Market Edge Academy
The Market Edge Academy brings applied learning to organizations that want to develop pragmatic commercial excellence.
For over 25 years, Market Edge has delivered client-tailored capability development programs for global, category leading businesses. The Market Edge Academy brings that experience to participant teams from diverse organizations.
Cross-functional teams develop a shared understanding of market dynamics, customer insights and competitive implications. Core content is introduced in plenary sessions followed by team based application in private breakout groups with confidential coaching from Market Edge consultants.
Teams leave The Market Edge Academy with common language, frameworks and pragmatic tools, delivering effective and efficient implementation.
See our available Academy programs below to learn more about each offer, including upcoming dates and locations.
Due to the COVID-19 pandemic, Market Edge has moved all of the upcoming Market Edge Academy programs to online deliveries until such time that we can resume in-person programs.
Strategic Marketing
The Strategic Marketing Program is for marketing leaders that need to
- Develop and communicate actionable market insights
- Segment and target customers to focus scarce resources
- Develop value propositions that communicate compelling messages to target customers
- Build segment specific offers that capture the value created
$2,850 per person
Upcoming Programs
202122feb(feb 22)9:00 am24(feb 24)5:00 pmFeaturedSMP February, Online
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout sessions, participant teams apply the concepts and associated tool to their business with confidential coaching. Participants will
- Learn and apply the Market Edge Strategic Marketing Process to their business
- Develop a draft Strategic Marketing Plan for their agreed target market
- Develop critical thinking and analytical skills to lead their business to improved growth and profitability
PROVEN: Over the past 20 years, the Market Edge Strategic Marketing Process has been applied by more than 1,000 Fortune 500 and mid-tier business units.
Time
22 (Monday) 9:00 am - 24 (Wednesday) 5:00 pm
Location
Online
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202119aprAll Day21SMP April, Online
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout sessions, participant teams apply the concepts and associated tool to their business with confidential coaching. Participants will
- Learn and apply the Market Edge Strategic Marketing Process to their business
- Develop a draft Strategic Marketing Plan for their agreed target market
- Develop critical thinking and analytical skills to lead their business to improved growth and profitability
PROVEN: Over the past 20 years, the Market Edge Strategic Marketing Process has been applied by more than 1,000 Fortune 500 and mid-tier business units.
Time
april 19 (Monday) - 21 (Wednesday)
Location
Online
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202114junAll Day16SMP June, TBD
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout sessions, participant teams apply the concepts and associated tool to their business with confidential coaching. Participants will
- Learn and apply the Market Edge Strategic Marketing Process to their business
- Develop a draft Strategic Marketing Plan for their agreed target market
- Develop critical thinking and analytical skills to lead their business to improved growth and profitability
PROVEN: Over the past 20 years, the Market Edge Strategic Marketing Process has been applied by more than 1,000 Fortune 500 and mid-tier business units.
Time
june 14 (Monday) - 16 (Wednesday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202119jul(jul 19)9:00 am21(jul 21)5:00 pmSMP July, TBD
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout sessions, participant teams apply the concepts and associated tool to their business with confidential coaching. Participants will
- Learn and apply the Market Edge Strategic Marketing Process to their business
- Develop a draft Strategic Marketing Plan for their agreed target market
- Develop critical thinking and analytical skills to lead their business to improved growth and profitability
PROVEN: Over the past 20 years, the Market Edge Strategic Marketing Process has been applied by more than 1,000 Fortune 500 and mid-tier business units.
Time
19 (Monday) 9:00 am - 21 (Wednesday) 5:00 pm
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202120sepAll Day22SMP Septmber, TBD
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout sessions, participant teams apply the concepts and associated tool to their business with confidential coaching. Participants will
- Learn and apply the Market Edge Strategic Marketing Process to their business
- Develop a draft Strategic Marketing Plan for their agreed target market
- Develop critical thinking and analytical skills to lead their business to improved growth and profitability
PROVEN: Over the past 20 years, the Market Edge Strategic Marketing Process has been applied by more than 1,000 Fortune 500 and mid-tier business units.
Time
september 20 (Monday) - 22 (Wednesday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202111oct(oct 11)9:00 am13(oct 13)6:00 pmSMP October, TBD
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout sessions, participant teams apply the concepts and associated tool to their business with confidential coaching. Participants will
- Learn and apply the Market Edge Strategic Marketing Process to their business
- Develop a draft Strategic Marketing Plan for their agreed target market
- Develop critical thinking and analytical skills to lead their business to improved growth and profitability
PROVEN: Over the past 20 years, the Market Edge Strategic Marketing Process has been applied by more than 1,000 Fortune 500 and mid-tier business units.
Time
11 (Monday) 9:00 am - 13 (Wednesday) 6:00 pm
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202113decAll Day15SMP December, TBD
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout
Event Details
During the program, Market Edge introduces a series of pragmatic marketing concepts with associated tools and templates. Each concept is introduced with examples similar to participant’s markets. In private breakout sessions, participant teams apply the concepts and associated tool to their business with confidential coaching. Participants will
- Learn and apply the Market Edge Strategic Marketing Process to their business
- Develop a draft Strategic Marketing Plan for their agreed target market
- Develop critical thinking and analytical skills to lead their business to improved growth and profitability
PROVEN: Over the past 20 years, the Market Edge Strategic Marketing Process has been applied by more than 1,000 Fortune 500 and mid-tier business units.
Time
december 13 (Monday) - 15 (Wednesday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
Market Activation & Campaigns
Market Activation and Campaigns is for individuals and teams responsible for translating marketing strategies into specific commercial activities, from new product launches to seasonal campaigns.
Market Activation and Campaigns includes a ‘tool box’ of proven, pragmatic tools and templates, including
- Critical Purchase Criteria analysis
- Influencer Map
- Touchpoint analysis and prioritization
- Product Launch and Campaign Plan Templates
- Participants apply the process and ’tool box’ to their business with coaching from Market Edge Sr. Consultants
$1,950 per person
Upcoming Programs
202125feb(feb 25)9:00 am26(feb 26)6:00 pmFeaturedMA&C February, Online
Event Details
During the program, participants willAnalyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’ Design innovative campaigns that change customer’s perceptions and behavior Optimize
Event Details
During the program, participants will
- Analyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’
- Design innovative campaigns that change customer’s perceptions and behavior
- Optimize marketing spend to appropriate communication channels, events and activities
- Measure market activation effectiveness and efficiency
Time
25 (Thursday) 9:00 am - 26 (Friday) 6:00 pm
Location
Online
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202122marAll Day23MA&C April, Online
Event Details
Marketing Activation for Sales is an interactive one-day program for individuals and teams responsible for turning marketing strategies into specific commercial activities, from seasonal campaigns to new product launches. Program
Event Details
Marketing Activation for Sales is an interactive one-day program for individuals and teams responsible for turning marketing strategies into specific commercial activities, from seasonal campaigns to new product launches. Program outputs include touchpoint design and creative briefs; advertisement, agency, and channel events; Campaign performance metrics, dashboards, and triggers
Time
march 22 (Monday) - 23 (Tuesday)
Location
Online
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202117junAll Day18MA&C June, TBD
Event Details
During the program, participants willAnalyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’ Design innovative campaigns that change customer’s perceptions and behavior Optimize
Event Details
During the program, participants will
- Analyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’
- Design innovative campaigns that change customer’s perceptions and behavior
- Optimize marketing spend to appropriate communication channels, events and activities
- Measure market activation effectiveness and efficiency
Time
june 17 (Thursday) - 18 (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202122julAll Day23MA&C July, TBD
Event Details
During the program, participants willAnalyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’ Design innovative campaigns that change customer’s perceptions and behavior Optimize
Event Details
During the program, participants will
- Analyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’
- Design innovative campaigns that change customer’s perceptions and behavior
- Optimize marketing spend to appropriate communication channels, events and activities
- Measure market activation effectiveness and efficiency
Time
july 22 (Thursday) - 23 (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202123sepAll Day24MA&C September, TBD
Event Details
During the program, participants willAnalyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’ Design innovative campaigns that change customer’s perceptions and behavior Optimize
Event Details
During the program, participants will
- Analyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’
- Design innovative campaigns that change customer’s perceptions and behavior
- Optimize marketing spend to appropriate communication channels, events and activities
- Measure market activation effectiveness and efficiency
Time
september 23 (Thursday) - 24 (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202112octAll Day13MA&C October, TBD
Event Details
Marketing Activation for Sales is an interactive one-day program for individuals and teams responsible for turning marketing strategies into specific commercial activities, from seasonal campaigns to new product launches. Program
Event Details
Marketing Activation for Sales is an interactive one-day program for individuals and teams responsible for turning marketing strategies into specific commercial activities, from seasonal campaigns to new product launches. Program outputs include touchpoint design and creative briefs; advertisement, agency, and channel events; Campaign performance metrics, dashboards, and triggers
Time
october 12 (Tuesday) - 13 (Wednesday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202116decAll Day17MA&C December, TBD
Event Details
During the program, participants willAnalyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’ Design innovative campaigns that change customer’s perceptions and behavior Optimize
Event Details
During the program, participants will
- Analyze target customer’s current experience to understand ‘pains’, ‘gains’, differentiating purchase criteria, points of influence and preferred ‘touchpoints’
- Design innovative campaigns that change customer’s perceptions and behavior
- Optimize marketing spend to appropriate communication channels, events and activities
- Measure market activation effectiveness and efficiency
Time
december 16 (Thursday) - 17 (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
Key Account Management
Key Account Management is for commercial leaders that need to
- Identify accounts that have the potential to be real strategic partners and those that are large, transactional customers
- Develop broader, actionable insights about target key accounts
- Formulate potential new value propositions that will improve the supplier’s strategic importance
- Engage the target key account to create shared ownership of new offers and joint initiatives
$1,500 per person
Upcoming Programs
202126febAll DayFeaturedKAM February, Online
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge KAM process is used by clients as diverse as global account teams with > 2B USD annual sales and startups focused on penetrating a single key account. Participants apply the KAM process to their business with coaching from Market Edge Sr. Consultants and generate a forward road map for engaging and developing their target key accounts
Time
All Day (Friday)
Location
Online
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202123aprAll DayKAM April, Online
Event Details
Key Account and Channel Selling is an intensive one-day program designed for Commercial and Sales roles with responsibility for influencing the direction and growth of strategic accounts. Whether your sales
Event Details
Key Account and Channel Selling is an intensive one-day program designed for Commercial and Sales roles with responsibility for influencing the direction and growth of strategic accounts. Whether your sales are directly to target accounts or through channel partners, participants will focus on the logic and ROI of Key Account Selling, and leverage the proven strategies that improve penetration of the target’s share of wallet.
Time
All Day (Friday)
Location
Online
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge KAM process is used by clients as diverse as global account teams with > 2B USD annual sales and startups focused on penetrating a single key account. Participants apply the KAM process to their business with coaching from Market Edge Sr. Consultants and generate a forward road map for engaging and developing their target key accounts
Time
All Day (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge KAM process is used by clients as diverse as global account teams with > 2B USD annual sales and startups focused on penetrating a single key account. Participants apply the KAM process to their business with coaching from Market Edge Sr. Consultants and generate a forward road map for engaging and developing their target key accounts
Time
All Day (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202124sepAll DayKAM September, TBD
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge KAM process is used by clients as diverse as global account teams with > 2B USD annual sales and startups focused on penetrating a single key account. Participants apply the KAM process to their business with coaching from Market Edge Sr. Consultants and generate a forward road map for engaging and developing their target key accounts
Time
All Day (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202115octAll DayKAM October, TBD
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge KAM process is used by clients as diverse as global account teams with > 2B USD annual sales and startups focused on penetrating a single key account. Participants apply the KAM process to their business with coaching from Market Edge Sr. Consultants and generate a forward road map for engaging and developing their target key accounts
Time
All Day (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
202117decAll DayKAM December, TBD
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge
Event Details
Key Account Management (KAM) includes the process and tools to target the right key accounts, improve share of wallet and maximize the lifetime value of the account. The Market Edge KAM process is used by clients as diverse as global account teams with > 2B USD annual sales and startups focused on penetrating a single key account. Participants apply the KAM process to their business with coaching from Market Edge Sr. Consultants and generate a forward road map for engaging and developing their target key accounts
Time
All Day (Friday)
Location
TBD
TBD
Organizer
Market EdgeMarket Edge Business Consultantsinfo@mkt-edge.com 1003 Park Place, Wilmington, DE 19806
Other Market Edge Programs
Value Pricing, Customer Engagement, Negotiation Skills, Business Unit Strategy, Market Driven Innovation
Market Edge Frameworks helped us define a common vocabulary and were able to have everyone on the same page.
Market Edge Tools helped me simulate the real world scenarios. We were able to have brainstorming sessions internally using the tool simulations
Collaborating with Market Edge accelerated our ability to connect our worldwide community of Marketers and shaped how we launch new products to drive growth for the organization.
Breana Roides
Senior Manager, WW Marketing Education Global Education Solutions, Johnson & Johnson
Great group of people. Love the anecdotal information and examples from the projects you have worked on!
VIneeth Varghese
Sr. Global Marketing Manager, Accutome
The program was engaging with a methodology that was easy to understand and conceptualize applications within our business.
Christina Pike
Marketing Analyst, Buckhorn Inc.
The Market Edge program provides a methodology to truly develop solutions relevant to your customers needs. Even better, it provides means to determine who the right customers are
Todd Nilsen
Marketing Lead, MTF Biologics
With Market Edge’s analysis and pragmatic approach, we were able to create, articulate and capture more value. Market Edge helped deliver faster growth and improved profitability for our business unit.
Steve Medvetz
Business Leader at W. L. Gore and Associates Inc.