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Key Account Management

Executive Education

Learn the necessary knowledge & skills for professional key account management incl. customer planning, price negotiation & annual meetings in this course!

Key Account Management

Certificate Course for FMCG
on request
85 direct training hours, 215 self-study hours
Certificate of participation or university certificate with 12 ECTS
5.695 Euro plus VAT

Course Content

The certificate course provides the necessary sales know-how for professional key account ma-nagement in an application-oriented and practical manner. In four sequential modules, you will gain sound knowledge of the core elements of key account management - rounded off with practical tasks, negotiation training and role plays (the course is completely taught in German):


Foundations of Key Account Management (with emphasis on FMCG)

Module 1

  • Customer understanding and key figures

  • The "DNA" of the trade

  • Customer profile and customer needs hierarchy

  • Buyer measurement criteria and remuneration systems in retailing

  • Product features and benefit arguments

  • Dealing with objections


Key Elements of Customer Planning

Module 2

  • Corporate planning process

  • Strategic and Operational Customer Planning

  • Customer attractiveness matrix

  • Sales channel and customer potential assessment

  • Development steps customer strategy, SWOT analysis

  • Derivation of strategic options

  • Structure and composition of customer presentations


Managing Annual Meetings Successfully

Module 3

  • Preparation and planning of customer negotiations

  • Power analysis

  • Use of "variables“

  • Determining the investment strategy

  • Consideration of different personality types

  • Negotiation tactics and signals

  • Use of standardised annual meetings


Planning and Implementation of Price Negotiations

Module 4

  • Pricing approaches and consumer behaviour

  • Price elasticity analyses

  • Price planning process

  • "Share of the Cake" analyses

  • Enforcing price increases

  • Dealing with buyer tactics

  • Conducting a price negotiation

Added Value

  • Know the core principles and operating mechanisms of Key Account Management

  • Learn to eloquently lead annual meetings, sales visits, customer as well as price negotiations

  • Understand the consumer´s buying behaviour and purchasing decision process

  • Use trade-related key management parameters to make sound business decisions

  • Know essential negotiation and presentation techniques

  • Understand how to determine and implement investment strategies and use monitoring and controlling tools

  • Course participants who do not take a final examination will receive a certificate of participation.



    Successful completion of the course examinations leads to an HSBA university certificate with 12 credit points (ECTS). Please get in touch with your respective contact person at the HSBA regarding a possible credit transfer of the credit points to Master's degree programmes at HSBA.

Your Lecturers

Dr. Harald Mitterlehner

  • Senior Partner, Rhein-Main Consulting Group GmbH
  • Experience as Sales Director in international companies
  • Lecturer in marketing; executive coaching; national and international projects in the areas of corporate strategy, sales, and pricing

Gerd Wolf

  • Founder of Rhein-Main Consulting Group (RMCG)
  • 15 years of sales experience in the consumer goods industry
  • 20 years of consulting national and international companies in the areas of negotiation management and condition systems

Prof. Dr. Henrik Meyer-Hoeven

  • Professor for Human Resources / Organisation
  • Consultant and academic with broad experience in both retail and healthcare sectors as well as in human resources, education, and consulting


For your application, please send us the completed application form and a current curriculum vitae. The applications received will be examined regarding their pro-fessional and academic qualifications. In addition, a contract will be concluded between HSBA and the course participant.

Scholarship of Lebensmittel Zeitung 

The Lebensmittel Zeitung offers a 50 per cent scholarship to a motivated junior employee for the certificate course Key Account Management FMCG at HSBA. The certificate course will start on 21 September 2022. It combines expert knowledge from professors with practical case studies from key account managers from national and international companies. Prerequisites are a first university degree and two years of professional experience or equivalent qualification.

Please send applications for the scholarship – including a letter of motivation, CV, references and employer's recommendation – by April 7, 2023 to: Hayarpi Manukyan, Tel. 040 822160-962.

Any Questions?

We are happy to help!

Hayarpi Manukyan
Hayarpi Manukyan
Executive Education, Admissions & Service Office
+49 40 822160 962

Impressions on Executive Education

Simone Daun

"I have been working as a Key Account Manager for several well-known international consumer goods companies for years. At HSBA I was able to gain valuable insights for my daily work with the help of experts from the field and from theory."

Simone Daun
Participant KAM 2014 & National Key Account Manager at Coca-Cola Erfrischungsgetränke GmbH

"One of the best business trainings I have visited in the past 15 years. There are few trainers, such as Mr. Mitterlehner and Mr. Wolf, who are able to convey their comprehensive knowledge about the FMCG industry, through planning and negotiation, in such a catchy and directly practicable way. Strategic, pragmatic and entertaining!"

Dr. Markus Dreißigacker
Global Chief Compliance Officer, JACOBS DOUWE EGBERTS DE GmbH
Gülce Gümül, HSBA

"When I first signed up for the Marketing & Sales course, I was expecting to learn about the fundamentals of Marketing & Sales. However, my expectations were exceeded. What I did not expect was to gain the competency needed to perform a market analysis. With this new skill set, I am now able to perform underlying data research techniques to drive key business decisions. This course broadened my perspective on the power of marketing."

Gülce Gümül
M.Sc., Market Analyst
Bruce Alastair

"The digitalisation of society has shaped customer behaviour, markets and companies irrevocably in recent years. Marketing and sales experts must constantly educate themselves further in order to stay abreast of this economic transformation."

Alastair Bruce
Chairman, XING AG
Questions?Hayarpi Manukyan
Hayarpi Manukyan

Hayarpi Manukyan

Executive Education, Admissions & Service Office
+49 40 822160 962

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