Simplify Your Internal Marketing - Experiment and Evaluate Strategies to Promote Engagement in Academic Assessment

Working with new partners allows our team to continuously examine institutional assessment cultures. Early meetings with partners are inspiring brainstorming sessions that expose great ideas for improved practices. As schedules fill up and various individuals or units on campus begin to push against our assessment efforts, it is easy for attitudes to shift and for these meetings to become less productive venting sessions. Administrators find themselves unable to foster true cultures of assessment with no means to incentivize participation. The missing element between the mountaintop excitement of those initial meetings and earnest disappointment in the academic environment is the internal marketing plan that engages everyone in assessment processes. Without such a plan, developing a culture of assessment in academia is like working on a puzzle without the box to know what the big picture is.

Internal marketing strategies can be adopted from business and communication models. Strategies should be simple; there is no need to over think how you will reach out to other administrators, instructors, students and alumni. Remember, these people are your colleagues and consumers; growth is the target and you are all on the same team!

Set reasonable goals. Plan to tackle bite size chunks while maintaining your vision. If you would like for all units to adopt a certain practice in the next academic year, let all parties involved know at the onset of the implementation. Then, provide updates on progress as individual units engage and adopt. 

Build a strong network. Academic units are siloed and can be difficult to reign in. Ensure that you have each unit’s attention by creating a specific connection in each unit who can help you to get to know its culture of teaching and learning.

Know your audience. Consider all of the stakeholders you are seeking to engage.  Ask them how they would like to learn about policy changes and practice recommendations. Demonstrate that you value their opinions.

Document problems, solutions, and ideas. As you work toward your goals, keep public and private notes about the problems that have arisen. Document how those challenges were overcome and record ideas for improvement in the future. Key in on those providing negative feedback – share all sides of the arguments to demonstrate genuine transparency. All stakeholders should know how to access this information, but it should be delivered directly as well.

Experiment and evaluate. The scientific method can be extended to any method of trying new assessment practices on campus. Consider five bullet points to summarize (1) what new practice was attempted, (2) who participated, (3) what goals were met or not met, (4) how this practice can be extended, – or – what information are you seeking to improve the practice, and (5) what the next steps are. Share this summary widely in the form of website posts, emails, social media, or digital displays on campus.

Recognize and celebrate success. Participants respond to recognition and will maintain motivation if there are tangible incentives. Ask instructors to speak at events about their practices to provide experience that they can add to their CVs. Invite students to propose ideas to faculty and administrators. Publicize work that is being done in the name of assessment on your website. Highlight opportunities for stakeholders to present at conferences off campus to expand their networks.

Not every attempt will be a great success, but if your institution values assessment, it will invest in continued attempts. Before I started working in academia, I was hesitant to try new practices on wide scales for fear of failure or loss of respect from stakeholders. Academia is one of the few spaces in the consumer market that can embrace change without losing its consumers. The ideals of ready, fire, aim have grown on me because there is so much room for growth, faith in experimentation, and opportunity for safe risk.

Becky Yannes, AEFIS Team

For more, check out the following recommended reading

Market Tools Blog http://www.markettools.com/blog/closing-loop

Fast Company Blog http://www.fastcompany.com/1818096/how-hr-can-transform-into-effective-marketers

Be In Charge of your Learning!

As a college student, it never really occurred to me just how vital it is for each and every higher education institution to uphold specific academic standards which ensure quality and relevance of their techniques. Academic assessment is a central element in the overall quality of teaching and learning in higher education. Working at AEFIS has given me more insight as to exactly how this procedure ensures that students are in fact the central gear in their learning experience. Assessment is the student’s ability to evaluate and reflect on their own learning, making a judgment as to their progress and how they could improve.

One of the most significant services the AEFIS platform offers students is access to course details and evaluation results for previous terms. With course details pre-listed, AEFIS gives students the chance to critic a class prior to registration from a professional environment as opposed to the numerous ‘Rate a Professor’ websites which may falsely bias their judgment. With access to the pre-listed course objectives, students can identify from the get-go which instructors are project-oriented, test-oriented or intensive-writing oriented and thus enroll into apposite classes. This in turn facilitates students to gain necessary skills based on their individual strengths and weaknesses.

AEFIS provides students with a thorough, reliable and steadfast course catalog which contains all the details of a course. (All the data is imported directly from institutional data feeds adjusted by administrators). The syllabi details are clearly specified therefore students know exactly what is expected of them prior to enrolling for a course. Personally, I can attest to studying more effectively and in turn getting better grades when I know exactly what it is I’m working towards. The best part is just how easy it is to access all this information. All you need is a basic mobile device with internet capability. AEFIS realized that college students are always on the go and in turn found a way to accommodate this. This shows just how much AEFIS strives to improve student performance.

Throughout our college experience, I feel as though it’s safe to say that there’s always at least one professor whose teaching we absolutely delight in. In most cases, students tend to have professors for only one semester/quarter. AEFIS gives us the chance to commend extraordinary skills where deserved. There’s only so much we can do, so why not express gratitude by taking a few minutes to fill out a survey at the end of a course with warranted positive feedback. It’s always a good feeling to give credit where it’s due. However, it goes both ways given that students also have the right to state whether a course met their expectations or otherwise.

Not only does AEFIS improve student performance but also faculty productivity and administrative efficiency. It keeps syllabi centralized, making assessment and accreditation more efficient. Academic assessment is by no means a piece of cake. It is quite a challenging process because, to some extent, it should be consistent across all departments in a college but yet again allow flexibility, considering each department has its own distinctive goals and expectations. Being at AEFIS has given me the chance to be right in the loop of the academic assessment development. I now know just how fundamental it is to fill out those surveys, review courses prior to enrolling for them and have all my syllabi centralized, which is just a sample of what AEFIS offers. All this for my benefit; higher GPA, convenient access to course details, self-assessment at the end of a course, etc.

Get the best out of your college experience by being in charge of your learning!

                                                                                                                                                Raisa Ochola, AEFIS Team

A Syllabus Manifesto

Many instructors struggle with students floating through degree programs without understanding how any assignments or exams fit into their courses or curricula. Further, administrators struggle to account for the time that faculty spend developing syllabi and mapping coursework to specified learning outcomes. Preparing students for their post graduate lives is rooted in sharing an understanding of expectations. These expectations reach back to their elementary questions – why do I need to know this? when am I ever going to use this? Similarly, potential employers want to understand what students are learning and if their skill sets will align with industry needs. Other stakeholders including accrediting bodies and prospective students seek answers to these questions as well. The most appropriate medium to answer these questions, organize instructional tools, and account for course development is the course syllabus. That’s it – the answer is in the syllabus – but that can only be the solution if the syllabus is a living and accessible document.

We have discussed the idea of the syllabus as a contract between students and instructors to describe the expectations of both parties (April, 2011, http://aefis.blogspot.com/2011/04/why-are-we-assessing.html). We were excited to see this perspective articulated by the Syllabus Institute in its tenants of the Modern Syllabus. It summarizes three main roles of the syllabus: contractual, assessment, and marketing. As a contract, the syllabus outlines objectives, assignments, policies and other general expectations. In assessment and accreditation processes, the syllabus supports continuous review of outcomes, consistency in practices across the institution, and ensures curricular excellence. With nearly unlimited options in the higher education spaces, prospective students can base decisions on exciting, changing, and unique course offerings – which can be marketed with the syllabus. Similarly current students can be better prepared for coursework and make more informed class selections if they have access to syllabi.

Syllabi are the vehicle for the content of a course and the dissemination of instructors’ ideas to students, institutions, and potentially the public. Think about ways to use them, share them, and engage audiences to appreciate them through web-based platforms - online availability is the first step in this streamlined dissemination. Let us know what you are doing with your syllabi and ideas for moving them forward…

Becky Yannes, AEFIS Team

"Accountability Yes, Hierarchy No"

Inside Higher Ed

By: Joshua Kim

LINK TO ARTICLE

AEFIS Response:

There is a great deal of risk in inviting large populations to provide feedback to make improvements. This is true when asking students to provide feedback about coursework and faculty practices; and it is also true when seeking feedback from software users. Not being able to meet requests or satisfy expectations minimizes clients’ trust and reduces their likelihoods to provide additional feedback. However, such feedback fuels innovation and our development model welcomes it. Balance must be found in engaging leaders, primary decision makers, and the greater populations of users outside of the leadership realm. This idea of hierarchies and accountability is discussed in recent posting on Inside Higher Ed’s “Technology and Learning” blog, “Accountability Yes, Hierarchy No.”

Determining these hierarchies is a struggle that our company tackles regularly. Our client partnership model has allowed us to sit in on and lead great discussions regarding assessment, accreditation, and how institutional stakeholders view opportunities and challenges. Our partnerships have attracted clients who are willing to engage in these conversations and view assessment, accreditation, and student learning as priorities that require consistent enhancement on campus. Joshua Kim, author to the blog mentioned earlier, questions the best approach to minimizing hierarchical boundaries to allow for innovative collaboration and production for educational technologies, while maintaining efficiency. With this point he notes that such an environment will have to accept and even promote risk taking.

Innovation is a celebrated concept. But before innovation usually come: costs, mistakes, failures, and delays. And these are not so celebrated. Ultimately both technology developers and end users have to promote risk taking, and accept the challenges that may be faced before the most successful solution to the problem at hand is realized.

Becky Yannes, AEFIS Team

Getting Over the Hill - Using Mid-Term Course Evaluations Effectively

The middle of the academic semester can bring a slump in students’ attitudes about coursework. Halloween festivities, football season, and eyes set on fall breaks ahead all serve as great distractions from assignments and class participation. Institutions and instructors have opportunities to regain students’ focus and gauge student learning through mid-term course evaluations. Such evaluations provide an outlet for students to comment on the strengths and weaknesses of their courses. This feedback can be used to improve course structure moving forward and to assist faculty in engaging their student audiences. Many institutions and individual instructors use mid-term course evaluations as tools for gathering data to develop a continuous feedback loop. This strategy has proven successful at some institutions in increasing student participation in end of term course evaluations that follow (Enyeart 15).

Using online tools to survey students has demonstrated an increase in written feedback on course evaluation forms. Students are not limited by time constraints that may be associated with in-class paper-based course evaluations. It was documented at one institution that the number of words typed by students for open-text questions on web-based course evaluations was seven times greater than those written on paper-based evaluations (5).

Robert T. Brill, PhD., an associate professor of psychology at Moravian College, shared, in a blog posting at www.facultyfocus.com, his three-option feedback approach. This strategy poses questions about specific course components such as text books, assignments, lectures, etc. He asks his students to respond with one of three options: keep as is, keep but modify, or remove from the course. Such questions ask students to justify their responses – their feedback provides support to make changes in the classroom and, more specifically, what changes to make. It also provides support to continue successful practices in the classroom. Dr. Brill asks questions specific to the student learning outcomes for the course – this brings students’ focus to the educational objectives detailed in course syllabi. He welcomes written responses, but also invites students to participate online through his institution’s learning management system.

The Education Advisory Board’s 2009 study on online student course evaluations referenced in the beginning of this post provides example questions from one of the universities involved in its research efforts:

List the major strengths of this course. What is helping you learn in this course? Please give a brief example.

List any changes that could be made in the course to assist with your learning. Please suggest how changes could be made.

The Director of Assessment at this university noted that “[Using mid-term course evaluations] is a very simple, very easy-to-implement way of telling students that their feedback is valuable to them, and it always, always, always improves end of semester course evaluation response rates.”

Students support mid-term course evaluations because they demonstrate instructor interest in student opinions. Jeff Wojcik, the College of Literature, Science, and the Arts Academic Relations Officer at the University Michigan, wrote an opinion article in the Michigan Daily earlier this year detailing:

Unlike end-of-term evaluations, which can only create improvements for future students, instructors benefit from midterm feedback because they can augment their teaching, if necessary, for students who are currently taking the course. This immediate response can help students learn better and allow professors to adopt a style that best accommodates specific semesters and sections of students. Feedback also allows students to indicate an interest in a relevant political topic, a small change to lecture slides or other suggestions that might not warrant a meeting with a professor.

Learn more from the sources referenced in this post…

Online Student Course Evaluations: Strategies for Increasing Student Participation Rates

Christine Enyeart, Michael Ravenscroft, Education Advisory Board, May 8, 2009
http://tcuespot.wikispaces.com/file/view/Online+Student+Course+Evaluations+-+Strategies+for+Increasing+Student+Participation+Rates.pdf

Faculty Focus

“How to Make Course Evaluations More Valuable”
Robert T. Brill, February 29, 2009
http://www.facultyfocus.com/articles/effective-teaching-strategies/how-to-make-course-evaluations-more-valuable/

Michigan Daily

“More than final feedback”
Jeff Wojcik, February 14, 2011
http://www.michigandaily.com/content/jeff-wojcik-implement-midterm-course-evaluations

Becky Yannes, AEFIS Team