Key Account Management

The Key Account Management course is designed for sales professionals who would like to become the best consultants for their Key Accounts.

The course provides skills and tools to implement to better manage strategic customers, to understand their needs more and thus establish long-term profitable relationships.

Investing in this type of education means improving the understanding of the value drivers of key customers, their priorities, strategies and vision.

The course is a practical guide to implement KAM projects through the drafting of an ad hoc strategic plan for the chosen customer.
The course gives participants the chance to share SMART (Specific, Measurable, Attainable, Relevant, Timebound) objectives and to apply them directly as measurable Key Process Indicators.

During the course, it will be possible to learn to use techniques, processes, skills that allow to design sales plans with incremental profits.

The approach of the course, featuring the KA “at the center” (Customer Centricity), allows participants to understand customers’ needs and requirements at best and hence propose concrete plans for the creation of value.

To mention just a few:

• opportunity to create development plans on real KA cases
• opportunity to understand the KA’s needs in line with the changing needs of the reference markets
• opportunity to create value for the KA, strengthening relationships and accelerating a profitable and mutual growth
• opportunity to understand how to align resources and skills in the framework of one’s own organization and the KA’s
• opportunity to acquire the ability to use practical tools and processes to improve the relationship with the KA and ensure a long-lasting and profitable relationship
• opportunity to develop and apply a strategic plan for a KA of one’s own choice

Alessio Arcando

Alessio Arcando

Director of Studies

" The centrality of the figure of the customer, the creation of value, sharing growth plans and measuring performances. This and much more is at the basis of Key Account Management. "


Whether you are a small or a large business, if your customers are important for you, you need to know them and know about their expectations. Knowing who’s there before you allows you to understand how to move and which strategies to implement.

The course topics are the following:

  • Value creation process for the KA
  • The role of the KA Manager
  • How do you become KA Manager?
  • How to connect /interact with KA
  • How to align the key players of your organization and the KA’s? How to prepare the executive plan?


The dates of the lessons are:

24-25-26 September 2020

Each didactic session is from 09.15 am to 5.45 pm


The course is intended for Strategic and Key Account Managers, Sales Managers, Trade Managers and all the functions related to the management of strategic accounts, both domestically and globally.


  • Come è cambiato il ruolo del venditore
  • Come assicurare supporto e coinvolgimento dell'Executive Sponsor
  • Come strutturare e ottimizzare processi di creazione del valore con i clienti strategici e conseguentemente creare soluzioni vincenti
  • Come strutturare il piano strategico del cliente (Account Planning)

  • Strategic Account Manager: ruoli, competenze e professionalità
  • KAM: processi di selezione
  • KAM: incentivazione
  • KAM: sistemi formativi e training specifici

  • Il cliente al centro (Customer Centricity)
  • Come strutturare l'organizzazione
  • Blocchi culturali da abbattere nella nuova organizzazione
  • Come assicurare allineamento tra KAM e Azienda
  • Come scegliere i sistemi di misurazione appropriati (KPIs)

Learning method

The course  includes a mix of assessment, e-learning, classroom, exercises, project work, coaching.


Networking takes place between students in the same class, between participants and lecturers, and with students from other courses or previous editions of the same program.


Over the years, our partners have been constantly involved in the various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they actively contribute to introducing guest speakers and organizing company visits. Our partners are our first supporters: they sponsor various scholarships, host internships for students and provide professional opportunities for graduates.

The partner companies of Bologna Business School are:

Aeroporto G. Marconi Assicoop Bologna Metropolitana Automobili Lamborghini Bologna Fiere Brevini Power Transmission Camera di Commercio di Bologna Camera di Commercio di Ferrara Camera di Commercio di Forlì-Cesena Camera di Commercio di Modena Camera di Commercio di Rimini Camst Carpigiani Group Cassa di Risparmio in Bologna Confcommercio Emilia Romagna Confindustria Emilia Romagna Coswell Datalogic Ducati Motor Holding Enel Engineering Ingegneria Informatica Expert System Falorni Fastweb Ferrarelle Ferrari Ferretti Group Finalma Fondazione Carisbo Fondazione Cassa Risparmio Cesena Fondazione Cassa Risparmio di Cento Fondazione Cassa Risparmio di Imola Fondazione Cassa di Risparmio di Carpi Fondazione Cassa di Risparmio di Ferrara Fondazione Cassa di Risparmio di Padova e Rovigo Fondazione G. Marconi Fondazione IBM Italia Fondazione Isabella Seràgnoli Fondazione del Monte di Bologna e Ravenna Fondazione per la Collaborazione tra i Popoli Food Trend Foundation Furla Google Italia Granarolo GroupM Gruppo Coesia Gruppo Sistema H-ART HSPI Haworth Hera Horsa IBM Italia IMA Iconsulting Intesa San Paolo KPMG Advisory Laboratori Guglielmo Marconi Landi Renzo Legacoop Bologna Lighthouse Manutencoop Mape Maps Masai Italia Maserati Microsoft Italia Montenegro N.C.H. Nuovi Cantieri Apuania Olidata Onit Group Opera Santa Maria del Fiore Philip Morris Italia Poltronesofà Regione Emilia-Romagna Ricoh S.E.C.I. Gruppo Industriale Maccaferri SAP SCS Consulting STMicroelectronics Schneider Electric Seps Technogym Teuco The Boston Consulting Group Toyota Material Handling Italia Trevi Group Umberto Cesari UniCredit Unieuro Unindustria Bologna Unipol Vem Sistemi Veronesi Viabizzuno Videoworks Volvo Car Italia WPP Italia Yoox Net-A-Porter Group


The registration fee for the program is 1,800 euros (plus VAT) to be paid by the start date of the course.

The fee includes attendance at the program, all study material available through the online platform and access to Bologna Business School services, which include: Alma personal wi-fi account, use of Computer Lab PCs, use of study areas and access to the internal gym.

A large free car park is available in the school park.

Discounts are available:
- for early registrations;
- for Business Network companies;
- for Alma and Profingest Alumni;
- for groups of at least 3 people.


Alumni and companies can check the availability of vouchers at the Interprofessional Fund of reference:

Fondimpresa - for middle managers / middle management
Fondo Dirigenti PMI - for managers of industrial SMEs
Fondirigenti - for managers
Fon.Coop - for cooperative companies







The course is reserved for a maximum of 20 participants.


To register, simply download the registration form and send it by email or fax.


At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.


Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.

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