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KEY CUSTOMER RELATIONS MANAGEMENT

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S1S2-NEG-MA-EI11UE

NEGOTIATION


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)S.HOLT
Intervenant(s)Sue HOLT


Pré requis

NONE

Objectifs du cours

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

Contenu du cours

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


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00  
Independent work
Research10,00  
Independent study
Estimated personal workload4,00  
Charge de travail globale de l'étudiant30,00  

Méthodes pédagogiques

  • Research
  • Project work
  • Interactive class
  • Case study


Évaluation

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.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00120,00
Others
Group Project4,00140,00
Final Exam
Written exam2,00140,00
TOTAL     100,00

Bibliographie

  • 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



 
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