SALES AND MARKETING

Key Account
Management Programme
MAY 20 - 22, 2016

Key Account Management Programme

The three-day programme is designed to improve the practice of Key Account
Management that is proliferating in B2B and B2C markets.The programme will highlight
what is Key Account Management and in the process also stress what is not Key Account
Management. Relatedly, the programme will provide insights into making critical
decisions such as when should managers use Key Account Management, when should
price-based marketing strategies be adopted, how should managers use Key Account
Practices to create and manage value in mature, competitive and commoditised
markets, etc.

Programme content
The focus of the programme is to develop
an understanding of what is Key Account
Management; why should suppliers use
Key Account Management as the primary
weapon 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
objectives include:
Segmenting markets for customer
management

Evolution of key account

partnerships
Understand both strategic
and operational aspects of key
account relationships
Why should customers be attracted to
suppliers and what does attractiveness
mean? How does one develop
attractiveness?
The stages of key account relationships
and the notion of shared responsibility
in such partnerships
Appropriating value in key account
relationships

Importance of need-based segmentation

for developing and marketing
customer offerings

What does it mean to value

merchants with emphasis on creating,
communicating, delivering
and appropriating value?
Targeting of segments with differentiated
offerings, including branding issue
The process of documenting value
Developing and implementing segmentspecific offerings for price sensitive
and relationship oriented segments

created and delivered

Pricing to appropriate value in long-term
strategic relationships

Developing value proposition

in competitive and/or
commoditised markets
The process of identifying value
points in mature, competitive
and commoditised markets
Understanding the needs of customers
and non-customers to create new
market space
Value curve as a tool to conceptualise
business models

What you will gain

Develop a deep understanding of what,
why, when, and how of Key Account
Management. Participants will be
introduced to frameworks which will
help them understand that all customers
are not alike and thus need to be served
based on their needs.

Pedagogy

Frameworks for sales-marketing

integration for effective Key
Account Management

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 frameworks
and develop strategies for the cases as
well as for the challenges they face in
their workplace related to Key Account
Management. Learning will be facilitated
by class discussions of cases and participant
specific situations.

Managing key accounts

Participant profile

What are the payoffs for all parties

involved in win-win partnerships?

Almost every marketing and sales

manager, project managers and account
managers in B2B firms would benefit from
developing a deeper understanding of
customer needs and the importance of key
accounts 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 distribution or new product
development would also find value
in the course.

Organising for Key Account

Management
The role of marketing in key account
sales process
The role of sales representatives in key
account sales process

Structuring key account

management teams
Metrics needed to access the success
of key accounts

Faculty
Rajdeep Grewal, Townsend Family

Distinguished Professor of Marketing,

Kenan-Flagler Business School,
the University of North Carolina
at Chapel Hill.

Programme fee
INR 1,00,000 plus tax
Fee includes food and accommodation at the ISB
campus or at an equivalent facility based on
availability.

Programme dates

The programme starts at 7.00 pm on May 20,

and concludes at 5.00 pm on May 22, 2016.
Venue: ISB, Mohali campus

How to apply
Download the application form from www.
isb.edu/cee/apply and follow the mailing
instructions mentioned therein (or)
For details write to us at
execed@isb.edu (or)
Call us on
+91 40 2300 7041/42

ISB CEE Alumni

ISB CEE has a strong alumni
community of more than
25,000 business leaders,
senior professionals and
entrepreneurs. Participation
in CEE programmes make
you a part of this elite and
vibrant community and gives
the opportunity to network
with high-achieving peers
across diverse industries.
CEE alumni gain exclusive
access to premium learning
events, including speaker
series, conferences
and learning sessions.
To know more Please mail us at
ceealumni@isb.edu

For further information about

the programme please visit:
www.isb.edu/cee/kamp

Indian School of Business, Hyderabad | Mohali

Marketing Services, Centre for Executive Education
Gachibowli, Hyderabad - 500 032, Telangana, India.
Ph: +91 40 2300 7041/42, Fax: +91 40 2300 7040
Email: execed@isb.edu | www.isb.edu/cee
facebook.com/ISBCEE

twitter.com/ISB_CEE

linkedin.com/company/isb_cee

Corporate Identity Number: U80100TG1997NPL036631

*ISB CEE reserves the right to make changes in the programme without prior notice. Please check with marketing
services for the final schedule.