University of Lugano's first MScom lecture in Berne

Branding as a driver of corporate development

Zurich, 9 May 2007 – The University of Lugano's Executive
MScom postgraduate program has made its debut in Berne by staging its fifth lecture event there. On
May 8, Majken Schultz, Professor at Copenhagen Business School, spoke on "Corporate branding as
organizational change" at the Stade de Suisse.

Majken Schultz has been researching different aspects
of brand development for many years and has observed a trend away from individual product branding towards
overarching corporate branding. She believes that the associated focus on values, vision and strategy
is a key driver of successful organizational advancement.

Some eighty attendees listened to Majken Schultz's lecture on "Corporate
branding as organizational change". The professor explained how to successfully
develop and maintain corporate brands. She showed how the involvement of various stakeholders and corporate
functions is essential to meet current second-wave branding requirements in a professional way.

6th "MScom Excellence in Communications" lecture
returns to Zurich

The next event in the "MScom Excellence in Communications Lecture
Series" will take place in Zurich in autumn 2007. Further details will be announced at a later
date.

The Executive Master of Science in Communications Management
(MScom) is one of the few international programs that focuses on preparing communications professionals
to play a key role in the strategic management of their companies. MScom is a 21-month part-time postgraduate
studies program at the University of Lugano. The seven-day course blocks are held every two months,
and tuition is in English. A multinational faculty of more than 30 professors from renowned institutions
all over the globe make for both academic excellence and a strong international orientation. MScom coordinates
course content and organizes joint seminars with the Copenhagen Business School (CBS) and stages a two-week
summer session at UCLA Anderson School of Management in Los Angeles, one of the top US business schools.

Event partner

The event partner of this lecture series is the .HarbourClub.,
a Swiss association of 50 Chief Communications Officers that provides its members with an exclusive
networking platform. First founded in 2000, the club's mission is to put corporate communications on
a more professional footing, while furthering its widespread acceptance. Further information can be
found on the club's website www.harbourclub.ch.

Event sponsors

• Swiss Post
• Burson-Marsteller
• Hugin
• Worldtelevision
• SPRI
  Swiss Public Relations Institute
• MScom Alumni Association

Media partners

• BILANZ
• Persönlich

Program

The complete program of events organized by MScom and details of how
to register can be found at www.mscom.usi.ch.

For further information:

Nina Volles, Managing Director, Executive MScom Program, University
of Lugano

via Giuseppe Buffi 13
CH - 6900 Lugano

Phone: +41 (0)58 666 46 02

e-mail: [email protected]

Website: www.mscom.usi.ch.