EMScomExecutive Master of Science in Communications Management

A joint program with

In cooperation with

International part-time program for mid-career professionals

A message from the President 3About USI 4About the Faculty of Communication Sciences 5A strategic perspective beyond communication 6An international program on three continents 8A curriculum linking communication to management 12Modules and courses 14Capstone consulting project 24An engaged and international faculty 28Scientific Advisory Board 32The world in the classroom 34Schedule and time investment 36Admission and tuition fee 38Learning experience 40EMScom Alumni Association 42Excellence-in-communications Lectures 4310 reasons to join EMScom 44Meet us 45

Contents

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A message from the President

Deciding to go back to university and finding the courage to put yourself into question is not, as the Swiss say, “courant normal”, something you do every day.

In this day and age, we are faced with the inherent need to continuously upgrade our knowledge, as shifting demographics, increased interconnec-tivity, and a more informed general public push us into a world of constant change. Having a lifelong curiosity and commitment to learning is becoming increasingly important.

On behalf of USI Università della Svizzera italiana, I am pleased to introduce you to USI and to the EMScom Executive Master of Science in Communica-tions Management.

I am sure that the EMScom program, along with the rest of USI’s executive-level offerings, will meet and exceed your expectations, and I invite you to join us in taking a further look.

Piero Martinoli, President, USI Università della Svizzera italiana

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About USI

USI Università della Svizzera italiana is Switzerland’s most international uni- versity. It is distinctive in the Swiss university landscape because of the original-ity of its degree curricula and areas of research. Its relatively contained size and numbers assure direct interaction among the members of the academic commu-nity. The result is a collegiate, dynamic, and multicultural atmosphere, a powerful magnet for motivated students and talented researchers.

USI was founded in 1996. As a public institution, it is part of the Swiss public university system which includes nine cantonal universities and two Federal Institutes of Technology. USI is comprised of four main faculties, Economics, Communication Sciences, and Informatics in Lugano, with the Academy of Architecture located in nearby Mendrisio. Its courses (in Italian and English) cover the whole gamut from Bachelor’s to PhD degree and Executive Master’s programs.

Today, USI comprises a student population of 3000, 60% of which is made up of international students from more than 100 different countries, over 800 academic staff, nine doctoral schools, seven Executive Masters, and 47 research institutes and laboratories.

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About the Faculty of Communication Sciences

USI’s Faculty of Communication Sciences is a young and dynamic faculty offer-ing degrees at all levels of higher education: undergraduate, graduate, executive, and doctoral. It has the distinctive trait of being one of Switzerland’s most inter-national faculties, with professors, assistants, and students coming from all over the world. As a result, many of the programs offered by the faculty are entirely in English. Additionally, the faculty is committed heavily to scientific research and is involved in numerous research and development projects on both local and international levels.

At most institutes of higher learning, communication studies are offered by the department of journalism or media studies, whereas at USI one can find a full-fledged and independent communication faculty. Apart from three Bachelor’s and eight Master’s programs in communication, today the Faculty of Communi-cation Sciences also comprises three doctoral schools. This broad educational of-fering is rounded off with a number of Executive Masters tailored for mid-career professionals – among these is the Executive Master of Science in Communica-tions Management (EMScom).

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A strategic perspective beyond communication

Corporate communication professionals are facing increasingly complex chal-lenges in an inter-connected, uncertain and fast-moving world. A strategic view that integrates all facets of communication theory and practice is crucial to mas-tering these challenges and having a credible voice at the CEO’s table.

A global leader in this fi eld, the Executive Master of Science in Communications Management (EMScom) prepares professionals to develop new perspectives in the management of stakeholder relationships, reputation management, and cor-porate identity at a strategic level; and beyond that, to contribute to their organiza-tions’ corporate strategy.

Based in Lugano, EMScom is an intensive part-time program with nine residen-tial sessions spread across twenty-one months. To reinforce degree candidates’ international perspective on management and communication, USI Università della Svizzera italiana cooperates with two renowned business schools: UCLA Anderson School of Management and Lee Kong Chian School of Business at the Singapore Management University.

Participants have the unique opportunity to study side by side with commu-nication executives from all over Asia during a one-week residential session in Singapore, which is run together with the partner program at SMU Singapore Management University. A second two-week session at the UCLA Anderson School of Management together with their Asian colleagues further comple-ments and enhances the global perspective.

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“EMScom is something I feel proud of and I am glad I took the bold decision of joining it. I am a new man, I have so much more experience now. I would recommend the EMScom, it’s something every professional in communication should look forward. I love to be part of this program!”Mian Shahzad Khalid / Pakistani / Senior Consultant / HKS Consultants / Pakistan

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An international program on three continents

To provide participants with a truly global perspective and the best international education possible, the EMScom program cooperates with two renowned busi-ness schools: UCLA Anderson School of Management and Lee Kong Chian School of Business at Singapore Management University. Sessions in Lugano, Singa pore and Los Angeles are one to two weeks long.

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USI Università della Svizzera italiana

Swiss tertiary education has long been known for its out-standingly high standards. USI, established in 1996 and part of the Swiss university system – along with nine other cantonal universities and two federal polytechnic schools – carries on the tradition of providing its students with the high-quality education expected of a Swiss university. With more than half of its students and professors coming from abroad, USI is Switzerland’s most international and multi-cultural university. Its Faculty of Communication Sciences offers specializations in corporate and institutional com-munication, mass communication and new media, com-munication technology and communication in education and training. In view of its geographical, political and cul-tural position, USI acts as a bridge between Northern and Southern Europe contributing to an ongoing dialogue and exchange between diverse scientific and cultural traditions.

Lugano

Lugano is the cultural and economic heart of southern Switzerland, located in the Italian-speaking canton of Ti-cino. With a population of 65,000 (140,000 in the wider area), it has a thriving economy based on finance and tour-ism; it is Switzerland’s third largest banking center after Zurich and Geneva.

Lugano’s scenery – like its history, art and culture – is full of contrasts. Nestled between mountains and water, it of-fers both the palm trees of a mild lake-side Mediterranean climate and the snow-capped peaks of the Alps within the radius of just a few kilometers. Lugano provides everything participants might require without the distractions of a big city, so it is the perfect place to concentrate on studying.

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Singapore Management University (SMU)

As the country’s first publicly-funded autonomous uni-versity, Singapore Management University is also the first of its kind in experimenting with diversity, breaking away from the traditional Singaporean model of education.

Since its incorporation in 2000, SMU is quickly ris-ing to become the Southeast Asian hub for business research and management. It is also the first university in Asia to offer a Master of Science in Communications Management, a joint program held in conjunction with EMScom. This academic partnership allows participants the unique opportunity to meet, study, and discuss along-side communication executives from all over Asia.

Participants spend the May session of their first year studying at SMU’s Lee Kong Chian School of Business, a dynamic business school with over a hundred full-time faculty, including some of Asia’s most respected academics.

Singapore

Singapore is the leading business hub in Asia and there-fore it is an ideal location for EMScom participants to gain an insight into Asia. The country has been called an economic miracle because of how much it has achieved in a short span of time, and in spite of its lack of natu-ral resources. Today, the city-state’s economy is driven by electronics manufacturing and financial services. Its popu lation of 5 million is a true melting pot of Asian ethnicities, and one can easily find Chinese, Malay, Indian, and Eurasian influences and flavors across the island.

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University of California, Los Angeles (UCLA)

The University of California, Los Angeles (UCLA) is one of the oldest members of the University of California system and the most selective public university in the United States. It offers over 300 undergraduate and graduate degree programs in a wide range of disciplines.

UCLA Anderson School of Management is among the lead-ing business schools in the world. UCLA Anderson faculty members are globally renowned for their teaching excel-lence and research in advancing management thinking. Each year, UCLA Anderson provides a distinctive approach to management education to more than 1,800 students.

Los Angeles

California has always been known as an “incubator” of new ideas, new products and entrepreneurial spirit. Southern California has led the way in cele brating and nurturing that spirit. The people, institutions of knowledge, great climate and infrastructure have enabled the Los Angeles region to emerge as a leading business, trade and cultural center – a creative capital for the twenty-first century. The city is the largest manufacturing center in the West, one of the world’s busiest ports, a major financial and banking center, and the largest retail market in the United States.

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A curriculum linking communication to management

Strategic communication is more than a shadow of corporate strategy. An organi-zation’s objectives must actively shape and protect its reputation, positioning it as the preferred strategic partner among all of its stakeholders. In an increasingly interconnected information society, communication integrates and aligns the influences in the organization into a single function, central to strategic management.

Communication professionals taking part in the program are expected to tackle such complex challenges as elaborating a new brand strategy in a post-merger situation, changing communication in a difficult economic environ-ment, integrating CSR into an organization’s DNA, or mastering storytelling across media. Today, communications professionals cannot just achieve objec-tives, they are expected to contribute to defining those objectives – as experts, with a solid theoretical and practical background.

Communications connect an organization’s decision-making to its sur-roundings, ensuring that it works as an organic part of its economic, social and political environment. Constant, intense dialog with all stakeholders, whether directly or indirectly related to the organization, is a vital source of new products and services, and may enhance evolutionary changes in corporate posi-tioning.

While other Master’s programs limit themselves to teaching communications practice, the Executive Master of Science in Communications Management (EMScom) prepares communications professionals to play a key role in their organization’s strategic management, bringing relationships with stakeholders and the public to the center of management policy.

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Learning outcomes

The EMScom program trains communication profes-sionals to perform in an integrated environment where communication is an essential strategic tool. Upon com-pletion of the program, EMScom graduates will be ready to take responsibility in all communications management related areas.

Participants will learn how to:

⁄ understand the strategic and operational challenges of an organization and how they are linked to communication

⁄ develop communication strategies that address the complexity of a global environment

⁄ analyze the nature and dynamics of internal and external stakeholders

⁄ manage complex communications tasks – ranging from brand management and corporate culture to crisis communications and public affairs

⁄ develop and coordinate these tasks as integrated elements of corporate and marketing communications

⁄ monitor the communications environment with reliable research methods

⁄ generate data and insights as a basis for making strategic recommendations

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The EMScom program links the latest academic research with best business practices to deliver a balanced mix of academic and practical teaching. Un-like most communication programs, the curriculum of the EMScom program embeds communication within a managerial setting. This not only creates a well-rounded perspective, but also ensures that the corporate communicator is well-equipped with the necessary tools to become a credible voice at the CEO’s table.

The program fosters an enhances learning environment by encouraging par-ticipants to share their professional experiences. Teaching methods include lectures, case studies, guest speakers, extensive group work, tutorials, and a capstone consulting project. All lectures, class discussions and tests are con-ducted in English, the official language of the program.

Modules and courses

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Module 2 Module 3

Understanding the communication environment and managing integrated communication

The second module focuses on developing a comprehensive understanding of the key disciplines of integrated communications management.

Building intelligenceand delivering solutions

The third module focuses on learning how to generate and convey insights as a basis for strategic recommendations and applying knowledge in a real-life setting.

Organizational identity and reputation management

Brand management

Crisis management

Stakeholder management

Public affairs

Communication law

Financial and investor relations

Change management

Leadership

Sponsoring and marketing partnerships

Digital communication

Marketing communications

Persuasion

Capstoneconsulting project

Research methods for corporate communication

Quantitative methods (online course)

Team building

Module 1

Linking communicationto management

The first module, a “mini-MBA,” covers the main principles of general management and provides the elements to understand the links between communication and other corporate functions.

Understanding Asia session

⁄ Societies, communities and governments across Asia

⁄ Leading organizations across cultures

⁄ Application sessions

Decision making in a complex world session

⁄ Fostering perceptions of fairness in complex organizational decision-making

⁄ Decision making in negotiation ⁄ Global human resources management

⁄ Complexity and dynamism in the global economy

⁄ Corporate governance to improve an organization’s ability to make the right decisions

⁄ Integration sessions

Kick-off

Organizational behavior

Strategic thinking

Financial management

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Organizational behavior

Organizational behavior (OB) is concerned with human behavior in organizations. In this course participants gain a solid understanding of some of the fundamental theo-ries and frameworks in the OB field. The key objective is to help participants identify areas where a common-sense approach to people management is most likely to lead to unsatisfactory results. As a result, participants will be able to develop strategies for fostering job satisfaction and productivity in an organizational context.

Strategic thinking

This course covers two main but related areas, business strategy and systems thinking. The course examines issues central to an organization’s long and short-term competitive position. It explores a variety of conceptual frameworks and models to analyse and gain insight about how to achieve or sustain competitive advantage.

Financial management

This course introduces participants to issues related to the financing of corporations and financial markets, including the evaluation of financial positions and ways of raising capital. Topics include the origin of firms’ financial needs and the types of financing sources, the use of financial statements to evaluate a company’s financial position and profitability, and how firms raise capital.

Module 1 Linking communication to management

The first module, a “mini-MBA,” covers the main principles of general management and provides the elements to understand the links between communication and other corporate functions.

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Societies, communities and governments across Asia

Asia comprises a diverse landscape of cultural practices, social structures, and political and economic systems. This complexity can present a challenge to profession-als working in the region, particularly those engaged in corporate communications. How does one navigate po-tentially sensitive cultural and political concerns in the course of work? This class provides an overview of some major issues, from religion and human rights to national-ism and international relations, which affect daily life in the region.The objective is to equip students with the building blocks necessary to understand how societies in the re-gion function with respect to political processes, econom-ic development, and managing relations with civil society. This course is therefore an issue-oriented introduction to Asian societies and governments rather than a country-by-country overview.

Leading organizations across cultures

With an increasingly globalized economy, leading and managing employees of different cultural backgrounds becomes imperative in organizations. This course takes the approach of understanding how cultures differ and impact our interactions at the workplace in Asia and beyond. The course is broadly structured to enable an understanding of cultural differences with an emphasis on how these similarities and differences impact work-place interactions. The emphasis of the module is on the interplay of cultural competence at the individual level, organization culture dynamics at the workplace level and societal cultures at the national/country level.

Application sessions

The application sessions challenge participants to ap-ply key concepts from the two courses “Societies, Com-munities and Government across Asia” and “Leading Organizations across Cultures” to communication man-agement challenges in Asia. Participants gain a deeper understanding of the unique complexities of communica-tion management in Asia and will be able to apply their knowledge of Asian societies, communities, governments and organizational cultures to address communication challenges in the region.

Session in Singapore:Understanding Asia

The global powerhouse of Asia contains over half of the world’s population and is currently driving growth in the world economy. Despite its importance, there are gaps in our understanding of this diverse region and the forces pushing the political and economic transformations. This session provides frameworks for understanding contem-porary trends and developments, and aims to give students the background to enrich their quality of engagement with and in Asia.

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Fostering perceptions of fairness in complex organizational decision-making

When facing complex decisions, leaders often face choice sets with multiple “right” options rather than a single right option among wrong ones. After deciding, a skilled leader is able to explain the principles behind the deci-sion and build perceptions of organizational fairness. Doing so fosters the most acceptance, the least backlash, and the greatest trust. Ultimately, leaders must do more than make the best decisions in complex and uncertain circumstances. They need to communicate how they are making the best decisions in order to maintain stakehold-er loyalty and commitment to the decision. The princi-ples covered in this session apply to a variety of leadership domains, such as performance evaluations, negotiations, conflict resolution, strategic change, and corporate an-nouncements of policy changes and layoffs.

Decision making in negotiation

In this course participants develop their negotiat-ing abilities for use in organizations. They examine critical concepts, frameworks, and approaches for individual, group, and organizational negotiations. Participants consider how to prepare for a negotia-tion and how to recognize and overcome common decision-making biases during negotiations. This course explores the various aspects of negotiation content and approaches in uncertain and complex situations requiring decisions about a positional ver-sus a mutual gains approach. These aspects of the negotiation process are analyzed via cases involving negotiations in pairs and in groups.

Global human resources management

In this course participants focus on key human resource management strategies and practices, including so-called “best” practices, especially as they affect organizational performance. Changes in these strategies and practices resulting from environmental factors such as volatility, uncertainty, complexity, ambiguity and diverse stake-holder interests will be identified and discussed. Particu-

lar attention will be paid to the development of internal organizational dispute resolution systems and practices aimed at resolving employment relationship conflict as well as conflicts involving other constituencies.

Complexity and dynamism in the global economy

In this course participants learn about the evolution of information, communication, and information technolo-gies, and the growth of the information sector of the economy. They consider the disruptive role of the infor-mation economy in changing business models as well as the economics of information from creation to capture to its delivery and consumption. They also explore how ser-vice sectors like communications media and publishing become globalized and industrialized.

Corporate governance to improve an organization’s ability to make the right decisions

Complexity requires companies to re-think corporate governance in terms of its role in improving an organiza-tion’s ability to make the right decisions. This course fa-miliarizes participants with basic concepts of business & corporate law as it may affect the management of a global company. The course covers the areas of agency law, labor and employment, corporate governance and corporate se-curities regulations. It features a comparative analysis by looking at laws in the US, the UK, the EU, Brazil and Japan with a focus on how these laws affect corporate ex-ecutives and managers.

Integration sessions

The integration sessions, scheduled after each course, are an important part of the learning experience at the UCLA Anderson School of Management. They are debriefings designed to help participants develop their thoughts about the relevance of what they have learned in each of the courses to communication management and their own roles, responsibilities, and concerns as corporate communication professionals.

Session in Los Angeles: Decision making in a complex world

By synthesizing their expertise, today’s business, political, and social topics and the business challenges of execu-tive participants, the Anderson School faculty will deliver frameworks and strategies that enable participants to build an important management toolkit and become effective strategic leaders in their organizations.

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Organizational identity and reputation management

This course familiarizes participants with the notions of corporate reputation and organizational identity: what they are, how they can be measured and/or investigated, and why it is important to do so. What are their drivers, and how they can be effectively managed? The course will also look at the different roles of corporate lead-ers, communication managers, and HR managers in the management of the identity of an organization. Drawing on management research, case discussions, and personal experience, the course provides participants with con-ceptual tools and practical indications to address reputa-tion- and identity-related activities.

Stakeholder management

This course relates to selected problems from the expe-rience of participants, who are asked to consider their organizations’ stakeholders, as well as the managerial priorities in terms of corporate public affairs. Topics covered in the course include the value maximization, the negotiated-order and the corporate social responsibility approaches. The course will explore whether the afore-mentioned approaches are compatible. Participants also examine the creation of value with shareholders, drivers of stakeholder engagement, citizen advocacy, and stra-tegic use of organizational hypocrisy. Each session wraps up with an overview of key learning points of the day.

Brand management

This course is highly relevant for communication pro-fessionals. The traditional, classical model of branding stressed consumers but this course takes a more balanced perspective, recognizing the importance of other stake-holders as brand builders. A more integrated communi-cations approach is needed to ensure a coherent promise across all stakeholders groups. The course explores the nature of brands, the concept of a brand as a promise, and the mechanisms to encourage a coherent brand strategy. Participants will learn about the driving forces behind brand emotion and techniques to ensure effective brand

differentiation. They will also be exposed to managers’ diverse interpretations of the brand concept. A significant amount of time will be devoted to a strategic framework which enables the development of a coherent brand and each stage of this framework will be explored in depth.

Public affairs

Effective public affairs serve a critical role in shaping both public policy and public perceptions to foster a con-ducive environment for meeting organizations’ objectives within a competitive, institutional and socio-political con-text. The objective of this course is to define public affairs as part of the overall management task, showing how it contributes to strategic planning, management decision-making and the achievement of strategic, organizational, marketing and other objectives. The course also outlines the main areas of public affairs practice, covering govern-ment relations, issues management, community relations, relations with non-governmental organizations and pres-sure groups, as well as corporate social responsibility.

Financial and investor relations

Financial relations is a distinct communication speciali-zation requiring understanding of special regulations, civil and criminal law – knowledge not generally held by communication practitioners. This course explores the rationale behind modern financial public relations and investor relations. It is designed to enable participants less familiar with the financial field to gain a working under-standing of the subject in the context of public relations and corporate communication practices.

Module 2 Understanding the communication environment and managing integrated communicationThe second module focuses on developing a comprehensive understanding of the communication environment and mastering the key disciplines of integrated communications management.

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Sponsoring and marketing partnerships

This course presents different approaches to the plan-ning, negotiation, implementation and control of partner-ship and sponsorship forms and strategies in the media, sports, arts, entertainment, social movements, and scien-tific fields. Participants acquire an understanding of the key concepts, fundamental principles, best practice examples and theories in this area. The lecture provides insights into different approaches such as strategic corpo-rate philanthropy, commercial sponsorships, affinity and cause-related marketing, celebrity endorsements, market-ing and media partnerships using integrated advertise-ments, product placements, editorial partnerships, etc.

Digital communication

In this course, participants explore the specific charac-teristics of new media and their impact on corporate and marketing communication. The major focus is on changes in branding and reputation management in markets where consumers and other stakeholders are involved in content generation, social networking and co-creation of value. The course goal is to study and discuss the corporate and marketing impact of new media platforms rather than to explain how they work, so participants are encouraged to familiarize themselves with blogs, social networking websites and video-based content sharing sites prior to the beginning of the course.

Marketing communications

This course examines how the various instruments of the communications mix can be integrated into a consistent and synergetic marketing communications approach. It develops the concept of integrated marketing communi-cations, and discusses each major instrument of the com-munications mix. The course also introduces a number of models focusing on the role of persuasion in advertising and looks at the various stages of a strategic communi-cation plan.

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Crisis management

This course will cover all aspects of crisis communi-cation, including general communication strategy, crisis definition, crisis anticipation, crisis preparation, effective communication during a crisis, and finally, crisis preven-tion. Participants will learn specific tools to apply before, during, and after a crisis hits, as well as some general frameworks that will help them conquer a crisis situation, and ideally, prevent crises from happening in the first place. In addition, they will learn how to anticipate poten-tial risk areas ahead of time, and as a result, behave more proactively once a crisis does, in fact, strike. Participants will also learn how to properly consider their organi-zations’ various constituencies to determine appropriate communication channel choices when sending a message to employees, consumers, and the media at large during high-pressure crisis times.

Communication law

The background, objectives, and real impact of most legal norms and judicial decisions relevant to corporate com-munication – including freedom of expression, media law, protection of privacy, and copyright – will be presented in this course. Since modern communication does not stop at national borders and regulations change at an increas-ingly fast pace, the relevant rules will be described from an international and dynamic perspective with focus on current and future European Union regulations, as op-posed to a purely legalistic perspective, as would be the case with lawyers.

Change management

This course examines theories of change and develop-ment as they apply to organizations, groups and indi-viduals. It explores the ways in which various theoretical perspectives on change are reflected in the range of ap-proaches that can be applied to the diagnosis and reso-lution of problems in organizations. Participants will develop their investigative and diagnostic skills to assess the dynamics of change in their organizations. They will also improve their awareness of how people can facilitate or resist change and extend their ability to manage the human resource in the context of change.

Persuasion

This course spotlights a pivotal form of strategic com-munication: persuasion. Persuasion is the key to effec-tive leadership. It is challenging enough to lead those who agree with us. But inducing others to willingly fol-low us when they are initially skeptical or opposed to our goals – persuading them – is the greatest challenge facing aspiring leaders. Persuasion lies at the heart of our personal and professional lives, whether the goal is to con-vince one person in a face-to-face encounter, influence a small group in a meeting, sway an entire organization, or win over the public. This course investigates persuasion – how we can convince others to voluntarily change their attitudes or behavior – by extracting from our knowledge of human behavior proven principles of effective influ-ence. We will also explore two philosophical, yet utterly practical questions: what constitutes unsavory, unethical persuasion and whether persuasiveness (and leadership ability generally) can be learned or whether it is really an innate, natural born talent.

Leadership

The first part of this course focuses on the critical skill of negotiation. Negotiation is the process by which people deal with conflicting interests. Whether these interests pertain to purchasing an apartment, the terms of an employment contract, a strategic alliance between companies, or a peace accord between warring nations, participants will learn how to analyze real-life negotia-tions and how to craft and execute a negotiation strategy appropriate to the situation. With the aid of exercises and simulations, participants will become acquainted with the key levers used by expert negotiators and how to ap-ply them to your own negotiating skills. The second part of the course will focus on the broader question of what it means to be a leader in contemporary organizations. To be effective, a leader must be able to create a vision, energize and engage others, provide meaning and direc-tion. He or she must also be able to exert influence in situa-tions where authority is lacking, build a network of trusted contacts, form and disband coalitions, and make painful choic-es when necessary. The third part of the course is designed to be experiential, combining short lectures with case discussions, role plays, and self-assessment exercises.

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Research methods for corporate communication

This course is key as research is a process that aids deci-sion making. Participants will examine how preliminary research supports the understanding of problems and opportunities and provides direction for further research, as well as how detailed or primary research paves the way to understanding important aspects such as the attitudes and behaviors of the public. The approach of this course includes a mix of lectures, discussions, activities and simu-lations, with segments on the scope of contemporary pre-liminary research practices and collection of data through surveys, content analyses, experiments or meta-analyses of existing data. In focusing on surveys, participants will learn how to select an appropriate sampling method, determine sample size, and prepare a survey instrument. In addition, participants will learn the fundamentals of the evaluation process.

Quantitative methods (online course)

This course is an online, web-based course that covers basic and intermediate topics in statistics, decision analy-sis and probability. The course is designed to teach par-ticipants how to apply quantitative analysis to managerial decisions. Thus, all concepts are introduced, developed, reinforced, and tested, in the context of management problems. The “real-world” contexts gives participants continuing exposure to the types of contexts in which quantitative analysis can be effectively applied. The course is highly interactive, thus requires an active par-ticipant learning process, and focuses on the application of sound judgment in formulating, solving, and interpret-ing quantitative analysis. The course includes MS Excel tutorials that teach participants how to conduct the neces-sary analysis.

Team building

This course prepares participants for the team challenges they will encounter during the capstone consulting project. Participants will be working in their respec-tive teams. The course builds on what participants have already learned in their kick-off and organizational behavior courses, namely topics related to personality, teamwork, and how individual differences can impact working behavior in teams. It also reinforces the notion that team effectiveness depends not on any single factor, but rather on a range of factors – including the nature of the teams’ tasks, processes, and contexts. Furthermore, the course introduces methods of providing effective feedback and conflict management. The second part of this course serves as a platform for participating teams to develop their own team mission as well as a set of rules and criteria against which participants will measure their team’s effectiveness.

Module 3Building intelligence and delivering solutions

The third module focuses on learning how to generate and convey insights as a basis for strategic recommendations and apply knowledge in a real-life setting.

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“After a week at EMScom, a lot of inspiring ideas came to my mind. Every time I returned home with a shortlist of what I had learned and wanted to take action on. This made me look forward to the next EMScom session.”Dirk De Muynck / Belgian / Freelance Consultant / Belgium

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The EMScom capstone consulting project gives participants an opportunity to apply the body of knowledge acquired in the program. Participants tackle management problems from the communications perspective and deliver recommendations that impact organizations strategically. The projects are selected from proposals that EMScom participants draw from their own organizations, their clients or other organizations. The teams, acting as real consultants, contain 4-6 participants and are generated randomly providing a balanced mix of age, nationality, country of origin and gender. The projects are identified during the first year and developed during the second year over a period of nine months.

Capstone consulting project

*Winner of the Burson-Marsteller AwardTo access the full list of capstone consulting projects, please visit www.emscom.usi.ch

Capstone consulting projects from recent years

2014Ente Ospedaliero Cantonale (CH)Promote continuity of care with other healthcare professionals

QIFF (CN)Recommendations for a Communication Strategy: Introducing Qindao International Film Festival to the European Market

Pro Senectute (CH)*The organizational identity of Pro Senectute – laying the strategic foundation for a successful rebranding

WIPO (CH)WIPO’s Reputation. Measuring Stakeholder Perception

2013KTH (SE)Translating KTH’s successful national recruitment strategy into an international recruitment strategy

Nigeria Customs Service (NG)*Taking the six-point agenda to the next level. Measuring, managing and monitoring reputation for the Nigeria Customs Service

Novartis (CH)Finding a Cure or Treating Symptoms? A New Mandate for Neighborhood Relations at Novartis Global Headquarters in Switzerland

Vattenfall (SE)V@ttenfall goes social. How to make social media evolution happen in an energy utility

2012Bonnier (SE)*Raising Bonnier´s Attractiveness for Digital Talents

Roche (CH)Roche Group’s Reputation amongst Specialists, Payers and Regulators and the General Public

Swisscom (CH)Swisscom and eHealth: A Communication Strategy for Stakeholder Engagement

UPM (FI)Stakeholder engagement

2015Givaudan (CH)B2B Social Media Strategy

Swiss Re (CH)Digital Communication Strategy

Unilever (DE)*Enabling Sustainability Growth: by turning Employees into Ambassadors and Key Opinion Formers into Advocates of the USLP

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Burson-Marsteller Award for Consulting Excellence

The Burson-Marsteller Award for Consulting Excellence is presented at each graduation to the team with the capstone consulting project of the highest academic standing. Recipients of the Burson-Marsteller Award exemplify the excellence for which the EMScom program strives and the industry standards so highly valued by Burson-Marsteller.

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Our participants come from Alstom / Alpiq / AstraZeneca / Atkins AXA Versicherungen / Bank for International Settlements / Bank Muscat / Barclays Bank / BMW / Bonnier / Brac Uganda / BSI / B-Source Outline / Cablecom / Ciba / Credit Suisse / Danone / Debrunner & Acifer / Deutsche BKK / Deutsche Post / Dresdner Bank / DSM / eBay / Economiesuisse / Edelman / EOC Ospedale Regionale di Locarno / FIFA / Ghana Manganese / Google / Greenpeace / Holcim / IATA / IBM / ICRC International Committee of the Red Cross / Infront Sports and Media / International Relief and Development / Íslandsbanki / JSC Bank of Georgia / Jung von Matt / KABA / Kenya Airports Authority / KPMG / Kraft Foods / LEGO / Liechtenstein Government / Lombard Odier / Médecins Sans Frontières / Mettler-Toledo / Microsoft / Montblanc Suisse SA, Richemont Group / Nestlé / Nigeria

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Customs Service / Novartis / Novo Nordisk / Panasonic / Pfizer / Philips / Phonak / PowerStream Inc. / PricewaterhouseCoopers / Pro Senectute / Publicis / Puma /Raiffeisen / Ringier / Ritz-Carlton / Roche / RUAG Defence / Sanofi-Aventis / SBB / Sealed Air / Shell / Siemens / SF Schweizer Fernsehen / Sika / SITA / STOXX / Stryker / Sulzer / Sunrise / Suva / Swiss Army / Swiss Federal Department of Defence / Swiss Federal Department of Foreign Affairs / Swiss Federal Office for Public Health /Swiss International Airlines / Swiss Life / Swiss Re / Swisscom / Switcher / Switzerland Global Enterprise / Syngenta / Telekurs / The Youcan Company / Transnet / UBS / UEFA / UNESCO / UNICEF / Unilever / UPM / Vattenfall / Valora / WEF World Economic Forum / World Intellectual Property Organization / WWF / Visana / Volvo / Zurich Financial Services.

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Mark ChongSingapore Management University, SG

Application sessions

Gianluca CarnabuciUSI Università della Svizzera italiana, CH

Leadership

Patrick CottingCCI Cotting Consulting, CH

Sponsoring and marketing partnerships

Leslie de ChernatonyAston Business School, UK and USI Università della Svizzera italiana, CH

Brand management

An engaged and international faculty

The EMScom Faculty members are accomplished executive instructors with extensive experience in academia and knowledge of best practices in the world of business. USI faculty, along with faculty from some of the most respected universities and business schools in Europe, Asia and North America, bring the latest theories, models, and strategies in communications and general management to the program. Their diverse international back-grounds are a key ingredient of the program’s dynamic environment.

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Craig S. FleisherAurora WDC, US

Public affairs

Anne GregoryUniversity of Huddersfield, UK

Stakeholder management

John HayesLeeds University Business School, UK

Change management

Winni JohansenAarhus University, DK

Crisis management

Gonzalo FreixesUCLA Anderson School of Management, US

Corporate governance to improve an organization’s ability to make the right decisions

Philippe GilliéronUniversité de Lausanne, CH

Communication law

François DegeorgeUSI Università della Svizzera italiana, CH

Financial management

Finn FrandsenAarhus University, DK

Crisis management

Christopher EricksonUCLA Anderson School of Management, US

Decision making in negotiation

Janis FormanUCLA Anderson School of Management, US

Integration sessions

Patrick De PelsmackerUniversity of Antwerp,BE

Marketingcommunications

Uday KarmarkarUCLA Anderson School of Management, US

Complexity and dynamism in the global economy

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Davide RavasiCass Business School, UK

Organizational identity and reputation management

Gary OrrenHarvard University, US

Persuasion

Steffen RaubEcole hôtelière de Lausanne, CH

Organizational behavior / Team building

Kevin Traverse-HealyTraverse-Healy Consult, UK

Financial and investor relations

Suzanne SuggsUSI Università della Svizzera italiana, CH

Research methods for corporate communication

Maia YoungUCLA Anderson School of Management, US

Fostering perceptions of fairness in complex organizational decision-making

Erik LarsenUSI Università della Svizzera italiana, CH

Strategic thinking

David LewinUCLA Anderson School of Management, US

Global human resources management

Andreina MandelliBocconi University, IT and USI Università della Svizzera italiana, CH

Digital communication

Samson LimSingapore Management University, SG

Societies, communities and governments across Asia

Jeanne MengisUSI Università della Svizzera italiana, CH

Research methods for corporate communication

Hwee Hoon TanSingapore ManagementUniversity, SG

Leading organizations across cultures

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“One of the criteria that drew me to EMScom was the international approach of the program. Being able to study at UCLA in California and at the Singapore Management University, together with Asian executives, have really strengthened my view on international business and the way of doing corporate communication in an international context.”Carolin Hoyer / German / Corporate Brand and Sustainable Business Manager / Unilever / Germany

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Scientific Advisory Board

The EMScom Scientific Advisory Board consists of representatives from academia and the business world. They provide advice, guidance and support for the continuing development of the Executive Master of Science in Communications Management. The Scientific Advisory Board is chaired by the EMScom Academic Director Prof. Francesco Lurati.

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Paul ArgentiThe Tuck School of Business at Dartmouth, US

Professor Argenti has taught Management and Corporate Communication starting in 1977 at the Harvard Business School, from 1979-81 at the Columbia Business School and since 1981 as a faculty member at Dartmouth’s Tuck School of Business. He has also taught as a visiting professor at the International University of Japan, the Helsinki School of Economics, Erasmus University in the Netherlands, Rai University in India, and Singapore Management University. He currently serves as Faculty Director for the Tuck Leadership Forum. He has also served as Faculty Director for the Tuck Executive Program (TEP), Update 2000, and for Tuck’s senior executive program at the Hanoi School of Business in Vietnam.

Mark ChongSingapore Management University, SG

Mark Chong is Academic Director of the MSc in Communication Management program and Associate Professor of Corporate Communication Practice at Singapore Management University (SMU). He is also on the Review Board of the SMU Case Writing Initiatives. He has authored/edited books and articles on corporate reputation, corporate communication, risk perception, and creative enterprises. He received his Ph.D. from Cornell University.

Janis FormanUCLA Anderson School of Management, US Professor Janis Forman is Founder and Director of the Management Communication Program at the UCLA Anderson School of Management. She is a distinguished senior consultant, educator, and speaker, as well as the author of several books and many articles. She received the Association for Business Communication’s researcher award for her extensive publication record and its impact on the profession.

Peter EberhardSPRI Swiss Public Relations Institute, CH

Peter Eberhard is the founder and owner of PEPR Peter Eberhard Public Relations. He worked in the communications and PR sector for about 30 years. Peter Eberhard is an accredited professional member of the Zurich Public Relations Society ZPRG and is President of pr suisse and SPRI as of 2013.

Mary-Jo HatchUniversity of Virginia,US

Professor Mary-Jo Hatch currently serves as the C. Coleman McGehee Eminent Scholars Research Professor Emerita of Banking and Commerce at the University of Virginia, and as Adjunct Professor at Copenhagen Business School. She is the author of over 75 articles in academic and practitioner journals as well as several books. Her books, articles and innovative teaching have done much to bridge the gap between theory and practice.

Majken SchulzCopenhagen Business School,DK

Majken Schultz is Professor of Management at Copenhagen Business School and International Research Fellow at the Centre for Corporate Reputation at Oxford University’s Saïd Business School. She specializes in research related to Organizational Identity, Corporate Branding and Reputation Management. She is a Senior Advisor for the Reputation Institute and is on the board of the Academy of Management. She also serves as a non-executive member on several boards of directors.

Francesco LuratiUSI Università della Svizzera italiana, CH

Francesco Lurati is a Professor of Corporate Communication at the Faculty of Communication Sciences where he is also the Academic Director of the Executive Master of Science in Communications Management (EMScom) and of the full-time MS program in Corporate Communication. He is also the Vice-Director of the Institute of Marketing and Communication Management.

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The EMScom participants are a group of highly motivated, energetic and open minded communication specialists from many different countries around the globe. Coming from a variety of professional backgrounds, participants have an average of 13 years of managerial experience.

Candidates are chosen both for the contribution they can make to the class and for their potential to become truly global knowledge leaders with an inte-grated view of communication and management.

The program offers an exciting and dynamic learning environment, where the desire for intellectual growth is satisfied by an outstanding faculty, lively peer-to-peer exchanges, sharing of best practices, and last but not least, building friendships that will last well beyond graduation.

Class profile: Class size 15-20 / Average age 38 / Age range 29-55 / Average work experience 12 years / Gender 45% male 55% female

The world in the classroom

Data from the last five years.

Corporation

Agency

Public sector

NPO / NGO

Management

Top management

Staff

Owner / Freelance

Switzerland

Central & Western Europe

Nordic Countries

Eastern Europe

Africa

Asia & Oceania

North and South America

Sectors Position Nationality

4%

5%

15%

6%4%

37%

60%64%19%

8%

9%

22%

12%

6%

29%

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“I like the EMScom program especially from an Asian perspective as it gives me access to learn from other matured markets’ practices. The takeaways and implications are extremely beneficial for us experienced leaders in the PR field to pursue another level of success in the career enhancement. It is a new dimension to turn to in bringing strategic communications value to the organizations and to the business we are in.” Sharon Tang / Chinese / Regional Director, Corporate Communications and CSR AEMEA at Hershey Company / China

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Schedule and time investment

Attending the EMScom program demands intellectual energy and time away from work and family, but you can do it! It is important, however, that you get support from both your family and your team at work. The EMScom program schedule has been designed to make travel and time away from work and family manageable: there are a total of nine residential sessions over a period of twenty-one months. The weeks on campus are intense, but at the same time, extremely energizing and immediately rewarding.

Please visits www.emscom.usi.ch for detailed schedule. Schedule subject to change.

Second year

First year

Kick-off March Length 18 months 9 residentials sessions Length of sessions1–2 weeks

1 week SMU

2 weeks UCLAwith SMU

1 week USI

1 week USI

1 week USI with SMU

Jan Feb Mar Apr May Jun

Jan Feb Mar Apr May Jun

Consulting project

Consulting project

Jul Aug Sep Oct Nov Dec

Jul Aug Sep Oct Nov Dec

1 week USI

1 week USI 1 week USI 1 week USI

Graduation

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Pre-readings, tests and course papers

Each course requires some pre-readings to ensure that all participants are on the same page and that the valuable time used in class will not need to be dedicated on getting participants up-to-speed on the subject. A rule of thumb is that for each hour spent in the classroom, there is one hour of preparation or review. Some participants are faster readers than others, but this estimate reflects the average time spent. The tests take place one week after each session and are administered online. They are de-signed so that participants can show their ability to apply concepts instead of requiring details to be produced from memory. The tests are open book, meaning that a vari-ety of sources, including course texts, can be consulted. Tests thus reflect a more realistic professional approach to a problem. The sessions in Singapore and in Los Angeles are followed by a course paper each.

Overall workload

The total workload for the Executive Master of Science in Communications Management amounts to 1800 hours, consisting of 600 lectures, 720 hours of individual work preparing for courses, studying for and taking tests, and 480 hours dedicated to the capstone consulting project.

Accreditation and degree

USI Università della Svizzera italiana is one of 12 univer-sities under the Swiss higher education system, coordinat-ed by swissuniversities. The EMScom degree awarded by USI Università della Svizzera italiana amounts to a total of at least 60 ECTS, the equivalent of a full time academic year.

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Admission and tuition fee

Admission deadline

The application deadline is February 15 of each year. As the program operates on a rolling admission policy, candidates are advised to start the application process as early as possible to secure their place. Tuition fee

The total tuition fee for the Executive Master of Science in Communications Management amounts to CHF 49,000, split into four installments. This sum includes:

⁄ teaching and class activities ⁄ test fees ⁄ certificates of attendance from SMU and UCLA ⁄ lecture materials (excluding books) ⁄ company visits ⁄ number of luncheon sessions with guest speakers ⁄ coffee breaks ⁄ access to the Individual membership of the EMScom Alumni Association with numerous benefits

Early bird

A discount of CHF 5’000 applies to candidates submitting their application by September 30 of each year.

Flexible payment plan

Self-sponsored participants may qualify for the option of spreading the payment of their tuition fee over a period of up to 3 years at 0% interest.

Scholarships

The Global Alliance for Public Relations and Com-munication Management awards a limited number of scholarships (covering 50% of the total tuition fee for the EMScom program) to fully self-sponsored partici-pants with limited financial resources. Scholarship ap-plicants must live and work outside of Switzerland and receive no support from their organizations. More in-formation on www.globalalliancepr.org

Special accommodation rates

EMScom has negotiated special rates with the three hotels in Lugano, Singapore and Los Angeles for a total of 76 nights.

To be admitted to the EMScom program, candidates need: ⁄ a Bachelor’s or a Master’s degree (applications based on professional qualifications may also be considered)

⁄ a minimum of five years of relevant work experience in communication, advertising, or marketing

⁄ leadership capability or potential.

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Preliminary discussion

Official application interview

Decision

Enrollment

Admission procedure

In-person meeting or telephone conversation with the EMScom management team to gather more in-depth information on the program. The candidate might also be encouraged to speak with EMScom alumni or current participants with similar profile.

In-person or Skype interview with the EMScom Aca-demic Director. During the interview, the candidate’s educational and professional background, path, as well as motivations and expectations on the program will be discussed. Required documents:

⁄ Curriculum Vitae ⁄ Copy of diplomas and transcripts of records ⁄ Essay of motivation

After the interview, the final decision about admission will be communicated to the candidate within three working days.

The candidate submits all required documents in hard copy with original signatures no later than February 15, 2016. The documents are legally binding:

⁄ Application form (mandatory) ⁄ Guarantor contract (mandatory) ⁄ Diplomas (mandatory, originals or certified copies by school officials or other legal authorities)

⁄ Accommodation contract (optional)

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Learning experience

Major assets of EMScom

⁄ peer-to-peer knowledge sharing ⁄ intense and uninterrupted environment for discussion and debate away from the classroom

⁄ opportunities to socialize ⁄ life-long networking with fellow participants ⁄ immediate relevance to daily work ⁄ intercultural understanding beyond integration sessions ⁄ balanced mix of academia and practical teaching

The EMScom program delivers a balanced mix of academic and practical teaching combining theory with practice. By encouraging participants to share their professional experience, the program enhances a very interactive learning environment.

The teaching methods include lectures, case studies, business simulations and break-out sessions. These are supplemented with guest speakers and field vis-its, as well as the capstone consulting project.

Participants are expected to bring a high level of engagement. It is their vast ex-perience and diversity that make the program unique. The professor’s objective is to bring these experiences together, challenge the classroom discussion with new ideas and provide frameworks that help participants to analyze strategic issues and make sense of complexity.

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“Of the main objectives to join the EMScom program was to get closer to the C-suite tables. The program enables me to complete the knowledge in most relevant areas of my work and to add key management skills. I enjoy the international environment and the inputs I get from my fellow colleagues. We have a wonderful atmosphere in class. ”Jörg Polzer / German / Director Corporate Communications / Infront Sports and Media AG / Germany

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EMScom Alumni Association

Founded in 2000, the EMScom Alumni Association provides a platform for lifelong networking and learning by offering services and events to alumni that extend beyond the professional career. With more than 300 members globally, the EMScom Alumni Association Board, in collaboration with cor-porate partners, organizes unique, international events that bring alumni, fac-ulty and thought leaders together to exchange experiences, insights and ideas. Programs include invitations to academic and professional lectures, confer-ences, exclusive company visits to corporations, and special offers from our partners designed to help communicators address relevant business issues in this increasingly dynamic and interconnected world. Alumni also have the opportunity to “be a student again” and sit in on EMScom courses in Lugano, Singapore and Los Angeles.

While in the EMScom program, participants are encouraged to join alumni events and learn more about the Association; their membership fee is covered by USI Università della Svizzera italiana.

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Excellence-in-communications Lecture

The EMScom Excellence-in-communications Lecture series was launched in Spring 2005 and is now organized in co-operation with the .HarbourClub.. The event series brings internationally renowned experts to Switzerland to speak on communication topics linked to management best practices. In ad-dition to raising awareness of communication as a core competency in today’s business environment, the presen tations and discussions are designed to forge closer links between academic research and corporate practice.

The lectures, which take place twice per year and are hosted by major compa-nies in Switzerland, also offer a valuable networking opportunity.

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One of the leading programs of its kind1

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Experienced, international faculty

Integration of latest research

Peer-to-peer knowledge sharing

Immediate relevance to daily work

Compact format

Strategic sessions at SMU and UCLA

Global perspective

Stimulating learning environment

Life-long alumni network

10 reasons to join EMScom

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Meet us

Be a participant for a day

Experience what it is like to be a participant at the EM-Scom program! Candidates interested in finding out how EMScom operates are welcome to join a module in Lu-gano for a day, to audit a class, and meet current partici-pants and faculty. Check our calendar at www.emscom.usi.ch/events to see when the next session will take place. To sign up please contact us at emscom@usi.ch.

Online information session

In order to evaluate whether EMScom is the best choice for you, we offer potential candidates to gain a close-up view of the program by joining our Online information sessions. These online meetings are excellent opportuni-ties to learn more about the EMScom program and inter-act with the management team. Participants will also be able to ask questions through a live chat. You can easily register through our online form at www.emscom.usi.ch/info-session.

Fix an individual meeting

The EMScom management team is present at international conferences and events and is always ready to take time to talk with potential candidates about the program. It is very impor-tant to talk over your reasons for applying for the program at this point in your career, so that we can evaluate them together. Meetings can also take place in Lugano or on Skype. Please contact us at emscom@usi.ch and we will be happy to assist.

The EMScom program implies a serious personal and professional commitment of time and resources. In order to evaluate whether EMScom is the best choice for you, we offer different ways to gain a close-up view of the program and meet current participants, alumni and management.

Meet the alumni

Who knows what it means to be an EMScom participant better than its alumni? They are our best ambassadors, and both past and current participants have found the op-portunity of talking to them very valuable: it is an excel-lent way to obtain first-hand information about EMScom and to hear what it is like to be part of such a demanding program. We are happy to put you in touch with alumni with a similar background or personal/professional situ-ation. EMScom might also ask alumni from your country to meet with you. Please contact us at emscom@usi.ch if you would like to benefit from this opportunity.

Virtual tour

Would you like to get a real taste of the EMScom pro-gram, sitting comfortably at home? The virtual tour sec-tion contains useful videos on the program from current participants, alumni, faculty and team! Please visit www.emscom.usi.ch/virtual-tour.

Contact

For any further information, please do not hesitate to con-tact Ilaria Juon, Head of Operations at ilaria.juon@usi.ch

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Notes

Notes

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Design Burson-Marsteller AG, Zurich / Switzerland

Photography Marco Blessano FotografieFranco Mattei, Foto Atelier MatteiSimone Mengani, FotomenganiJacques Perler, Jacques Perler Photographer

PrintFontana Print SA, Pregassona / Switzerland

Disclaimer USI Università della Svizzera italiana makes every effort to ensure the accuracy of the content of this brochure, but reserves the right to make changes to the program and the content of the brochure at any time without prior notice.

Brochure version May 2016

EMScom Executive Master of Science in Communications ManagementUSI Università della Svizzera italiana / Via G. Buffi 13 / 6900 Lugano / Switzerlandphone +41 (0)58 666 46 02 / emscom@usi.ch / www.emscom.usi.ch

Designed for mid-career professionals / Part-time over 18 months / 9 residential sessions / Lugano-Singapore-Los Angeles / Experienced international faculty / Bridging academic research to business practice / Peer-to-peer learning / Strong alumni network