Module title: Key Account Management

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: SAL09404
Module leader: Barbara McCrory
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

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2018/9, Trimester 3, Online,
Occurrence: 001
Primary mode of delivery: Online
Location of delivery: WORLDWIDE
Partner:
Member of staff responsible for delivering module: Barbara McCrory
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general
introduction to the topic and how to study the module online, together with core academic theory relating to the topic. You will
also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support
your learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each
unit will help to engage you in the learning process, and the online materials will encourage you to reflect on your own
experiences and learning. You will be encouraged to form your own independent groups and to interact via the VLE through
discussion forums. By actively engaging in the following activities you will be able to achieve the learning outcomes of this
module.
To support your learning, you will have access to:
• A weekly ‘virtual office hour’ – module leaders will be available for synchronous contact.
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes, and summary of key points
o Eleven units of learning - an introductory unit, followed by ten subject specific units.
o Narrated PPTs, covering key learning points for each unit
o Podcasts/vodcasts further explaining key concepts (where appropriate)
o Recorded keynote lectures/guest speakers (as appropriate)
o Case Studies and outline solutions
o Two online discussions instigated and moderated by the module leader
o Self-Assessment Questions
o Reflective Exercises
o End of Unit Progress tests
o Links to core module academic materials; book chapters / journal articles / case materials etc.
o Examples of assessments - & outline solutions
o A database of Frequently Asked Questions
You are encouraged to identify key skills areas and relate these to your own personal and professional development throughout
the module.

Formative Assessment:
Formative feedback will be provided throughout the module via feedback on the self-assessment questions and Case Studies
- the outline solutions will be developed by the module leader and appropriate online feedback will be available automatically
and as soon as the assessment is completed. This will enable you to self-assess your progress and understanding.
Reflective Exercises within each unit will require you to apply theory to your own experience – your reflections will be captured
in an online reflective portfolio which you will be able to review and print off.

Summative Assessment:
The End of Unit progress test - (normally 10 questions at the end of each unit, testing your knowledge and understanding of the
key concepts within each unit x 10) – 10% of final module mark. End of Module Assessment – 90% of final module mark. This
will take the form of one piece of assessment, namely a Report 2,500 words).
Sample assessments may be available together with model answers and marking schemes to facilitate self-assessment of
your knowledge and understanding, and identification of areas of weakness to aid your preparation for assessment.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Groupwork (Scheduled) 4
Online Guided independent study 5
Independent Learning Guided independent study 191
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Digital Examination (not Centrally Timetabled) 1 1-4 2 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 3 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 4 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 5 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 6 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 7 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 8 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 9 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 10 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 11 HOURS= 0.5, WORDS= 0
Report 90 1-6 14 HOURS= 0, WORDS= 2500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2019/0, Trimester 1, Online,
Occurrence: 001
Primary mode of delivery: Online
Location of delivery: WORLDWIDE
Partner:
Member of staff responsible for delivering module: Barbara McCrory
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, together with core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support your learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process, and the online materials will encourage you to reflect on your own experiences and learning. You will be encouraged to form your own independent groups and to interact via the VLE through discussion forums. By actively engaging in the following activities you will be able to achieve the learning outcomes of this module.

To support your learning, you will have access to:
• A weekly ‘virtual office hour’ – module leaders will be available for synchronous contact.
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes, and summary of key points
o Eleven units of learning - an introductory unit, followed by ten subject specific units.
o Narrated PPTs, covering key learning points for each unit
o Podcasts/vodcasts further explaining key concepts (where appropriate)
o Recorded keynote lectures/guest speakers (as appropriate)
o Case Studies and outline solutions
o Two online discussions instigated and moderated by the module leader
o Self-Assessment Questions
o Reflective Exercises
o End of Unit Progress tests
o Links to core module academic materials; book chapters / journal articles / case materials etc.
o Examples of assessments - & outline solutions
o A database of Frequently Asked Questions

You are encouraged to identify key skills areas and relate these to your own personal and professional development throughout the module.


Formative Assessment:
Formative feedback will be provided throughout the module via feedback on the self-assessment questions and Case Studies - the outline solutions will be developed by the module leader and appropriate online feedback will be available automatically and as soon as the assessment is completed. This will enable you to self-assess your progress and understanding.

Reflective Exercises within each unit will require you to apply theory to your own experience – your reflections will be captured in an online reflective portfolio which you will be able to review and print off.


Summative Assessment:
The End of Unit progress test - (normally 10 questions at the end of each unit, testing your knowledge and understanding of the key concepts within each unit x 10) – 10% of final module mark. End of Module Assessment – 90% of final module mark. This will take the form of one piece of assessment, namely a Report 2,500 words).

Sample assessments may be available together with model answers and marking schemes to facilitate self-assessment of your knowledge and understanding, and identification of areas of weakness to aid your preparation for assessment.


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Groupwork (Scheduled) 4
Online Guided independent study 5
Independent Learning Guided independent study 191
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Digital Examination (not Centrally Timetabled) 1 1-4 2 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 3 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 4 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 5 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 6 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 7 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 8 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 9 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 10 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 11 HOURS= 0.5, WORDS= 0
Report 90 1-6 14 HOURS= 0, WORDS= 2500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2019/0, Trimester 2, ONLINE,
Occurrence: 001
Primary mode of delivery: ONLINE
Location of delivery: WORLDWIDE
Partner:
Member of staff responsible for delivering module: Barbara McCrory
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, together with core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support your learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process, and the online materials will encourage you to reflect on your own experiences and learning. You will be encouraged to form your own independent groups and to interact via the VLE through discussion forums. By actively engaging in the following activities you will be able to achieve the learning outcomes of this module.

To support your learning, you will have access to:
• A weekly ‘virtual office hour’ – module leaders will be available for synchronous contact.
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes, and summary of key points
o Eleven units of learning - an introductory unit, followed by ten subject specific units.
o Narrated PPTs, covering key learning points for each unit
o Podcasts/vodcasts further explaining key concepts (where appropriate)
o Recorded keynote lectures/guest speakers (as appropriate)
o Case Studies and outline solutions
o Two online discussions instigated and moderated by the module leader
o Self-Assessment Questions
o Reflective Exercises
o End of Unit Progress tests
o Links to core module academic materials; book chapters / journal articles / case materials etc.
o Examples of assessments - & outline solutions
o A database of Frequently Asked Questions

You are encouraged to identify key skills areas and relate these to your own personal and professional development throughout the module.


Formative Assessment:
Formative feedback will be provided throughout the module via feedback on the self-assessment questions and Case Studies - the outline solutions will be developed by the module leader and appropriate online feedback will be available automatically and as soon as the assessment is completed. This will enable you to self-assess your progress and understanding.

Reflective Exercises within each unit will require you to apply theory to your own experience – your reflections will be captured in an online reflective portfolio which you will be able to review and print off.


Summative Assessment:
The End of Unit progress test - (normally 10 questions at the end of each unit, testing your knowledge and understanding of the key concepts within each unit x 10) – 10% of final module mark. End of Module Assessment – 90% of final module mark. This will take the form of one piece of assessment, namely a Report 2,500 words).

Sample assessments may be available together with model answers and marking schemes to facilitate self-assessment of your knowledge and understanding, and identification of areas of weakness to aid your preparation for assessment.


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Groupwork (Scheduled) 4
Online Guided independent study 5
Independent Learning Guided independent study 191
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
1 1-4 2 HOURS= 00.50, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 3 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 4 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 5 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 6 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 7 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 8 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 9 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 10 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 11 HOURS= 0.5, WORDS= 0
Report 90 1-6 HOURS= 00.00, WORDS= 2500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

This module introduces the key models and concepts of Key Account Management, the challenges to and benefits of this approach. It evaluates and appraises the relationship stages involved and the buyer’s perspective. It evaluates and appraises KAM profitability. It considers planning for the introduction of KAM within the organisation and how to make KAM happen and work in an effective way for the selling organisation.

In this module you will have the opportunity of undertaking a mini case study and undertake a piece of reflective work pertinent to your current or previous sales/ selling role and company and industry sector and/ or to the company/ industry sector to which you belongs/ belonged. You will be assessed via two elements that make up one component: MCQs and a piece of written work, a Report.

UNIT 1 – The role of KAM & customer categorisation
This unit provides a brief introduction to what KAM is, how it used in firms and under which situations
UNIT 2 – KAM relationship stages and KAM development
This unit introduces the various stages KAM and businesses go through as they introduce KAM to their organisational structures
UNIT 3 – KAM from the buyer’s perspective
This unit captures the importance of KAM from the buyer perspective, how and why it works for the buyer and their organisation
UNIT 4 – KAM profitability
This unit discusses the how the implementation of KAM can bring rewards in the form of good profits if it is introduced and maintained effectively
UNIT 5 – Planning for KAM
This unit introduces the planning stages that firms should adopt for a successful implementation of a KAM structure
UNIT 6 – Sales skills activity
This unit will provide you with an opportunity to undertake a short sales skills activity on the topic of the contemporary selling process
UNIT 7 – Making KAM happen
This unit discusses finer detail exactly how to implement KAM to achieve optimum results
UNIT 8 – Performance and rewards in KAM
This unit focuses upon how KAM can be / is monitored to ensure rewards are in line with success and achievement of sales targets
UNIT 9 – Organising for and transitioning to KAM
This unit reflects in broader terms how business should prepare for the adoption of a KAM structure and what needs to happen within the organisation to ensure this can be achieved
UNIT 10 – Reflective exercise
This unit will afford you the opportunity to reflect upon the content of this module and apply it your own personal current or previous sales situation

Learning Outcomes for module:

Upon completion of this module you will be able to
LO1: Discuss models and concepts of KAM
LO2: Demonstrate an understanding of the relationship stages in KAM and looking at KAM from the buyer’s perspective
LO3: Demonstrate an understanding of planning for KAM within an organisation, organising for and transitioning towards the implementation of KAM
LO4: Demonstrate an understanding of performance monitoring and rewards in KAM.
LO5: Reflect on your own and/ or your company’s practice
LO6: Apply some sales theory to practice by demonstrating you have sourced and evaluated business collateral and some academic literature into key account management

Indicative References and Reading List - URL:

Please contact your Module Leader for details
Click here to view the LibrarySearch.