BAA Level 2

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Advanced Brand Advocacy and Commercial Strategy 

Prerequisites: BAA Level 1 certification, OR relevant marketing/business experience with demonstrated industry interest (assessed via application).

BAA Level 2 builds decisively upon foundational knowledge by diving into advanced brand advocacy and commercial strategies within the drinks industry. This qualification aims to empower students with in-depth product expertise, sophisticated marketing and sales techniques, data analysis skills, and a comprehensive understanding of key commercial mechanisms necessary to drive successful brand performance and engagement. This level focuses on strategic execution and the commercial acumen required to manage and grow a brand portfolio.

What the Student Will Learn

The course elevates the student from a proficient advocate to a commercially strategic professional. Students will be able to:

• Master advanced product knowledge, including complex production nuances, advanced sensory evaluation, and fault identification.
• Develop sophisticated brand narratives and execute value-based positioning strategies.
• Manage the end-to-end commercial sales process, including advanced objection handling and strategic account planning.
• Analyze performance using key commercial metrics (KPIs, ROI, Margin Analysis) and CRM data.
• Execute strategic trade marketing and experiential marketing programs with detailed budget and compliance oversight.

Key Content Aspects Included

• Advanced Product Mastery (Module 1): Detailed study of spirits aging (e.g., wood management), wine terroir, complex beer styles, and emerging categories like No & Lo and functional beverages.
• Strategic Storytelling (Module 2): Brand archetypes, crisis communication, and ethical leveraging of heritage/sustainability.
• Commercial Sales Strategy (Module 3): Route-to-Market models (Direct, Distributor, Agent), BANT/MEDDIC qualification, and pricing strategies (Cost-Plus vs. Value-Based).
• Trade & Experiential Marketing (Module 4): Event planning logistics, risk assessment, trade incentives (retro payments, listing fees), and category management (planogramming).
• Performance Analysis (Module 5): Calculating Weighted vs. Numeric Distribution, analysing Rate of Sale, and basic P&L implications.

The Level 2 Framework (The Strategic Executor)

The Level 2 framework is focused on Depth of Knowledge and Commercial Application. The assessment typically focuses on:

• Integrated Commercial Strategy Project: Creating a detailed go-to-market plan for a product, including RTM, budget, and KPI projection.
• Advanced Product & Fault Identification Exam: Rigorous testing of complex product knowledge and sensory skills.
• Role-Play Assessment: Evaluating ability to handle complex sales negotiations and advanced objection scenarios.