This class exists in these courses :
• IÉSEG > MSc in International Business Negotiation (MNG) > Semestre 2 > 2,00 ECTS

Prerequisites

N/A

Learning outcomes

The main objective of this elective is to demonstrate competence in Key Customer Relations Management (KCRM) also known as Key Account Management (KAM) at both the planning and relationship management levels. Excellent KCRM requires a strong analytical approach, good planning skills and excellent relationship management skills. The elective will also surface the different roles that Key Account Managers have when compared to more traditional sales roles and will focus on the importance of aligning the organisation around customers including the alignment of the key acount team internally.
At the end of the module, participants will be able to:
• Develop and implement Key Account Plans
• Develop Customer Portfolios
• Create effective value propositions
• Understand the role of the Key Account Manager

Course description

The course covers eight key areas of KCRM:
1. World Class Key Account Management
2. Selecting and Categorising Key Customers
3. The Customer Analysis Toolkit
4. Completing a 9 box SWOT
5. Relationship Mapping
6. Developing Value Propositions
7. Customer Profitability and Measuring Success
8. The Role of the Key Account Manager and the Key Account Team

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Project work

Assessment

Time is allocated for feedback and reflection for formative continuous assessment, i.e. the sessions constitute learning experiences in their own right, and assessed throughout the elective based upon student commitment and performance in the exercises. The students themselves will have the opportunity to appraise each group based on their feedback presentation, encouraging continued commitment. Students will also be asked to keep a learning log of 'lessons learned' each day incorporating insights from the exercises and lectures. They will be asked to submit a copy of this as part of their 20% Participation assessment. In order to further support meaningful learning, students will be required to complete a written assignment which comprises of analysing a simple KCM/KAM Case Study which brings together key learning from the module. The Case should be an appropriate context to display new learning and thinking and should make an explicit link between their learning and the content of the elective. There will also be a final exam comprising of two questions.

Recommended reading

• Key Account Management: The Definitive Guide, Woodburn and McDonald (2011), Wiley -

• Key Account Plans: The Practitioner's Guise, Ryals and McDonald (2007), Butterworth-Heinemann -

• Implementing Key Account Management, Marcos, Davies, Guesalaga and Holt (2018), Kogan Page -