Fostering Culture Change in an
Undergraduate Business Program:
Research and Results
Elizabeth M. Martin
Teaching Partners
College of Professional Studies
University of Wisconsin-Stevens Point
January 2011
Overview
•UWSP School of Business & Economics (SBE)
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Expanded curriculum
Accreditation
New faculty
Opportunities for student learning and professional development:
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Students not aware of existing opportunities
Students unsure of benefits of opportunities
Students too busy to participate
Faculty hatching ideas for new opportunities
Objectives
•To foster departmental culture change by learning:
– How we can increase student involvement
• SBE programs
• UWSP opportunities
• Central Wisconsin business community
– How we can reduce barriers to student participation
– How we can change attitudes towards learning beyond the classroom
• OLD: something unusual, deserves extra credit
• NEW: standard practice, built into program
Outline
1)
2)
3)
Market Research (Summer 2010)
Launch of SBE Events (Fall 2010)
Looking Ahead (Spring 2011)
Market Research (Summer 2010)
1)
2)
3)
4)
5)
Exploratory Research
Student “Personas”
Focus Groups
Surveys
Student Feedback
Market Research
Exploratory Research
•Interviews
–SBE incoming and outgoing Heads
–UWSP and non-UWSP students
–UWSP staff
•Web sites of other schools
•Scholarly articles
Market Research
Student “Personas”
Need
Socialize
Network
Entertaining
Current Success
Future Success
Structure/Guidance
Knowledge
Shortcuts
Cash
Time
Recognition
Newbies
“Pups”
Strong
Minimal
Strong
Moderate
No
Strong
Minimal
Strong
Strong
Strong
No
Slackers
Over Achievers
“Ferris Bueller” “Carlton Banks”
Strong
Minimal
No
Strong
Strong
Minimal
Minimal
Strong
No
Strong
No
Strong
No
Moderate
Strong
Strong
Strong
Strong
Strong
Strong
No
Strong
Market Research
Focus Groups
Market Research
Surveys
•How/where students access info
•What persuades students to attend
•What students would like to learn
•Which time slots work best
•Which benefits are most relevant to students
Market Research
Student Feedback
•Appreciated real-world case
–Made extra effort worthwhile
•Motivated by chance to make a difference
–Head of SBE, other faculty, attended presentations
•Planning to highlight in résumés and job interviews
•Anticipating benefits in 2010-11
Launch of SBE Events (Fall 2010)
1)
2)
3)
4)
5)
6)
7)
8)
Benefits of Research
Branding & Communication
A Busy Schedule!
Promotion of SBE Programs
Support for SBE Initiatives
Partnerships within UWSP
Off-Campus Opportunities
Student Feedback
Launch of SBE Events
Benefits of Research
•Need tangible and immediate rewards  syllabi of core courses
•Don’t need more homework  Sign-in sheets at events
•Have busy schedules  Newsletter with next two weeks of events
•Don’t read e-mail D2L, Facebook
•Do listen to faculty recommendations
•Forget about upcoming events  Last-minute reminders
•Listen to fellow students, recent grads  Panel discussions
•Student assistant took summer class
Launch of SBE Events
Branding & Communication
Launch of SBE Events
A Busy Schedule!
•CEO, Wausau Homes
•SBE faculty member---job search tips
•Operations manager, Donaldson Filtration
•Recent grads---benefits of internships
•Senior students--- “what we wish we had known”
•“Mini-involvement fair”---SBE opportunities
•62 events total!
Launch of SBE Events
Promotion of SBE Programs
•Internships
•International programs
•Peer advising
•Student clubs
Launch of SBE Events
Support of SBE Initiatives
•Corporate Partners
–Donations for SHRM conference
–Insurance internship and scholarship
•High-school and transfer-student recruiting
–Online archive of newsletters
Launch of SBE Events
Partnerships within UWSP
•Career Services
•International Club
•Rotaract Club
•Student Involvement & Employment Office
•Mentoring program
Launch of SBE Events
Off-Campus Opportunities
•State-wide Human Resources conference
•Breakfast with Economic Research Bureau
•Luncheons with Human Resources group, Business Council
•Cocktails with Insurance group
•Dinner with Accounting group
Launch of SBE Events
Student Feedback
•Improved comfort in professional surroundings
•Better preparation for interviews and job search
•More awareness of SBE, UWSP & community opportunities
•Small minority:
–excessive requirements
–Scheduling difficulties
Looking Ahead (Spring 2011)
1)
2)
3)
4)
5)
Only core courses have required attendance
Earlier publication of events schedule
More events  tours, Portage Co. Business Expo
Inclusion of sophomores
Survey
Thank you --- Questions?