The central aim of the course is for the student to understand the tasks and the position of the key account manager and what external and internal working conditions key account management is based on. The student will be able to develop collaboration with key customers by developing common goals, plans and budgets that are adapted to their own organization's goals and resources and the key customer's specific needs.

Key account management is not a course in traditional personal sales, but a course that deals with how suppliers can leverage business opportunities that require close, business collaboration with key customers. Key account management has extensive practical application in industrial sales and industrial content marketing (B2B) where suppliers and customers create collaborative values.

Introduction to key account management
Introduction to the concept of value co-creation in the KAM context
Key account manager's job role
Key customer selection
Key customer analysis and understanding
Key Account Plans
Development of KAM function
Development of supplier / customer relationship
Collaborative value creation
The customer's procurement behavior and negotiations
The role of the key account manager
Vendor's key customer team
Management, control and evaluation in the KAM work
International key customers and KAM

Subject description 2218

Key Account Management

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