R.C. Kopf Professor of International Marketing
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Managing Strategic Accounts
Click on dates below to apply:
Location: Columbia University Campus, New York City
Tuition: $2,650, includes materials and some meals.
In times of economic uncertainty, strategic accounts are a company's most valuable asset. The ways in which they are identified, nurtured, and cultivated can mean the difference between a successful organization and one that is trying vainly to survive.
Managing Strategic Accounts demonstrates how to identify, manage, and grow an organization's key accounts to maximize their performance. Participants learn managerial techniques and approaches that top organizations use to manage and develop these accounts.
Managing Strategic Accounts focuses on how companies should concentrate on their most strategically important accounts. Participants will learn key managerial techniques and approaches that top organizations use to manage and develop these accounts.
At the conclusion of this intensive two-day course, participants will have a true understanding of the opportunities available via strategic accounts, and the ability to manage and cultivate a strategic accounts program that uses those opportunities to full advantage.
The program also addresses new challenges presented by the ever-widening global marketplace.
"The global nature of business has made strategic account management much more complex. Having the right strategy, organizational structure, and human resources is difficult enough on a national level. It's even more complicated when you deal with different languages, different cultures, and different time zones."
Please Contact Us
Please contact our Learning Solutions Specialists at 212-854-3395 for a personal conversation to learn more.
Managing Strategic Accounts is designed for executives who understand the increasing relevance of strategic accounts to the future of their organizations. Participants are likely to have such titles as Strategic or Key Account Director/Manager, Marketing Director/Manager, National/Regional Sales Director/Manager, Product Manager, or Business Development Manager. Managers in other divisions of their company who would like to benefit from a greater understanding of key account management are also welcome to attend. Most attendees will come from B2B industries, but consumer goods companies that interact with major retailers and distributors will also gain benefits from attending this course.
Hear from Past Participants:
"Overall the program helped shape my thinking on approaching strategic accounts and gave me the tools to start the process."
—Stephen Reisman, VP, MTV Networks
"Professor Capon has a remarkable grasp of both the theory and reality of what makes up major account management success. This course provoked me to examine all facets of my own strategic account business."
—Shawn Schiffer, VP of National Accounts, Heineken USA
"The comprehensive coverage and the interaction with global participants made the learning experience very effective. There are so many exercises and principals that can be immediately applied to my organization."
—Sandra Parét, Senior VP, Hellmuth, Obata + Kassabaum
How You Will Benefit in the Current Context
"In touchy economic times, securing revenues is even more critical. Managing Strategic Accounts helps you develop relationships with your strategic accounts so that you can protect and grow your revenue streams."
Summary of Benefits
Alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for programs lasting up to seven days. More on the Alumni Tuition Benefit.
Upon completion of this program, you will earn 2 days towards a Certificate in Business Excellence. Learn more.
During the program, participants document a strategic account problem to discuss and then solve. Throughout the three days, a mix of lectures, discussion and case studies allow session to build upon each other: from establishing a strategic account management program, to developing systems for successful account management throughout key departments, to cultivating your strategic account team.
Sample Session Topics