some options) and practicum.
26
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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
Experiential Component
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.
Experiential Component
1 four-week internship at the end of 2nd year
Delivery Options
Full time
Experiential Component
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)
Experiential Component
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)
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MOUNT ROYAL SAIT SAIT SAIT SENECA
Experiential Component
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.
Experiential Component
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
Experiential Component
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
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BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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)
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MOUNT ROYAL SAIT SAIT SAIT SENECA
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
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))
Arts and Science Requirement
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
Stage Production I 2.0
News Research 2.0
Scriptwriting Basics 3.0
Introduction to Speech 2.0
Television Option
Advertising 3.0
PC Basics - 2.0
Television News Basics 1.0
Stage Production I 2.0
Basic Research Skills 1.0
Scriptwriting Basics 3.0
Introduction to Speech 2.0
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
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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
MOUNT ROYAL SAIT SAIT SAIT SENECA
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))
Arts and Science Requirement
Arts and Science Requirement
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
Stage Production II 4.0
Radio Scriptwriting I 2.0
Television Option
TV Advertising 2.0
Stage Production II 4.0
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)
General Education Option (Hrs/Wk: 3)
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
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
Curriculum Content cont’d
outlines provided to us (see binder)
33
MOUNT ROYAL SAIT SAIT SAIT SENECA
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
General Education Option (Hrs/Wk: 3)
34
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
Curriculum Content cont’d
35
MOUNT ROYAL SAIT SAIT SAIT SENECA
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
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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
MOUNT ROYAL SAIT SAIT SAIT SENECA
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
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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.
39
MOUNT ROYAL SAIT SAIT SAIT SENECA
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
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
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.
Every semester and yearly by Advisory Board
40
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
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
MOUNT ROYAL SAIT SAIT SAIT SENECA
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)
Advisory Committee meets once a year (subcommittees may be formed to look at specific issues in more detail and they meet more often)
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
BCIT CENTENNIAL CONFEDERATION CONESTROGA MacEWAN
Partner-ships cont’d
on executives, assisting in conference planning when held locally. (These were erroneously reported as accrediting agencies in face validation)
43
MOUNT ROYAL SAIT SAIT SAIT SENECA
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
communication skills
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
INITIATIVE AND DRIVE
A
Show ambition
A2
Demonstrate passion
A1
DEMONSTRATE
INITIATIVE AND DRIVE
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
Demonstrate leadership
skills
A11
Demonstrate leadership
skills
A11
Learn continuously
A14
Learn continuously
A14
Plan career
A13
Get a job
A13
Think critically
A12
Strive for excellence
A8
Display confidence
A7
Display confidence
A7
Demonstrate flexibility
A10
Demonstrate flexibility
A10
Demonstrate creativity
A9
Demonstrate creativity
A9
Strive for excellence
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
Record and edit sound
B6
Direct film and video and
radio production
B7
Light a set/shot
B10
Light a set/shot
B9
Record and edit video
B8
Use MAC and PC systems
B10
Record and edit video
B9
Use editing software
B1
Use editing software
B2
Use graphic/photo
manipulation software
B2
Record and edit film
B1
Use graphic/photo
manipulation software
B3
Use publishing software
B3
Use design software
B7
Direct film and video and
radio production
B8
Record and edit sound
B5
Use publishing software
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
Use emerging technology
B13
Use MAC and PC systems
B11
Use organization specific
software and applications
B11
Use organization specific
applications
B12
Use web technology
(new media, blogs, web
sites, pod)
B12
Use emerging technology
B14
Buy media
B14
Oversee print production
B16
Maintain a web suite
B16
Buy media
B15
Oversee print production
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
Use time effectively
C5
Use time effectively
C5
Manage milestones and
timelines
C6
Manage milestones and
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
Conceptualize the story
D6
Conceptualize the story
D6
Organize content
D7
Organize content
D7
Edit content
D8
Edit content
D8
Comply with laws and
regulations
D9
Comply with laws and
regulations
D9
WRITE
E
WRITE
E
Clear rights
D10
Clear rights
D10
Apply formatting
conventions (templates)
E1
Apply formatting
conventions (templates)
E1
Write concisely
E2
Write concisely
E2
Write creatively
E3
Write creatively
E3
Use appropriate grammar
E4
Use appropriate grammar
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
Write P S A s / news
releases
E9
Write P S A s / news
releases
E9
Write scripts
E10
Write scripts
E10
Write policy
E11
Write policy
E11
Write speeches
E12
Write speeches
E12
Write advertisements
E13
Write advertisements
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
Communicate at level of
audience
F1
Communicate at level of
audience
F1
Write to photographs
E17
Write to photographs
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
Interpret non verbal
communication skills
F12
Deliver business message
F12
DEMONSTRATE
PROFESSIONALISM
G
DEMONSTRATE
PROFESSIONALISM
G
Clarify details
F10
Collaborate with team
members
F10
Collaborate with team
members
F11
Interpret non verbal
communication
F11
Respond to inquiries
F6
Use non-verbal
communication skills
F6
Demonstrate non-verbal
communication skills
F7
Select communication
method
F7
Select communication
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
Identity required level of
quality
G13
Identity required level of
quality
G13
Demonstrate accountability
G11
Demonstrate accountability
G11
Set priorities
G12
Set priorities
G12
Manage conflict
G9
Manage conflict
G9
Accept responsibility
G10
Accept responsibility
G10
Build and maintain
relationships
G7
Build and maintain
relationships
G7
Work as a team player
G8
Work as a team player
G8
Respect organizational
culture
G5
Respect organizational
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
Set goals (long-term and
short-term)
H1
Set goals (long-term and
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
Modify / revise plan
H11
Modify / revise plan
H11
Manage risk
H8
Manage risk
H8
Assess mutual benefits
(win-win, lose-lose)
H9
Assess mutual benefits
(win-win, lose-lose)
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
Evaluate implementation
I10
Evaluate implementation
I10
Develop alternative
solutions
I7
Develop alternative
solutions
I7
Select best solution
I8
Select best solution
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
Plan and run a meeting
J10
Plan and run a meeting
J10
Use internet
J8
Use internet
J8
Use office equipment
J9
Use office equipment
J9
Use presentation software
J6
Use presentation software
J6
Use basic research skills
J7
Use basic research skills
J7
Use word processing
software
J4
Use word processing
software
J4
Use spreadsheets
J5
Use spreadsheets
J5
Demonstrate negotiation
skills
J2
Demonstrate negotiation
skills
J2
Apply basic math skills
J3
Apply basic math skills
J3
APPLY GENERAL
BUSINESS SKILLS
J
APPLY GENERAL
BUSINESS SKILLS
J
Use accounting skills
J1
Use accounting skills
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
Use interview skills
L1
Use interview skills
L1
Organize and manage
events and promotions
K6
Organize and manage
events and promotions
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
Identify market trends
K2
Identify market trends
K2
Apply marketing process /
principles
K3
Apply marketing process /
principles
K3
APPLY MARKETING
SKILLS
K
APPLY MARKETING
SKILLS
K
Plan media advertising
K1
Plan media advertising
K1
Participate in meetings
J11
Participate in meetings
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
Question information
L7
Question information
L7
Consult with stakeholders
(internal/external)
L4
Consult with stakeholders
(internal/external)
L4
Develop and maintain
sources
L5
Develop and maintain
sources
L5
Apply discipline specific
research skills
L2
Apply discipline specific
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