International Key Account Management

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)