What is Edge learning? Picture a bank at a crossroads. After numerous ups and downs, and a bumpy economic recession, it has a new business strategy, a shrinking balance sheet, and an improved bottom line. Now, more than ever, it’s ripe for a powerful marketing strategy—one that’s integrated, holistic, and fully aligned with business goals. And that’s where you come in.
The bank I’m describing is called Edge Bank & Trust, and while its name is fictitious, its challenges and opportunities will feel incredibly real to attendees of the ABA Bank Marketing School, which takes place in Atlanta this spring. Students will spend the intensive program delving into Edge’s history and financials, as instructors use the case to bring the School’s curriculum to life. This is far more than a traditional case study. In a first-of-its-kind application to bank marketing coursework, the Edge simulation will be the common thread that weaves the entire ABA Bank Marketing School together. Students will live and breathe the Edge story, using it to learn by doing—and to master core bank marketing skills.
The Edge action learning experience is the brainchild of the ABA Bank Marketing School Advisory Board, a group that I am honored to chair. As bank marketing practitioners—many of us past graduates of the School ourselves—it’s the Board’s job to ensure that the curriculum delivers value and relevance to attendees. So in shaping this year’s program, we set out to find a way to connect the nuts and bolts of bank marketing to the larger, ever-evolving picture. After all, marketing is finally getting due credit as an essential, strategic business function that drives a bank’s performance and profitability. Edge Bank & Trust is the perfect way to demonstrate that, helping attendees connect the dots and prove marketing’s value across business lines.
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