MC7084 - Major Account Marketing Management (2022/23)
| Module specification | Module approved to run in 2022/23 | ||||||||||
| Module title | Major Account Marketing Management | ||||||||||
| Module level | Masters (07) | ||||||||||
| Credit rating for module | 20 | ||||||||||
| School | Guildhall School of Business and Law | ||||||||||
| Total study hours | 200 | ||||||||||
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| Assessment components |
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| Running in 2022/23(Please note that module timeslots are subject to change) |
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Module summary
With the complexity in the marketplaces ever increasing, knowing how to navigate sales with key accounts by tailoring sales and marketing to align with the buying decision making process is a significant source of competitive advantage.
Winning and retaining major accounts is critical to all businesses whether B2C or B2B. Managing key account is a strategic capability that organisations must embrace through analysis and planning.
This is a practical module designed to help build capabilities to deal with competitive situations, manage negotiations and offer the ongoing support needed to keep your major accounts.
Prior learning requirements
n/a
Syllabus
1. Introduction / How B2B customers make decisions / The Buying Cycle / Why do stages matter
2. Account Entry Strategy / Focus points
3. Making the clients rely on you / Questioning Strategy
4. Influencing Client Choice / Decision Criteria / Handling Crucial Decision Criteria
5. Competitive Marketing and Sales Strategy
6. Resolution of Concerns / Consequences
7. Role Playing
8. Offering Concessions / Negotiation / Leveraging Advantages
9. Implementation Phase
10.Motivation Dip
11.Sales Personalities / Account Maintenance
12.Review / Anatomy of a Sale
Balance of independent study and scheduled teaching activity
Students will have 36 hours of contact time delivered through twelve 3-hour workshop sessions.
WebLearn will be used to guide students through additional independent study using case studies, videos, articles and other readings.
Learning outcomes
By completing this module students will be able to :
1. Critically evaluate strategies in managing major accounts
2. Analyse buying behaviour
3. Match their marketing and selling strategy to client's decision-making process
Assessment strategy
The assessment will utilise a case study or a bespoke brief that will aim to assess key account management capabilities in a practitioner manner.
Bibliography
Marcos J., Davies M., Guesalaga R., Holt S., (2019) Implementing Key Account Management: Designing Customer-Centric Processes for Mutual Growth, Kogan Page
Parmenter D., (2019) Key Performance Indicators: Developing, Implementing, and Using Winning KPIs, Wiley
McDonald M., Rogers B., (2019,), Key Account Management, Kogan Page
Dixon M., Adamson B., (2013), The Challenger Sale: How To Take Control of the Customer Conversation, Portfolio Penguin
Online Resources
• The Institute of Sales Management https://www.ismprofessional.com/
• The Entrepreneurial Sales Institute https://www.esinstitute.com/
• The Chartered Institute of Marketing www.cim.co.uk
• Digital brand engagement: www.digitalbrandengagement.ning.com
• McKinsey Digital Marketing: https://www.mckinsey.com/business-functions/digital-mckinsey/how-we-help-clients
• The Institute of Direct Marketing: http://www.theidm.com
• The Direct Marketing Association: www.dma.org.uk