RALEIGH, N.C. -- When graduate students at North Carolina State University took their seats on the first day of a class called Services Management, the kickoff lecture wasn't delivered by a professor. Instead, it was given by a manager from International Business Machines Corp.

The company, in fact, helped develop the curriculum and awarded grants to the school with the expectation that the course would be taught -- all with the aim of producing graduates better prepared to work for IBM. The guest speaker, a regional manager, began his lecture by saying, "My name is Craig Nygard, and I am a services professional," later adding, "You have started thinking about tackling big problems and turning them into revenue opportunities."

A fast-moving, competitive economy -- and the perception that students are unprepared for its demands -- is creating a new phenomenon at colleges and universities: courses supported by, and tailored for, potential employers. In addition to IBM, other major corporations seeking to increase their presence and influence on campus include Credit Suisse Group and German auto maker BMW AG...

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