1

The Best Way to Predict

the Future is to Create it
PETER F. DRUCKER
S WI S S Q U A L I T Y E D U C A T I O N
Welcome to your new Future oered
by the University of Cumbria in Exclusive
Partnership with Robert Kennedy College, Zrich
Degree Recognized Worldwide
MBA
Master of Business
Administration
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The University of Cumbria
ranked in the top three in the North West
of England for Business and Management
studies (The Guardian University Guide 2012)
Experience your University of Cumbria
Robert Kennedy College
The Swiss Premier Private College
Welcome to your new future
The University of Cumbria MBA
at Robert Kennedy College
Limited places to 90 Unique Leaders
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The University of Cumbria
Master of Business Administration
oered in Exclusive Partnership
with Robert Kennedy College
Since 1822 the University of
Cumbria has been oering super-
lative education in its campuses
in England. Through an exclusive
partnership with the highly es-
teemed Swiss Higher-Education
institution Robert Kennedy
College, wherever you are in the
world you can now benet from
190 years of experience in pro-
viding an outstanding British
learning experience.
As in business, personal success
starts from the right decisions.
With dozens of general MBA
programmes available throughout
the world, it is certainly difcult
to choose the one that will better
match not just your current but
your future career aspirations.
Robert Kennedy College has
formed an exclusive partnership
with the University of Cumbria
Business School, which is ranked
in the top three in the North
West of England for Business
and Management studies (The
Guardian University Guide 2012)
in order to provide an innovative
MBA delivered globally.
Designed for your success, the
MBA creates distinctive man-
agers with a comprehensive
knowledge of the latest business
practices.
The part-time online blended
learning MBA, delivered in ex-
clusive partnership with Rob-
ert Kennedy College Zurich,
is designed for those working
in a wide variety of manage-
rial, technical and professional
roles. This global gold standard
management qualication pro-
vides a rigorous and challeng-
ing postgraduate business and
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management experience in which
students develop alongside other
experienced managers and busi-
ness professionals to facilitate
their becoming more eective
managers or professionals. The
programme consists of six taught
modules, at least one of which
takes place on one of the Univer-
sity of Cumbrias UK campuses.
Students develop a thorough un-
derstanding of key management
functions, sharpen their leader-
ship and consulting skills, and
undertake their own postgradu-
ate research into a topic within
the eld of business management
relevant to their future careers.
A dedicated and experienced
teaching team, superb student
support, aordable tuition fees
with interest-free payment plans,
and the possibility of fast track-
ing and completing the pro-
gramme in just 18 months are
among several elements that set
this programme apart.
With exclusive content, like the
course Microeconomics of Com-
petitiveness held in partnership
with the Harvard Business School,
this programme will help you to
consolidate your business knowl-
edge and reach new professional
heights. Learn at Switzerlands
premier private college and gradu-
ate with students from 150 dier-
ent countries with an MBA degree,
recognized worldwide, from a
traditional British University.
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Are you ready
for the challenge?
Duration:
Minimum 18 months,
maximum 5 years.
Delivery Method:
Mostly online via OnlineCampus
(an interactive online learning
environment) with intensive class
discussion and collaboration, plus
a one-week compulsory residency.
The residency is organized by
the University of Cumbria in the
United Kingdom.
Places:
Strictly limited to 90 per term.
Ranking:
In the Guardian University Guide
for Business and Management
Studies (2012), the University of
Cumbria is ranked in the top three
higher-education institutions in the
North West of England.
Overall tuition fee:
11,500 CHF (Swiss Francs)
This fee includes library access,
OnlineCampus access, graduation
fees, and University of Cumbria
matriculation fees. Fees are payable
in interest-free instalments. The
fees are for the entire programme,
and include all the courses as well as
supervision for the nal dissertation.
Residency costs, such as airfare and
accommodation, plus a 400 CHF fee
to cover the expenses of the resi-
dency (e.g. excursions, cruise and
dinner), and some of the textbooks
that you will need for the course, are
not included in these fees.
Terms: Four terms per year: Win-
ter, Spring, Summer and Autumn.
Accreditation and Worldwide
Recognition: This programme is
oered in exclusive partnership
with the University of Cumbria.
Once you complete your stud-
ies at Robert Kennedy College,
you will receive a degree from
the University of Cumbria which
is duly accredited by the Brit-
ish Government. University of
Cumbria degrees are recognized
worldwide.
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Lake District, Cumbria
The Residency
About the College
The University of Cumbria MBA
provides you with the best of both
online and conventional studies. For
the majority of your studies you en-
joy the exibility of online learning
at your own pace from anywhere in
the world through Robert Kennedy
Colleges OnlineCampus state-of-
the-art course delivery system.
For a one-week residential session,
namely for the course Business
Ethics and CSR, 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 con-
sidered one of the most beautiful
Robert Kennedy College was found-
ed in 1998 as a private educational
institution. The College is owned
and operated by Robert Kennedy
College & Co.
From Zrich, Switzerland through its
proprietary online delivery technology,
the College currently offers a unique
learning experience to more than
3000 students world-wide.
The colleges mission is to provide
academic excellence in distance
education. Under the supervi-
sion of a Board of Governors it
oers rigorous but exible learn-
ing programmes, enhanced by its
state-of-the-art online e-learning
system.
With instructors who have
graduated from some of the best
universities in the world, and
students from 150 dierent coun-
tries, the college is a truly inter-
national establishment, oering
Swiss quality education at dis-
tance, judiciously combined with
short residencies.
areas of the United Kingdom. The
residency gives you the opportunity
to complement your exible online
learning programme with a learn-
ing experience that will leave you
with lifetime memories. The superb
location of the University of Cum-
bria is not the only element that will
impact your learning experience.
You will have the opportunity to
attend the Business Ethics and CSR
classes taught by expert University
of Cumbria faculty such as Dr. John
Lurum, the University Programme
Director. With students from every
continent, it will be a truly interna-
tional experience and an opportu-
nity to network with fellow leaders
from all over the world.
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State of the
Art Technology
In pursuit of its commitment to
provide exemplary services to its
students, Robert Kennedy College
uses OnlineCampus, a proprietary
tailor-made, state-of-the-art soft-
ware application for online course
delivery. It is an all-encompassing,
interactive and easy-to-use ap-
plication, which makes studying
online a truly enjoyable and enrich-
ing experience.
World
Class Faculty
RKC employs highly qualied
teaching faculty who have gradu-
ated from leading universities such
as the Harvard Business School,
Stanford University, Oxford Uni-
versity, New York University, and
Wharton... to name just a few.
About
the University
The University of Cumbria, with
roots extending back to the Society
for the Encouragement of Fine Arts
established in 1822, was formally
formed on 1st August 2007, from an
amalgamation of St Martins Col-
lege, Cumbria Institute of the Arts,
and the Cumbrian campuses of the
University of Central Lancashire.
The University has campuses in Car-
lisle, Newton Rigg, Penrith, Amble-
side 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 Colleges, Furness College,
Carlisle College and Kendal College)
to enable Higher Education delivery
locally across the county. In addition,
the University is the lead institu-
tion of Cumbria Higher Learning, a
Distributed Learning Network for
Cumbria.
The University oers 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 commit-
ted to learning which is innovative,
exible and student-centred and
which utilizes the latest technol-
ogy. The University also works
closely with employers, schools,
colleges and agencies in the region
to oer research, scholarship and
knowledge-transfer excellence
which shapes and supports social,
cultural and economic development
in support of the inclusion sustain-
able communities agenda. In so do-
ing, the University of Cumbria rec-
ognizes 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 elds and
in their communities.
More information available at the
University of Cumbria
www.cumbria.ac.uk
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Admission
Requirements
A UK Bachelor degree in business
administration or management from
an accredited or approved college or
university or the equivalent and at
least two years of business-related
experience, or
A UK Bachelor degree in a non
business eld from an accredited or
approved college or university or the
equivalent and at least three years
of business-related experience, or
An appropriate professional quali-
cation and at least ve years of suit-
able 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.
Applicants with at least ve years
of suitable business-related experi-
ence and a letter of recommenda-
tion verifying that he/she has the
necessary ability and motivation to
complete the programme within the
allotted time span may be admitted
to module MNGT7901 Organisational
Behaviour. On successful completion
of that module such an applicant
may then be admitted to the full
MBA programme.
If an applicants rst language is not
English, he/she must be able to dem-
onstrate oral and written uency in
English. Working or studying in an
English-speaking environment will
usually be sufcient to demonstrate
an acceptable competence. Other-
wise applications for admission must
be accompanied by a certicate of
competency in the English language
from a recognized institution or
programme. English language re-
quirements for non-English-speaking
students are a minimum IELTS score
of 6.5 or minimum TOEFL score of
600, or equivalent.
Each qualied applicant is invited to
complete an interview with the Dean
Programme
Rationale and Philosophy
The programme has been shaped
to form what the programme
team believe to be a unique cur-
riculum. It allows students to:
-Gain a UK Higher Education
Institution accredited MBA;
-Study in their own time (what-
ever the time-zone in which they
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 ben-
et from a solid commitment to the
programme.
In view of the compulsory residential
element in the UK, applicants must
demonstrate prima facie eligibil-
ity for entry to the UK on a student
visitor visa, as per the informa-
tion available at http://www.ukba.
homeofce.gov.uk/studyingintheuk/
student-visitors/
In its eorts to create and support
widening participation, the Univer-
sity of Cumbria and Robert Kennedy
College actively encourage applica-
tions from all ages, of any gender,
ethnic and/or social background and
from students with disabilities.
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Progamme Outline
The scheme has been designed to
meet the aims of the online MBA
in a exible manner and can be tai-
lored to the individual preferences
of each student. The MBA requires
you to complete six courses plus a
nal dissertation.
The programme consists of the
following modules:
Induction
This is the rst module of the pro-
gramme which gives an orientation
to the course and the online learn-
ing style. It does not carry credits,
and students are encouraged to go
through the material in this module
at their own pace and get accus-
tomed to the online medium.
Stage 1
Six taught modules
(120 credits)
3 core modules (mandatory)
Organizational Behaviour
Marketing Management
Financial Management
1 elective to choose from:
Information Management OR
Microeconomics of Competitive-
ness, held in cooperation with the
Harvard Business School with a
mandatory residency in Zrich,
Switzerland. This second resi-
dency is only required for those
students who choose this module
as an elective.
1 Residential module (manda-
tory)
Business Ethics and Corporate
Social Responsibility (CSR)
Capstone (mandatory)
Strategic Management
live);
-Study at their own pace (within
the current period of University
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 de-
sired;
-Continue to live in their own
country/location without dis-
rupting family life;
-Continue to pursue their exist-
ing career without a break.
The programme consists of the
standard 180 Level-7 credits
that constitute an NQF (UK Na-
tional Qualications Framework)
Masters award, the content be-
ing informed by QAA (UK Qual-
ity Assurance Agency) bench-
mark statements for Business
and Management programmes.
60 credits of the programme are
provided by a dissertation.
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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 (three mod-
ules), while the Diploma in Manage-
ment Studies is awarded to candidates
who have completed 120 credits (all
six modules, including the residency)
but have been unable to complete the
dissertation. Students who achieve
the full 180 credits, and have success-
fully completed the dissertation, exit
with the award of Master of Business
Administration (MBA).
There are no average courses within our
MBA programme. We are committed
to providing an exceptional learning
experience, and there is no better way
to achieve this aim than with outstand-
ing courses. They have been carefully
crafted by experienced professors and
are all intended to make you a more
successful and efficient manager.
There are no old-fashioned exams.
Instead, you are given real-life case
studies to work on and essays to
write, which allow you to think criti-
cally 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 are accepted for admission to
Robert Kennedy College.
Module Descriptions
Induction (not-for-credit module)
A not-for-credit induction module
will be the starting point of
the programme. The induction
process is designed to familiarise
you with the programme
design, requirements and resourc-
es, as well as with the way online
interaction, learning and grading
will take place. After the induc-
tion you should be familiar with
academic life, including academic
writing, library services and library
access, OnlineCampus access, and
academic support services.
Organizational Behaviour
The way people are managed with-
in organisations plays a paramount
role in corporate success. In a fast
changing organizational landscape,
we take into account impacting
factors like social, technological,
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economic, environmental, political
and legal considerations.
With a variety of real-life case
studies, you will be asked to make
decisions, which will inevitably
inuence the (work) life of your
employees. These are, of course,
backed by the core taught con-
cepts, which feature group dynam-
ics, motivation and leadership,
group behaviour, communication,
power, conict and prejudice in the
workspace, organizational culture
and how to manage and understand
change within an organization.
This course is led by Prof. Benedic-
ta Lusk, an MBA graduate of the
Peter F. Drucker School of Manage-
ment.
Marketing Management
You will reinvent the airline busi-
ness, redene the boundaries of
retailing, manage the sales of an
online computer megastore, and
learn how to focus on your custom-
er. Seems like a bold prediction but
it is just the content of Marketing
Management directed by market-
ing management extraordinaire:
Professor Freddy Nager.
The teaching of market segmenta-
tion, environment, research, inno-
vative sales systems, internation-
al 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 nal assessment, providing
you with exibility and eective
learning results, which you can
assess and apply in no time.
Financial Management
Business is about prot, and there
can only be sustainability with
a proper knowledge of eective
nancial management.
Oxford and Harvard Business
School graduate Prof. David Dufll
will expand and reinforce your
knowledge of nancial account-
ing, management accounts, budg-
eting and nancing.
Microeconomics
of Competitiveness
(elective module held
in cooperation with
the Harvard Business School)
In cooperation with the Institute
of Strategy and Competitiveness
of the Harvard Business School,
Robert Kennedy College is oer-
12
ing this outstanding course de-
signed by Professor Michael Por-
ter, the Bishop William Lawrence
University Professor at Harvard
Business School and the leading
authority on corporate strategy
and competitiveness.
Taught by Robert Kennedy Col-
lege Deputy Dean and Harvard
Business School MBA gradu-
ate Professor David Dufll, this
course explores the determinants
of national and regional com-
petitiveness building from the
perspective of rms, clusters,
sub-national units, nations, and
groups of neighbouring countries.
The course is concerned not only
with government policy, but with
the roles that rms, industry as-
sociations, universities and other
institutions play in competitive-
ness. It takes examples from both
advanced and developing econo-
mies, and addresses competitive-
ness at multiple levels.
Students who take this elective
have access to the exclusive video
lecture of Professor Porter and
are required to attend the resi-
dential session in Zrich, Switzer-
land.
Information Management
(elective Module)
Cloud Computing, Linux and Open
Source Software, Social Media.
These are only few of the new tech-
nological innovations and, at the
same time, challenges presented to
the managers of tomorrow.
This module aims to enable you
to develop a conceptual and
comprehensive understanding
of the managers role in relation
to the leading of the eective
management and use of informa-
tion, information technology and
information systems and to apply
these within an organizational/
strategic context.
Business Ethics and CSR
(mandatory one-week residency
in Cumbria, England)
Held in the idyllic setting of the
British Lake District this course
aims to
-Facilitate exploration and analysis
of the nature of ethics and moral
values and the ways in which they
change over time and between
cultures
-To facilitate analysis and criti-
cal evaluation of the relevance of
ethical and moral values to busi-
ness management in a variety of
contexts
-To facilitate critical evaluation of
ways in which ethical and moral
issues may be managed in a variety
of business contexts.
University of Cumbria faculty will
guide you in the daily classes en-
riched by contemporary case stud-
ies and teamwork in this innovative
and unique topic.
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
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didnt really know the answers to
these questions. Not only will you
learn about strategy formulation
context, content, and its eec-
tive implementation, you will also
be studying the latest business
strategies from Harvard Business
School case studies like those of
Facebook, Kellogg, and Google, as
well as traditional analytical tools
like Porters Five Forces model,
which 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 understand-
ing of eective, innovative and
sustainable business strategies.
Programme Aims
The Programme aims to develop
managers understanding and criti-
cal appreciation of the theories,
tools and techniques of manage-
ment to enable them to more ef-
fectively lead and manage change
in organisations and make eective
use of resources in the strategic
decision-making process. In so do-
ing, it seeks to improve the quality
of management as a profession.
In particular, the purpose of the
programme is to provide students
with:
-An advanced understanding of
the management of organisations
and the changing external con-
text in which they operate
-Opportunities for the system-
atic development of the skills of
objective analysis, evaluation
and presentation to enable them
to further develop condence in
eectively appraising and imple-
menting management strategies
-An ability to apply knowledge
and understanding of business
and management to complex
issues, both systematically and
creatively, to improve business
and management practice
-A stimulating academic envi-
ronment, rooted in the experi-
ences of the student, but rmly
based upon the values of aca-
demic openness and critical ap-
praisal.
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Learning Outcomes
This programme provides oppor-
tunities for students to develop
and demonstrate an understand-
ing of:
-The role and function of organi-
sations and the context in which
they operate, including the key
drivers of change
-The core disciplines of busi-
ness and management including
nance, human resource manage-
ment, marketing and strategic
planning at middle/senior man-
agement level

-The range of research methods
that can be applied to the study
of business management and
leadership
-The application of strategic
thinking to the successful man-
agement of organisations includ-
ing a critical understanding of the
processes of strategic problem
solving and decision making.
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Core Course Team
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
(ESC Lille)
David Costa is Dean of Faculty and
one of the founders of Robert Ken-
nedy 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 Pennsylva-
nia, 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 re-
spected title of Stanford Certied
Project Manager. He then expanded
his knowledge of business through
the Entrepreneurship Development
Programme of the Sloan School of
Management, Massachusetts Insti-
tute of Technology. Dean Costa also
Dr. John Lurum
PROGRAMME LEADER
UNIVERSITY OF CUMBRIA
Bachelor of Arts (Hons) Geography
(University of Birmingham)
Doctor of Philosophy (University of Birmingham)
Post-Graduate Certicate in Education (CNAA)
Post-Graduate Certicate in Environmental
Management (University of Bath)
Dr John Lurum is the Programme
Leader for the University of Cum-
bria, and coordinates international
programmes within the Univer-
sitys 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 Uni-
versity of Birmingham, UK.
John has subsequently researched
and taught in the Universities of
Birmingham, London, Wales, North-
umbria and Central Lancashire in
the UK and as a visiting professor
at the University of Groningen, NL.
He has published widely, and pre-
sented papers on tourism, region-
al development, and environmen-
tal management to national and
international audiences. His main
interests currently lie in sustain-
able business development and
practice.
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holds a BA in Business Studies from
the University of Derby, an MBA in
eCommerce from the Queen Marga-
ret University in Edinburgh, Scot-
land and a Ph.D. in Strategy, Pro-
gramme and Project Management
from the Skema Business School
(ESC Lille) with a thesis that dealt
with index-based commodity in-
vestments.
Prof. Costa lectures in the area of
Investment and Money Manage-
ment and is a frequent guest on
several business televisions chan-
nels 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 certi-
cate issued by the second largest
German Bank, Commerzbank AG.
Prof. David Dufll
DEPUTY DEAN AND COLLEGIATE
PROFESSOR ROBERT KENNEDY COLLEGE
MA Engineering Science
(Pembroke College, Oxford University)
MBA (Harvard Business School)
Prof. David Dufll has an MA in
Engineering Science from Oxford
University and MBA from Harvard
Business School.
He had been a professional con-
sultant 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 Consult-
ing, a virtual consultancy special-
izing in helping clients by providing
strategy inputs and business intel-
ligence for their strategic planning
process.
While Prof. Duflls main industrial
recent focus has been in the health-
care, automotive and construction
materials markets, his experience
covers a broad range of industrial
and service organisations. A sub-
stantial part of his current consult-
ing activity is in competitive intel-
ligence, 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 Laus-
anne)
Prof. Damary holds M.A. in Engineer-
ing 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 con-
18
sultant (Technomic Consultants SA,
Geneva), he achieved his Ph.D. from
Lausanne University in 2000 (his
thesis dealt with the reforms in Rus-
sia and the emergence of modern
business practice there).
Roy Damary combines a long ex-
perience in practical consultancy
and running his own business with
academic management and teaching
experience in marketing, accounting
and nance, and entrepreneurship.
This dual nature of his professional
experience and his pluri-disciplinary
academic background, combined
with his personal experience of pre-
paring a doctorate while working
full time allows him to marry the
academic and pragmatic aspects of
business and research as they apply
to business studies.
Over the period 1986 to 1994, Prof.
Damary was engaged in university
teaching and programme manage-
ment at Webster University, Ge-
neva. He ran the MBA and other
business programmes, and taught
business, marketing, accounting
and nance courses.
His business consultancy has been
built around industrial marketing
consultancy, with more recent re-
sponsibilities in nancial market
analysis and the creation of busi-
ness enterprises. He is Economic
Adviser to Bridport Investor Ser-
vices, a Geneva-based, xed-in-
come broker and consultancy.
Benedicta Lusk
ADJUNCT PROFESSOR OF MANAGEMENT
B.Sc. in Management and Organizational Behav-
iour (University of La Verne)
MBA (Peter F. Drucker and Masatoshi Ito Gradu-
ate School, Claremont Graduate University)
Benedicta Lusk, founding member of
Lusk, Paul & Associates, L.L.C., is an
entrepreneur, strategist and execu-
tive coach. She is recognized for her
exceptional facilitation and relation-
ship building skills at all levels of or-
ganizations, especially the executive
branch. She brings over fteen years
of executive experience champion-
ing real lasting business improve-
ment by changing how people view
and run their business. Her experi-
ence, international and national,
spans the defence, industrial and
commercial business sectors with
signicant accomplishments in or-
ganizational behaviour, programme
management, strategic planning,
business and marketing manage-
ment, executive coaching, and prof-
itability turnaround. She also has
signicant expertise in information
technology both from a strategic as
well as an operational standpoint.
Ms. Lusks strategic partners include
economic development agencies,
elected ofcials, chambers of com-
merce 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 Inland Valley Eco-
nomic Development Agency.
19
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 Organiza-
tional Behaviour from the Univer-
sity of La Verne, California, and a
teaching credential from the Los
Angeles County Ofce 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 expe-
rience in advertising, entertainment
and interactive media. A graduate of
Harvard University, he also holds an
MBA in Marketing & Entrepreneur-
ship from the University of Southern
California, where he taught under-
graduate marketing labs. He is cur-
rently the Founder and Fusion Direc-
tor of the creative strategy agency
Atomic Tango ( www.atomictango.
com), and the author of the market-
ing blog Cool Rules Pronto (www.
coolrulespronto.com).
He began his career at major music
label MCA Records, and launched
their rst 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-win-
ning website. Over the ensuing years,
he has created marketing campaigns
and projects for such clients as Nis-
san & Inniti, Royal Caribbean Cruise
Lines, Nestl, the Grammy Brand, Na-
tional Lampoon, and numerous new
media ventures, including Web 2.0
start-up Metacafe. His work has been
recognized by, among others, Com-
munication Arts, Adweek, Step Inside
Design and the One Show. He current-
ly 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 Swansea University, Professor
Jacobss primary teaching and re-
search interests included multime-
dia applications, business telemat-
ics and computer-assisted learning.
In 1993, he helped found the Asso-
ciation for Learning Technology and
for nine years was Editor then Ex-
ecutive 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 re-
lated to small businesses, multime-
dia 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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