Texas Tech University

College of Media and Communications

Click on degree programs to view Degree Program Assessment Plan
Department Degree Program Name Learning Outcomes Testimonials

Advertising

Advertising (BA)

  • CONNECT: Graduates will be able to connect past advertising history with the current media structure and assess issues of diversity and social responsibility
  • COMPARE: Graduates will be able to compare integrated media concepts and identify appropriate advertising executions.
  • CRITIQUE: Graduates will be able to critique advertising practice and research as well as evaluate communication problems strategically.
  • CREATE: Graduates will be able to create innovative advertisements utilizing contemporary industry tools and techniques
  • COMMUNICATE: Graduates will be able to communicate persuasively in both written and oral formats.
  • COLLABORATE: Graduates will be able to collaborate with others in a manner that is both productive and professional.
 

Zachary Rocha

"The classes I took in the College of Media and Communication were the basic foundations for many skills that I worked on outside of class - either through student organizations or just for fun in my own time. Working with other students in student orgs and in class have helped me make lifelong friendships that I couldn't have found anywhere else. And the professors are always encouraging us to do more and emphasize that there's more important things in college besides getting A's on every assignment (although that's still very important!). I've made great connections while attending TTU and grown so much! I am a little sad to be leaving Raiderland, but I know I'm ready and have enough experience and skills to succeed at working in the advertising industry."

- Zachary Rocha, Bachelor's in Advertising 

Communication Studies

Communication Studies (BA)

 
  • Oral Communication Competency: Students will exhibit oral communication competency (i.e., effective delivery, organized content, and appropriate audience analysis).
  • Communication Paradigms: Students will differentiate between ontological, epistemological, and axiological assumptions of communication paradigms.
  • Communication Analysis: Students will demonstrate competency in communication analysis.

Blank Male

 "My time at Texas Tech has been great at helping me establish solid relationships with my professors who have become my advisors/mentors. These are great connections to have and maintain as I continue my education and work toward becoming a professor. In addition to courses, the faculty have been great for offering valuable insight into the way academia works and helped me hone skills necessary to thrive in the education industry."

- J.J. De La Cruz, Master's in Communication Studies

Communication Studies

Communication Studies (MA)

 
  • Research Design: Students will be able to formulate a communication-based research question and construct an appropriate research design (model, theory, or concept) for answering it.
  • History of Field: Students will be able to articulate the historical development of Communication Studies.
  • Philosophical Paradigm Critique: Students will be able to articulate the differences between epistemological, axiological, and ontological assumptions of communication paradigms and evaluate a theory based on these criteria.
 

Institute for Forensic Sciences

Forensic Science (MS)

  • Forensic Research- Students should be able to effectively understand how to conduct research using methodologies and practices that will support forensic science as it is used in the United States court system.
  • Forensic concepts and applies science principles- Students should be able to apply broad fundamental concepts, and applied science principles in chemical, physical and biological to forensic investigative techniques.
  • Forensic critical thinking skills - Students should be able to demonstrate critical thinking skills in order to derive conclusions based on scientific techniques and practical applications used by current forensic scientists.
 

Interdisciplinary

Interdisciplinary Studies (MS)

  • Application of assimilated skills - Upon completion of the program students will utilize skills related to their three chosen disciplines.
  • Synthesis of knowledge- Students will be able to demonstrate knowledge of the fundamental concepts of their three areas of studies and how the courses taken share commonalities that lead to a more comprehensive understanding.
  • Research and application- Students completing research as their final comprehensive component (either Thesis or Masters Report option) should be able to conduct sound research using discipline-appropriate methodologies.
 

Media and Communication

Electronic Media and Communication (BA)

  • Storytelling A EMC graduate will demonstrate competence in storytelling.
  • Technical Competence A EMC graduate will demonstrate technical competence in the area of multimedia design and production.
  • Critical Thinking A EMC graduate will exhibit critical thinking skills with writing assignments where they construct, present and defend critical and aesthetic judgments of works in the creative arts.
  • Global Communication Competence A EMC graduate will exhibit knowledge of distinctive cultures or sub-cultures based on performance on projects and assignments related to international communication.
  • Media Management Competence A EMC graduate will show knowledge of management issues in electronic media industries on exams in the entry and exit courses and any professional internship experience.

Blank Female

"One of the main things that has seriously impacted my education at TTU is the amount of experiential learning available. I'm a hands-on kind of learner, and I feel like TTU does a great job of providing extensive opportunities for experiential education. Not only that, but I feel like students are pushed into their areas of interest, rather than pigeon-holed into what's available."

- Anna Claire Beasley, Bachelor's in Electronic Media and Communications 

Media and Communication

Media Strategies (BA)

  • Media Industry History & Structure: Students completing a Media Strategies degree should be able to demonstrate knowledge of the historical development and current state of the media industry, including the role of communication innovations and media entrepreneurship.
  • Media Research & Theory: Students completing a Media Strategies degree should be able to apply media research methodologies and theories to the critique and analysis of media processes, channels, and content, including the role of and impact on media entrepreneurship.
  • Media Message Design & Delivery: Students completing a Media Strategies degree should be able to demonstrate the ability to design and deliver targeted messages to a variety of audiences, with special consideration given to persuasive written and oral communication.
  • Media Entrepreneurship: Students completing a Media Strategies degree should be able to analyze the media environment to identify opportunities for media entrepreneurship and propose innovative solutions that capitalize on those opportunities.

Blank Female

"Texas Tech allowed me to see first-hand what it means to work in the field of media. I learned professional skills, such as networking, writing and speaking to large groups of people. I was given valuable resources that I am able to take with me after graduation. And above all, all of my professors were incredibly helpful any time I felt like I didn't understand the material, making me successful in every class."

- Samantha Crittenden, Bachelor's in Media Strategies

Media and Communication

Journalism (BA)

  • Core Skills: Each student will master and demonstrate the skills necessary for the responsible reporting, writing and editing of news stories.
  • Professional Standards: Each student will demonstrate his/her knowledge of ethical journalistic practices and of media law.
  • Production Competence: All journalism graduates will demonstrate proficiency producing news packages for print, broadcast, and online media.
  • Reporting Technologies: All journalism majors will master and demonstrate the skills of computer-assisted reporting.
  • Public Affairs: Each student will demonstrate his/her knowledge of covering meetings and local government. 
 

Office of Graduate Studies

DE - Strategic Communication and Innovation (MA)

  • Theory & Research: Apply communication theory and applied research techniques to the practice of strategic communication.
  • Strategic Communications/Planning: Effectively apply strategic communications planning processes, critical thinking and problem-solving strategies to real-world challenges.
  • Global Communications: Effectively engage in the practical application of strategic communication in a global environment.
 
 

Office of Graduate Studies

Mass Communications (MA)

  • Theory Awareness: Students will demonstrate mastery of various communication theories and how to apply them to predict behavior/outcomes
  • Research Methodology Awareness: Students will mastery of various communication research methodologies and how to apply them to answer questions
  • Analytics Awareness: Students will demonstrate ability to make sense of primary and/or secondary data
 
 

Office of Graduate Studies

Mass Communications (PHD)

 
  • Theory awareness: Students will be able to identify, critique and utilize communication theory
  • Research Methods Awareness: Students will be able to identify, critique and utilize research methodology
  • Integration of Theory and Methodology: Students will integrate theory and methodology through study design and completion.
 

Public Relations

Public Relations (BA)

  • PR Practice: Students completing a Public Relations degree should be able to demonstrate knowledge of the historical development of public relations practice and current state of the industry, including the impact of traditional and emerging media.
  • PR Theory & Methods: Students completing a Public Relations degree should be able to apply public relations research methodologies and theories to the critique and analysis of communication processes, channels, audiences, and messages, to inform the development of effective strategies to address organizational concerns.
  • PR Strategies & Tactics: Students completing a degree in Public Relations should be able to demonstrate the ability to design and deliver strategically based tactics across a variety of mediated and interpersonal communication channels taking into consideration target public diversity as well as ethical and legal considerations.
  • PR Management: Students completing a degree in Public Relations should be able to analyze operational environments and propose appropriate strategic responses to manage organizational resources, relationships, stakeholders, issues, conflict, and reputation
 
 

 

Office of Planning and Assessment