Strategic Key Account Management
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Programme Overview
Key Account Management (KAM) offers a structured approach for building and sustaining strong, profitable relationships with an organisation’s largest customers. This programme provides a practical conceptual framework to implement strategic KAM effectively, helping participants deepen engagement, improve decision-making, and maximise value from their most critical accounts.
Through interactive discussions and case studies, participants learn how to develop strategic perspectives on sales and customer relationships, recognise and overcome common challenges, optimise account team performance, and create actionable plans that enhance both customer satisfaction and business outcomes. The programme equips managers to become trusted advisors while positioning their organisations for long-term success.
Key Learning Outcomes
Implement actionable plans that strengthen long-term relationships and position managers as trusted advisors.
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Foundations of Key & Strategic Account Management
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Introduction to Key Account Management fundamentals
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Strategic accounts: A definition
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Selecting and classifying strategic accounts
Designing & Implementing SAM Programmes
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Developing and implementing a Strategic Account Management (SAM) Programme
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Innovation and sustainability of Key Account Programmes
Strategic Account Planning & Opportunity Management
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Strategic account plans
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Sales opportunity management
Optimising Strategic Account Teams
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Optimising your strategic account sales team
Relationship Development & Political Navigation
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Relationship development and navigating politics with key officers
Leveraging Marketing & Technology for SAM
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Leveraging marketing to support SAM initiatives
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Applying technology in Strategic Account Management
Prof. Louis Ifeanyi Nzegwu is a Professor of Marketing at Lagos Business School, bringing over three decades of academic and industry experience. Before joining LBS, he spent more than 20 years at the University of Wisconsin–Platteville, where he served as Professor of Marketing and Executive Director of the International Business Resource Center. He previously taught at Alcorn State University and held visiting professorships at institutions in the United States and Rwanda.
He teaches a wide range of marketing courses, including Sales Management, Pricing, Marketing Management, Marketing Research, and Global Marketing. Prof. Nzegwu holds a Doctorate in Business Administration, an MBA, an M.Ed., and an MSc in Agricultural Economics. His research focuses on marketing strategy, product development, market entry, consumer behaviour, and sales enablement. He has served on several editorial and advisory boards and is an Emeritus Professor of Marketing in the United States as well as a fellow of the National Institute of Marketing of Nigeria.
Prof. Tayo Otubanjo teaches Marketing across the full-time and executive MBA programmes at Lagos Business School and recently served as a Visiting Professor of Marketing at Yale School of Management. He completed his PhD in Marketing in the UK, specialising in corporate brand identity, and played a key role in establishing the first MSc in Corporate Brand Management.
He provides strategic marketing and brand advisory services to organisations such as First Bank, FCMB, AXA Mansard, Sujimoto, and Galaxy Backbone. His earlier work with CMCConnect BCW and CentrespreadGrey involved major brand strategy projects for institutions including Coca-Cola, Microsoft, Emirates Airline, Skye Bank, Zenith Bank, UPS, SAP, MoneyGram, and Emzor Pharmaceuticals.
The Admission Process
Begin your path to professional and personal growth with our straightforward enrollment process.
1. Click on the Apply Now button.
2. Select the number of participants to enroll on the programme and then fill in your detials.
3. Request for an invoice or make an instant payment via our secured payment gateway.
4. Upon confirmation of payment, a programme manager will get in touch with you at least three days before the programme commences.