Introduction from Claudia Romo Edelman

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来自 University of Geneva 的课程

International Organizations Management

4 个评分

University of Geneva

International Organizations Management

4 个评分

This course provides an introduction to International Organizations and the United Nations, and explores how business and management tools can be applied in these settings to achieve better, more effective results. With a focus on cross-sector partnerships in a changing world, the course offers you insights into the inner workings of international organizations and the challenges they face today. It will introduce you to effective, state-of-the art management tools and principles to help you lead change in this world – taught by senior staff of international organizations themselves. This is an introductory course offered by the International Organizations MBA (IO-MBA) of the University of Geneva, an executive program for change-makers in international organizations, NGOs and social ventures.

从本节课中

Marketing & Fundraising

International organizations are facing increasingly competitive environments in gaining the funding and public support necessary to fulfill their missions. The current economic situation has made it more critical than ever to use effective marketing management to build positive media attention and a strong brand identity. In this last module, we blend together theoretical principles with the practical skill of marketing and fundraising in international organizations. The course is divided into four parts, each with a theoretical framework followed by the application to a real world example.

Introduction from Claudia Romo Edelman4:47

Building a marketing plan10:51

Marketing plan example5:07

与讲师见面

Gilbert Probst
Professor, Organization and Management
Faculty of Economic and Social Sciences
Sebastian Buckup
Visiting professor
International Organizations MBA
Bruce Jenks
Visiting professor
International Organizations MBA
Stephan Mergenthaler
Visiting professor
International Organizations MBA
Cassandra Quintanilla
Teaching and research assistant
International Organizations MBA
Lea Stadtler
Research Fellow
Faculty of Economic and Social Sciences
Claudia Gonzalez Romo
Visiting professor
International Organizations MBA
Julian Fleet
Visiting professor
International Organizations MBA
Tina Ambos
Academic Director of the International Organizations MBA
Faculty of Economic and Social Sciences

[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.

Section number two will be about branding,

everything that you need to know about the theory, and the creation of a brand.

What constitutes those million of sentiments, and

expressions in the brain that are captured to make you feel, and perceive something

via an issue, like poverty, or a person or an organization or a country?

The model number three will be about medium, and communications,

particularly, understanding how relevant it is nowadays,

despite the decrease in trust in media and communications.

Since everybody is connected,

we will give you a sense of what are the current trends, and

challenges that you need to be aware of, as well as the theory of media and comms.

The last part is essential for every organization, which is fundraising.

What are the theories, what are the methodologies that you need to know,

and learn about making sure that the organization has the resources it needs

to continue growing, and operating?

And all of those courses we will do in two ways.

One, you will have a theoretical framework.

And number two, you will have videos on how to apply those concepts to make sure

you understand them, and you're able to apply them, as you go in your daily job.

And I want to finalize my comments, just to say, the incredibly

importance of having marketing, and communications, and fundraising in a world

where people are increasingly engaged in the issues that they care about.

People are no longer taking a one

way street when it comes to understanding their world.

People want to engage.

Communications is increasingly complex, and yet more important.

You need to understand what branding represents.

Imagine, that if you're in a war zone, the brand

of the Red Cross literally means safety, and that's a place where people can run.

So if you are working, the Red Cross,

you really want to understand how to keep your brand that represent what you need.

So stay tuned, stay with us.

[MUSIC]

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