Further training
This continuing education is held in German.
The consumer goods industry is undergoing major change. The long-term success of a company is increasingly dependent on business relationships with a small number of key customers. This has enormous consequences for dealing with key accounts and for the position of the key account manager. We provide you with the necessary knowledge and helpful tools for successful key account management in the consumer goods industry. This intensive training course prepares you with the necessary knowledge to act confidently and successfully and to master the wide range of tasks of a key account manager professionally.
Certified by the Hochschule der Wirtschaft für Management (HdWM), Mannheim
This further training course was designed in cooperation with the Mannheim University of Applied Management Sciences and meets the university's quality standards in terms of overall concept, content, trainers and examination. As a result, participants benefit from high-quality qualifications with guaranteed topicality, high practical relevance and excellent trainers.
Module 1: Classroom seminar
4 days
Modern key account management for branded goods and consumer goods
Modern key account management for branded goods and consumer goods
- Structure, analysis and strategy
- The St. Gallen key account management model
- Systematic analysis of key accounts
- Forward-looking key account strategies
- Creating added value for key accounts (value creation)
- Communicating added value effectively (value selling)
- Adequately pricing added value (value pricing)
- Tasks and skills of key account managers
- Condition and management of KAM teams without authority to issue instructions
- Performance measurement, organization and implementation
Module 2: E-Learning
approx. 2 hours
Consolidation phase with e-learning
Consolidation phase with e-learning
Negotiate skillfully - navigate through everyday working life in a charming and goal-oriented manner (online learning time: approx. 2 hours).
Module 3: E-examination
approx. 45 min.
Final examination
Final examination
Lessons Learned
After your training, you will receive a summary of the exam-relevant content via your learning environment in preparation for your final exam.
Final examination
You document your expertise with the e-test.
Contents
Already more than 950 enthusiastic participants!
Structure, analysis and strategy
- The St. Gallen key account management model as a reference framework for successful key account management (KAM).
- Systematic analysis of key accounts.
- Develop forward-looking key account strategies.
Services and conditions
- Create added value for key accounts (value creation).
- Communicate added value effectively (value selling).
- adequately price added value (value pricing).
Tasks, processes and collaboration
- Tasks and skills of key account managers.
- Condition and management of KAM teams without authority to issue instructions.
Performance measurement, organization and implementation
- Levers of KAM success.
- Measuring success in KAM: key figure cockpits.
- KAM implementation.
Lessons Learned
- After the training, you will receive a summary of the exam-relevant content via your learning environment in preparation for your final exam.
Final examination
- You document your expertise with the e-test.
For optimal knowledge transfer: E-learning: Skillful negotiation (online learning time: approx. 2 hours)
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.
Your benefit
In this training course, you will learn and practise how to ...
- systematically analyze your key accounts,
- develop strategies and techniques for successful key account management and exploit growth potential,
- create added value for your key accounts and your company,
- put together teams for key account management and coordinate them successfully,
- measures success in key account management and
- in the implementation of key account management.
Key account management is a well-established term in sales management. It describes a specific form of acquiring, developing and retaining particularly important strategic customers. Key account management is one way of providing adequate support for the challenges faced by these customers, which are also driven by Industry 4.0 and digitalization. Among potential suppliers , there are those who can position themselves convincingly for the future. Learn the prerequisites to be able to meet your key accounts at eye level as a key account manager.
Methods
Interactive and varied: group and individual work, role plays, case studies and best practice examples, trainer input, discussion, exchange of experiences.
Recommended for
Key account managers, account managers, sales managers, sales managers, key account consultants, sales executives, product managers. Managers who want to actively support the KAM process and/or reflect on their existing concept.
Final examination
After the course, participants take the written final exam for the certified Key Account Manager course. To save you travel costs and time, you can take the e-exam on your computer at work or at home. The training content is tested in written form (time required: approx. 45 minutes).
After successfully passing the final exam, you will receive the recognized certificate of the Haufe Akademie and the Mannheim School of Managementcertified Key Account Manager:in". This documents your in-depth knowledge as a basis for the further development of your professional career.
Further recommendations for "certified Key Account Manager - Branded Goods and Consumer Products"
Module 1: Online training
4 days
Modern key account management for branded goods and consumer goods
Modern key account management for branded goods and consumer goods
- Structure, analysis and strategy
- The St. Gallen Key Account Management Model
- Systematic analysis of key accounts
- Forward-looking key account strategies
- Creating added value for key accounts (value creation)
- Communicating added value effectively (value selling)
- Adequately pricing added value (value pricing)
- Tasks and skills of key account managers
- Condition and management of KAM teams without authority to issue instructions
- Performance measurement, organization and implementation
Module 2: E-Learning
approx. 2 hours
Consolidation phase with e-learning
Consolidation phase with e-learning
Negotiate skillfully - navigate through everyday working life in a charming and goal-oriented manner (online learning time: approx. 2 hours).
Module 3: E-examination
approx. 45 min.
Final examination
Final examination
Lessons Learned
After your training, you will receive a summary of the exam-relevant content via your learning environment in preparation for your final exam.
Final examination
You document your expertise with the e-test.
Contents
Already more than 950 enthusiastic participants!
Structure, analysis and strategy
- The St. Gallen key account management model as a reference framework for successful key account management (KAM).
- Systematic analysis of key accounts.
- Develop forward-looking key account strategies.
Services and conditions
- Create added value for key accounts (value creation).
- Communicate added value effectively (value selling).
- adequately price added value (value pricing).
Tasks, processes and collaboration
- Tasks and skills of key account managers.
- Condition and management of KAM teams without authority to issue instructions.
Performance measurement, organization and implementation
- Levers of KAM success.
- Measuring success in KAM: key figure cockpits.
- KAM implementation.
Lessons Learned
- After the training, you will receive a summary of the exam-relevant content via your learning environment in preparation for your final exam.
Final examination
- You document your expertise with the e-test.
For optimal knowledge transfer: E-learning: Skillful negotiation (online learning time: approx. 2 hours)
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.
Your benefit
In this training course, you will learn and practise how to ...
- systematically analyze your key accounts,
- develop strategies and techniques for successful key account management and exploit growth potential,
- create added value for your key accounts and your company,
- put together teams for key account management and coordinate them successfully,
- measures success in key account management and
- in the implementation of key account management.
Key account management is a well-established term in sales management. It describes a specific form of acquiring, developing and retaining particularly important customers. Key account management is one way of providing adequate support for the challenges faced by customers, also driven by Industry 4.0 and digitalization. Only those who can position themselves convincingly for the future will survive in the circle of potential suppliers . Learn the prerequisites for being a key account manager:in your key accounts at eye level.
Methods
Interactive and varied: group and individual work, role plays, case studies and best practice examples, trainer input, discussion, exchange of experiences.
Recommended for
Key account managers, account managers, sales managers, sales managers, key account consultants, sales executives, product managers. Managers who want to actively support the KAM process and/or reflect on their existing concept.
Final examination
After the training course, participants take the written final exam for thecertified Key Account Manager" training course. To save you travel costs and time, you can take the e-exam on your PC at work or at home. The training content is tested in written form (time required: approx. 45 minutes).
After successfully passing the final exam, you will receive the recognizedcertified Key Account Manager:in" certificate from the Haufe Akademie and the Mannheim School of Management. This documents your in-depth knowledge as a basis for the further development of your professional career.
Further recommendations for "certified Key Account Manager - Branded Goods and Consumer Products"
Attendees comments
"I particularly liked the practical relevance and the experienced speaker."
Stefan Behrens
Lesaffre Germany GmbH
"I particularly liked the practical relevance and the experienced speaker."
Stefan Behrens
Lesaffre Germany GmbH
Seminar evaluation for "certified Key Account Manager - Branded goods and consumer goods"
4.5 from 5
with 103 ratings
training content:
4.4
Content comprehensibility:
4.7
Practical relevance:
4.3
Trainer expertise:
4.9
Participant orientation:
4.8
Method variety:
4.6
On-site training together
Booking number
30685
30685
€ 2.890,-
plus VAT
4 days, E-Lea
...
in 3 locations
with certificate
3 Events
German
Joint online training
Booking number
33674
33674
€ 2.890,-
plus VAT
4 days, E-Lea
...
Online
with certificate
0 Events
German
Train several employees internally
Pricing upon request
- Customized training courses according to your needs
- Directly at your premises or online
- Cost advantage from 5 participants
- We contact you within 24 hours (Mon-Fri)
4 days, e-learning, e-exam (45 min.)
In-person or Online
with certificate
Start dates and details
08.09.2025
Hamburg
Booking number:
30685
€ 2.890,- plus VAT.
€ 3,439.10 incl. VAT.
Modules
4 days, e-learning, e-exam (45 min.)
Limited number of participants
Classroom seminar
Modern key account management for branded goods and consumer goods
Date
08.-11.09.2025
Venue
Mercure Hotel Hamburg City
Schedule
1st - 3rd day: 09:00 am - approx. 5:00 pm
4th day: 09:00 am - approx. 4:00 pm
Transfer coaching bookable
2 hours of transfer coaching - live and online with your trainer ensures that you can put what you have learnt into practice in your day-to-day work.
If you book at the same time as your training, you save 10 % on the price of the transfer coaching of € 390,- excl.
02.02.2026
Stuttgart
Booking number:
30685
€ 2.890,- plus VAT.
€ 3,439.10 incl. VAT.
Modules
4 days, e-learning, e-exam (45 min.)
Limited number of participants
Classroom seminar
Modern key account management for branded goods and consumer goods
Date
02.-05.02.2026
Venue
Holiday Inn
Schedule
1st - 3rd day: 09:00 am - approx. 5:00 pm
4th day: 09:00 am - approx. 4:00 pm
Transfer coaching bookable
2 hours of transfer coaching - live and online with your trainer ensures that you can put what you have learnt into practice in your day-to-day work.
If you book at the same time as your training, you save 10 % on the price of the transfer coaching of € 390,- excl.
07.07.2026
Cologne
Booking number:
30685
€ 2.890,- plus VAT.
€ 3,439.10 incl. VAT.
Modules
4 days, e-learning, e-exam (45 min.)
Limited number of participants
Classroom seminar
Modern key account management for branded goods and consumer goods
Date
07.-10.07.2026
Venue
Best Western Plus Hotel Köln City
Schedule
1st - 3rd day: 09:00 am - approx. 5:00 pm
4th day: 09:00 am - approx. 4:00 pm
Transfer coaching bookable
2 hours of transfer coaching - live and online with your trainer ensures that you can put what you have learnt into practice in your day-to-day work.
If you book at the same time as your training, you save 10 % on the price of the transfer coaching of € 390,- excl.
Training is guaranteed to take place
Booking number:
30685
€ 2.890,- plus VAT.
€ 3,439.10 incl. VAT.
Details
4 days, e-learning, e-exam (45 min.)
Limited number of participants
Transfer coaching bookable
2 hours of transfer coaching - live and online with your trainer ensures that you can put what you have learnt into practice in your day-to-day work.
If you book at the same time as your training, you save 10 % on the price of the transfer coaching of € 390,- excl.
Booking number:
33674
€ 2.890,- plus VAT.
€ 3,439.10 incl. VAT.
Details
4 days, e-learning, e-exam (45 min.)
Limited number of participants
Transfer coaching bookable
2 hours of transfer coaching - live and online with your trainer ensures that you can put what you have learnt into practice in your day-to-day work.
If you book at the same time as your training, you save 10 % on the price of the transfer coaching of € 390,- excl.
No suitable date?
You are welcome to be notified by e-mail as soon as new dates are released.
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