CMU iCore presentations reveal real-world growth

Every semester, something electric happens in Grawn Hall. CMU College of Business Administration students step into the spotlight for their final Integrated Core presentations—a high-stakes business pitch that reflects months of collaboration, analysis, and strategic decision-making.

This fall, teams developed and pitched full smartwatch strategies. But what they gained went far beyond a single product concept: confidence, clarity, and a deeper understanding of what it means to think—and work—like professionals.

What is iCore?

The Integrated Core, known as iCore, is a required experience for students pursuing a Bachelor of Science in Business Administration at Central Michigan University. Rather than taking business courses in isolation, students move through three coordinated courses—integrated marketing principles, operations and supply chain management, and spreadsheet-based data analysis—together as a cohort for the entire semester.

Those courses are connected through a shared storyline, common datasets, and structured deliverables. Insights generated in one class are intentionally designed to inform work in the others, requiring students to think beyond individual assignments and consider how decisions ripple across a business. This fall’s smartwatch project challenged teams to analyze consumer needs, interpret data using tools like Excel, and translate insights into a cohesive product strategy—mirroring the cross-functional thinking expected in professional roles.

From class project to career preparation

Faculty say that intentional integration is what turns the experience into meaningful career preparation.

“The iCore presentations help the students prepare for their corporate life, as they work on teams and develop solutions for future projects,” said logistics faculty member Evelyn Smith.

Business information systems faculty member Kyle Nothstine emphasized how the structure reinforces learning across courses. “I like how they bring together all of the different things we've talked about in class, and then they present what they've learned,” he said.

For students, the scope of the project is clear from the beginning. “This presentation was a big deal from day one,” said Joseph Decuf, a senior logistics and purchasing and supply management double major from Bay City, Mich. “They built us, and they taught us what we’re supposed to do.”

Teamwork that tests—and teaches

Working with the same teammates across all three courses pushed students to grow in unexpected ways, especially when navigating different communication styles and responsibilities.

“It was intimidating at first,” said Cynthia Sanjuan Huerta, a senior marketing major. “But I learned to work with people who have different strengths than I do, and we were able to encourage each other.”

That collaboration required intentional effort. “A group could crumble without good communication,” said Dominic Bouscher, a senior logistics management major. “My group had amazing communication, and I believe that’s why we had great success.”

Learning by doing

iCore challenges students to do more than memorize content. Teams must analyze shared data, develop strategies, and defend their decisions—often under pressure and with real consequences for their final product.

“In any business environment, you’re going to be using a presentation such as this,” Decuf said. “Even little details like bolding so people in the back can see—that feedback helps.”

For Kaveon Gaskin, a senior logistics management major from Detroit, Mich., the experience reinforced practical skills. “It gets you ready for the real work field,” he said. “Being able to know how to talk, being able to read the numbers, and knowing how to deliver on a product.”

Others described the experience as demanding but rewarding. “It’s been a little bit chaotic, but overall fun,” said Avery Partridge, a senior logistics and marketing major with a minor in information systems from Toronto, Canada. “I’ve never had to do a presentation of this caliber before.”

Seeing what’s possible

For many students, the project expanded their confidence in tackling unfamiliar challenges.

“I didn’t know anything about smartwatches,” said Ryder Haight, a junior business administration major from Grand Rapids, Mich. “But this helped me prepare for the future if I ever had to work on something unfamiliar.”

Ryan Karwowski, a finance major from Grand Rapids, Mich., said the integration stood out. “Instead of just presenting one class topic, this took information from three separate classes and made us apply it together. That was a unique experience.”

Faculty fellow Nick Hussein summed up the experience. “For the iCore, the best part is at the end—watching them pull it all together,” he said. “Students research, analyze, and apply what they’ve learned in a way that reflects how business actually works.”

They’re not just learning business. They’re doing it.