Who we are:

Regina Pinna-MarfurtManaging Director

Regina Pinna is the Managing Director of the Executive MScom program at the USI Università della Svizzera italiana in Lugano. Prior to joining the USI, she worked as an independent PR consultant with a leading Swiss communication agency. She has over 10 years of experience in Corporate Communications and Media Relations in the IT industry, and her other assignments have included working as a marketing and sales manager for a telecommunication company, as publisher of the Swiss women’s magazine “Annabelle” and as product manager at Credit Suisse.

She studied German Literature and the Science of Communication at the University of Bern. In 2000, she graduated from USI and holds a MSc in Communications Management. 


Francesco Lurati, Academic Director and vice-Dean

Francesco Lurati is a professor of corporate communication at the Faculty of communication sciences of the Università della Svizzera italiana (Università della Svizzera italiana, USI), Switzerland, where he is also the academic director of both the Executive Master of Science in Communications Management (EMScom) and the full-time MS program in Corporate Communication. He is the vice-director of the Institute of Marketing and Communication Management and the vice-dean of the Faculty.

He performs research in the field of corporate communication, in particular, its impact on corporate strategy, and in the areas of organizational identity, corporate reputation and social responsibility. He was educated as an economist at the University of Fribourg, Switzerland where he received his doctoral degree. He completed a post-doc at the University of California, Riverside. He has also held positions in the public and private sectors, and regularly does consulting in the field of communications management.


Ilaria JuonIlaria Juon, Program Manager

Ilaria Juon was born and raised in Lugano. She studied at the Tourism Management School in Bellinzona where she graduated in January 2002. She lived in New York City for one year while completing an internship in the hospitality industry. Upon her return to Lugano, she started working for the EMScom.

She joined the Executive MScom in April 2002 and her function as Program Manager has been instrumental in fostering the growth and success of the program. Ilaria is the so-called "glue" that keeps the program running smoothly from day to day, year to year. Her passions include scuba diving, skiing, hiking, traveling, reading and dog training.


Sara FedeleSara Fedele, Marketing Communications and Events Manager / EMScom Alumni Relations Officer

Sara Fedele is Marketing Communications and Events Manager of the EMScom program as well as EMScom Alumni Relations Officer. Sara has also an active role in the Social Media Board of USI Università della Svizzera italiana.

In 2011 she did her training as PR & Communication Manager at the Global Alliance for Public Relations and Communication Management. After completing her studies, in 2010 she worked as research and project assistant at, an applied research laboratory at USI, specialized in new media for tourism communication. She was involved in different projects in the fields of online communication and reputation as well as destination marketing for the Republic of Malta’s Destination Management Organization (MTA) and the Canton Ticino. She holds a Master's degree in Economics and Communication, (major in International Tourism) from USI Università della Svizzera italiana. Her master's thesis dealt with new tourism web marketing strategies through the application of "Argumentation Theory" in the Web 2.0 domain.