s w I s s

Q U A L I T Y

E d U C A T I o N

MBA

Master of Business Administration in Leadership and Sustainability

THE MBA foR ToMoRRows LEAdERs Leadership and learning are indispensable to each other. John. F. Kennedy

offered by the University of Cumbria delivered in Partnership with the Robert Kennedy College - Zrich
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The University of Cumbria

4th in the North for Business and Management (Guardian University Guide 2010)

Robert Kennedy College

The swiss Premier Private College

welcome to your new future The University of Cumbria MBA in Leadership and sustainability at Robert Kennedy College Limited places to 60 Unique Leaders

Bring your dreams

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We are looking for 60 Unique Leaders Are you one of them ? The University of Cumbria Master of Business Administration in Leadership and Sustainability
with dozens of general MBA programmes available throughout the world it is certainly difficult to choose the one that will better match not just your current but your future career aspirations. Now more than ever, in the post 2008 crisis era, companies need outstanding leaders capable of creating a sustainable future. The Robert Kennedy College has formed a partnership with The University of Cumbria Business school, Ranked fourth if the North of England for Business Management (The Guardian University Guide 2010) to provide the first MBA in the world in Leadership and sustainability. designed for tomorrows leader, the MBA in Leadership and sustainability creates distinctive managers with a unique leadership-oriented career opportunity. Management is doing things right; leadership is doing the right things. dr. Peter F. drucKer Leadership and learning are indispensable to each other. John. F. Kennedy A dedicated and experienced teaching team, superb student support, affordable tuition fees with interest free payment plans, and the possibility to fast track and complete the programme in 18 months are among several elements that set this programme apart. The new MBA in Leadership and sustainability is essentially THE MBA for Tomorrows leader. An MBA can help you consolidate your business knowledge and reach new professional heights. Learn at switzerlands premier private college and graduate with students from 105 different countries and from one of the top ranked British universities, the University of Cumbria. Are you ready for the challenge?

MBA at a Glance

Duration: Minimum 18 months, maximum 6 years. Delivery Method: Mostly online via onlineCampus (an interactive online learning environment) with intensive class discussion and collaboration, plus a one-week compulsory summer residency. The residency is organized by the University of Cumbria in the United Kingdom.

Places: strictly limited to 60 per term. Ranking: Robert Kennedy College has been successively listed among the top 20 MBAs in the world in the financial Times 2007, 2008 and 2009 distance Learning surveys. Tuition Fees: 11,500 CHf (swiss francs). This includes library access, onlineCampus access, graduation fees, and University of Cumbria matriculation fees. fees are payable in installments with no interest charged. The fee is for the full programme including all courses and personal supervision of the final dissertation. Not included in these fees: Residency costs such as airfare and accommodation. Some textbooks are not included. Terms: four terms per year: winter, spring, summer (on campus Residency) and Autumn. Accreditation: This Programme is Validated and Awarded by the University of Cumbria. After successfully completing your studies at the Robert Kennedy College, you will receive a degree from the University of Cumbria, which is duly accredited by the British Government. University of Cumbria degrees are recognized worldwide.

The Residency

The MBA in Leadership and sustainability provides you with the best of both online and conventional studies. for the majority of your studies you enjoy the flexibility of online learning at your own pace from anywhere in the world through the Robert Kennedy College onlineCampus state of the art course delivery system. for a oneweek summer session, namely for the course Leadership & sustainability you will attend the University of Cumbria in the idyllic setting of the British Lake district. Intimately associated with English Literature in the 18th and 19th centuries, the Lake district is considered one of the most beautiful areas of the United Kingdom. The residency gives you the oppor-

tunity to complement your flexible online learning programme with a learning experience that will leave you with lifetime memories. The superb location of the University of Cumbria is not the only element that will impact your learning experience. You will have the opportunity to attend the Leadership & sustainability classes taught by leadership experts such as Professor steve Kempster, Head of the University of Cumbria Business school and dr. John Luffrum director of studies, Cumbria Business school. with students from every continent, it will be a truly international experience and opportunity to network with fellow leaders from all over the world

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About the College

Student Centred Philosophy

Robert Kennedy College was founded in 1998 as a private educational institution. The College is owned and operated by Robert Kennedy College & Co. our mission is to provide academic excellence in distance education for students worldwide, through appropriate application of leading edge technologies. Under the supervision of a Board of Governors we offer rigorous but flexible learning programmes, enhanced by state-of-the-art online e-learning technology. with instructors having graduated from some of the best universities worldwide, and students from 105 different countries, we are a truly international establishment, offering swiss quality education at distance, judiciously combined with short residencies.

for RKC you are not just a student Id. You are part of our learning community online. whatever you are called - Richard, douglas, Karin, Ahmed, Ajay or francis well know you by your name.You and all other students and faculty are members of the RKC family engaged in the adult learning process. Together we are a team. An overriding objective of this team is to enable our College to consistently improve the quality of education it offers your education.

Small and Big

State of the Art Technology

Recognition

All our students benefit from something very important: our personal attention. we are small enough to find the time for our students. Always. And we are small enough to improve and change the content of our courses quickly, following the latest education trends. Yet we are big enough to offer you access to an electronic library with over 1,500,000 current articles from the top 400 business publications. You can access them from the comfort of your home or when you travel, with your laptop. wherever you have a computer and Internet access, the class is open for you.

All our students benefit from something very important: our personal attention. In pursuit of its commitment to provide exemplary services to its students, Robert Kennedy College uses onlineCampus, a tailor-made, state-of-the-art software application for online course delivery. It is an all-encompassing, interactive and easy-to-use application, which makes studying online a truly enjoyable experience.

The MBA in Leadership and sustainability academic programme at RKC is validated and awarded by the University of Cumbria.

World Class Faculty

Validation and Accreditation

RKC employs highly qualified faculty who have graduated from leading Universities like Harvard Business school, stanford University, oxford University, New York University, and wharton... to name just a few.

After successfully completing your studies for an academic degree at the Robert Kennedy College, you will receive a degree from the University of Cumbria, which is duly accredited by the British Government.

About the University

The University of Cumbria, with roots extending back to the society for the Encouragement of fine Arts established in 1822, was formed on 1st August 2007 formally, from an amalgamation of st Martins College, Cumbria Institute of the Arts, and the Cumbrian campuses of the University of Central Lancashire. The University has campuses in Carlisle, Newton Rigg, Penrith, Ambleside and Lancaster and a specialist teachereducation centre in London. The University also has strong links and close partnership-working with the four fE Colleges in Cumbria (Lakes College west Cumbria, furness College, Carlisle College and Kendal College) to enable HE delivery locally across the county. In addition, the University is the lead institution of Cumbria Higher Learning, a distributed Learning Network for Cumbria. The University offers a very highquality learning experience in a supportive environment which enables students to achieve their personal and professional potential wherever they study. It is committed to learning which is innovative, flexible and student-centred and which utilizes the latest technology. The University also works closely with employers, schools, colleges and agencies in the region to offer research, scholarship

and knowledge transfer excellence which shapes and supports social, cultural and economic development in support of the inclusion sustainable communities agenda. In so doing, the University of Cumbria recognizes that its students are a mix of full and parttime, young and mature, vocational and scholastic, who access higher

education for a variety of reasons, yet it celebrates that its graduates will be creative, enterprising and resourceful and equipped to lead in their fields and in their communities. More information available at the University of Cumbria website www.cumbria.ac.uk

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Admission Requirements

A Bachelor degree in Business Administration or Management from an accredited or approved college or university or the equivalent, and at least three years of business-related experience, or A Bachelor degree in a non-business field and at least five years of business -related experience, or An appropriate professional qualification and 8 to 10 years of suitable business-related experience and a letter of recommendation verifying that the applicant has the necessary ability and motivation to complete the programme within the allotted time span, or A substantial period of suitable business experience, a letter of recommendation verifying that the applicant has the necessary ability and motivation to complete the programme within the allotted time span and successful completion of module MNGT7901 (organizational Behaviour) or equivalent. If an applicants first language is not English, he/she must be able to demonstrate oral and written fluency in English. working or studying in an English-speaking environment will usually be sufficient to demonstrate

an acceptable competence. otherwise admission applications must be accompanied with a certificate of competency in the English language from a recognized institution or programme. English language requirements for non-English-speaking students are a minimum IELTs score of 6.5 or minimum ToEfL score of 600, or equivalent. Each qualified applicant is invited to complete an interview with the dean of RKC or his nominee in person or by telephone. The main purpose of the interview is to select motivated applicants with the ability to benefit from a solid commitment to the programme. In view of the compulsory residential element in the UK, applicants must demonstrate prima facie eligibility for entry to the UK on a student visitor visa, as per the information available at http://www.ukba.homeoffice.gov. uk/studyingintheuk/student-visitors/ In its efforts to create and support widening participation, the University of Cumbria and Robert Kennedy College actively encourage applications from all ages, of any gender, ethnic and/or social background and from students with disabilities.

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Programme Rationale and Philosophy

Progamme Outline

The programme has been shaped to form what the programme team believe to be a unique curriculum. It allows students to: gain a UK HEI accredited MBA specializing in the field of leadership and sustainability; study in their own time (whatever time-zone they live in); study at their own pace (within the currency period of Universty of Cumbria regulations for part-time study); attend a residential event in the heart of the English Lake district, with opportunities for further travel in the UK if desired; continue to live in their own country/ location without disrupting family, etc.; continue to pursue existing career without a break. The programme consists of the standard 180 level 7 credits that constitute an NQf Masters award, the content being informed by QAA benchmark statements for Business and Management Programmes. 60 credits of the programme are provided by a dissertation.

The scheme has been designed to meet the aims of the online MBA in a flexible manner and can be tailored to the individual preferences of each student. The online MBA in Leadership and sustainability requires you to complete 6 courses plus a final dissertation. The programme consists of the following modules: Power Learning for Managers This is the first module of the programme which gives an orientation to the course and the online learning style. It does not carry credits, and students are encouraged to go through the material in this module at their own pace and get accustomed to the online medium. Stage 1 - Six taught modules (120 credits) 4 core modules (mandatory) organizational Behaviour Marketing Management financial Management Money Management 1 Residential module (mandatory) Leadership and sustainability Capstone (mandatory) strategic Management

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Stage 2 - Individual dissertation (60 credits) Dissertation work As an exit qualification, the Post Graduate Certificate in Management studies is awarded to candidates who have completed 60 credits (3 modules), while the Post Graduate diploma in Management studies is awarded to candidates who have completed 120 credits (all 6 modules, including the residency) but have been unable to complete the dissertation. students who achieve the full 180 credist, and have successfully completed the dissertation, exit with the award of Master of Business Administration in Leadership and sustainability. There are no average courses within our MBA programme. we are bound to provide an exceptional learning experience, and there is no better way to achieve this aim than with outstanding courses. They have been carefully crafted by experienced professors and are all meant to make you a more successful and efficient manager. There are no old-fashioned exams. Instead you are given real-life case studies and essays, which allow you to think critically about your company and your own career. All this

might seem too glossy but there is one catch: we do not accept average candidates. only individuals as outstanding as our values can find their way toward admission at the Robert Kennedy College.

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Course Descriptions

Power Learning For Managers

(not-for-credit module) The prelude to your MBA programme is our PLM module. As a roadmap to your journey, this module provides you with the essential skills to success in the MBA with a wide array of power learning tools for todays business managers. This course differs slightly from the others because, in preparation for the first core module, you have more flexibility on your assignment and schedule. This course

starts every month and lasts four to six weeks. Among the unique set of outcomes provided during this module we can count writing for business, managing your time and career effectively, becoming a successful manager, solving business problems and achieving superior performance in a virtual team. In addition to these managerial concepts we will also gently introduce you to the assessment system and the case method. You will have access to sample assignments with clear dos and donts to ensure your personal success in the MBA.

Organizational Behaviour
The way people are managed within organisations plays a paramount role in corporate success. In a fast changing organizational landscape, we take into account impacting factors like social, technological, economic, environmental, political and legal considerations. with a variety of real-life case studies, you will be asked to make decisions, which will inevitably influence the (work) life of your employees. These are of course, backed by the core taught concepts, which feature group dynamics, motivation and leadership, group behaviour, communica14

tion, power, conflict and prejudice in the workspace, organizational culture and how to manage and understand change within the organization. This course is led by Prof. Benedicta Lusk, an MBA graduate of the Peter f. drucker school of Management.

Financial Management
Business is about profit, and there can only be sustainability with a proper knowledge of effective financial management. oxford and Harvard Business school graduate Prof. david duffill will expand and reinforce your knowledge of financial accounting, management accounts, budgeting and financing. once again, the course leader is not just crunching numbers. He will link each topic to real financial situations where you, as the manager in chief, have to assess the financial performance of successful corporations, and develop sharp analytical skills with tools like decision tree analysis. financial Management is about successful financial results. At the end of this course you will not only know the basics, but you will be in the position to master every component of superior financial management and analysis.

Money Management
The successful management of financial assets, be they of an individual, a small business or a large corporation demands a knowledge of financial markets, how they operate, what instruments and investment vehicles are available, and what macro-economic forces are acting upon them. This module is designed to provide you with a broad understanding of financial markets (as distinct from a narrow specialist approach) but with sufficient details of their many components so that you may make your own investment decisions and interact with your specialist advisers. Particular attention will be given to portfolio composition and management through ETf (Exchange Traded funds), Mutual funds and other innovative vehicles like structured products. students attending this class will be able to access the Morningstar Investment Research Library and run a simulated portfolio through the onlineCampus Trading platform.

Marketing Management
You will reinvent the airline business, redefine the boundaries of retailing, manage the sales of an online computer mega store, and learn how to focus on your customer. seems like a bold prediction but it is just the content of marketing management directed by a marketing management extraordinaire: Prof. freddy Nager. The teaching of market segmentation, environment, research, innovative sales system, international marketing and policy planning and implementation will make sure that your view of marketing will never be the same. A concrete marketing plan for your company or your own business will be your final assessment, providing you with flexibility and effective learning results, which you can assess and apply in no time.

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Leadership and Sustainability

(Mandatory Residential) The aim of this module is to examine the nature of leadership and in particular its role in the development of sustainable business and business practices. Among other activities you will analyse and evaluate the business case for sustainable practice in selected sectors and organisations, examine the potential for implementing sustainable business practices for selected sectors and organisations, analyse personal leadership practice and its development and evaluate the personal relevance of and implications for leading sustainable change in business. This module is run as part of a residential programme located in the English Lake district. This residential provides face-to-face contact with tutors and colleagues providing a valuable networking as well as an exceptional learning experience.

know the answers to all these questions. dont worry, Prof david duffill will be glad to provide crystal clear explanations. Not only will you learn about strategy formulation context, content, and its effective implementation, you will also be exposed to failures like that of Enron with the award winning video case produced by the darden school of Management. successful strategies like those of Ryanair, Kellogg, and Monsanto as well as traditional analytical tools like Porters five forces model, will serve as a platform for your endeavours at innovative thinking. As they say, There is only one thing worse than no strategy: a badly formulated or executed strategy. This being the last course of your MBA, we will go the extra mile to ensure your complete understanding of effective, innovative and sustainable business strategies.

Programme Aims
The overall aims of the programme are Through the study of management to provide a higher educational experience of intrinsic worth to individual participants and to achieve outcomes at a level appropriate for the award of a postgraduate qualification of the University. 17

Strategic Management
do you really think strategically? Is your strategy sustainable and well formulated? How would you implement your newly formulated strategy? As you start on this course, you might just discover that you didnt really

More detailed objectives of the programme are to enable students to: develop relevant management and organization knowledge, both academic and professional, in line with postgraduate standards/benchmarks; develop critical reflection skills and engagement with organization and professional theory to understand, and where appropriate, challenge existing individual and organizational perspectives and practices; develop, and where appropriate, apply new knowledge to add value by enhancing organizational capability; develop understanding of the organizations strategic focus and environment and the impact of the inter-relationship between resources, customers, clients in a changing context; develop commitment to continuous personal and professional development, independence and reflective learning; develop particular expertise and understanding in the fields of leadership and sustainability; engage in individual research and demonstrate the ability to understand and apply management theory; develop independent research and time management skills by undertaking a substantial research project (dissertation) which is self-managed, involves application of a variety of 18

management and research practices, and demonstrates expertise and understanding of issues in leadership and/or sustainability enhance interpersonal and team working skills; learn from the experience of other participants on the programme; develop into modern, well rounded and outward looking managers with a high concern for customers and colleagues, capable of taking responsibility for themselves, their people, their areas of responsibility and their organization.

Learning Outcomes
This programme provides opportunities for students to develop and demonstrate: Knowledge and Understanding The context and nature of management within various organizational contexts and at different organizational levels The context and nature of leadership within various organisations and at different organizational levels Various environmental influences which affect organisations and management in a range of complex situations, particularly those pertaining to sustainability, taking account of the inter-relationship and interaction with other areas of the business or or-

ganization Current issues in business, management and leadership, which is informed by leading edge research and practice in the field Appropriate techniques sufficient to allow detailed investigation into relevant business and management issues Qualities, skills and other attributes Ability to acquire and analyse data and information, to evaluate their relevance and validity, and to synthesize a range of information in the context of new situations Creatively apply knowledge, together with a practical understanding of how established techniques of research and enquiry are used to develop and interpret knowledge in business and management Evaluate the rigour and validity of published research and assess its relevance in new situations Extrapolate from existing research and scholarship to identify new or revised approaches to practice Conduct research into business leadership and management issues that requires familiarity with a range of business data, research sources and appropriate methodologies, and for such to inform the overall learning process Communicate effectively both orally and in writing, using a range of media

operate effectively in a variety of team roles and take leadership roles where appropriate Consistently apply knowledge and subject-specific intellectual skills deal with complex issues both systematically and creatively Be proactive in recognizing the need for change and have the ability to manage change Be adaptable and show originality, insight and critical and reflective

leadership and management abilities which can be brought to bear upon problem situations Evaluate and integrate theory and practice in a wide range of situations Be self-directed and able to act autonomously in leading planning and implementing projects at professional levels Take responsibility for continuing to develop knowledge and skills The online MBA in Leadership and

sustainability programme fits within the overall mission of Robert Kennedy College: to provide academic excellence in online distance education for students worldwide, through appropriate application of leading edge technologies.

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Core Course Team

Prof. Steve Kempster head oF the university oF cumbria business s chool sTEVE KEMPsTER is Professor of Leadership and Head of the school of Business and Enterprise at Cumbria University, UK. Previously steve was at Lancaster University Management school where he was director of the Management development and Project Management divisions, director of the Lancaster Leadership Centre and director of the full-time MBA. Recently steve was Executive director of the Northern Leadership Academy. Dr. John Luffrum director oF studies, cumbria business school
Bachelor of Arts (Hons) Geography (University of Birmingham) doctor of Philosophy (University of Birmingham) Post-Graduate Certificate in Education (CNAA) Post-Graduate Certificate in Environmental Management (University of Bath)

ham, London, wales, Northumbria and Central Lancashire in the UK and as a visiting professor at theUniversity of Groningen, NL.. He has published widely, and presented papers on tourism, regional development, and environmental management to national and international audiences. His main interests currently lie in sustainable business development and practice. Dr. David Costa dean and collegiate P roFessor robert K ennedy college
BA Business studies (University of derby) LL.M International Trade Law (University of Northumbria at Newcastle) MBA eCommerce (Queen Margaret University) Ph.d strategy, Program and Project Management (skema Business school)

dr John Luffrum is director of studies for the University of Cumbria Business school, and coordinates international programmes within the Universitys faculty of Business, sport and social science. A geographer by initial training he graduated and subsequently took his doctorate in urban land economics at the University of Birmingham, UK John has subsequently researched and taught in the Universities of Birming20

david Costa is dean of faculty and one of the founders of Robert Kennedy College. In his capacity as dean, Professor Costa oversees the faculty review process and several of the academic programmes of the college. He was a fellow of the wharton school, University of Pennsylvania, and is an elected fellow of the Royal society of Arts and the Royal statistical society. He read law at the school of Law of the University of Northumbria, Newcastle, and graduated with an LL.M degree. He complemented his legal studies with the Advanced Project Management Program, stanford University, from

which he graduated with the widely respected title of stanford Certified Project Manager. He then expanded his knowledge of business through the Entrepreneurship development Programme of the sloan school of Management, Massachusetts Institute of Technology. dean Costa also holds a BA in Business studies from the University of derby, an MBA in eCommerce from the Queen Margaret University in Edinburgh, scotland and a Ph.d. in strategy, Programme and Project Management from the skema Business school (EsC Lille) with a thesis that dealt with indexbased commodity investments. Prof. Costa lectures in the area of Investment and Money Management and is a frequent guest on several business televisions channels CNBC Europe and Bloomberg Television. His recent research on risk adjusted portfolios with both stocks and commodities has been used for the creation of a swiss publicly traded investment certificate issued by the second largest German Bank, Commerzbank AG. Prof. David Duffill dePuty dean and collegiate P roFessor robert K ennedy college
MA Engineering science (Pembroke College, oxford University) MBA (Harvard Business school)

sity and MBA from Harvard Business school. He had been a professional consultant for almost 20 years when in 1997 the company in which he was a partner was sold to Renaissance solutions of the UsA. Two years later, he and three colleagues left Renaissance to start TCI Consulting, a virtual consultancy specializing in helping clients by providing strategy inputs and business intelligence for their strategic planning process. while Prof. duffills main industrial recent focus has been in the healthcare, automotive and construction materials markets, his experience covers a broad range of industrial and service organisations. A substantial part of his current consulting activity is in competitive intelligence, including helping clients to benchmark their cost position against key competitors. Dr. Roy G.C. Damary head oF business studies, robert K ennedy college
MA Engineering science first Class Honours (Pembroke College, oxford University) MBA Baker scholar (Harvard Business school) Ph.d. Business Management (University of Lausanne)

Prof. david duffill has an MA in Engineering science from oxford Univer-

Prof. damary holds M.A. in Engineering science with first Class Honours from oxford University and MBA with High distinction from Harvard Business school. while pursuing his full-time 21

career as a business consultant (Technomic Consultants sA, Geneva), he achieved his Ph.d. from Lausanne University in 2000 (his thesis dealt with the reforms in Russia and the emergence of modern business practice there). Roy damary combines a long experience in practical consultancy and running his own business with academic management and teaching experience in marketing, accounting and finance, and entrepreneurship. This dual nature of his professional experience and his pluri-disciplinary academic background, combined with his personal experience of preparing a doctorate while working full time allows him to marry the academic and pragmatic aspects of business and research as they apply to doctoral studies. over the period 1986 to 1994, Prof. damary was engaged in university teaching and programme management at webster University, Geneva. He ran the MBA and other business pro-

grammes, and taught business, marketing, accounting and finance courses. His business consultancy has been built around industrial marketing consultancy, with more recent responsibilities in financial market analysis and the creation of business enterprises. He is Economic Adviser to Bridport Investor services, a Geneva-based, fixedincome broker and consultancy. Benedicta Lusk a dJunct P roFessor oF m anagement
B.sc. in Management and organizational Behaviour (University of La Verne) MBA (Peter f. drucker and Masatoshi Ito Graduate school, Claremont Graduate University)

Benedicta Lusk, founding member of Lusk, Paul & Associates, L.L.C., is an entrepreneur, strategist and executive coach. she is recognized for her exceptional facilitation and relationship building skills at all levels of organizations, especially the executive branch. she brings over fifteen years of execu-

tive experience championing real lasting business improvement by changing how people view and run their business. Her experience, international and national, spans the defence, industrial and commercial business sectors with significant accomplishments in organizational behaviour, programme management, strategic planning, business and marketing management, executive coaching, and profitability turnaround. she also has significant expertise in information technology both from a strategic as well as an operational standpoint. Ms. Lusks strategic partners include economic development agencies, elected officials, chambers of commerce and federal departments and agencies. she has received numerous awards for her contribution to the success of economic development agencies in creating and retaining business in the southern California region. she serves on the Board of directors for the

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Inland Valley Economic development Agency. Her executive MBA is from the Peter f. drucker and Masatoshi Ito Graduate school at Claremont Graduate University. she holds a Bsc in Management and organizational Behaviour from the University of La Verne, California, and a teaching credential from the Los Angeles County office of Education. Freddy Nager a dJunct P roFessor oF m arKeting
B.A East Asian studies and sociology (Harvard University) MBA (University of southern California)

over the ensuing years, he has created marketing campaigns and projects for such clients as Nissan & Infiniti, Royal Caribbean Cruise Lines, Nestl, the Grammy Brand, National Lampoon, and numerous new media ventures, including web 2.0 start-up Metacafe. His work has been recognized by, among others, Communication Arts, Adweek, step Inside design and the one show. He currently lives in Los Angeles. Emeritus Professor Gabriel Jacobs
BA (University of London) Ph.d. (University of wales)

Prof. Nager has two decades of experience in advertising, entertainment and interactive media. A graduate of Harvard University, he also holds an MBA in Marketing & Entrepreneurship from the University of southern California, where he taught undergraduate marketing labs. He is currently the founder and fusion director of the creative strategy agency Atomic Tango ( www. atomictango.com), and the author of the marketing blog Cool Rules Pronto (www.coolrulespronto.com). He began his career at major music label MCA Records, and launched their first website in 1995 to critical acclaim. He then joined advertising agency saatchi & saatchi L.A. as sr. Copywriter on all Toyota interactive marketing, including their award-winning website.

Before retiring from his Chair of Business Information Technology at swansea University, Professor Jacobss primary teaching and research interests included multimedia applications, business telematics and computerassisted learning. In 1993, he helped found the Association for Learning Technology and for nine years was Editor then Executive Editor of its journal, ALT-J. Before that, he was Joint-Editor of the journal Interactive Multimedia. Prof. Jacobs directed a number of major European-funded projects related to small businesses, multimedia and elearning. He has published extensively in the areas of IT and general business management and continues to research in these areas.

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swIss QUALITY EdUCATIoN

Thurgauerstrasse 40, 8050 Zrich, switzerland Head of f ice a nd Tech nopa rk Ca mpu s Technoparkstrasse 1, 8005 Zrich, switzerland Telephone 41 44 307 3636 fax 41 44 307 3637

[email protected]
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