Story: Lisa Sollie | Photo: Cody Ingram
In a milestone moment for the University of West Alabama, students competed for the first time at the International Collegiate DECA Conference this spring, showcasing their skills on a global stage in San Francisco.
Five students from UWA’s College of Business and the College of Liberal Arts—Alexis Jones, Neely Atkinson, Luke Goldman, Kiona McCallister, and Donovan Dicker—represented the University’s newly launched DECA chapter, established in fall 2024. Accompanied by UWA advisors Abby Fuller and Wes Watkins, the team joined more than 1,000 peers worldwide to solve real-world business challenges in marketing, finance, hospitality, and management.
Launching UWA DECA
UWA’s DECA chapter is part of a global network of more than 200 collegiate chapters designed to prepare emerging leaders and entrepreneurs.
The idea to start a chapter began with Fuller, who partnered with her colleague Watkins. The two are both staff members in UWA’s CARES program, which provides students with academic advising, career exploration, tutoring, study spaces, and enrichment resources.
“Wes brought in Dr. Willy Hill, dean of the College of Business, whose support, enthusiasm, and financial contributions were crucial to our chapter’s launch,” Fuller says. “His backing allowed us to send a team to California for the international competition.”
Throughout the fall semester, Fuller and Watkins focused on forming the chapter’s structure— establishing officers, setting organizational goals, and recruiting motivated students. Chapter president Alexis Jones played a leading role in identifying students whose interests aligned with DECA’s core principles.
“It was hard getting students to buy in at first because most of us, including me, didn’t realize how beneficial DECA could be,” Jones says. “It wasn’t until after the conference in San Francisco that I truly understood its value.”
Competing on the Global Stage
Jones and teammate; Neely Atkinson, both integrated marketing communications majors, competed in the Entertainment Marketing event. Their performance stood out, advancing them to the second round and earning a spot in the Top 10 in their category.
“What impressed me the most was that our judges were actual professionals in the entertainment marketing industry,” Jones notes. “It legitimized the work Neely and I put in.”
For Jones, the professional atmosphere and networking opportunities left a lasting impact.
“Being around other students who were serious about this kind of work, that energy rubbed off on me,” she says. “It was exciting to be part of something that exposed me to many new opportunities.”
Beyond the competition
Beyond the event, the students explored San Francisco and gained valuable real-world experience. One highlight was riding in Waymo’s autonomous vehicles, offering a glimpse into the future of transportation.
“It might have been everyone’s favorite part,” says Watkins.
The group also explored the city’s cultural richness by visiting Chinatown and Little Italy neighborhoods.
“Travel like this opens students’ minds, he adds. “That’s something you just can’t replicate in a classroom.”
What’s Next
With one international event under their belt, Fuller and Watkins are already thinking bigger.
“We were the only collegiate chapter from Alabama at the conference, so all eyes were on us,” Fuller says. “If more schools got involved, we could eventually host a statewide collegiate conference, similar to what already exists at the high school level. More than 1,000 students competed in Alabama’s high school DECA conference this past year.”
Watkins sees the chapter as a powerful recruitment tool as well.
“By collaborating with our admissions office, we could attract high school DECA students and connect them with our collegiate chapter,” he says. “It might be what helps tip the scales in UWA’s favor when a student is choosing a college.”
Jones agrees and believes the chapter could offer even more to students.
“I’d love to see us provide professional development workshops. Sometimes students don’t know what skills they need until after graduation,” she says.
The advisors also plan to better prepare future teams for competition by using available test materials through DECA’s corporate headquarters and working on interview skills to sharpen students’ presentation and interpersonal skills for competition and future job or internship opportunities.
And for those not looking to compete, Fuller says there will be opportunities closer to home.
“Last year, several of the business faculty invited our DECA students on academic field trips across the state,” Fuller says. “I believe that will continue this year.”
For Jones, DECA’s actual value lies in the connections—on campus, across the state, and internationally.
“There’s so much you can gain from DECA. “Whether it’s networking, career skills, or simply stepping outside your comfort zone, it’s an experience I wish every student could have.”
Watkins echoed that sentiment.
“DECA is just the tip of the iceberg,” Watkins says. “There are incredible opportunities here at UWA, but students have to take the initiative to step outside the four walls of the classroom and experience them.”