4.6
Book 2 hours of individual coaching with your trainer.More info
New concept
certified Account Manager – Branded Goods and Consumer Goods
Training for successfully supporting your most important customers
Further training
This continuing education is held in German.
The consumer goods and branded goods industry is changing faster than ever: dynamic markets, demanding trading partners, complex negotiation processes, digital shopper journeys, retail media, omnichannel strategies—and increasingly, the use of artificial intelligence in analysis, planning, and negotiation preparation.
This places enormous demands on key account managers. This 4-day intensive training course supports key account managers in professionalizing their role and significantly increasing their effectiveness with customers. You will experience modern key account tools, tried-and-tested methods, concrete guidelines, and customers everything directly to your own customers .
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
- Strategic fundamentals in KAM consumer goods.
- Strategic KAM planning & business development.
- Negotiation skills, annual reviews, and tactical KAM techniques.
- Operational KAM management & collaboration within the company.
Module 2: E-Learning
approx. 2 hours
In-depth phase with e-learning courses
In-depth phase with e-learning courses
You will receive two e-learning courses Subject area artificial intelligence free of charge for 12 months:
- Prompt engineering.
- Using artificial intelligence in everyday work.
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 980 enthusiastic participants!
Strategic fundamentals in KAM consumer goods
- Special features of the branded goods and FMCG industry.
- Market & environmental analysis: trends, PESTEL, shopper insights, retail systems.
- Customer and competition analysis: data sources, KPIs, retail data (GfK, Nielsen, POS data).
- Understanding the role of a modern KAM: from salesperson to business partner.
- Buying center & decision-making structures at customers.
- Supplier positioning & development paths – How do I get into the "preferred partner" field?
- Use of AI for customer analysis, sales forecasts, and preparation of annual reviews.
Strategic KAM Planning & Business Development
- Segmentation, potential analysis, prioritization, strategic planning.
- Value proposition for customers making added value visible.
- Systematically identify growth areas (e.g., omnichannel, convenience, promotional planning, category management).
- Pricing and condition models in the FMCG context.
- Development of a customized joint business plan.
- Success factors in preparing for annual reviews.
- AI tools for strategy development: trend analyses, product ideas, scenario planning, data-based action planning.
Negotiation skills, annual reviews, and tactical KAM techniques
- Preparing for successful negotiations (structure, tactics, dos and don'ts).
- Annual reviews: guidelines, storyline, argumentation logic.
- Dealing with tough demands from retailers (general conditions, advertising subsidies, listings, terms and conditions).
- Promotion, pricing, and campaign planning.
- Conflict management & dealing with purchasing styles.
- If necessary, role-playing games and simulations from real-life retail situations (food retail, drugstores, discount stores, e-commerce).
- Psychology in negotiations & communication-focused conversation techniques.
- AI as a sparring partner in negotiation preparation (e.g., argument simulation, Q&A preparation, objection handling).
Operational KAM management & collaboration within the company
- Successful management of your own key accounts.
- Category Management & Shopper Marketing.
- Collaboration in the Key Account Team.
- KPIs, dashboards, control models.
- Reporting and business reviews.
- Interface management & leadership without disciplinary authority.
- AI & digital tools for reporting, forecasting, sales planning, and operational efficiency.
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
- E-exam: certified Account Manager – Branded Goods and Consumer Goods (45 min.).
E-library
You will receive 2 e-learning courses Subject area artificial intelligence free of charge for 12 months.
- Prompt engineering.
- Using artificial intelligence in everyday work.
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 practice how to...
- systematically analyze your market and key accounts,
- Strategically develop, manage, and expand key accounts in the branded goods and consumer goods sector.
- customers identify added value for yourcustomers and communicate it convincingly.
- Put together optimal key account teams and lead them successfully,
- Plan and conduct negotiations and annual reviews confidently and successfully,
- Targeted use of category management, shopper, and retail media expertise
- Ensure KAM success in practice with concrete tools and KPIs.
- use digital and AI-based applications realistically and effectively,
- partner and professionalize your role as a reliablepartner .
Methods
Numerous exercise sequences with individual feedback. Proven guidelines, effective sales tools, case studies, group and individual work, practical transfer exercises, your own and external case studies, feedback and Personal consultation, discussion and exchange of experiences. The focus is on experience- and action-oriented learning. You receive direct feedback that helps you progress!
Recommended for
(Junior) key account managers, account managers, sales managers, key accountconsultants, sales executives, product managers. Managers who actively support the KAM process and/or want to reflect on their existing concept.
Final examination
After completing the training, participants take the written final exam for the certified Account Manager training program. 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 completing the final exam, you will receive the recognized certificate from Haufe Akademie the Mannheim University of Applied Sciences, "certified Account Manager." This certificate documents your in-depth knowledge as a basis for further developing your professional career.
Further recommendations for "certified Account Manager: Branded Goods and Consumer Goods"
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
- Strategic fundamentals in KAM consumer goods.
- Strategic KAM planning & business development.
- Negotiation skills, annual reviews, and tactical KAM techniques.
- Operational KAM management & collaboration within the company.
Module 2: E-Learning
approx. 2 hours
In-depth phase with two e-learning courses
In-depth phase with two e-learning courses
You will receive two e-learning courses Subject area artificial intelligence free of charge for 12 months:
- Prompt engineering.
- Using artificial intelligence in everyday work.
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 980 enthusiastic participants!
Strategic fundamentals in KAM consumer goods
- Special features of the branded goods and FMCG industry.
- Market & environmental analysis: trends, PESTEL, shopper insights, retail systems.
- Customer and competition analysis: data sources, KPIs, retail data (GfK, Nielsen, POS data).
- Understanding the role of a modern KAM: from salesperson to business partner.
- Buying center & decision-making structures at customers.
- Supplier positioning & development paths – How do I get into the "preferred partner" field?
- Use of AI for customer analysis, sales forecasts, and preparation of annual reviews.
Strategic KAM Planning & Business Development
- Segmentation, potential analysis, prioritization, strategic planning.
- Value proposition for customers making added value visible.
- Systematically identify growth areas (e.g., omnichannel, convenience, promotional planning, category management).
- Pricing and condition models in the FMCG context.
- Development of a customized joint business plan.
- Success factors in preparing for annual reviews.
- AI tools for strategy development: trend analyses, product ideas, scenario planning, data-based action planning.
Negotiation skills, annual reviews, and tactical KAM techniques
- Preparing for successful negotiations (structure, tactics, dos and don'ts).
- Annual reviews: guidelines, storyline, argumentation logic.
- Dealing with tough demands from retailers (general conditions, advertising subsidies, listings, terms and conditions).
- Promotion, pricing, and campaign planning.
- Conflict management & dealing with purchasing styles.
- If necessary, role-playing games and simulations from real-life retail situations (food retail, drugstores, discount stores, e-commerce).
- Psychology in negotiations & communication-focused conversation techniques.
- AI as a sparring partner in negotiation preparation (e.g., argument simulation, Q&A preparation, objection handling).
Operational KAM management & collaboration within the company
- Successful management of your own key accounts.
- Category Management & Shopper Marketing.
- Collaboration in the Key Account Team.
- KPIs, dashboards, control models.
- Reporting and business reviews.
- Interface management & leadership without disciplinary authority.
- AI & digital tools for reporting, forecasting, sales planning, and operational efficiency.
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
- E-exam: certified Account Manager – Branded Goods and Consumer Goods (45 min.).
E-library
You will receive 2 e-learning courses Subject area artificial intelligence free of charge for 12 months.
- Prompt engineering.
- Using artificial intelligence in everyday work.
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 practice how to...
- systematically analyze your market and key accounts,
- Strategically develop, manage, and expand key accounts in the branded goods and consumer goods sector.
- customers identify added value for yourcustomers and communicate it convincingly.
- Put together optimal key account teams and lead them successfully,
- Plan and conduct negotiations and annual reviews confidently and successfully,
- Targeted use of category management, shopper, and retail media expertise
- Ensure KAM success in practice with concrete tools and KPIs.
- use digital and AI-based applications realistically and effectively,
- partner and professionalize your role as a reliablepartner .
Methods
Numerous exercise sequences with individual feedback. Proven guidelines, effective sales tools, case studies, group and individual work, practical transfer exercises, your own and external case studies, feedback and Personal consultation, discussion and exchange of experiences. The focus is on experience- and action-oriented learning. You receive direct feedback that helps you progress!
Recommended for
(Junior) key account managers, account managers, sales managers, key accountconsultants, sales executives, product managers. Managers who actively support the KAM process and/or want to reflect on their existing concept.
Final examination
After completing the training, participants take the written final exam for the certified Account Manager training program. 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 completing the final exam, you will receive the recognized certificate from Haufe Akademie the Mannheim University of Applied Sciences, "certified Account Manager." This certificate documents your in-depth knowledge as a basis for further developing your professional career.
Further recommendations for "certified Account Manager: Branded Goods and Consumer Goods"
On-site training together
Booking number
30685
30685
€ 2.940,-
plus VAT
4 days, E-Lea
...
in 2 locations
with certificate
2 Events
German
Joint online training
Booking number
33674
33674
€ 2.940,-
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
Ratings and feedback from our participants
4.6
107
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
Start dates and details
07.07.2026
Cologne
Booking number:
30685
€ 2.940,- plus VAT.
€ 3,498.60 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.
02.02.2027
Berlin
Booking number:
30685
€ 2.940,- plus VAT.
€ 3,498.60 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.-05.02.2027
Venue
Mercure Hotel Berlin Tempelhof
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.
Booking number:
30685
€ 2.940,- plus VAT.
€ 3,498.60 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
€ 2.940,- plus VAT.
€ 3,498.60 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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