Marketing and Sales Management
Strategic Key Account Management
3 weeks
Start Date
October 2

Key Account Management (KAM) is an innovative approach used by business-to-business suppliers to manage customer relationships; however, it can end up a massive flop if not effectively implemented. This programme is designed to provide a conceptual framework for implementing a strategic KAM to help build and manage relationships.


Key Learning Objectives/ Benefits

Participants on the programme will gain knowledge to:

  • Increase depth within key accounts
  • Develop a strategic perspective on sales and customer relationships
  • Optimise strategic account sales team
  • Recognise and overcome pressure tactics
  • Understand what drives strategic account decisions
  • Create and implement an action plan that will increase chances of success
  • Improve efficiency and time management
  • Develop profitable long term relationships
  • Position Account Managers as Strategic Advisors


Programme Curriculum

  • Introduction to Key Account Management fundamentals
  • Developing and implementing a Strategic Account Management (SAM) Programme
  • Innovation and sustainability of Key Account Programmes
  • Strategic accounts: A definition
  • Optimising your strategic account sales team
  • Selecting and classifying strategic accounts
  • Strategic account plans
  • Sales opportunity management
  • SAM and global accounts
  • Relationship development and navigating politics with key officers
  • Leveraging marketing to support SAM initiatives
  • Applying technology in Strategic Account Management

Target Audience

This programme will benefit:

  • Key Account Managers
  • Customer relationship managers
  • Sales Executives
  • Business Development Managers



  • Professor Louis Nzegwu
  • Dr Tayo Otubanjo
  • Oliver Nnona
  • Stanley Muoneke
  • Biyi Oladipo

A very rich and rewarding experience comparable to the best practices. A rich program both in theory and in case studies. Very high level faculty with relevant industry experience.”

Upcoming Sessions

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