Business First

Hypercompetitive globalization. An evolving workforce. Expanding information from technological resources. The rising tide of entrepreneurship.

Challenges and issues constantly call on the business world to change, but the core curriculum taught at a business school is, well, just basic education that never has to be altered—right?

That’s not the answer coming from the School of Business Administration, which is undertaking a comprehensive, thought-provoking review of its undergraduate core curriculum. A task force of faculty members is working to answer the question: What does it mean to be a capable business graduate in the 21st century?

“The core curriculum for business majors actually comprises more hours than those required for specific majors,” says Dr. Brian Reithel, dean of the School of Business Administration. “That’s a significant amount of time that should be carefully directed. We pay close attention to teaching business fundamentals, but we must constantly look at what we do in light of the current business climate and what the future might hold.”

“We want to ensure we’re delivering a relevant core curriculum that has great value to students and employers. Our graduates should be able to make significant contributions to the organizations they join, as soon as they are out of the starting gate.”

In the last three years, the business school has been very focused on refining and streamlining the MBA and Ph.D. programs. Now it’s time to focus on the undergraduate programs, Reithel says. The core curriculum review—which is expected to bring changes by the 2005 fall semester—comes at a time when the business school enrollment at Ole Miss has soared to nearly 3,000 undergraduates. The last undergraduate curriculum review occurred in the 1990s.

The task force is researching and preparing three reports: the first to list and describe the knowledge, skills and abilities all business graduates need at the outset of their careers. Input from business school alumni, the school’s Business Advisory Board, other business leaders, employers of Ole Miss graduates, and current faculty and students provides the basis of this phase.

“I believe the most important thing that we, as faculty members, can do is provide a strong basic skill set that the student can build upon when he graduates,” says Dr. Bonnie Van Ness, associate professor of finance and task force member. “It is ultimately important to our success as faculty members and to the university that the basic skill set we provide be the one the marketplace is seeking. By gathering input from those in the marketplace, we are trying to give our students the best start possible and to provide to the employers of our students the best talent possible.”

The second report translates the first one into a set of learning goals. The third report develops the program architecture to ensure that all students—regardless of major—attain the essential business learning goals. Majors at the school include banking and finance, insurance and risk management, management, management information systems, managerial finance, marketing, marketing communications, and real estate.

“It’s important for the business school to undertake a major review of the core curriculum to respond to the needs of our constituencies,” says Dr. Ann Canty, the school’s associate dean for undergraduate programs and chair of the task force. “Business executives, and particularly the employers of our graduates, tell us business problems are cross-functional, and our students need to be able to solve problems across all business disciplines. Also, we know the global competitive environment requires employees with many new and different skills, as well as technological competencies.”

Dr. Larry Cox, Robertson Chair of Insurance and a task force member, says, “In my opinion, business schools are often not as market-oriented as they should be. Too many times, the curricular decisions are based on the collective experience of the faculty or surveys of what peer schools are already doing. I am excited that the task force is approaching key employers and asking, ‘What do you really want? What do you expect of our graduates?’ The faculty task force is committed to translating the answers into a more meaningful curriculum that I am sure will benefit Ole Miss students in the long run.

“The members of the task force really have embraced this initiative,” Cox says. “A major challenge for Dr. Canty is simply to harness the tremendous energy of the members as we examine the myriad opportunities and think creatively about the curriculum. We are taking the broadest possible view to improve our product, which in this case is the B-school graduate.”

Reithel agrees with Cox’s assessment of the task force and other faculty members who will be developing and carrying out curriculum changes.

“One of the great strengths of our business school is the incredible brain trust that our faculty members represent. They are critical thinkers who possess a large body of business, classroom and research experience. Faculty members are stakeholders in this school and in this curriculum review. Fundamental curriculum changes require the consistent support, direction, engagement and involvement of our faculty, as well as other constituencies, and I believe we will see those responses,” he says.

The continued growth in enrollment at the business school speaks volumes about the kind of education already being offered, but Reithel says the school is committed to delivering the strongest, most relevant business education possible for the present and the future.

“There’s no facet of the American system that is not touched by business,” says Reithel. “Business organizations provide the flow of wealth—and not just financial wealth. All great things—healthcare, education, industry, highway systems—depend on the successful operation of business entities. Business degrees are popular because students see the endless possibilities and tremendous rewards available in business professions.”

Task force members are eager to see the results of their work.

“We hope business leaders will find our revised curriculum to be one that better meets their needs for outstanding employees,” Canty says. “We want more employers to recruit students for jobs and internships from The University of Mississippi. We envision graduating students who are prepared in every aspect to add value to companies or to start their own.”

Tina Hahn is a freelance writer from Huntsville, Ala.

*To view the New Core Curriculum please click here.