Key Account Management: Global Best Practice

How to manage big, powerful customers profitably

What's Inside

In this course, Professor Malcolm McDonald, author of many leading books on KAM and founder of the KAM Best Practice Club at Cranfield University - which has been running for over 20 years - has condensed his one day workshop on KAM into 10 bite-size modules covering what KAM is, why it is so important, and how to apply it successfully.

Managing your most important business customers is a key area that suppliers need to master.

These customers can have a strong impact on the performance of the supplier and need to be managed in a special Key Account Management (KAM) program.

Getting this KAM blueprint right is vital for both suppliers and customers. Yet many suppliers still make fundamental mistakes damaging their ability to unlock the profits in these relationships.

By the end of the course, you will master:

>How to select the right accounts to be included in your KEY Account program

>How to categorize them to maximize your sales and profits

>How to analyze the needs of key accounts

>How to develop winning plans for each key account

>How to develop the required skills to become an excellent key account manager

>How to measure the effectiveness and profitability of your key account program

Course Curriculum

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367+ Students
11 Lectures
2+ Hours of Video
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Oxford Learning Lab

Oxford Learning Lab is an online provider of Marketing & Business Strategy education.

All the courses have been created under the supervision of Oxford College of Marketing, a Chartered Institute of Marketing (CIM) centre of excellence. Each course has been developed in collaboration with leading experts who have a proven academic or consultancy experience in their field. You can find them working on MBA and University programs with establishments like Wharton, Madrid, Cranfield, Warwick , Aston and Portsmouth to mention just a few. Some of them consult for FTSE 100 and Fortune 500 companies.

Our courses have been created to help you to quickly grasp complex marketing concepts, fromMarketing Planning and Segmentation to Social Media Marketing and Analytics, to mention a few.

All the courses are divided into byte-size chunks of information which are easy to absorb. This means if you do not have enough time, you will find that by dipping in and out of the videos a few minutes each day, whenever you can, your understanding of marketing will be transformed.

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