Centre for Strategic Marketing and Sales

Open Executive Programmes

Key Account Management Best Practice (3 days) Runs every February, June and October

Programme overview At Cranfield, we have taken the lead worldwide in key account management (KAM) research, so this programme benefits from the latest thinking in KAM. Delegates have access to a wide expertise in KAM and on completion are invited to be a guest at Cranfield’s KAM Best Practice Club. During the programme there are also great opportunities for networking and exchanging best practice with other delegates from a wide variety of different organisations. This programme will develop your practical skills in planning, analysing and implementing closer relationships with your strategic accounts. On

completion you will have developed a strategic key account plan for one of your customers, using the unique best practice Cranfield KAM Value Planning template. Who should attend? Practising key account managers seeking to ensure they manage their key relationships appropriately and profitably. Senior sales people and major account managers who are aiming to develop their planning and customer management skills. Procurement managers who would like a different perspective on supplier relationship management and collaborative business-to-business relationships.

Marketing Strategy and Planning (3 days) Runs every March and September

Programme overview This programme provides tools and techniques for defining marketing strategies that deliver sales and profit growth. You will learn how to develop marketing plans that focus on sources of differentiation other than price, such as your customers, in order to protect margins and increase revenue. On completion you will have a step-by-step process for developing marketing strategies that really work and that achieve the organisation’s goals. You will be able to organise the planning process effectively and get buy-in from internal and external stakeholders.

Who should attend? Directors and senior managers from all functions who need to participate fully in the development of more effective approaches to increasing sales and profits. Marketing directors, managers and executives who need to drive marketing plan development and execution and make full use of their marketing resources. Teams are welcome to attend and work on a plan for their own company.