This course series provides a practical introduction to key account management (KAM) in the modern trade industry. It is designed for beginners and professionals who want to understand how key account managers work with major retail clients, manage business relationships, and support brand growth in competitive markets.
The course begins by explaining what key account management is and how the KAM role differs from traditional sales positions. It highlights the responsibilities of managing strategic accounts, building partnerships, and driving long-term business success.
You will also learn how to understand product categories, brands, and product positioning within retail environments. This helps account managers improve sales performance and align products with customer demand.
Another major focus is understanding key customers and learning how businesses analyze customer behavior, purchasing patterns, and business priorities. The course also explains the concept of Joint Business Planning (JBP), a collaborative strategy used between companies and retail partners to achieve shared business goals.
Additionally, the series introduces assortment and visibility concepts, showing how product placement and in-store visibility impact customer decisions and brand performance.
By the end of this course, learners will have a clear understanding of key account management in modern trade and the skills needed to manage
