International Key Account Management

Universidad EAFIT

Course Description

  • Course Name

    International Key Account Management

  • Host University

    Universidad EAFIT

  • Location

    Medellín, Colombia

  • Area of Study

    Business, International Business, International Management

  • Language Level

    Taught In English

    Hours & Credits

  • Contact Hours

    48
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    1. COURSE JUSTIFICATION:
    In a global context, interaction with international customers and suppliers is part of the
    inherent functions of an international negotiator. In this regard, the course aims to
    develop essential skills for the management of international trade relations and it’s
    strengthening in the long term.
    2. GENERAL OBJECTIVES OF THE COURSE
    • To understand the context of international trade relations
    • To identify key elements for the selection and achievement of strategic or key
    customers.
    • To analyze the importance of building long term international trade relations.
    3. ANALYTICAL DESCRIPTION OF CONTENTS
    1. Introduction
    Specific objectives:
    • To introduce the basic trade functions of an organization.
    • To define the concept of customers and key accounts in international business.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Reading report
    2. Analysis
    Analysis of potential customers
    Specific objectives:
    • To know the main tools for prospecting and analyzing international customers.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Workshop
    Categorization of key customers
    Specific objectives:
    • To apply mechanisms for the classification and segmentation of international
    customers.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Case study
    Creation and consolidation of trade relations
    Specific objectives:
    • To analyze the key aspects for the creation and consolidation of long term trade
    relations.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Workshop
    The customer´s perspective
    Specific objectives:
    • Analyze the trade relations from the buyer´s point of view and understand its implications.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Activity
    3. Strategy
    Selection of key accounts
    Specific objectives:
    • To know the different tools for selecting strategic customers.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Group activity
    Definition of trade objectives
    Specific objectives:
    • Study the key elements for the definition of the strategic objectives.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Workshop
    Sources and mechanisms for reaching international customers
    Specific objectives:
    • To know the different sources and mechanisms for reaching international customers,
    including trade fairs, trade missions, business conferences, chambers of commerce,
    specialized databases and intermediaries among others.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Activity
    4. Management
    Management of key customers
    Specific objectives:
    • To define tools and key activities for managing international trade relations.
    • Study key aspects of managing a portfolio of international customers.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Activity
    .
    Negotiation and international sales strategies
    Specific objectives:
    • To define tools and key activities for managing international trade relations.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Activity
    Understanding culture
    Specific objectives:
    • To comprehend the key role that understanding cultures plays in the negotiation process with
    international customers
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Group assessment
    5. Retention of international customers
    Retention and loyalty strategies
    Specific objectives:
    • To analyze different strategies to retain and achieve the loyalty of international customers.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Workshop
    The importance of customer service
    Specific objectives:
    • To reflect on the importance of customer service in international trade relations.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Case study
    6. Measurement and control of trade strategy
    Specific objectives:
    • To analyze different tools for measuring and monitoring business and trade results at
    the international level.
    Teaching and learning strategies: lecture, discussion, readings.
    Evaluation strategies: Activity
    4. ASSESSMENT
    Midterm exam I 25% Session 8
    Midterm exam II 25% Session 13
    Follow up 20% Throughout the semester (3)
    Final exam 30% Final Exams Week
    (30% Written deliverable & 10% oral presentation)