Key account management

Aims of the course

Objectives:
- Describe what key account management is and what the reasons to implement it in a company are.
- Explain the key concepts in key account management model: customer analysis, targeting, creating value proposition, planning, and relationship management.
- Explain how to conduct key account identification and selection analysis.
- Describe how to prepare a business plan with key customers.
- Differentiate between key account managers and salespeople regarding the needed skills and competences.
- Describe different organisational structures that companies use in implementing key account management and evaluate their strengths and weaknesses.

Competences:
- ability to analyse and synthesize
- ability to work in group to conduct problem solving in the area of key account management in different contexts;
- ability to relate practical experience to topics discussed in class;
- ability to produce written reports;
- ability to present a group written project.

Course syllabus

1. Why key account management?
2. Key relationship development
3. The buyer perspective
4. Defining and selecting key accounts
5. Planning for key accounts
6. Organizing for key account management
7. Key account manager
8. Global account management
9. Satisfaction and key account profitability
10. Key success factors for KAM

Course director(s)

No description

 
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