Key Account Management

Markets are continuously and rapidly evolving while Customers are radically changing their purchasing practices. With the objective to differentiate the offer and maintain high loyalty standards it is a must to change commercial strategies for value creation with strategic accounts. Key Account Management Course, through theoretical and practical examples, offers a comprehensive understanding to manage strategic accounts and to acquire the most innovative Sales and Marketing methodologies. Participants will learn and practice complete skills set, processes and tools that would enable them to successfully drive the profitable, sustainable and collaborative business with the Key Accounts.


Alessio Arcando

Alessio Arcando

Executive Director
alessio.arcando@bbs.unibo.it

" Customer centricity, value creation, operating models, adapt Key Performance Indicators (KPI's) and much more: that is the the basics of Key Account Management. "

Alumni

Elisabetta Maurizzi

Sales Manager - Henkel Italia
Key Account Management, year 2020, II edition

"I work for an important multinational company and one of my tasks is the management of key fundamental international customers. The course Key Account Management is one of the milestones of my professional carrier. I have deeply appreciate the teachers’ knowledge and their genuine passion for their work and for their role. Everything was a necessary fuel for leaning how to manage high-level clients, always keeping the focus on high quality sales. "

Structure

The course lasts 3 days and includes a mix of assessment, e-learning, classroom, exercises, project work, coaching.

The modules are structured as follows:

Strategic co-value creation process

The right KAM/SAM professional

Organizational enablers

Connecting with the Key Accounts

Aligning the Key Stakeholders and preparing the execution plan

 

The dates are:

  • 24 June 2021;
  • 25 June 2021;
  • 26 June 2021;

 

The structure of the course is: 24 hours of online classroom lessons (8 hours each classroom) and e-learning activities.

The course is addressed to: Key Account Managers, Key and Strategic account team members, Account executive or senior account managers, Sales managers or Sales director responsible for maintaining and growing business with key customers, Global Account Managers or International Account Managers.

 

COURSES

  • How sales rep role has been changing
  • How to ensure support, engagement and participation of the Executive Sponsor
  • How to structure and optimize value creation processes with Strategic Accounts and consequently create win/win/win solutions
  • How to structure the Account Plan
  • Key Account Manager: role, competencies and responsibilities
  • KAM: selection process
  • KAM: importance of coaching
  • Customer Centricity
  • How to structure the organization and choose the appropriate model
  • Cultural blocks to be overcome in the new organization
  • How to ensure alignment between the Company and KAM
  • How to choose appropriate Key Performers Indicators (KPIs)
  • Understanding their operating model, their strategies and their personal business objectives
  • Building Customer Commercial Intelligence Booklet
  • Understanding your business relationship with the Key Accounts by exploring business relationship tools
  • Identifying the underlying business opportunity with Key Accounts and developing joint solutions
  • Create an influencing plan by engaging the key stakeholders
  • Build cross-functional team by establishing key performer indicators – what, who, when, how
  • Discovering common ground, story selling and presenting your idea
  • Execute, measure and communicate assertively

Learning approach

Through an interactive class session, participants will be exposed to hands-on methods, tools and processes that enable them to forge closer relationships with their most strategic customers and co-create new sources of sustainable, customer-driven growth. Questionnaires and case histories for a more practical learning will complete the course.

Networking

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.

Alumni

Elisabetta Maurizzi

Sales Manager - Henkel Italia
Key Account Management, year 2020, II edition

"I work for an important multinational company and one of my tasks is the management of key fundamental international customers. The course Key Account Management is one of the milestones of my professional carrier. I have deeply appreciate the teachers’ knowledge and their genuine passion for their work and for their role. Everything was a necessary fuel for leaning how to manage high-level clients, always keeping the focus on high quality sales. "

COMPANIES

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

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FEES

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.

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

INTERPROFESSIONAL FUNDS

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
Fonditalia
Fondirigenti – for managers
Fon.Coop – for cooperative companies

REQUIREMENTS

The course is reserved for a maximum of 15 participants.

APPLICATION PROCESS

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

Application Form for Individuals Application Form for Companies

FAQs

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

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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