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International Public Affairs & Stakeholder Management

“Public affairs is a term used to describe an organisation’s relationship with stakeholders. These are individuals or groups with an interest in the organisation's affairs, such as politicians, civil servants, customers and local communities, clients, shareholders, trade associations, think tanks, business groups, charities, unions and the media.
Public affairs practitioners engage stakeholders in order to explain organisational policies and views on public policy issues, assisting policy makers and legislators in amending or laying down better policy and legislation. They provide statistical and factual information and lobby on issues which could impact upon the organisation's ability to operate successfully."

This is how public affairs professionals describe their work. The International Public Affairs & Stakeholder Management (IPASM) exchange programme lets you step into this exciting world.

After completing this programme, you are aware of the interaction between international business, governments and civil society, you know how to take their interests into consideration in your decision-making on the corporate level to assure a successful, competitive and sustainable international business strategy on the long term, and you can apply lobby and advocacy strategies to influence international policy makers and legislators to implement international policy and legislation that supports your international business strategy.


In the first quarter, each week will be dedicated to International Public Affairs & Stakeholder Management in a specific region in the world, with 1 specialist lecturer being responsible for all educational activities for that particular week. In addition, you will follow a course in Business English.

The following regions will be covered:

  • Week 1: Public Affairs & Stakeholder Management in Europe
  • Week 2: Public Affairs & Stakeholder Management and sustainability
  • Week 3: Public Affairs & Stakeholder Management in Africa
  • Week 4: Public Affairs & Stakeholder Management in North America
  • Week 5: Public Affairs & Stakeholder Management in South America
  • Week 6: Public Affairs & Stakeholder Management in Asia
  • Week 7: Excursion to the International Court of Justice, the International Criminal Court, the Netherlands Ministry of Foreign Affairs, an NGO, a lobby office, and the Public Affairs department of a multinational corporation in The Hague.

Please note that the order presented here may be subject to change.

The second quarter will be devoted to participation in the Avans Innovative Studio. This is a completely new multidisciplinary didactical concept within Avans University of Applied Sciences. In the Innovative Studio you will work in small groups on a series of 2-week company assignments. At the beginning of a new assignment you will meet with representatives of the company and at the end you will present your outcomes to them.


After completing this minor successfully, you are able to:

  • Create a stakeholder management policy in order to develop a sustainable company strategy and assure a good business reputation.
  • Solve ethical dilemmas of international businesses in order to show your moral compass as a responsible corporate citizen.
  • Synthesize the competing interests of international governments, civil society and business in the business proposition in order to guarantee the company's international license to operate.
  • Analyse the potential risks and impacts of a proposed business strategy on the different stakeholders, i.e. international governments, civil society and businesses, in order to implement a successful and competitive business strategy.
  • Apply lobby and advocacy strategies in order to influence policy makers and legislators in the formulation and implementation of international policy and legislation. 
  • Incorporate transparency in management and reporting systems in order to comply with international accountability standards.

Aanvullende informatie

For more information about the minor, please contact Mr. Jose Cotilla  (

For more informatione about the enrolment procedure, please contact Ms. Lavalaye and Daphne van Duuren (


A specific interest in International Public Affairs and Stakeholder Management is required to successfully complete this programme.

An excellent command of English is required in order to be able to participate adequately in all activities. We recommend an English B2 level (IELTS 6.5).

The programme is offered on year 3 level and part of the Bachelor of International Business (IB) in Breda


You can obtain a total of 30 ECTS credits. Each component of the programme carries a number of ECTS credits. The assessment programme consists of:

  • Theory (Written exam - 4 ECTS)
  • Research (Paper and defence - 6 ECTS)
  • IPASM Today (Presentation & discussion – 1 ECTS)
  • Multi-stakeholder dialogues (negotiation – 1 ECTS)
  • Excursion (Attendance – 1 ECTS)
  • Business Communication (mock council & portfolio – 2 ECTS)
  • Avans Innovative Studio (group projects – 15 ECTS)


To be announced