Cenovus enters into the business of impact

For Maya Bezubiak, a fourth-year business student, the Alberta School of Business’s Impact Series wasn’t just another class; it was a chance to make a difference in her own backyard.

Tasked with a group project on downtown vibrancy — a topic close to her heart as a native Edmontonian — Bezubiak and her team brainstormed an ambitious idea: transforming 104th Street into a vibrant, pedestrian-only zone. Their innovative concept resonated so strongly that it earned them a spot in the finals, where they presented to the business school dean and city planners.

This hands-on experience proved invaluable, leading Bezubiak to secure a rare first-year internship with the Downtown Business Association and sparking her passion for case competitions, in which she has now competed more than 60 times, including at a recent competition in Amsterdam.

“It’s about developing solutions and presenting them to people who can turn ideas into action — a vital experience that employers increasingly seek,” Bezubiak states, adding that it’s “the very reason she loves business school.”

This groundbreaking partnership between the business school and the City of Edmonton is transforming how future business leaders are trained, simultaneously bringing fresh perspectives to some of the city’s most pressing challenges. The Impact Series embeds real-world problem-solving into the core of the bachelor of commerce degree, creating a tangible ripple effect across the urban landscape.

Recognizing this potential, Cenovus Energy has provided $2 million to be shared between the Alberta School of Business and the Faculty of Engineering to help students develop critical thinking skills and adapt to ever-changing, increasingly complex industries.

In the Alberta School of Business, the investment will not only support the newly named Cenovus Energy Impact Series, but will also help the Student Experience Fund, which affords experiential learning opportunities through study tours, case competitions, conferences, student clubs and field trips.

“We’re proud to partner with the University of Alberta to support student success through this $2-million investment, says Jeff Lawson, executive vice-president of corporate development and chief sustainability officer with Cenovus. “Together, we’re enhancing academic outcomes for students today and helping shape a workforce that’s ready for the future of energy.”

Leo Wong, professor and associate dean of education in the Alberta School of Business, explains that the four-year series adopts a progressive, multi-stage approach to grand urban challenges.

“The idea is for them not to wait to graduate to get involved. We are leaning into the university’s promise of leading with purpose,” he says. “The Impact Series has amplified the appetite our students have for dealing with real-world issues.”

The City of Edmonton, through its Economic Investment Services Branch, sees the partnership as a profound mutual benefit. Branch manager Alisa Laliberte describes it as a “natural fit,” acknowledging the university’s role in producing highly skilled talent.

For the city, the Impact Series offers a unique influx of fresh perspectives. Unlike city officials who must consider budget, resources and legal aspects, Laliberte says, students have the “flexibility to play with” ideas, prompting city staff to “reshape and expand our own way of thinking.”

She adds, “More than anything, it has given us the ability to stretch how we think about the work we do every day, in some pretty complicated areas. These are real issues. They’re not made up. They’re not something that’s in theory. This is happening in real time.”

Wong notes even ideas that aren’t directly implemented, like a proposal to repurpose Rexall Place into student housing, demonstrate the development of crucial skills.

“Of course they are going to demolish Rexall, but city officials called those students back and commented that they were happy to see students developing this specific skill set that is important in city building,” he says, underscoring that the program is “educating a generation of students who are more informed about how the world actually works.”

Ultimately, the Impact Series is a homegrown success story, embodying the spirit of innovation in Edmonton, Laliberte says. She adds it’s a testament to how academic rigour combined with civic engagement can cultivate future leaders while directly contributing to the growth and problem-solving capabilities of the city they call home.

“The best things that we do in Edmonton are those things that we create ourselves,” Laliberte concludes.

“This is a real, true example of when you put the elements together, you can do something really special and unique that does have exactly what the name of this series has right in it. And that’s impact.”

U of A research. Real-World impact.

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