s w I s s Q U A L I T Y E d U C A T I o N 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 ToMoRRow s 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 - Zürich
The University of Cumbria
4
4
th
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
We are looking for 60 Unique Leaders
Are you one of them ?
The University of Cumbria Master of Business
Administration in Leadership and Sustainability

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
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 tomorrow s leader, the
MBA in Leadership and sustainability
creates distinctive managers with
a unique leadership-oriented career
opportunity.
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
Tomorrow s leader.
An MBA can help you consolidate
your business knowledge and reach
new professional heights. Learn at
switzerland s 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 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 Residency
The MBA in Leadership and sustain-
ability 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 one-
week 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
Lake district, Cumbria
About the College Student Centred Philosophy
Robert Kennedy College was for RKC you are not just a student Id.
founded in 1998 as a private edu-You are part of our learning commucational
institution. The College nity online.
is owned and operated by Robert
Kennedy College & Co. whatever you are called -Richard,
douglas, Karin, Ahmed, Ajay or franour
mission is to provide academic cis we ll know you by your name.You
excellence in distance education for and all other students and faculty are
students worldwide, through appro-members of the RKC family engaged
priate application of leading edge in the adult learning process.
technologies.
Together we are a team.
Under the supervision of a Board of
Governors we offer rigorous but flex-An overriding objective of this team is
ible learning programmes, enhanced to enable our College to consistently
by state-of-the-art online e-learning improve the quality of education it of-
technology. fers your education.
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.
Small and Big State of the Art Technology Recognition 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.

World Class Faculty

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.
The MBA in Leadership and sustain-
ability academic programme at RKC
is validated and awarded by the University
of Cumbria.
Validation and Accreditation
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 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 Martin s 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 teacher-
education 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, Car-
lisle 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 high-
quality 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 part-
time, 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
9
10
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 applicant s 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.
Programme Rationale
and Philosophy Progamme Outline 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
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.
13
Course Descriptions 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 today s 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 do s
and don ts 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, communica

14
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.
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.
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.
16
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.
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 didn t really
know the answers to all these questions.
don t 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 Porter s
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.
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 organization s
strategic focus and environment
and the impact of the in-
ter-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
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.
19
Core Course Team Core Course Team
Prof. Steve Kempster
head oF the university
oF cumbria business school
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)

dr John Luffrum is director of studies

for the University of Cumbria Business
school, and coordinates international
programmes within the University s
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 Birming

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 ProFessor
robert Kennedy 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)
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 index-
based 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
ProFessor robert Kennedy college
MA Engineering science
(Pembroke College, oxford University)
MBA (Harvard Business school)

Prof. david duffill has an MA in Engineering

science from oxford Univer

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. duffill s 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 Kennedy 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. 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
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, fixed-
income broker and consultancy.
Benedicta Lusk
adJunct ProFessor oF management
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. Lusk s 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
22
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
adJunct ProFessor oF marKeting
B.A East Asian studies and sociology
(Harvard University)
MBA (University of southern California)
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.
over the ensuing years, he has created
marketing campaigns and projects for
such clients as Nissan & Infiniti, Royal
Caribbean Cruise Lines, Nestlé, 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)
Before retiring from his Chair of Business
Information Technology at swan-
sea University, Professor Jacobs s primary
teaching and research interests
included multimedia applications,
business telematics and computer-
assisted 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 e-
learning. He has published extensively
in the areas of IT and general business
management and continues to research
in these areas.
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