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Learning objectives:
In the Module Effect we will help you to develop the competences related with Research from the ICM
competencies-list*.
PRS:
1. Identify and formulate a research problem (C1a+b)
2. Formulate research questions that will assist in solving the research problem (C1a+b)
3. Find relevant literature to collect information that relates to the research problem (C2a+b)
4. Apply several traditional and online research methods to answer research questions (C2a)
5. Analyse the collected data, extract conclusions and give appropriate advice (C2a, C3a, C4a, C7a)
During the whole project C8a and C9a apply.
QRS:
1. Identify and distinguish between categorical and quantitative variables, between sample and
population (C1a)
2. Calculate, describe and present findings from a given set of data by means of descriptive
statistics, tables and graphs (C2a)
3. Analyze, interpret and take decisions inferring from a sample to a population (C3a)
4. Enter data, calculate and represent frequency tables, graphs, different measures of central
tendency and dispersion, and compare means using statistics tools such as SPSS (C1a,C2a)
* (C+no. stands for the competence, the letter for the level)
FCJ-ICM student manual. Year 1 - Module EFFECT - Course APPLIED RESEARCH Page 2 of 8
Assessment criteria:
Deadline:
PRS: Portfolio of Evidence àà Monday week 9, before 12:00, upload to Sharepoint.
Important: Also hand in a physical copy in your lecturer’s pigeonhole
FCJ-ICM student manual. Year 1 - Module EFFECT - Course APPLIED RESEARCH Page 3 of 8
Table
of
contents:
1.
Course
overview
................................................................................................................
2
2.
Course
content
..................................................................................................................
5
3.
Course
structure
and
methods
..........................................................................................
5
Contact
hours
Practical
Research
Skills
(PRS)
....................................................................................
5
PRS:
briefing
.........................................................................................................................................
5
PRS
Weekly
schedule:
Project
activities
............................................................................................
5
QRS
weekly
scheme
............................................................................................................................
7
4.
Assessment
and
evaluation
...............................................................................................
7
Final
assignment
Practical
research
skills
................................................................................................
7
Exam
Quantitative
Research
skills
...........................................................................................................
7
5.
Resits
..................................................................................................................................
7
PRS
resit:
group
and
individual
options
..............................................................................................
7
6.
Study
load
...........................................................................................................................
8
7.
Competences
......................................................................................................................
8
FCJ-ICM student manual. Year 1 - Module EFFECT - Course APPLIED RESEARCH Page 4 of 8
2. Course content
As a communication and/or media professional you will often need to do research in order to explore
for example, your target audience, their preferences, the effects of the message, etc. In this course
you will learn some basic tools and skills to perform your research and how to analyse the results in a
qualitative (PRS) and quantitative way (QRS).
3. Course structure and methods
Contact hours Practical Research Skills (PRS)
Practical Research Skills (PRS) are tutorials of three hours each week. You will explore different
quantitative/qualitative research methods.
Contact hours Quantitative Research Skills (QRS)
The Quantitative Research Skills meeting is a tutorial: four hours each week divided in two sessions.
During the first 3 weeks, 2 of these hours will consist of SPSS workshops. SPSS-workshops are
compulsory (maximum one meeting can be missed if the student provides a good reason on paper or
digitally). In week 4 there is a catch up lecture for the SPSS workshop for students who missed one
session.
The following sections explain the different activities and deliverables per week for 1) PRS and for 2)
QRS.
PRS
In this course you will learn how to design, perform and analyze data in order to implement the “perfect
university” for marketing purposes.
The project starts with the briefing your received from your client:
The responsibility for coordination of the marketing, recruitment and retention efforts of universities is the
primary function of enrollment management. The marketing aspect of enrollment management is developed
in the marketing plan. This plan provides the fundamental approach used by the school to market its product
(education) to consumers (students).
In the past, the enrollment process was a “friendly” competition among universities. Nowadays, it's a very
competitive market. Students can choose from a large variety of schools. As a result, universities have to
undertake a robust effort to understand students’ educational needs, attitudes, expectations to maximize the
fit between the student and the university.
To better understand what students need and want, the HU participates in an annual nationwide survey,
called Start Monitor. In this survey, first year students are questioned about their: motivations to drop out,
motivations to enroll, study progress, study engagement and fulfillment of students expectations.
The survey showed that HU students are in general satisfied with the school. The HU is however aware that
there are aspects that they need to improve on. They want to create ‘the perfect university’ for their students.
For this quest, the school indicated they want to understand better what the perfect university is according to
their students. At the mean time, the HU already wants to start with creating the perfect university by
improving the Service Desk, Sharepoint and the support they offer to international students.
During this period of 7 weeks, we expect you can help us accomplishing these goals.
FCJ-ICM student manual. Year 1 - Module EFFECT - Course APPLIED RESEARCH Page 5 of 8
Week Topics and activities Literature and other sources Deliverables for next
class
1 Form project team (5 Dawson (2009): chapter 1 The introduction of your
students): choose a good The 5 W’s report (Draft version)
name for your team! Results of the literature
Dawson (2009): chapter 4 search
The assignment: read the
briefing Template “report structure” Deadline
on Sharepoint
Writing reports: the structure
of the report for your client Assignment on Sharepoint
The Introduction section:
The research question(s),
the policy question, etc.
Mind maps
Literature search
6 Presenting your results and Assignment on Sharepoint Infographic with the most
advice to the target audience: relevant resutls
Infographics
FCJ-ICM student manual. Year 1 - Module EFFECT - Course APPLIED RESEARCH Page 6 of 8
QRS weekly scheme
Week Topics Assignments Study materials
1 QRS Introduction quantitative Assignments reader chapter 1 Reader
research
1 SPSS Introduction SPSS Creating an SPSS data file Reader
2 QRS Tables and graphs Assignments reader chapter 2 Reader
FCJ-ICM student manual. Year 1 - Module EFFECT - Course APPLIED RESEARCH Page 8 of 8
5. How the course fits in the greater programme
In year 1 ICM consists of the four modules Audience, Media, Organisation and Effect, all in an
international environment. Visualised as follows:
Theme ICM year 1
Who Says What In Which Channel To Whom With What Effect (Lasswell)
Focus
In Module Effect, we focus on: “with what effect”.
Theme Module Effect
Consequently, the theme for Module Effect is the following activity: “evaluation of communication
efforts”.
Titles of the courses
Conceptual Learning Line: Research concepts
Skills Learning Line: Applied research (Practical research skills & Quantitative research
skills)
Project: Evaluation report
Analysis, creation, syntheses
• The conceptual learning line is focused on research concepts, you will learn to analyse and
interpret information with the aim of solving organisational problems.
• The skills learning line is focused on applied research, you will learn to compile a communication
research plan and to design, implement and interpret a survey.
• The project is focused on reporting, you will learn to evaluate and report on a campaign of an
NGO.
Entry requirements
There are no requirements.
FCJ-ICM student manual. Year 1 - Module EFFECT - Course APPLIED RESEARCH Page 9 of 8