october 2014 needs assessment - chaffey college · art/digital media . october 2014 needs...

Art/Digital Media Needs Assessment

Art/Digital Media

October 2014 Needs Assessment

Prepared by Danielle Pearson

Date: October 2, 2014 Art/Digital Media


Scope Data compiled in this report covers San Bernardino, Riverside, Orange, and Los Angeles counties. Data were drawn from external sources, including the Employment Development Department’s California Labor Market Information, the U.S. Department of Education’s Integrated Postsecondary Education Data System (IPEDS), O*NET OnLine, and Chaffey College’s Colleague Administrative database. Data Sources and Calculations Educational Program Data TOP Code Program of Study

0614.10 Multimedia

0614.30 Website Design and Development

0614.60 Computer Graphics and Digital Imagery The Taxonomy of Programs (TOP) is a standardized system used at the state level to classify programs and courses that are intended to achieve the same outcome at different colleges throughout the state. CIP Code Program of Study

10.0304 Animation, Interactive Technology, Video Graphics and Special Effects

11.0801 Web Page, Digital/Multimedia and Information Resource Design

11.0803 Computer Graphics The Classification of Instructional Programs (CIP) is a standardized coding system used at the federal level to facilitate accurate tracking, assessment, and reporting of fields of study and program completion at educational institutions throughout the country. This report draws on Animation, Interactive Technology, Video Graphics and Special Effects, Web Page, Digital/Multimedia and Information Resource Design, and Computer Graphics CIP codes, which map to the Art/Digital Media TOP codes offered at Chaffey, so that Chaffey College data can be compared to other institutions and examine employment trends. Completions Data Degree and certificate data regarding students at Chaffey College were collected from the Colleague Administrative database. Degree and certificate data for all comparison schools were collected from the U.S. Department of Education’s Integrated Postsecondary Education Data System (IPEDS). All comparison institutions included in this report are postsecondary and have provided data to IPEDS. IPEDS defines postsecondary education as a formal program designed primarily for students beyond high school age. These include academic, vocational, and continuing professional education, and exclude avocational and adult basic education programs.


Occupational Data SOC Code Occupational Title

Multimedia

25.1122 Communications Teachers, Postsecondary

Website Design and Development

15.1021 Computer Programmers

27.1014 Multi-Media Artists and Animators

27.1024 Graphic Designers

Computer Graphics and Digital Imagery

15.1021 Computer Programmers

27.1024 Graphic Designers The Standard Occupational Classification (SOC) system is used by federal statistical agencies to classify workers into occupational categories. The Animation, Interactive Technology, Video Graphics and Special Effects, and Computer Graphics CIP codes were mapped to the SOC codes listed in the table above using the crosswalk described in the paragraph below. Educational Program to Occupation Crosswalk The TOP-CIP-SOC Crosswalk (Employment Development Department, 2009) was used in this report to map TOP codes to CIP and SOC codes. This crosswalk allows the user to estimate labor market demand for California Community College program completers using SOC based projections from the Labor Market Information Division. Industry Data The North American Industry Classification System (NAICS) is used by federal statistical agencies to classify business establishments for the purpose of conducting and reporting research on the U.S. business economy. Using the Standard Occupational Classification codes listed above, associated NAICS industries were identified.


Introduction and Contents Contents Background Information 5 Regional Job Outlook 9 Largest & Fastest Growing Industry Employers 13 Regional Graduation Summary 17 Chaffey College’s Performance on Core Indicators 20 Purpose and Goals Chaffey College currently offers three emphases in Art/Digital Media: Computer Graphic Design for Print Media, Design for Multimedia, and Web Design. Specifically, students can choose to pursue a 41-unit Degree or Certificate in Computer Graphic Design for Print Media, a 37-38 unit Degree or Certificate in Design for Multimedia, or a 27-unit Degree or Certificate in Web Design. The following is a description of the Art/Digital Media program as outlined in the 2014-15 Catalog: “The Digital Media program is a cross-discipline program designed to prepare students for employment in the fields of Web Design, Graphic Design, Motion Graphics, Sound Design, and Interactive Multimedia. Both degrees and certificates are offered in three separate digital media career field emphases.” The purpose of this report is to integrate and analyze data from multiple sources to determine labor market needs for the Art/Digital Media program at Chaffey College.

Regional Definitions Inland Empire includes the Riverside-San Bernardino-Ontario Metropolitan Statistical Area (MSA) Los Angeles County includes the Los Angeles-Long Beach-Glendale Metro Division Orange County includes the Santa Ana-Anaheim-Irvine Metro Division Key Terms and Concepts Replacement Jobs: Replacement jobs refer to the number of job openings due to workers leaving an occupation. Annual Openings: Annual openings are calculated by adding the number of new jobs to the number of replacement jobs, divided by the number of years in the projection period. Projections: Projections of employment are calculated by the Employment Development Department and are based on a mathematical formula that includes historical employment and economic indicators along with national, state, and local trends. Occupation: Jobs are grouped into occupations using the federal Standard Occupational Classification (SOC) system. Industry: Occupations are grouped into industries using the North American Industry Classification System (NAICS). Wages: Hourly wages are reported in percentiles and averages. The 25th percentile is a useful proxy of entry-level wages and the 75th percentile of experienced-level wages.


Background Information

1 California Community Colleges, Chancellor’s Office, Taxonomy of Programs, Sixth Edition (Corrected Version). 2 O*Net Online: http://www.onetonline.org/find/

Communications Teachers, Postsecondary2 Postsecondary Communications Teachers teach courses in communications, such as organizational communications, public relations, radio/television, broadcasting, and journalism. This includes both teachers primarily engaged in teaching and those who do a combination of teaching and research. Typical Tasks

♦ Evaluate and grade students’ class work, assignments, and papers ♦ Prepare and deliver lectures to undergraduate or graduate students on topics such as

public speaking, media criticism, and oral traditions ♦ Initiate, facilitate, and moderate classroom discussions ♦ Compile, administer, and grade examinations, or assign this work to others ♦ Maintain student attendance records, grades, and other required records ♦ Maintain regularly scheduled office hours to advise and assist students ♦ Prepare course materials such as syllabi, homework assignments, and handouts ♦ Plan, evaluate, and revise curricula, course content, course materials, and methods of

instruction ♦ Advise students on academic and vocational curricula and on career issues ♦ Supervise undergraduate or graduate teaching, internship, and research work


Website Design and Development programs in California Community Colleges focus on the principles of design, user interface/navigation, graphics applications and other authoring tools to design, edit and publish web pages, documents, images, graphics, sound and multimedia products for the internet.1 The descriptions of job duties for Website Design and Development-related occupations are provided by the Occupational Information Network.2

Multimedia

Multimedia programs in California Community Colleges cover the principles and techniques of using computers to bring together text, sounds, animation, graphic art, and video to create interactive products to inform, educate, or entertain.1 The descriptions of job duties for Multimedia-related occupations are provided by the Occupational Information Network.2



Computer Graphics and Digital Imagery programs in California Community Colleges focus on the theories, principles, and uses of computer graphics vector- and raster-based software programs for consumer, commercial, and industrial applications.1 The descriptions of job duties for Computer Graphics and Digital Imagery-related occupations are provided by the Occupational Information Network.2

Computer Programmers2 Computer Programmers create, modify, and test the code, forms, and script that allow computer applications to run. They work from specifications drawn up by software developers or other individuals. They may assist software developers by analyzing user needs and designing software solutions. They may develop and write computer programs to store, locate, and retrieve specific documents, data, and information. Typical Tasks

♦ Correct errors by making appropriate changes and rechecking the program to ensure that the desired results are produced

♦ Conduct trial runs of programs and software applications to be sure they will produce the desired information and that the instructions are correct

♦ Write, update, and maintain computer programs or software packages to handle specific jobs such as tracking inventory, storing or retrieving data, or controlling other equipment

♦ Write, analyze, review and rewrite programs, using workflow chart and diagram, and applying knowledge or computer capabilities, subject matter, and symbolic logic

♦ Perform or direct revision, repair, or expansion of existing programs to increase operating efficiency or adapt to new requirements

♦ Consult with managerial, engineering, and technical personnel to clarify program intent, identify problems, and suggest changes

♦ Perform systems analysis and programming tasks to maintain and control the use of computer systems software as a systems programmer

♦ Compile and write documentation of program development and subsequent revisions, inserting comments in the coded instructions so others can understand the program

♦ Prepare detailed workflow charts and diagrams that describe input, output, and logical operation, and convert them into a series of instructions coded in a computer language

♦ Consult with and assist computer operators or system analysts to define and resolve problems in running computer programs


Multi-Media Artists and Animators2 Multi-Media Artists and Animators create special effects, animation, or other visual images using film, video, computers, or other electronic tools and media for use in products or creations, such as computer games, movies, music videos, and commercials. Typical Tasks

♦ Create two-dimensional and three-dimensional images depicting objects in motion or illustrating a process, using computer animation or modeling programs

♦ Design complex graphics and animation, using independent judgment, creativity, and computer equipment

♦ Make objects or characters appear lifelike by manipulating light, color, texture, shadow, and transparency, or manipulating static images to give the illusion of motion

♦ Apply story development, directing cinematography, and editing to animation to create storyboards that show the flow of the animation and map out key scenes and characters

♦ Participate in design and production of multimedia campaigns, handling budgeting and scheduling, and assisting with such responsibilities as production coordination, background design and progress tracking

♦ Create basic designs, drawings, and illustrations for product labels, cartons, direct mail, or television

♦ Develop briefings, brochures, multimedia presentations, web pages, promotional products, technical illustrations, and computer artwork for use in products, technical manuals, literature, newsletters and slide shows

♦ Script, plan, and create animated narrative sequences under tight deadlines, using computer software and hand drawing techniques

♦ Implement and maintain configuration control systems ♦ Assemble, typeset, scan and produce digital camera-ready art or film negatives and

printer’s proofs


Graphic Designers2 Graphic Designers design or create graphics to meet specific commercial or promotional needs, such as packaging, displays, or logos. They may use a variety of mediums to achieve artistic or decorative effects. Typical Tasks

♦ Create designs, concepts, and sample layouts based on knowledge of layout principals and esthetic design concepts

♦ Determine size and arrangement of illustrative material and copy, and select style and size of type

♦ Confer with clients to discuss and determine layout design ♦ Develop graphics and layout for product illustrations, company logos, and internet

websites ♦ Review final layouts and suggest improvements as needed ♦ Prepare illustrations or rough sketches of material, discussing them with clients or

supervisors and making necessary changes ♦ Use computer software to generate new images ♦ Key information into computer equipment to create layouts for client or supervisor ♦ Maintain archive of images, photos, or previous work products ♦ Prepare notes and instructions for workers who assemble and prepare final layouts for

printing


Regional Job Outlook Projected Regional Job Outlook The table below displays 2010 employment estimates and 2020 projections for the occupational groups associated with Art/Digital Media programs. Expected growth rate varies by region and occupation. The highest levels of growth are expected for Computer Programmers in the Inland Empire (15.6%) and Graphic Designers in the Inland Empire (16.1%) and Los Angeles County (14.0%).

Total

Estimated 2010 Jobs

Total Projected 2020 Jobs

Projected Growth (%)

Ave. Annual New Job Openings

Ave. Annual Replacement Job

Openings

Ave. Annual Total Job Openings

Communications Teachers, Postsecondary

State of California 3,200 3,500 300 (9.4%) 30 50 80

Inland Empire 240 260 20 (8.3%) 2 4 6

Los Angeles CO 1,140 1,280 140 (12.3%) 14 19 33

Orange CO 180 200 20 (11.1%) 2 3 5

Computer Programmers

State of California 39,900 44,700 4,800 (12.0%) 480 1,050 1,530

Inland Empire 1,280 1,480 200 (15.6%) 20 30 50

Los Angeles CO 9,250 9,890 640 (6.9%) 64 215 279

Orange CO 3,800 4,130 330 (8.7%) 33 88 121

Multi-Media Artists and Animators

State of California 23,200 25,800 2,600 (11.2%) 260 550 810

Inland Empire 130 140 10 (7.7%) 1 3 4

Los Angeles CO 11,990 12,740 750 (6.3%) 75 287 362

Orange CO 990 1,020 20 (2.0%) 2 24 26

Graphic Designers

State of California 34,400 38,700 4,300 (12.5%) 430 910 1,340

Inland Empire 1,990 2,310 320 (16.1%) 32 61 93

Los Angeles CO 13,130 14,970 1,840 (14.0)% 184 407 591

Orange CO 4,060 4,400 340 (8.4%) 34 126 160

“--“ Indicates there are no data available.

Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited October 2, 2014).

http://www.labormarketinfo.edd.ca.gov/


Projected Job Growth by Region The graphs below show the projected growth from 2010 to 2020 of occupations that employ completers of Art/Digital Media programs. Growth is expected across regions for each of the occupations examined.

9.4 8.3 12.3 11.1

0

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20

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California Inland Empire LA County Orange County

% G

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12.0 15.6

6.9 8.7

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11.2 7.7 6.3

2.0 0

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% G

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Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited October 2, 2014). Hourly Wages by Region This table displays the first quarter 2014 hourly wage statistics of individuals employed in occupations for Art/Digital Media program completers. Wages for Postsecondary Communications Teachers was unavailable. Wages for Computer Programmers and Multi-Media Artists and Animators are similar across regions, with mean hourly wages for Graphic Designers typically being slightly lower than those for the other two occupations.

Mean Hourly Rate 25th Percentile Median Hourly Rate 75th Percentile


State of California -- -- -- --

Inland Empire -- -- -- --

Los Angeles CO -- -- -- --

Orange CO -- -- -- --


State of California $43.51 $31.84 $42.37 $54.79

Inland Empire $38.14 $30.70 $38.88 $45.39

Los Angeles CO $44.57 $32.84 $45.04 $56.58

Orange CO $40.00 $28.74 $40.40 $52.53



Inland Empire $33.44 $24.64 $28.69 $40.69

Los Angeles CO $45.10 $28.34 $41.00 $55.99

Orange CO $38.10 $27.33 $35.16 $46.29

12.5 16.1 14.0

8.4

0

10

20

30

40

50


% G

row

th

Graphic Designers



Graphic Designers


Inland Empire $20.33 $6.48 $18.45 $22.53

Los Angeles CO $27.77 $18.69 $25.51 $34.35

Orange CO $25.63 $19.10 $23.81 $30.51

“--“ Indicates there are no data available.

Source: Labor Market Information Division, Employment Development Department, Occupation Profile, on the Internet at: http://www.labormarketinfo.edd.ca.gov/ (visited October 2, 2014).



Largest and Fastest Growing Industry Employers

Largest Industry Employers of Art/Digital Media Occupations The graphs below display the 2010 staffing patterns of the largest industries employing completers of Art/Digital Media programs across the state of California. Postsecondary Communications Teachers are employed at Junior Colleges and Colleges and Universities. Computer Programmers are primarily employed in the Computer Systems Design and Related Services industry. Multi-Media Artists and Animators are primarily employed in the Motion Picture and Video Industries. Graphic Designers are primarily employed by Specialized Design Services.

0

500

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1500

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2500

Junior Colleges Colleges and Universities

Num

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f Em

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ees


02000400060008000

1000012000140001600018000

Num

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Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited October 2, 2014).

0

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Graphic Designers


Change Over Time of the Largest Industry Employers of Art/Digital Media-Related Occupations The graphs below display projections of change over time from 2010-2020 of the largest industries employing Art/Digital Media-related occupations in the state of California. Growth is projected for Postsecondary Communications Teachers positions, particularly in Colleges and Universities. Growth is generally projected for Computer Programmers, apart from in the Electronic Instrument Manufacturing industry. An increase in jobs is expected in many industries employing Multi-Media Artists and Animators and Graphic Designers.

5.0%

18.2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Junior Colleges Colleges and Universities

Perc

ent C

hang

e


17.0% 17.4%

53.8%

15.4% 9.1% 10.0%

0.0%

-28.6%

0.0%

28.6%

-40%-30%-20%-10%

0%10%20%30%40%50%60%

Perc

ent C

hang

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Source: Labor Market Information Division, Employment Development Department, Staffing Patterns, on the Internet at: http://www.labormarketinfo.edd.ca.gov/iomatrix/staffing-patterns1.asp (visited October 2, 2014).

15.8% 14.3%

42.9%

33.3%

0.0%

20.0%

33.3%

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50.0%

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10%

20%

30%

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60%

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16.2%

4.5% 0.0%

-7.7%

63.6%

30.0% 22.2%

0.0%

14.3% 14.3%

-20%-10%

0%10%20%30%40%50%60%70%

Perc

ent C

hang

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Graphic Designers


Regional Graduation Summary

Education and Training3 Education and training requirements vary for Art/Digital Media completers dependent on occupation. Employers of Postsecondary Communications Teachers are usually looking for candidates with a doctoral degree, whereas employers of Multi-Media Artists and Animators usually look for candidates with a bachelor’s degree. Although most Computer Programmers have a bachelor’s degree, some employers will accept an associate’s degree or certificates. Because programming tasks are becoming more complex, employers are beginning to require a four-year degree. Employers hiring programmers for scientific or engineering applications prefer college graduates with a degree in computer or information science, mathematics, engineering, or the physical sciences. Most employers of Graphic Designers prefer applicants with a bachelor’s degree for most entry-level graphic design positions. Formal training programs may range from two-to-four years of academic or vocational art education. Regional Completers in Art/Digital Media Programs The table below displays the number of program completers in the 2012-13 academic year at regional institutions offering programs in: 1) Animation, Interactive Technology, Video Graphics and Special Effects; 2) Web Page, Digital/Multimedia and Information Resource Design; and 3) Computer Graphics. Besides Chaffey College, there are 26 institutions offering degrees and/or certificates below the baccalaureate level in Animation, Interactive Technology, Video Graphics and Special Effects, 11 offering them in Web Page, Digital/Multimedia and Information Resource Design, and 15 offering them in Computer Graphics.

Institution Name Award Level

< 1 year Certificate 1 to < 2 year Certificate

Associate’s Degree

2 to < 4 year Certificate

Animation, Interactive Technology, Video Graphics and Special Effects

Chaffey College -- 1 1 --

Antelope Valley College -- 13 9 --

Cerritos College -- -- 0 --

College of the Canyons -- 1 5 --

Crafton Hills College 1 -- -- --

Cypress College 2 -- -- --

East Los Angeles College -- -- 0 --

Fullerton College -- 0 -- --

Glendale Community College -- 2 -- --

Irvine Valley College 2 -- -- --

Long Beach City College 2 -- -- --

Los Angeles Film School -- -- 57 --

Los Angeles Mission College -- 2 9 --

Moorpark College -- 0 2 --

3 Labor Market Info, Employment Development Department, California Occupational Guides, on the Internet at: http://www.labormarketinfo.edd.ca.gov/occguides (visited October 2, 2014).


Moreno Valley College -- 1 3 --

Mt. San Antonio College -- 8 6 -- Mt. San Jacinto Community College District 0 8 10 --

Norco College 3 5 9 --

Orange Coast College -- 1 1 --

Palo Verde College 4 -- -- --

Pasadena City College -- 2 -- --

Rio Hondo College -- -- 2 --

Riverside City College -- 0 -- --

San Bernardino Valley College 5 -- -- --

Santa Ana College -- 9 -- --

Santa Monica College -- 16 7 --

Video Symphony Enter Training Inc -- 24 -- --

Total 19 93 121 0

Web Page, Digital/Multimedia and Information Resource Design


Advanced Computing Institute -- 0 1 --

DeVry University – California -- -- 41 --

InterCoast Colleges – Orange -- 9 -- --

Irvine Valley College 1 -- -- --

Los Angeles Pierce College 1 -- -- -- Mt. San Jacinto Community College District 0 -- -- --

Saddleback College 19 -- 6 --

Santa Ana College 0 1 -- -- The Art Institute of California – Argosy University Hollywood -- -- 10 --

The Art Institute of California – Argosy University Los Angeles -- -- 11 --

The Art Institute of California – Argosy University Orange County -- -- 11 --

Total 21 12 81 0

Computer Graphics


Antelope Valley College -- 16 16 --

Citrus College 8 -- 0 --

College of the Desert 3 -- 8 --

Crafton Hills College 1 -- -- --

Cypress College 0 3 -- --

Fullerton College -- 0 -- --

Gnomon School of Visual Effects -- 34 -- --

Irvine Valley College 3 -- 1 --


Los Angeles ORT College – Los Angeles Campus 3 -- -- --

Mt. San Antonio College 3 -- 2 --

Mt. San Jacinto Community College District 0 -- -- --

Orange Coast College 8 7 8 --

Palo Verde College 7 -- -- --

Saddleback College 6 -- 3 --

Santa Ana College -- 4 3 --

Total 42 65 43 0 Note: “--“ indicates that this type of degree is not offered. “0” indicates that this degree is offered but no degrees or certificates were granted. Source: National Center for Education Statistics, U.S. Department of Education, Integrated Postsecondary Education Data System, on the Internet at: http://www.nces.ed.gov/collegenavigator/


Chaffey College’s Performance on Core Indicators

The Perkins IV Career and Technical Education Improvement Act of 2006 mandates that all state and local postsecondary institutions provide data on six core performance indicators for their career and technical education programs. These indicators are: 1) Technical Skill Attainment; 2) Completions; 3) Persistence and Transfer; 4) Employment; 5a) Nontraditional Participation; and 5b) Nontraditional Completion. Performance goals are set at the state and local levels and progress is monitored based on a comparison between the actual percentage of students who master each performance area and the negotiated levels of performance. 2012-2013 Chaffey College Performance on Core Indicators The table below displays negotiated and actual core performance indicator levels for all Chaffey College students classified under the Multimedia, Website Design and Development, and Computer Graphics and Digital Imagery TOP codes. A CTE Cohort is defined by the Chancellor’s Office as those with 12+ CTE units in a discipline in 3 years. Low sample sizes and privacy restrictions limited the outcome information available.

Core Performance Indicators Negotiated Level

Chaffey College Performance

Percent Above or Below District

Negotiated Level State District

Multimedia

Core 1 – Technical Skill Attainment 89.50% 89.50% 87.50% N/A

Core 2 – Completions- Credential, Certificate, Degree, or Transfer Ready 81.50% 75.61% 83.33% N/A

Core 3 – Persistence and Transfer 86.50% 83.24% 62.50% N/A

Core 4 – Employment 80.85% 77.65% DR N/A

Core 5a – Non-traditional Participation 22.60% 20.29% N/R N/A

Core 5b – Non-traditional Completions 26.50% 22.49% N/R N/A


Core 1 – Technical Skill Attainment 89.50% 89.50% 100.0% 10.5

Core 2 – Completions- Credential, Certificate, Degree, or Transfer Ready 81.50% 75.61% 81.82% 6.2

Core 3 – Persistence and Transfer 86.50% 83.24% 88.89% 5.6






Core 1 – Technical Skill Attainment 89.50% 89.50% 100.0% 10.5

Core 2 – Completions- Credential, Certificate, Degree, or Transfer Ready 81.50% 75.61% 66.67% N/A

Core 3 – Persistence and Transfer 86.50% 83.24% 84.62% 1.4




DR indicates privacy requirements. N/A (Not Applicable) indicates denominators < 10. Source: CA Community Colleges Reporting Services, College Core Indicator Information by 6-Digit TOP (2014-2015 Fiscal Year Planning).

october 2014 needs assessment - chaffey college · art/digital media . october 2014 needs...

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