Waynesburg University is blending hands-on learning, industry partnerships, and emerging technologies to prepare students for a changing workforce. In an interview with Invest:, Jennifer Roy, department chair and associate professor of business administration at Waynesburg University, shared how the department is intentionally designed to stay ahead of employer expectations.
What major changes have shaped the Business Administration Department over the past year?
We’ve seen minimal changes in terms of curriculum overhaul, but that’s because we’re a smaller department and can move quickly on trends. One major project underway is a renovation of our building to create a collaborative technology center with technology-enhanced huddle stations. Industry is moving toward more collaborative, tech-driven work environments, and we want students to experience that. We also moved fast on AI integration. We already launched an AI and Branding course in our marketing program so students graduate AI-savvy and are able to use these tools well. And, as always, experiential learning remains core to our program. Students don’t leave with just theory — they graduate with practical skills gained through simulations, entrepreneurship programming, and hands-on projects.
What broader trends are shaping business education, and how is Waynesburg responding?
Experiential learning is a major trend and has been for several years. Internships, collaborative centers, and real-world client projects are increasingly expected from business programs. Our students are already doing marketing plans for small businesses in the Waynesburg area, which also aligns with our mission of faith, learning, and serving. Service is a distinctive part of our curriculum, and partnering with community organizations allows students to develop skills while providing real value.
How do industry partnerships strengthen your curriculum and student experience?
They play an enormous role. Our Business Advisory Board is central to that effort. It includes alumni from a range of industries — energy, finance, entrepreneurship and more — who meet with us twice a year. They provide direct feedback about industry trends and the skills new graduates need. For example, when we needed to create an information literacy course, I asked the board what communication skills employers expect. Their input directly shaped what we teach, down to how students craft professional emails. Beyond that, we partner with organizations across the Pittsburgh region to expand internship pipelines, job opportunities, and mentoring. Those relationships help students build a bridge between academic work and their careers.
How has the rise of AI and data analytics influenced your curriculum design?
We incorporated data analytics into our curriculum years ago, long before AI became the dominant topic. We built a three-course Business Data Analytics sequence into our core program because those skills became essential. Students learn Excel and spreadsheet analysis, then move into Tableau, Power BI, and advanced statistical analysis. Now we’re taking the next step by incorporating AI. Students learn to take the data they’ve analyzed and run it through AI tools to see what insights can be generated and how to manipulate those outputs responsibly. Employers know students use AI, they just want them to use it well.
What skills do business graduates need today that were less essential five years ago?
Soft skills are at the top of the list. Because students are so tech-savvy, they sometimes lack the communication and interpersonal skills employers expect. They need to confidently present to a group, network one-on-one, or explain data clearly. Every class I teach, regardless of subject, includes presentations for that reason. Data analytics is another critical skill — not just running analyses, but articulating the narrative behind the numbers. And then, of course, the ability to use AI appropriately. It’s not a basic search engine; students need to understand how to craft prompts and manage output effectively.
How would you describe this generation of students entering the workforce?
They’re very tech-savvy, inclusive, curious, and eager to learn the next thing. They’re not as interested in pure theory — they want to learn how to do something. They prefer receiving content in short, visual formats, almost reel-dependent, and they’re very comfortable with digital communication. But that comfort with Zoom doesn’t always translate to walking into a luncheon and networking with 300 industry leaders. Helping them build that range is essential. We’re always thinking about how to balance their strengths with the skills they still need to develop.
What opportunities exist to expand student interest in business and prepare them for a shifting job market?
Students are worried about AI taking more entry-level jobs, and those concerns are real. That’s why connecting them to industry early is so important. Internships, experiential learning, and strong partnerships help them build confidence and skills before graduation. Our eHIVE, an Entrepreneurial Hub for Innovative Ventures and Endeavors, sets us apart. It’s an innovation hub open to all disciplines where students work on prototyping, venture development, and hands-on creativity. The makerspace offers fabrication technologies and 3D printing. We also operate a student-run retail learning lab instead of a traditional campus bookstore. Students gain experience in merchandising, inventory, retail operations, and our marketing students audit the books. These opportunities give students real-world experience that makes them competitive in the job market.
Where do you envision the department in the next five years?
We’re already the largest department at Waynesburg, educating about 20% of undergraduates across 10 majors. We’ll continue to stay nimble, analyzing trends and incorporating feedback from alumni, advisory board members, industry partners, and internship supervisors. Our new collaborative learning center is a major step toward where business education is heading — technology-rich, experiential, and connected to industry. In five years, I see our department continuing to lead with innovation, maintaining strong enrollment, and ensuring our students graduate fully career-ready.
