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Dr. Albena Björck

Dr. Albena Björck

Dr. Albena Björck
ZHAW School of Management and Law
Department International Business
Theaterstrasse 17
8400 Winterthur

+41 (0) 58 934 49 32

Personal profile

Position at the ZHAW

Senior Lecturer in International Strategy and Marketing, Litigation PR, Strategic Communication and Stakeholder Relations in academic, executive and custom corporate education programs.
Module Head MSc International Business: International Marketing, International Business Projects 1 and 2, Meter Thesis
Module Head BSc International Management: International Strategic Management, Strategic Communication and Stakeholder Relations
Module Head in MAS BA: Marketing Management

Academic and applied research and publications in Strategic (Branding, Change and Crisis) Communication, Stakeholder Relations, Litigation PR, International Strategy and Marketing.

Head of Corporate Education (2015-2018)
Responsibility for acquisition, curriculum development and project management of corporate universities and other customer executive programs. Coaching and advisory in international skills development, organisational learning and change.

Expertise and research interests

Strategic Communication, Strategic Management, Marketing Management, International Stakeholder Management and Relations, International Business and Diplomacy, International Crisis Communication, Organization Development and Quality Management, International Retail Management, Wealth & Asset Management, Swiss Financial Place, Pharmaceutical Industry.

Educational background

University of St. Gallen (HSG): Dr. oec. HSG (Strategic Marketing Management and International Wholesale and Retail Management)
University of St. Gallen (HSG): Management program MAPOW - AIESEC (studies of Marketing Management, International Retail Management, Logistics)
University of National and World Economy, Sofia/Bulgaria: MSc International Relations
ZHAW School of Management and Law, CAS Higher and Professional Education

Professional milestones

Since 2035: Corporate Advisory and Sounding Board Rebranding, Strategic and Crisis Communication, Change Management

Since 2013: Lecturer, Coach and Advisor I Strategic Crisis Communication, Internal and Change Communication, Strategic Issue Management at Swiss Journalist School MAZ, Lucerne and Lucerne University of Applied Sciences and Arts, Lucerne

2000-2013: Career in different departments and functions at Wegelin & Co. Private Bankers
Head of Communications and Media Relations during the legal dispute and settlement with the US authorities
Head of Corporate Communications and Media Spokeswoman (incl.
Head of Marketing & Corporate Identiy & Quality Management

Membership of networks


Articles in scientific journal, peer-reviewed Conference contributions, peer-reviewed Other publications Publications before appointment at the ZHAW

Björck, Albena Dr. (2006). „Positionierung und zweiseitige Profilierung im Grosshandel – eine Untersuchung am Beispiel des Pharmagrosshandels“ (Dissertation)