Commercial Excellence

Helping you drive significant growth in new UK markets

About this programme

Please note -  Applications for upcoming programmes with The Academy are currently closed. If you have any questions, please contact

Are you a well-established strategic operator with clear ambitions, plans and ideals to move forward? Our Commercial Excellence programme will help you deliver a step-change commercial capacity, encourage confident leadership and unlock your business potential.

At the heart of the programme is a real world, commercial project that will enable growth and positive change in your business. Working with an experienced executive coach, you’ll work to deliver a bespoke commercial project to drive competitive advantage and true business growth.

Commercial Excellence will help you:

  • Develop a plan that will future proof your business
  • Save you money and generate new income through improved negotiation skills
  • Put you in a stronger position to secure financial backing to improve brand proposition
  • Gain increased market analysis and category management skills so you can make sound, strategic decisions
  • Fine tune your leadership skills so your business is operating effectively
  • Secure access to highly credible FMCG professionals and exemplars from the wider business community

Standing out in crowded markets and being able to demonstrate stability during challenging market conditions are key to securing steady business growth. Through our expert course leaders and high calibre business coaches, its time to unlock your potential.

Programme details

Duration: 12 months

Programme Delivery: 3 modules delivered via in person, collaborative full day workshops and one-to one mentoring over the year.

Hear what previous Commercial Excellence graduates have to say

“Having the opportunity during the Academy to look at scenarios outside of my industry, meant that I could make more effective decisions using the knowledge and insights provided by the course.
The culmination of this was the decision to not pursue a national retail opportunity at this time. The opportunity to make this decision without the usual pressure from the board, coupled with the practice afforded to me at the course sessions, enabled me to make the right decision, and importantly allowed the business to focus on other opportunities that were a better fit for our capabilities and competencies.” - Dave Quinnel, Summerhall Distillery (Pickerings Gin)

Programme overview

Consisting of three intensive, highly focused commercial modules, you will be given a next-level understanding of influencing using the category management process, and the role of market intelligence as the foundations for successful innovation.

You will have access to world-class negotiation training expertise to propel your confidence and finetune meeting the extrinsic and intrinsic needs of your business audience.

A renowned business psychologist will help you understand yourself and others in the context of developing strong commercial relationships, unlocking the best ways to communicate with your teams, buyers and others in your industry.

Guided by your executive coach, you will work on a defined project of strategic commercial importance to your business throughout the course, giving you the confidence to action this to achieve your business goals. Some examples of projects undertaken by previous graduates include market mapping to understand when best to pursue new market opportunities and how to secure stakeholder and financial backing for fitting growth opportunities.

Looking for a more detailed programme overview? Email us to find out more.


  Scotland Food & Drink member fee

  Scotland Food & Drink   Partnership member fee*

  Standard fee

  Small ​(turnover<£1M)​




  Medium ​(turnover £1M - £5M)​


  Large​ (turnover >£5M)​


Cost is for one delegate. Excludes VAT.
*Scotland Food & Drink Partnership members receive a 25% discount on the Standard Fee


If you have any questions on The Academy, please contact:

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