LVC Students Turn Classroom Learning into Business Strategy Through Fulton Bank Innovation Institute

Key Points:

• Lebanon Valley College students partnered with Fulton Bank to solve a real-world business challenge through the Fulton Bank Innovation Institute.
• Students researched workforce trends, emerging markets, and international business opportunities to develop strategic recommendations for the regional bank.
• The semester-long project gave students hands-on experience in business consulting, research, data analysis, and professional presentations.
• The collaboration demonstrated how experiential learning connects classroom concepts with the skills employers seek in today's global business environment.

Lebanon Valley College students stepped into the role of business consultants during the spring semester, partnering with Fulton Bank to explore emerging markets, workforce trends, and opportunities for growth across the Mid-Atlantic region.

The semester-long project was completed by students in Professor Kimberlee Josephson's Managing Diversity course through the Fulton Bank Innovation Institute. Working in teams, the students applied concepts from the classroom to an authentic challenge facing the financial services industry: how a regional bank can identify new clients, strengthen its competitive position, and better serve globally connected communities.

"The project required students to think like business consultants," Josephson said.

Students researched workforce and demographic trends, banking industry developments, competitive dynamics, and international business activity throughout Fulton Bank's service area, which includes Pennsylvania, Maryland, Delaware, New Jersey, and Virginia. They then used their findings to identify potential opportunities involving foreign-owned businesses, international organizations, and other prospective clients.

Connecting Classroom Learning with Industry Challenges

The collaboration reflected the Innovation Institute's goal of connecting higher education with the business community, according to Amanda Burton, VP, Technology Innovation Partner and Founder and Head of Fulton Innovation Institute.

"The Fulton Innovation Institute was created to build meaningful connections between the business community and higher education, making Lebanon Valley College a natural partner for this project," Burton said. "We were excited to engage students in a real-world business challenge and give them exposure to an area of banking they may not otherwise encounter in the classroom."

For Fulton Bank, the project offered an opportunity to hear new perspectives. For the students, it provided hands-on experience in research, analytics, strategic planning, and professional communication.

"Our goal was for students to gain hands-on experience applying research, analytics, and strategic thinking to solve authentic business challenges while developing a deeper understanding of the opportunities that exist within the financial services industry," Burton said.

Amy Sahm, SVP, Group Manager Fulton Bank - International, said partnerships with local college students can benefit both the students and the organizations they study.

"Fulton is committed to engaging local college students to foster development and real-life insights from the business world," Sahm said. "Student projects can both expand their knowledge and provide valuable analysis on trends and potential marketing opportunities."

Researching Growth Opportunities and Community Impact

As part of their work, the LVC teams examined Fulton Bank's relationship-based approach to banking and its commitment to inclusion. Students considered how those qualities could help the bank distinguish itself in a competitive financial services market, build relationships with new clients, and support local communities.

They also developed customized marketing and outreach strategies and proposed ways for Fulton Bank to measure the effectiveness of those efforts. Their recommendations incorporated local business resources, potential partnerships, and meaningful key performance indicators.

Exploring the Role of Global Commerce

International commerce was a central part of the assignment. Students studied the financial and operational considerations involved in serving businesses that import, export, operate across borders, or depend on global supply chains.

"Global commerce plays a vital role in today's economy, and businesses of all sizes are increasingly impacted by international markets and supply chains," Burton said. "By learning about foreign trade, international business, and market expansion strategies, students gain insight into the financial, operational, and risk-management considerations that support global growth."

Sahm said this knowledge is especially valuable for students who may consider careers in global transaction banking or related fields.

"The industry of global transaction banking is continuously seeking the next generation of practitioners who are passionate about fostering international trade," she said. "Understanding the financial mechanics of supporting import and export transactions, as well as risk mitigation in managing global supply chains, is a highly valuable learning experience."

From Research to Strategic Recommendations

Students conducted independent research throughout the semester before presenting their findings directly to Fulton Bank representatives. Their final deliverables included strategic recommendations intended to support the bank's continued growth and outreach in a changing financial landscape.

The presentations also gave students experience explaining complex findings to an industry audience-an important professional skill regardless of the careers they pursue.

Fulton Bank representatives were particularly impressed by the depth and quality of the students' work.

"Rather than a single recommendation, what impressed me most was the overall quality of the students' analysis," Burton said. "It was a great example of how experiential learning benefits both students and industry partners by bringing together academic insight and real-world business challenges."

Sahm highlighted the teams' research into foreign subsidiaries and potential marketing opportunities.

"The presentations on marketing to foreign subsidiaries demonstrated strong research and interesting perspectives," she said. Although some recommendations focused on multinational companies outside Fulton Bank's primary target customer segment, Sahm noted that the students showed "a thoughtful approach in constructing analytics, identifying local resources, and establishing meaningful KPIs."

Experiential Learning with Lasting Impact

For Josephson, the collaboration demonstrated the value of placing students in situations where their academic work can have relevance beyond the classroom.

The project allowed students to engage directly with banking professionals while gaining a better understanding of the challenges facing regional financial institutions. It also asked them to consider how demographic change, international commerce, inclusion, and relationship-building influence business strategy.

"Projects like this demonstrate Lebanon Valley College's commitment to experiential learning," Josephson said, "giving students the opportunity to make meaningful contributions to organizations while developing the skills employers seek in today's global business environment."