Key Account Management Programme

The three-day programme is designed to improve the practice of Key Account Management that is proliferating in B2B and B2C markets. The programme will highlight what is Key Account Management and in the process also stress what is not Key Account Management. Relatedly, the programme would provide insights into when should managers use Key Account Management and when price-based marketing strategies should be adopted, how should managers use key account practices to create and manage value in mature, competitive and commoditised markets.

Dates and Venue

July 28, 2017 - July 30, 2017
INR 100000 plus tax
ISB, Mohali Campus

Who should attend

Almost every marketing and sales manager, project managers and account managers in B2B firms would benefit from developing deeper understanding of customer needs and importance of key accounts in serving customers. Managers with at least five years of marketing and/or sales experience would benefit the most. Managers in B2C firms involved in managing strategic partners such as those for distribution or new product development would also find value in the course.


Develop deep understanding of what, why, when, and how of Key Account Management. Participants would get introduced to frameworks to understand that all customers are not alike and thus need to be served based on their needs.


  • Airbus Group India Pvt Ltd
  • Birla Sunlife Asset Management Company Limited
  • Bloomberg TV India
  • Cipla Pharmaceuticals Ltd.
  • Cocacola India Pvt Ltd.
  • Glaxosmithkline Pharmaceuticals Ltd.
  • Mahindra Finance
  • Tata International Ltd
  • Trident Limited


Rajdeep Grewal, Townsend Family Distinguished Professor of Marketing, Kenan-Flagler Business School, the University of North Carolina at Chapel Hill. (Know more).