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):
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
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
Preparation and planning of customer negotiations
Use of "variables“
Determining the investment strategy
Consideration of different personality types
Negotiation tactics and signals
Use of standardised annual meetings
Know the core principles and operating mechanisms of Key Account Management
Learn to eloquently lead annual meetings, sales visits, customer as well as price
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.
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 for the 8th time on 28 April 2021. 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 March 31, 2021 to: ina.rosentreter(at)hsba.de, Tel. 040 822160 153.
"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."
Dr. Markus Dreißigacker
"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!"
"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."
"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."