36 www.cityofglasgowcollege.ac.uk
WORKSHOP TITLE WORKSHOP CONTENT DURATION*
Brand Development
and Evolution
• Challenging the brand: questioning brand identity using design
thinking techniques
• Prototyping new ideas for brand positioning
• Test running techniques: from focus groups to social media launch
• Defining the final outcome and the potential of implementation
6-12 hours
Building a branding toolkit • Defining the target, the business environment of competitors and
their visual identities
• Designing prototypes
• Using Adobe Creative Suite to create type and objects
• Producing goodies and prototyped products
6-12 hours
International
brand development
• Definition of the international landscape of competition and global
brand positioning
• Prototyping new ideas for brand positioning
• Producing a brand platform fit for international launch
• Designing an international launch strategy
6-12 hours
Managing Change • Analysing the competition
• Creating and communicating winning change strategies
• Organisational readiness, stretch and fit
• Complex change and adaptive systems
• How to get buy-in for organisational change
6 hours
Maximising Digital Technology • Understanding the digital landscape
• Tools for digital marketing
• Implementing digital projects with clients
• Evaluating the performance of digital marketing projects
• Optimising digital content to maximise engagement
6-12 hours
Media and Public Relations • Handling media and PR enquiries
• Helping to shape the company image
• Improving your television interviewing skills
• Writing a press release
• Improved communication skills
• Crisis management
6-18 hours
Search Engine Optimisation
and PPC for Business
• How do search engines work?
• What are the benefits of SEO and PPC?
• Link building and keyword research
• Assessing your presence on search engines
3 hours
Marketing, Social Media, PR and Branding