Topic 1 ¿ What is key account management? Background and content

1. Internal and external forces causing the need for focusing on selected key customers and key account management

2. Explaining key account management - definition

3. Advantages and disadvantages involved

4. Key account management as organizational development

Topic 2 - Industrial customers- purchasing behavior and organization of procurement

1. The customers¿ needs and their choice of vendors for various categories of goods and services

2. Selection criteria, purchase decisions and organization of the procurement function

3. Various possible vendor relations and vendor status

Topic 3 - Organisation and critical competences for KAM

1. Key account selling and marketing: Maturation and form of organization

2. Top management support and critical competences

3. Crossfunctional and hierarchical customer teams

4. The key account manager¿s role and competence profile

Topic 4 - Customer portefolio and selection of key accounts

1. The customer portefolio B2B

2. Customer attractiveness

3. The vendors¿ relative competitive positon related to specific key accounts

4. Criteria for choosing key accounts

5. Business potential and risk analysis

6. Choice: to choose among various key accounts

Topic 5 - Tailormaking the vendor¿s total offering: Development and process

1. Customer value evaluations before, during and after purchase decision

2. Service development and product development

3. Customer involvement

4. Top managments involvement

5. Internal integration

Topic 6 - Analysis of key accounts, planning and execution

1. Key account analysis

2. The key account plan

3. Integrating sales and marketing efforts

4. Budgets, management and control

Topic 7 - Critical success factors and risks involved in key account management

1. Top management support and engagement

2. Internal resources

3. Time horizon

4. Customer attractiveness

5. Competitors and competitors¿ efforts and challenges

6. Learning and adaption

7. Innovation

8. Customer profitability

Subject description 6269

Key Account Management