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Master Class 'International Lobbying / EU Lobbying Principles'

Monday, 11 May, 2015 - 10:00 to Tuesday, 12 May, 2015 - 17:00
Campus: Brussels Humanities, Sciences & Engineering campus
Faculty: Brussels Diplomatic Academy
Pleinlaan 5, 1050 Brussels
Meeting room Bruges (level -1)
Brussels Diplomatic Academy
+32 (0) 2 614 8101
master class

What are the main principles for successful lobbying in the European Union (EU)?  Who are key players? Which procedures and tactics are essential? How will the changing landscape impact the engagement of European citizens and businesses? This master class will explore the various opportunities for designing and developing an effective influence in the EU’s procedures. The program includes an overview of five main principles.  The course is for all professionals aiming to become actively engaged with the EU.


The course is aimed at:
- Government affairs professionals in corporations and associations
- Diplomats active in advocacy and EU-government relations
- NGO leaders and members
- Consultants


There is an increasing number of professionals active in the advocacy on EU level, in addition to the stakeholders on a national level.  Global companies and representative groups have also established a presence in Brussels and/or foothold in member states. The total number of these groups is estimated at 3,000, of which the majority (2,500) is based in Brussels.  When adding in representations from cities, regions, member states, and non-EU states that number is a few hundred more. It is estimated some 15,000 individuals are employed in the EU affairs sector in Brussels alone.
For various reasons the number of EU consultations and legislative / regulatory procedures has increased. They have all become more complex over the last two decades. Input is coming from 28 states plus a multiple of regional authorities, EU agencies and Europarliamentarians. Stakeholder consultations and so-called “comitology” processes add to the mix. Finally, 2014 is an important year for a new look at the elections of a new European Parliament in June and the selection of Commissioners that will form the new College by late 2014.   
This course is targeted at all professionals who want to become actively engaged with the EU. It will explore the various principles for designing and developing influence in the EU. The program includes an overview of five main principles. The course is unique in that it will be providing insights based on real case studies, those with positive results as well as those that had a less successful outcome.


The principles are set in the context of the EU’s history, of the EU procedures, consultation systems and regulation.

1. Understanding how the EU works
• Historic background and development
• Describing the landscape and actors in the EU’s process
• Stakeholder consultations and so-called “comitology”

2. Exploring the functions and procedures
• EU consultations and legislative / regulatory procedures mechanisms
• Best practices and case studies
• Regulations and Codes of Conduct impacting stakeholders

3. Analysing latest trends
• Changing relation between the EU and member states
• Current state of the EU’s institutions and relationships
• National and Regional authorities, EU agencies and Europarliamentarians

4. Measuring effectiveness and improvement loop of Directives and Regulations
• Planning Influence
• Effective steps in the process
• Reporting of results

5. Blending lobbying with other skillsets
• Role of media and other influencers
• PR / Communication skills


Alfons Westgeest is Managing Partner of Kellen Europe, a professional services firm for regional, EU and global trade associations and professional societies, with focus on EU and government relations and strategic advisory services. He holds a master degree in Commercial and European law from the University of Leiden, the Netherlands and has over 30 years of experience in advising and managing business groups and representation in Brussels and Washington DC and since 2006 in Beijing, China.


The course materials will be explained and debated with participants in a structured manner. Classes will analyze case studies. Q&A will allow participants to learn faster.

By the end of the course, the participants should be able to:
- Identify the various possibilities to influence
- Make analysis and knowledgeable choice of best ways going forward
- Measure and present strategic outcomes
- Blend EU affairs with other skillsets

The working language of the course will be English.


Before the start of the course, a syllabus compiled by the lecturer will be handed over to the participants.


Participants will receive a certificate of attendance from the Brussels Diplomatic Academy of the Vrije Universiteit Brussel.


11-12 May 2015

11 May 2015: from 10.00 to 17.00
12 May 2015: from 13.30 to 17.00


Vrije Universiteit Brussel, Pleinlaan 5, Meeting room Bruges (level -1), 1050 Brussels
It is building number 5 on the campus plan that can be downloaded at http://www.vub.ac.be/english/infoabout/campuses/etterbeek.html.
A description on how to find the campus is available on http://www.vub.ac.be/english/infoabout/campuses/index.html#etterbeek.
Free parking facilities are available on the campus in front of the building. A bar code gives access to the campus via campus entries 6 or 13 (see the red arrows on the campus plan). The scanner for the bar code is situated under the intercom. 
A few days before the start of the event, participants will receive a bar code giving access to the parking.


The fee for this master class is 1.125 EUR.
VAT Settlement: exempted from VAT: Art 44 § 2, 4° of the VAT code.
The above prices include the registration fee and all material relating to the “EU lobbying Principles” master class, as well as the coffee breaks for the duration of the event and the networking reception.
Hotel accommodation is not included in the registration fees.
Flemish companies can make use of the “KMO-portefeuille”: www.beaweb.be (Admission number BDA for “Training”: DV.O211124).

Attendees are requested to pay by bank transfer only, upon receipt of invoice.
Confirmation of registration and practical information will be sent only after receipt of payment.



To register for this master class, please fill in the online registration form below:

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