About This Project
BIRMINGHAM CITY UNIVERSITY
The Brief
Education
Marketing students are taught brand positioning in an academic environment, but rarely they have the opportunity to understand how to apply those skills in a corporate setting. This workshop in collaboration with Birmingham City University was built to close that gap. The brief was to help students understand where their academic knowledge actually lands in commercial practice, how to present a campaign with the same clarity and confidence a client or employer would expect from someone already working in the industry. The focus wasn’t on adding more theory, but on translating what they already knew into a language and structure that holds up in the work environment
Outcomes
Student Workshops
Students left with a clearer sense of their own positioning and value of their skills, not just the brand’s. We worked through how to present campaign thinking with authority, how to articulate the “why” behind creative and strategic choices, and what authentic brand messaging actually requires: consistency, honesty, and a point of view that isn’t borrowed from a template. The session gave them practical, repeatable steps for turning coursework into commercial-grade presentations, and noticeably shifted how they spoke about their own ideas: from hesitant to assured, from academic to industry-ready
Feedback
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Research & Development
A lot of students felt intimidated standing next to industry leaders with years of experience under their belt. But what they don’t always realise is that being close to new tech is its own kind of expertise. It points to something bigger too: the gap between what entry-level jobs ask for and what actually happens once someone’s in the door. Our responsibility is to:
- Help students see their tech fluency as a real asset, not something to apologise for
- Tackle the confidence gap between “you’re entry-level” and “but you should already know this”
- Call out the disconnect between hiring for experience and then handing juniors admin work instead of a seat at the table
- Turn student insight into a wake-up call for the industry: listening to junior voices on tech isn’t a nice-to-have, it’s smart business
