Key Account Management Certificate Course for FMCG Overview


Seminar Profile

Largely stagnating markets, an increasing concentration of trade as well as a high pressure on results on all value chain levels – These are only a few reasons why already today sales and in particular Key Account Management need to prepare themselves for the future with sustainable strategies. Taking a closer look at prosperous companies and their distribution concepts clearly reveals that a company´s success is closely related to an excellent sales strategy. Therefore outstanding staff is essential and this is where the HSBA training course Key Account Management comes in.

With the help of national and international “best practice” examples from experienced Sales Managers in combination with academic theory, the training course conveys extensive distribution knowledge for Key Account Managers, Sales Advisors and graduates. Optimally Junior Key Account Managers take part in all of the six modules whereas more experienced participants can specifically visit the modules of interest. (course is completely taught in german)

Graduates of the training course:

  • know the core principles and operating mechanisms of Key Account Management;
  • can 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;
  • can determine and implement investment strategies and use monitoring and controlling tools. 

Participant Profile

The Certified Key Account Management training course is designed for Key Account Managers, customer advisors and newcomers to the field of sales as well as graduates that want to extend or deepen their qualifications in the disciplines of distribution, consumer behaviour, category management and pricing.


The successful completion of all course examinations leads to an HSBA university certificate with 12 credit points (ECTS). This certificate may be accredited to the Master study courses of HSBA. Please refer to your HSBA contact in order to get further information.

All participants that do not absolve the final examination receive a participation confirmation.

Facts on the Seminar

Duration 300 hours workload (85 contact hours, 215 hours self-study)
Language German
Head Prof. Dr. Henrik Meyer-Hoeven
Costs 5,695 Euros (plus VAT)
Questions?Colin Rawlins, HSBA
Colin Rawlins, HSBA

Colin Rawlins

Head of Executive Education
+49 40 822160 961

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