Haworth College of Business

06/04/2026

WMU Haworth researchers identified "the bot loop"—how AI is quietly rewriting food marketing and supply chain strategy.

The white paper Breaking the Bot Loop, co-authored by Dr. Anezka Viskova-Robertson, Dr. Marcel Zondag and Dr. Russell J. Zwanka, shows how AI assistants and retail apps filter what shoppers see and learn from their responses. Brands not optimized for recommendation systems risk being written out of the category.

An experiment with 295 Gen Z participants revealed: younger shoppers trust the algorithm AND reserve the right to override it.

"Brands that design for both win the loop," says Viskova-Robertson.

Explore the research:

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06/04/2026

Earning an MBA while working full time is possible. WMU Haworth MBA graduates prove it every year.

The median starting salary for WMU Haworth MBA graduates is $100,000+, and 96% land a job directly related to their degree. The program is designed to fit around your schedule, with flexible formats built for working professionals.

If you have been thinking about the MBA, our next info session is a good place to start. Join us June 10 at 6 p.m., virtually or in person, to learn more and get your questions answered.

Register today: wmich.edu/mba/mbainfosessions

06/03/2026

Mac Rincon designed his courses like an engineer designs a solution—to bridge the gap between large lectures and personalized learning.

After 30 years at Kellogg, the WMU alum returned to teach practical business experience to 400+ students each semester. "I find enjoyment in integrating my professional experience into the classroom, providing students with practical, real-world context," says Rincon.

His retirement marks the completion of a lifelong goal: transitioning from the boardroom to the classroom. On to his next adventure—ham radio and travel.

Learn more about his journey:

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06/02/2026

Gracie Feckovics is a third-generation Bronco inspired by her high school business teacher. Now she's preparing to inspire the next generation.

Taking courses at WMU Haworth College of Business, Gracie applied what she learned directly to her pre-internship at Gull Lake Community Schools—teaching entrepreneurship and helping students connect real-world business applications to their own ventures.

"When I was thinking about what I wanted to do in the future, it was to be like my business teacher, and Western had the exact program to get there. It was perfect," says Gracie.

Read Gracie's full story:

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05/28/2026

Over 40 years, Geralyn Heystek, watched first-year students grow into confident professionals—and eventually into the leaders and hiring managers now calling the Zhang Career Center. As director since 2013, she built programs that connected students with employers, mentored them through professional and personal challenges, and shaped careers that still come full circle.

"What I value most is that I can be instrumental in teaching students foundational skills," says Heystek. "I enjoy helping students grow. It is amazing to see." From the Business Externship Program to retention research to everyday mentorship, her fingerprints are all over WMU Haworth's career infrastructure—each initiative designed with students at the center.

This summer, Heystek retires to travel with her partner, reconnect with family and pursue creative passions. She plans to stay connected through volunteer work at WMU. Her impact on generations of Business Broncos will undoubtedly live on!

Full story:

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05/27/2026

Dr. Russell Zwanka, director of WMU Haworth's food marketing program, weighs in on why global food trends are captivating consumers—and why that matters.

His insights are featured in a story about Oreo's new BTS-inspired cookies, a limited-edition collaboration that combines Korean culture with global appeal.

"You can experience the world without spending $2,000 on a ticket," Zwanka told the The Associated Press, explaining why consumers are increasingly seeking authentic global flavors. "People have a much more proactive stance on trying to find flavors they can attribute to certain regions of the world. I think that's beautiful. It's the way the world should be."

Read the full story:

Oreo is teaming up with K-pop supergroup BTS to capitalize on consumers’ growing interest in global flavors.

05/26/2026

Business Bronco Spotlight🐴: Maddie Suttle, SHRM-CP brought human warmth to the world of HR throughout her time at WMU Haworth. The recent human resource management graduate gained hands-on experience and built meaningful connections along the way.

As an HR intern at Kalamazoo RESA, Maddie worked on job postings, recruiting events and strategic HR initiatives within the education sector. She also served as director of professional events for the SEHR WMU (Society for Excellence in Human Resources).

Maddie earned her Society for Human Resources Certified Professional (SHRM) credential and crafted an honors thesis on emotional labor and burnout in HR under Dr. Chen Wang.

Reflecting on her experience, she shares: "Connecting with students who share similar interests and are motivated to grow has been one of the most meaningful parts of my experience at WMU Haworth."

Get to know Maddie:

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05/22/2026

Congratulations to our 2025-2026 Department of Marketing scholarship and award recipients! 🏆️

These students and many others have demonstrated exceptional academic achievement, leadership and commitment to the field of marketing. We're proud to recognize the hard work and dedication of all our honorees.

Thank you to our donors and supporters who make these scholarships and awards possible. Your investment in our students creates opportunities that last a lifetime.

05/21/2026

Congratulations to our newly commissioned Second Lieutenants!

Earlier this month, WMU Haworth's Department of Military Science and Leadership celebrated 13 cadets who earned their commissions as officers in the U.S. Army.

These leaders are ready to serve our nation with honor and distinction. Thank you for your commitment! Broncos lead the way!

05/20/2026

"I've never met a WMU student I did not like." After 28 years, Dr. Ann Veeck means it.

The marketing professor is retiring this summer. Her research on China's evolving family and food marketing systems has spanned three decades. She co-authored the textbook Marketing Research, now in its 10th edition. She's earned top teaching and research awards, including WMU's Distinguished Teaching Award in 2022.

Veeck loved teaching marketing research and analytics because the material stayed fresh. Technology and methods evolved constantly, even as core concepts remained stable.

Teaching was never one-way for her. "My biggest takeaway as an instructor has been how much I have learned from my students. The classroom has continually challenged me to refine my thinking and grow alongside each new cohort."

She'll continue her research in retirement, this time without competing deadlines. Her take on nearly three decades at WMU? "It has been fun."

Thank you, Dr. Veeck, for your commitment to our students and your contributions!

Full story:
https://wmich.edu/business/news/2026/05/ann-veeck-retirement