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 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 equips 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 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 can 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 can 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 qualification measure after you have registered.
Your benefit
In this training course, you will learn and practice 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,
- Measuring success in key account management and
- when implementing key account management.
Key account management or key customer care is a firmly established term in sales management. It describes a specific form of acquiring, developing and retaining particularly important strategic customers who demand more from you than simply large 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. Those who can position themselves convincingly for the future will remain in the circle of potential suppliers . Learn the prerequisites for being able to meet your key customers 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 training, the participants take the written final examination for the training certified Key Account Manager. To save you travel costs and time, you can take the e-exam on your computer at work or at home. The training content will be assessed in written form (approximately 45 minutes).
After successfully completing the final examination, you will receive the recognized certificate of Haufe Akademie and the Mannheim School of Business for Management, " certified Key Account Manager". This will document your in-depth knowledge as a basis for further developing 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 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 can 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 can 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 qualification measure after you have registered.
Your benefit
In this training course, you will learn and practice 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,
- Measuring success in key account management and
- when implementing key account management.
Key account management or key customer care is a firmly established term in sales management. It describes a specific form of acquiring, developing and retaining particularly important strategic customers who demand more from you than simply large 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. Those who can position themselves convincingly for the future will remain in the circle of potential suppliers . Learn the prerequisites for being able to meet your key customers 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 training, the participants take the written final examination for the training certified Key Account Manager. To save you travel costs and time, you can take the e-exam on your computer at work or at home. The training content will be assessed in written form (approximately 45 minutes).
After successfully completing the final examination, you will receive the recognized certificate of Haufe Akademie and the Mannheim School of Business for Management, " certified Key Account Manager". This will document your in-depth knowledge as a basis for further developing 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
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
Fee includes
Please book your overnight stay directly with the hotel at our special rates approx. 4 weeks before arrival. You will receive a reservation form from us after your registration.
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
Fee includes
Please book your overnight stay directly with the hotel at our special rates approx. 4 weeks before arrival. You will receive a reservation form from us after your registration.
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
Fee includes
Please book your overnight stay directly with the hotel at our special rates approx. 4 weeks before arrival. You will receive a reservation form from us after your registration.
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
Fee includes
Please book your overnight stay directly with the hotel at our special rates approx. 4 weeks before arrival. You will receive a reservation form from us after your registration.
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.
Please note: We use third-party tools for selected events. Personal data of the participant will be passed on to them for the implementation of the training offer. You can find more information in our privacy policy.
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