The board behind the college

Inside a conference room buzzing with conversation and ideas, members of the College of Business Board of Advisors (BoA) convened during Homecoming weekend with one goal in mind: shaping the future of business education. 

For 40 years, industry professionals with decades of experience have gathered around the table, bringing fresh perspectives to the college’s evolving priorities, challenging assumptions and guiding the path forward. This year’s fall meeting highlighted ideas about the future of business education and how the college can be at the forefront of change.

On the slate for discussion was the pressing topic of integrating artificial intelligence (AI) across the curriculum. “The university and the college are currently behind in leveraging AI, and this is an area where we need to move quickly,” said Andrew Norton ('95), who serves as the board's Chair. “Our goal should be to ensure that every student understands how to use AI responsibly and effectively when they enter the workforce.”

As companies race to leverage AI across all industries, the skills gap is widening. Business schools like JMU’s have a responsibility to help students maintain a competitive edge. Dean Michael Busing echoed Norton’s urgency, noting that board members will engage directly with faculty this fall to explore how AI and other emerging technologies can be woven into the curriculum. “A faculty and staff taskforce will work side-by-side with the board members to discover ways to weave these core competencies into our curriculum,” Busing said.

Beyond curriculum, the board’s influence stretches to many aspects of the college, especially in shaping the student experience. Board members, most of whom are alumni, mentor, recruit and connect students to real-world opportunities, often “opening doors” within their own firms or professional networks, Busing said. This kind of access is critical as the college works to prepare students for a competitive and rapidly changing workforce.

That hands-on involvement is closely tied to the college’s strategic direction. “I share updates on the college-wide strategic plan with our BoA group,” said Busing, “so this is another way that we ensure the board is aligned with our priorities. Specific goals are developed annually and communicated to the membership, helping to inform their focus, collective engagement and areas for potential impact.”

To remain in-touch with the college’s evolving needs, the board is heavily involved in the actual development of strategic goals and priorities. “The advisory board is designed to support the CoB and the Dean in advancing the college’s mission,” said Norton. “We help guide the long-term direction by providing insights into industry trends and identifying new opportunities to keep programs relevant and forward-looking.” For example, board members were instrumental in not just raising funds for the renovation and expansion of the Learning Complex, but informing the kinds of technology classrooms needed and the function of certain spaces. 

The BoA also leverages the strength of its diversity, offering insight and support wherever it’s needed. From Associate Members, who have graduated within the past 10 years, to senior-level executives, a wide range of professions and industries are represented. Norton shared, “We have a diverse group of individuals from a wide range of backgrounds, all united by a shared passion for JMU and a desire to see the CoB excel. The combination of diverse perspectives, collaboration and genuine commitment is what makes our BoA so effective in supporting the college.”

While the BoA supports college-wide priorities and initiatives, each academic department has its own executive advisory board composed of professionals who know the field inside and out. These groups bring targeted insight to curriculum development, student engagement and career preparedness. Combined, the CoB and its departments have over 250 individuals, from young alumni to c-suite professionals, helping to guide and shape the direction of modern business education. 

Looking toward the future, the board is discussing the generational shift in the workforce, global competition and evolving technology, and placing a greater emphasis on recruiting top talent. “We’re advising on ways to integrate AI into the core curriculum, expanding mentorship programs and creating more internship opportunities for students earlier in their time at JMU,” said Norton. “We’re also exploring new ways to engage alumni so they can help students build connections, gain experience and prepare to lead in a dynamic business world.”

From shaping curriculum to mentoring students and influencing long-term strategy, the BoA’s impact is felt throughout the college. As college leadership looks ahead to a future defined by technology, global competition and shifting workforce expectations, the board’s role is clear: to keep the college sharp, connected and ready to lead.