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4/23/2016

ISBExecutiveEducationKeyAccountManagementProgramme

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KeyAccountManagementProgramme
The threeday programme is designed to improve the practice of Key Account Management that is
proliferatinginB2BandB2Cmarkets.TheprogrammewillhighlightwhatisKeyAccountManagementand
intheprocessalsostresswhatisnotKeyAccountManagement.Relatedly,theprogrammewillprovide
insightsintomakingcriticaldecisionssuchaswhenshouldmanagersuseKeyAccountManagement,when
shouldpricebasedmarketingstrategiesbeadopted,howshouldmanagersuseKeyAccountPracticesto
createandmanagevalueinmature,competitiveandcommoditisedmarkets,etc.

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Brochure&Apply
Name
Designation
CompanyName
ContactNumber

ProgrammeContent
ThefocusoftheprogrammeistodevelopanunderstandingofwhatisKeyAccountManagement why
shouldsuppliersuseKey AccountManagementastheprimaryweapon in their customer management
arsenal when should Key Account Management be used either as a substitute or as a complement to
other customer management tools, and how should key accounts be managed. Specific learning
objectivesinclude:

EmailAddress
Location

Segmentingmarketsforcustomermanagement

Programmefee

Importanceofneedbasedsegmentationfordevelopingandmarketingcustomerofferings

Developingandimplementingsegmentspecificofferingsforpricesensitiveandrelationshiporiented
segments

INR1,00,000plustax
Feeincludesfoodandaccommodation
attheISBcampusoratanequivalent
facilitybasedonavailability.

Evolutionofkeyaccountpartnerships

ProgrammeDates

Targetingofsegmentswithdifferentiatedofferings,includingbrandingissue

Theprogrammestartsat7.00pmon
May20,andconcludesat5.00pmon
May22,2016.

Understandbothstrategicandoperationalaspectsofkeyaccountrelationships
Whyshouldcustomersbeattractedtosuppliersandwhatdoesattractivenessmean?Howdoesone
developattractiveness?

Venue
ISB,Mohalicampus

Thestagesofkeyaccountrelationshipsandthenotionofsharedresponsibilityinsuchpartnerships

Howtoapply

Appropriatingvalueinkeyaccountrelationships

Downloadtheaboveapplicationform

Whatdoesitmeantovaluemerchantswithemphasisoncreating,communicating,deliveringand
appropriatingvalue?

Contactus
MarketingServices,Centrefor
ExecutiveEducation

Theprocessofdocumentingvaluecreatedanddelivered
Pricingtoappropriatevalueinlongtermstrategicrelationships

Writetous:execed@isb.edu
Callus:+914023007041/42

Developingvaluepropositionincompetitiveand/orcommoditisedmarkets
Theprocessofidentifyingvaluepointsinmature,competitiveandcommoditisedmarkets
Understandingtheneedsofcustomersandnoncustomerstocreatenewmarketspace
Valuecurveasatooltoconceptualisebusinessmodels
OrganisingforKeyAccountManagement
Theroleofmarketinginkeyaccountsalesprocess
Theroleofsalesrepresentativesinkeyaccountsalesprocess

SearchforAccountManagement
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FrameworksforsalesmarketingintegrationforeffectiveKeyAccountManagement
Managingkeyaccounts
Whatarethepayoffsforallpartiesinvolvedinwinwinpartnerships?
Structuringkeyaccountmanagementteams
http://isb.edu/executiveeducation/programmes/shortdurationprogrammes/salesandmarketingkeyaccountmanagementprogramme.html?management=S

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4/23/2016

ISBExecutiveEducationKeyAccountManagementProgramme

Metricsneededtoaccessthesuccessofkeyaccounts
AdvertiserdisclosureWhenyouareassistedbylinksonthissitesomeretailersmightpayusasmallcommission.

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Programmebenefits
Developadeepunderstandingofwhat,why,when,andhowofKeyAccountManagement. Participants
willbeintroducedtoframeworkswhichwillhelp them understand that all customers are not alike and
thusneedtobeservedbasedontheirneeds.

Pedagogy
The programme will be delivered through a structured schedule that involves an integration of
frameworks and case studies. The participants will get an opportunity to work in teams to implement
frameworksanddevelopstrategiesforthecasesaswellasforthechallengestheyfaceintheirworkplace
related to Key Account Management. Learning will be facilitated by class discussions of cases and
participantspecificsituations.

Participantprofile
Almosteverymarketingandsalesmanager,projectmanagersandaccountmanagersinB2Bfirmswould
benefitfromdevelopingadeeperunderstandingofcustomerneedsandtheimportanceofkeyaccounts
in serving customers. Managers with at least five years of marketing and/ or sales experience would
benefit the most. Managers in B2C firms involved in managing strategic partners such as those for
distributionornewproductdevelopmentwouldalsofindvalueinthecourse.

Faculty
RajdeepGrewal,TownsendFamilyDistinguishedProfessorofMarketing,KenanFlaglerBusinessSchool,
theUniversityofNorthCarolinaatChapelHill.

http://isb.edu/executiveeducation/programmes/shortdurationprogrammes/salesandmarketingkeyaccountmanagementprogramme.html?management=S

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