The design mark implies motion, which
communicates the forward looking goals of
The logo for the College of Business
Administration (CBA) is designed to convey what
the CBA represents for the university, it’s
students, and the greater community. The
design mark is a stylized representation of a
globe reflected in a drop of water. The globe
represents the international business
environment, and the drop of water represents
the college’s involvement and strong
relationships with local businesses and the
community. Thus, it relates CSULB’s College of
Business Administration to both the regional and
international spheres of influence.
The large scale of the earth is contained within
the micro scale of a drop of water, thus
connecting the school to the micro and macro
environments at the same time. This coincides
with the CBA’s position as a provider of trained
business professionals for Southern California
and the world.
the CBA. This embodies the innovative
curricula, critical thinking, and creative
problem solving skills epitomized by the
business school. It also has a technological
feel, which relates to the Business School’s
commitment to advance the technological
innovations of the business world. The mark
exhibits movement, change, and advancement
within the global environment.
Finally, when paired with the textual
elements, the resulting combination provides
a unique identity for the CBA that projects the
professionalism of an international
corporation and the dynamism of a leading
university committed to advancing business
practices and excellence in teaching.
 STRATEGIC PLAN - vision
OLD VISION STATEMENT:
By the year 2012, the
College of Business
Administration at California
State University, Long
Beach will be the College of
Choice for Business
education in Southern
California by providing a
high quality learning and
research environment with
a focus on a global
perspective and regional
economic development.
NEW VISION STATEMENT:
The College of Business
Administration (CBA)
aspires to be a college of
choice through the
transformation of
individuals by providing a
high quality learning and
research environment
focused on preparing
ethical business
professionals.
 STRATEGIC PLAN - mission
OLD MSSION STATEMENT:
The College of Business
Administration is a teaching-
learning community of scholars
that academically and
professionally prepares a diverse
student body to excel in a
dynamic global environment.
NEW MISSION STATEMENT:
Our mission is to provide high-
quality teaching and support
programs that prepare an
exceptionally diverse student
body from California, the nation
and the world to become ethical
business professionals who can
succeed in a dynamic global
environment. Our teaching is
continuously enhanced by our
faculty’s commitment to ongoing
research, professional
development, and service.
 STRATEGIC PLAN –
OLD CORE VALUES STATEMENT:
The College of Business Administration subscribes to
California State University, Long Beach’s core values
of opportunity, diversity, and excellence. The College
shares the University’s commitment to being an
outstanding teaching-intensive, research-driven
university that emphasizes student engagement,
scholarly and creative achievement, civic
participation, global perspectives, and, in addition,
high standards of professional and ethical conduct.
 STRATEGIC PLAN –
NEW CORE VALUES STATEMENT:
The CBA subscribes to California State
University, Long Beach’s core values of
opportunity, diversity, excellence, integrity,
and service. The CBA shares the University’s
commitment to access, affordability,
excellence, community engagement,
assurance of learning, diversity, globalization,
ethical and social responsibility, knowledge
creation and application, and student success.
 STRATEGIC PLAN –
NEW CORE VALUES STATEMENT
(cont’d):
Opportunity
• The CBA provides students broad access to
affordable, quality education.
• The CBA supports learning and development
beyond the classroom that connects theory
to practice.
• The CBA promotes and supports professional
faculty and staff development.
 STRATEGIC PLAN –
NEW CORE VALUES STATEMENT
(cont’d):
Diversity
• The CBA is recognized for rich diversity in
perspectives, promotion of open dialogue,
and mutual respect among individuals from
different cultures and backgrounds.
• The CBA promotes a global perspective in its
curriculum, scholarly work, and collaborative
activities.
 STRATEGIC PLAN –
NEW CORE VALUES STATEMENT
(cont’d):
Excellence
• The CBA strives for excellence in teaching through
academic rigor and relevance.
• CBA faculty engage in high quality basic
(theoretical), applied and pedagogical (teaching)
research.
• The CBA strives for continued quality improvement
in our programs and services through ongoing
assessment.
 STRATEGIC PLAN –
NEW CORE VALUES STATEMENT
(cont’d):
Integrity
• The CBA is committed to honesty, integrity,
ethical behavior, and social responsibility.
• The CBA develops responsible employees
and leaders for the 21st century.
 STRATEGIC PLAN –
NEW CORE VALUES STATEMENT
(cont’d):
Service
• Students receive advising and mentoring
needed to realize their goals.
• The CBA provides high quality technical
support to its students and faculty.
 CONTINUOUS IMPROVEMENT
OBJECTIVES (CIOs)
1. Recruit, hire, develop and retain highly qualified faculty.
2. Strengthen and support faculty scholarship.
3. Maintain a relevant and current undergraduate business
program.
4. Maintain a relevant and current MBA program.
5. Expand student support services related to outreach,
recruitment, advising and professional development.
6. Build and strengthen relationships with the business
community.
7. Increase student graduation rates.