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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)S.HOLT
Intervenant(s)Sue HOLT

Pré requis


Objectifs du cours

The main objective of this elective is to demonstrate competence in Key Account The main objective of this elective is to demonstrate competence in Key Account Management (KAM) at both the planning and relationship management levels:
• World Class Key Account Management
- Customer Portfolio Theory and Managing the KAM Portfolio
- Five Types of KAM.
- Customer Attractiveness Factors (CSFs) and Critical Success Factors (CSFs)
- Measuring Account Profitability
• Key Account Planning
- SWOT, STEEP, Value Chains
• Developing KAM Strategies
- Objective Setting
- Customer 9 Box SWOT
• Value Adding Strategies
- Value Propositions
• Key Account Manager and KAM Team Roles
- Working in KAM Teams
- KAM Skills
- The Decision Making Unit DMU

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

Contenu du cours

The purpose of the elective is to introduce the students to the concept of Key Account Management (KAM) and how this differs from more traditional selling approaches. Excellent KAM 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.

The elective will be delivered over 4 days (4 days of 4.5 hours, 1 day of 2 hours – total, 16 hours)
A range of seminars broken up by activities throughout the day.
The typical structure of a day will be 2 sessions of approximately 2 hours plus 30 mins in plenary with the final day being a summary and learning session.

Content and Timings
1. Lecture: Introduction of key concepts, theories, models and case study examples - 2 hours
2. Lecture: Introduction of key concepts, theories, models and case study examples - 2 hours
3. Plenary feedback, discussion and linking back to theory – student presentations, key learning - 25min
Wrap up summary, briefing for the next session case pack* and close. 5 min

The principal activities revolve around a case study and other participative exercises
The students are introduced to theory, concepts and models at the start of each session and then the theory is practiced with practical activities in groups or individually with presentation of key learnings back to the group.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Independent study
Estimated personal workload18,00  
Charge de travail globale de l'étudiant44,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Seminar
  • Project work
  • Interactive class


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 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

Type de ContrôleDuréeNombrePondération
Continuous assessment
Case study0,00140,00
Final Exam
Written exam2,00140,00
TOTAL     100,00


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

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

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
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