[MUSIC]
According to the Trust Barometer of Edelman 2017,
international organizations are the one institution that is still
having the trust of the people, while trusting government, media, and
incorporations might be sliding down, terribly.
What does that mean?
That marketing, and communications are increasingly important for
international organizations, and for the work that you're trying to do.
Welcome to module five on marketing, and fundraising for
international organizations, of the University of Geneva.
My name is Claudia Romo-Arrowman.
I used to teach you as Claudia Gonzalez-Romo, but I got married, and
now your teacher is Claudia Romo-Arrowman, who is a special advisor for UNICEF.
Right now, I am seconded to the United Nations as a special advisor on migration.
Last year, I ran communications for
the sustainable development goals from the Secretary General's office.
I started my career as a diplomat, and as a journalist.
Then I realized how important it is for everyone, including a country,
to have the right perception in order to construct the future, and
the relationships that you want.
I studied a master degrees trying to understand better how to specialize,
and work on these areas for the issues that I care so much about.
So at the London School of Economics I did a masters specializing in political
communication.
Immediately, I started working on that area at the World Economic Forum,
where I was there for eight and a half years.
Working particularly on the anti-globalization, communicating, and
understanding the anti-globalization movement.
I moved to the United Nations more or less 15 years ago, where I've been working for
the UN Refugee Agency, the Global Fund to fight AIDS, Tuberculosis, and
Malaria, and now with UNICEF.
But enough about me, let's get into the course of marketing, and fundraising.
This course will be divided into four main modules.
The first one, we'll talk about marketing,
everything from marketing theory to creating a marketing plan.
It is essential in a world of competing resources,
to be able to understand what the theory of marketing is, and to apply it.