[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]
