(DAS) DIPLOMA OF ADVANCED STUDIES

ADVOCACY, COMMUNICATION AND EXTERNAL RELATIONS

ADVOCACY.UNIGE.CH

CONTENTS

> WELCOME TO HEC EXECUTIVE 04> CONTEXT / DESCRIPTION 05> OBJECTIVES 06> GENERAL NEEDS AND GOALS 07> FACULTY / CARRIER OPPORTUNITIES / COURSE STRUCTURE 08> WELCOME TO THE IATA 09> THE PROGRAM 10> THE ADVISORY BOARD 16> EVALUATION 17> PRACTICAL INFORMATION 18> CONTACT 19

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WELCOME TO HEC EXECUTIVE

AT HEC EXECUTIVE WE BELIEVE THAT KNOWLEDGE IS THE MOST POWERFUL ASSET IN TODAY’S HIGHLY COMPETITIVE PROFESSIONAL ENVIRONMENT. WE TRUST WE WILL BE YOUR PREFERRED CHOICE OF

EXECUTIVE EDUCATION AND LOOK FORWARD TO WELCOMING YOU ABOARD AN EXISTING JOURNEY.

Motivations may differ, but the search for knowledge is a shared ambition. Perhaps you wish to accelerate your existing career or start your own business. Whatever your

plans, you have decided to invest in your future and unleash your full potential by developing your expertise.

At HEC Executive your plans become reality without interruption to your career, through formats that are designed around working life. Though our extensive offering,

our aim is to provide professionals with an academic foundation and applied knowl-edge, in order for them to excel as future leaders in their chosen field.

Geneva is one of Europe’s most dynamic and expanding business centers. With a multicultural environment made up of 150 nationalities, the city provides

a unique opportunity to build global networks while investing in your education. By joining HEC Executive Geneva, you become part of a multinational community.

DR. BERNARD MORARDProgram director, University of Geneva

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CONTEXT

Diploma of Advanced Studies is designed to develop the knowledge and skills needed to successfully influence global issues. International Organizations, busi-nesses, NGOs and governments rely heavily on advocacy as the tool to push their agendas and win their cause.

DESCRIPTION

Advocacy is central to developing and promoting industry and government initia-tives. In order to launch a successful advo-cacy campaign you need to have the right skill-set. Communication, external relations and cross-cultural understanding all play a vital role in ensuring that your voice is heard and your initiatives are implemented. Through this Diploma of Advanced Studies, IATA and the University of Geneva share their best practice to help you successfully develop in an interna-tional business environment. Courses are taught by University professors as well as industry experts to provide both academic and practical content.

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OBJECTIVES

> To combine the skills of a subject matter expert, a project

manager, a spokesperson, an ambassador and a leader

> To broaden the ability to think in the field of advocacy, from

developing persuasive argument to how a campaign is structured

and conducted

> To master new communication skills, branding, e-reputation,

business ethics

> To strenghten competencies in media, social media, public

relations and networking

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GENERAL NEEDS AND GOALS

In more and more sectors the future of organizations depends on their capacities not only to communicate efficiently, thanks to tools and methods of the 21st century, but also on their ability to defend and to promote a project thanks to networking and

building coalitions.

ADVOCACY IS A NEW AND CRUCIAL HIGH LEVEL COMPETENCY BASED NOT ONLY ON MASTERING COMMUNICATION, BRANDING, E-REPUTATION, BUT ALSO

ON DEVELOPING HUMAN RELATIONSHIPS AND NETWORKING. EXCELLENCE IN ALL THESE FIELDS IS ESSENTIAL. THE CURRICULUM SHOULD APPEAL TO STAFF

OF COMPANIES AND ORGANIZATIONS WILLING TO BUILD THEIR NETWORKS AND MARKETS IN THE GLOBALIZATION CONTEXT.

Advocacy is a fundamental requirement across all sectors of the global economy and encompasses a wide range of knowledge, communication, and project management skills. Organizations advocate their causes to governments, to other organizations, and even to their own employees. However, advocacy is often ineffective without the proper

strategy and execution. Successful advocates combine the skills of a subject matter expert, a project manager, a spokesperson, an ambassador and a leader.

this program is designed to teach students how to think in the unique terms of advocacy, from developing persuasive arguments to how a campaign is structured

and conducted. Advocacy is best learned though practice, so important features of the curriculum are hands-on case studies and role playing exercises as well as

hearing from practicing advocates about real world successes and failures.

DIPLOMA’S DIRECTORDR. PATRICK-YVES BADILLOUniversity of Geneva

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FACULTY

Professors from Swiss and European universities, various speakers from influential companies, national and international organizations such as IATA and ISO.

CARRIER OPPORTUNITIES

The communication sector offers many opportunities. Whether wishing to further an existing carrier or to find new job opportunities, the Diploma of Advance Studies has been defined with the expertise of IATA and ISO. Thereby, the program is uniquely suited to the demands of today’s labor market.

We can assert that this DAS meets not only the labor market specificities of the Geneva area, but also the new labor market linked to advocacy and new com-munication skills expressed by the more dynamic actors of the globalization.

COURSE STRUCTURE

The program offers 10 three-day courses under the European Credit Transfer and Accumulation System (ECTS) that have been paired into six modules to better accommodate students travelling from outside Geneva.

ORGANIZATION:

Studies are organized in two semesters.

Upon completing the Diploma of Advance Studies, students will acquire 30 ECTS.

Furthermore, the diploma provides a solid foundation for continuing studies in the MBA program. For more information, please refer to: mba.unige.ch

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WELCOME TO THE IATAUNIVERSITY OF GENEVA JOINT PROGRAM ON ADVOCACY

IN HIGHLY COMPLEX POLICY DYNAMICS THE ABILITY TO PROVIDE INPUT AND INFLUENCE THE INTERNATIONAL AGENDA IS CRUCIAL. ADVOCACY

SKILLS ARE VITAL IN ALL SECTORS OF BUSINESS AND CAN BE USED EFFEC-TIVELY TO POSITIVELY SHAPE THE RESPONSE TO KEY GLOBAL ISSUES.

At the International Air Transport Association (IATA) we believe aviation has a big future and we believe that we can only be successful if everyone works together:

the industry, governments, regulators and local communities.

The Diploma of Advanced Studies Advocacy, Communication & External Relations is designed to give participants an understanding of how advocacy shapes current policy and positively influences the organization’s business objectives. Candidates

will have opportunities to practice advocacy skills and develop campaign plans around the issues that matter to them.

The program is aimed at leaders who wish to drive change across multiple institutions and stakeholders. We invite you to explore the advocacy initiatives

and to join the network of advocacy practitioners.

PAUL STEELEIATA, Senior Vice President, Member and External Relations

THE PROGRAM

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MODULE 1 ADVOCACY FOUNDATIONS6, 7, 8 October

Through case studies, classroom discussions, and role playing, practice basic advocacy skills and develop cam-paign plans around the issues that matter to you.

> Advocacy and campaigning skills> Communication skills> Policy opportunities and challenges for airlines> Identifying industry decision makers> Cultural awareness

MODULE 2INTERNATIONAL NEGOTIATION SKILLS9, 10, 11 October

Learn how to finalize better deals by improving your negotiation tactics and techniques.

> Self-awareness> Feedback> Presentations> Written communication> Cultural differences and classification> Social styles: analytic, driver, amiable, expressive> Internal communication> Negotiations and conflict management

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MODULE 4 SOCIAL MEDIA STRATEGIES 18, 19, 20 December

Explore how this user-driven technology can increase your profitability and learn successful communication strategies to apply in your business.

> Advanced social media concepts> Impact on the travel cycle> Brand management> Customer life cycle management> Customer acquisition, retention, and loyalty> Cross-industry partnerships> E-commerce optimization> Email marketing and search engine optimization (SEO)

MODULE 3RELATIONSHIPS AND COALITIONS15, 16, 17 December

Building a network, creating mutually beneficial alliances, maintaining reliability, following up, stakeholder mapping, bringing diverse stakeholders together, finding common ground, sharing the burden.

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MODULE 5INTERNATIONAL LAW IN ADVOCACY16, 17, 18 February

Strengthen your understanding of international legal agree-ments and learn how to negotiate between public and private international law.

> Examine the concept of sustainability> Social, economic and environmental impacts> Regulatory and institutional framework> Technological and operational improvements> Key environmental challenges and their management> Communication messages and tools including handling crisis communications and using new social media

MODULE 6 ENVIRONMENTAL ADVOCACY19, 20, 21 February

Be up-to-date with the latest environmental developments, assess social and economic impact on the environment, and how to manage environmental challenges.

> Public international air law: The Chicago ConventionSovereignty and freedoms of the air Open skies agreements Multilateral agreement on the liberalization of international air transportation> Private international air law: Warsaw and Montreal Conventions Air carrier liabilities Unification of rules concerning document of carriage> Aviation law in the EU: Liberalization Regulation> Code share agreements and conventions> International aviation security regime

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MODULE 7GLOBALIZATION AND INTERNATIONAL ORGANIZATIONS13, 14, 15 April

> Globalization> Commodities, Labor, Law and governance> Digital stakes> International organization, influences and regulation (IATA, ITU, EC, WHI; ISO, WTO …)

MODULE 8EFFECTIVE COMMUNICATION SKILLS16, 17, 18 April

Improve your communication and presentation skills in a multicultural environment.

> Positional bargaining> Principled negotiation> Four phases of negotiations (Preparation/Planning, Presenting/Proposing, Packaging/Bargaining, Close/Agree)> Negotiation tactics> Non-verbal communication, Questioning & listening

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MODULE 10ADVOCACY IN PRACTICE25, 26, 27 June

> Guest speakers (Lobbyists and their stories) > Presentation of case studies (group advocacy projects on a current affairs issue)

Due to the new nature of this diploma, please note that the module’s exact description is subject to change until june 2014.

MODULE 9ADVOCACY CAMPAIGNS22, 23, 24 June

> Identifying the target audience and understanding relevant regulatory or corporate processes> Assessing opposition and support, deciding to use coalitions> Defining success and potential compromise> Planning executing, and reporting> Developing successful arguments> Gathering facts and countering opposition arguments> Determining the demand> Mastering the issue

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MBAMAJOR IN ADVOCACY, COMMUNICATION AND EXTERNAL RELATIONS

THE DIPLOMA OF ADVANCED STUDIES IN ADVOCACY CAN ALSO BE VALIDATED AS THE SPECIALIZATION YEAR OF THE EXECUTIVE MBA AT HEC, UNIVERSITY OF GENEVA. FOR MORE INFORMATION ABOUT THE APPLICATION CRITERIA, PLEASE VISIT: MBA.UNIGE.CH

“Our mission is to provide managers with a first class education, without interrupting their careers. The modular structure of our program provides ample opportunity to tailor your executive education. With opportunities ranging from Corporate Social Responsibility (CSR) over Aviation Management to Commodity Trading, the choice is vast, and the outcome sure to equip participants with the tools needed to succeed.”

SEBASTIAN RAISCH Director of the MBA program, University of Geneva

DR. PATRICK-YVES BADILLO UNIGE, Professor at the University of Geneva, Medi@LAB-Genève director

DR. BERNARD MORARDUNIGE, Professor at the Geneva School of Economics and Management,University of Geneva

VÉRONIQUE KÄMPFENFederation of Western Switzerland Businesses Geneva (FER Genève)

DR. PIERRE WEISSMember of Parliament, Geneva

DANIÈLE GERUNDINO ISO, Nanyang Business School, Singapore

PAUL STEELE IATA, Senior Vice President, Member and External Relations

DR. ALEXANDRU STANCUIATA, Manager, Business Performance and Effectiveness

VICTOR DE BARRENAIATA, Director, Training and Development Institute

THE ADVISORY BOARD

THE ADVISORY BOARD MEMBERS OVERSEE THE PROGRAM’S DEVEL-OPMENT, HELP IN THE ONGOING DESIGN AND RESTRUCTURING OF THE CURRICULUM, AS WELL AS PROVIDING INDUSTRY CONTACTS FOR STUDENTS.

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EVALUATION

The evaluation criteria differ from course to course and comprise several formats: take home essays, team presentations, or in-class examinations. These follow the normal University requirements.

To graduate, students must attend each course, hand in all assignments and pass all exams.

An overall average grade of 4.0 (on the Swiss grading scale from 0 to 6.0) must be achieved in order to graduate. only one lower mark between 3.0 and 4.0 will be accepted. A grade lower than 3.0 will automatically disqualify the student from obtaining the diploma and the student will need to re-take the module.

Professionals wishing to focus on partic-ular subjects may follow any number of individual modules, for which Certificates of Attendance will be awarded.

HOW TO APPLY

ADMISSION CRITERIA

> A minimum of 3 years of professional experience> Fluency in English. Competency in both written and spoken English at an academic level> Proficiency in Microsoft office

The ideal candidate has a University degree or equivalent.

Applications must include the following documents in English:> Application form completed and signed> Current CV > 2 passport photos > A cover letter > Letter(s) of recommendation > A copy of your id card or passport

Apply online at: advocacy.unige.ch

* Please note that admission to the «Diploma of Advocacy» does not grant admission to the executive MBA program. A separate application must be filed. For information, specific to the MBA application procedure, please visit: mba.unige.ch

REGISTRATION DEADLINE JULY 30, 2014

COURSES ARE HELD AT BOTH

UNIVERSITY OF GENEVA BOULEVARD DU PONT-D’ARVE 40 1205 GENEVA

IATA TRAINING AND DEVELOPMENT INSTITUTE ROUTE DE L’AÉROPORT 33 1215 GENEVA

FEES

CHF 18’000.- / USD 19’270.-* (includes all 10 modules)

Individual modules can be undertaken at a price of CHF 2’500.- / USD 2’335.-* per module.

* Costs are subject to change without prior notice. Invoicing is done in USD.

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PRACTICAL INFORMATION

CONTACT

UNIVERSITY OF GENEVAADVOCACYCHRISTOPHE JEANNETTEprogram coordinator

UNI MAIL, GENEVA SCHOOL OF ECONOMICS AND MANAGEMENTHEC EXECUTIVEBOULEVARD DU PONT D’ARVE 40 1211 GENEVA 4 - SWITZERLAND

+41 (0)22 379 81 96 (MONDAYS & THURSDAYS)+41 (0)22 379 88 17 (FRIDAYS)

ADVOCACY-DIPLOMA@UNIGE.CH ADVOCACY.UNIGE.CH

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UNIVERSITY OF GENEVAUNI MAIL, GENEVA SCHOOL OF ECONOMICS AND MANAGEMENTHEC EXECUTIVE

DIPLOMA OF ADVANCED STUDIES IN ADVOCACYBOULEVARD DU PONT-D’ARVE 40CH – 1211 GENEVAADVOCACY.UNIGE.CH