Co-creating competency-based business curriculum to embed industry-prioritized soft skills

The persistent gap between business curricula and industry needs underscores a critical misalignment in graduate skill development, particularly regarding soft skills. This paper presents a case study on the co-creation of a Bachelor of International Business program at a higher education institution in the UAE, demonstrating a systematic process for embedding industry-prioritized competencies. Through a structured workshop with a 30-member Industry Advisory Committee, inductive thematic analysis identified nine core competency domains, with soft skills, such as adaptability, communication, and critical thinking, emerging as the highest priority. These competencies were systematically mapped to program learning outcomes, integrated into course content, and assessed through performance-based tasks within a competency-based education framework. The study offers a replicable model for curriculum co-design, positioning industry as a co-architect to ensure graduates possess the demonstrable soft skills demanded by the global labor market. The findings provide an actionable framework for institutions seeking to enhance employability through deep, rather than superficial, industry collaboration.