Strategic Plan

College of Business Strategic Plan 2019-2024

Approved March 29, 2019

Revised April 8, 2020

Mission, Vision and Core Values


Texas Woman’s University’s (TWU’s) College of Business (COB) provides high-quality bachelor’s and master’s business education to a diverse student body while maintaining a historical emphasis on women. The COB values teaching that is made relevant by basic and applied research.


TWU’s COB aspires to be among the most recognized business schools in the nation that have a historical emphasis on women. This will be accomplished through a focus on Health Care Administration and programs developing women as business leaders.

Core Values

  • Professional Excellence: We value high-quality, student-centered teaching that fosters transformational learning to facilitate our graduates having the most up-to-date knowledge, skills, and abilities in business.
  • Critical Thinking: We value critical thinking skills needed to discover creative solutions to problems in business and society.
  • Analytical Ability: We value a community of scholars who can evaluate data and make informed, innovative decisions in business, in the community, and in their personal lives.
  • Teamwork: We value meaningful service through purposeful partnerships and collaborations, collective expertise and empowered leadership.
  • Ethics: We value integrity, respect, caring and well-being.
  • Diversity: We value diversity and inclusion in our networks and community.

Goals, Initiatives, and Tactics

Mission Theme 1: Recognized business school for women

1. Strategic Goal 1. Enhance the reputation and career value proposition of COB degrees 

  • 1.1. Expand COB’s external visibility by increasing market awareness of the College, including its programs, students, and faculty. (University Initiative 2) 
  • 1.2. Obtain AACSB accreditation. (University Initiative 2) 
  • 1.3. Engage the business community to create a network of strategic alliances and partnerships to increase experiential learning opportunities, internships, and career placement of our students. (University Initiative 5)
  • 1.4. Generate revenue from alternative sources for COB financial vitality. (University Initiative 2) 

Mission Theme 2: Signature areas of Health Care Administration and Women as Business Leaders

2. Strategic Goal 2. Deliver innovative, impactful, high-quality academic programs 

  • 2.1. Increase the number of classes and programs that utilize innovative and effective technologies, pedagogies, and/or diverse delivery formats and channels. (University Initiative 1) 
  • 2.2. Deliver innovative programs and offerings reflecting the COB’s commitment to educating and empowering women leaders. (University Initiatives 1 and 3) 
  • 2.3. Deliver innovative programs reflecting the COB’s distinction in healthcare administration. 
  • 2.4. Develop interdisciplinary undergraduate and graduate programs based on industry needs and/or academic trends. (University Initiatives 3, 4, and 5)

Mission Theme 3: Provide high-quality bachelor’s and master’s education

3. Strategic Goal 3. Enhance undergraduate and graduate student success through effective teaching and advising 

  • 3.1. Attract talented and diverse faculty and staff. (University Initiative 6)
  • 3.2. Develop, support, and retain faculty and staff. (University Initiative 6)
  • 3.3. Increase internal/external or intra/inter-organizational collaborations that focus on teaching and advising resources. (University Initiative 6)
  • 3.4 Establish a Student Advisory Board

Mission Theme 4: Value teaching informed by basic and applied research

4. Strategic Goal 4. Improve quality and impact of scholarly research

  • 4.1. Support, recognize, and reward high-quality research. (University Initiative 10)
  • 4.2. Encourage faculty research that aligns with the mission of COB. (University Initiative 10) 

Page last updated 8:56 AM, August 29, 2022