Rotterdam school of Management, Erasmus University compact logo
  • Start dates

    6 November 2024

  • Duration

    3 days

  • Programme fee

    € 3,800 (excl 21% VAT)

  • Language


  • Format

    In person

Your strategic customers are more sophisticated than ever. They need – and want – a sparring partner with the ability to work effectively across regions, business units and functions. During our three-day Strategic Account Management programme, you will learn how to manage your customer relationships in this new context, with confidence.  

This course is offered by Rotterdam School of Management b.v.. For more information about the legal structure of Rotterdam School of Management, Erasmus University, visit this page.

Student in Strategic Account Management class

Interested in a programme for your entire team?

Discover our options for customised and in-company programmes tailor-made for your organisation.

Learning goals

After this programme, you can add these strengths to your knowledge and skillset. 

  • A comprehensive understanding of strategic account management challenges from internal and external perspectives.  
  • Analytical, strategic, and interpersonal skills to effectively manage key customers in a demanding market.  
  • The ability to communicate key messages across your customers’ organisations with ease.  
  • Successful management of specific key customer relationships through guidance and coaching from leading professors and executives.  
  • The latest knowledge and experiences shared with peers, and an extended professional network.  
  • A personalised skills development plan, tailored to your business situation.  

For whom

Explore if this course is for you

Your roles

  • Strategic account manager or team member
  • Account executive
  • Sales manager
  • Manager in a business development role

Your responsibilities

  • Maintain and grow business with strategic customers
  • Manage key customers in  demanding markets
  • Effectively communicate key messages across your customers’ organisations

Your challenges

  • Ensuring that important customers and leads are kept and attracted to your portfolio
  • Increase competitiveness
  • Increase your relevance to your key customers

Read what previous participants say about this programme

Patricia Klaassen-van Abeelen

Key accountmanager at Interfood Group

We’re renewing our organisation’s strategy and implementing a key account management division. It was great to see if we’re on the right track and learn tips and tricks to even do it better. RSM offered a rich learning experience and has a pragmatic approach. I felt like everyone could relate to it. We learned how to manage the different stakeholders within the organisation which contributes to a positive work atmosphere in which more and more people want to be involved in what we do. We now know the difference between a good and a great key account manager.

Hanan Pellegrom

Account manager at The.NextGen

We looked for a qualitatively, academically designed training and that's exactly what this was. The programme made me confident that I can help our company take the next steps in customer relationships. We will be adding far more value to our customers, and grow towards mutual strategic partnerships. It was also very valuable to explore other participants’ companies in terms of maturity in working strategically with their accounts. The RSM course contained new insights and learning points for everyone's situation.

Martijn Bokelaar

Key account manager at PPG Coatings Europe BV

My main challenge was to find guidance in developing and bringing our existing strategic partners (distributors) to the next level. The theory and practical examples from the course helped me to take a step back, to evaluate and investigate what is important for our partners and where can we find solutions to develop our business together. During the course you can exchange information with other businesses. This helps in creating a broader view and perspective which have a true added value for developing your own plans. With the information and knowledge received during the course I have been able to make steps in setting up a plan to develop and to bring the strategic partners of PPG coatings Europe BV to the next level to create a truly strategic partnership.

Patricio Conner

Manager Facilitaire Kennis & Regie at Immigratie en Naturalisatiedienst (IND)

I manage integrated services to support the core business of the immigration office. I wanted to learn strategic methods for the detailed research we do for key customers. I chose the programme because of the practical way in which it’s taught, and so I could hear the experiences of others. I can now more effectively and efficiently create value and maintain a high standard in sustaining and supporting the core business of our customers and the organisation. For me, learning about the Triple Fit Canvas method stands out for bringing together strategies, relationships, and communication. The programme contributed to my way of looking at key customers on a professional level, and analysing processes to support them.

Your expert faculty

During the Strategic Account Management programme you will learn from Dr Javier Marcos Cuevas and Nicolaas Smit. Occasionally we may substitute other faculty members according to the content of the programme and their availability.

Dr Javier Marcos Cuevas

Javier Marcos Cuevas is an invited faculty member at RSM and Professor of Strategic Sales Management and Negotiation at Cranfield School of Management in the UK. He has 25 years’ experience in business schools, consultancy and multinational corporations, plus UK public and government entities. His research, teaching, and consulting work focus on key account management, high-value selling and commercial negotiation

Nicolaas Smit

Nicolaas Smit has 25 years of experience as board room consultant and interim manager. He also led global marketing and business development in a high-tech company in Silicon Valley. With Rebellution Consulting he assists companies in organising sales for a new digital reality. He teaches customer centricity, sales leadership and strategic account management at RSM, Cranfield School of Management, and St. Gallen University.

More information

Programme dates

6 - 8 November 2024

Programme fee

€ 3,800 (excl. 21% VAT) or € 3,300 (excl. 21% VAT) per individual if three or more team members participate in the same programme. Fees are including course materials, and lunches and snacks if applicable. These fees do not include hotel accommodation.

25% discount for alumni from Erasmus University Rotterdam and RSM.

A programme for your entire team

All of our short courses can also be delivered as personalised in-company training to groups of employees from the same organisation. This enables us to develop a comprehensive programme that focuses on your organisation’s own unique situation and issues. 

Frequently asked questions


Programme dates: 

6 - 8 November 2024

  • Pre-Programme Webinar (Online): tbc
  • Post-Programme Webinar (Online): tbc

Rotterdam School of Management, Erasmus University (RSM) offers a dynamic learning environment for professionals looking for new skills and knowledge in business and management education. 

  • RSM is consistently ranked among Europe’s top business schools.
  • World-class professors and a globally oriented faculty deliver business leaders with an innovative mindset.
  • A prestigious Triple Crown accreditation puts RSM among the top 1% of business schools worldwide.
  • With our no-nonsense approach, RSM's goal is to give you the tools to put your new skills and knowledge directly into practice, for real impact.
  • It’s about you: during your programme you can discuss your specific business challenges and receive personal coaching.
  • You will meet a new network of peers in an RSM programme: extend your network, share experiences and become inspired by your fellow participants.

This programme takes place in Bayle building on the Woudestein Campus of Erasmus University Rotterdam, just 15 minutes by public transport from Rotterdam city centre. Our modern and lively campus has innovative study facilities, sustainable design, and calming green spaces.

Class sizes are usually between 12 to 24 people, but it does depend on the programme. We aim for a balance between allowing capacity to guarantee individual attention, and achieving a good group dynamic and networking opportunities.

Yes. Alumni from RSM and Erasmus University Rotterdam receive a 25 per cent discount. RSM alumni are those who have completed either a Bachelor of Science, Master of Science, PhD or at least one executive education programme of more than 40 hours duration. Participants of open programmes of less than 40 hours do not receive a discount. Companies sponsoring several participants may also be offered a special price.

These programmes are excluded from this alumni discount:

  • Lean Six Sigma Black Belt Excellence Programme
  • Leadership Challenges with Data Analytics
  • Urban Digital Innovation Executive Leadership for a Green Deal
  • Executive Master in Customs and Supply Chain Compliance
  • Business Valuation
  • Port Executive Leadership Circle
  • Corporate Communication programmes
  • Erasmus Centre for Entrepreneurship programmes
  • RSM Customised Programmes
  • Programmes offered outside RSM Executive Education

Programme fees include tuition, programme materials, plus lunch and refreshments throughout the programme. Hotel accommodation is not included, unless mentioned otherwise in the programme information.

If you require hotel accommodation, we recommend the Novotel Rotterdam Brainpark Hotel and the Bilderberg Park Hotel. Both hotels are located in Rotterdam, accessible to the university, and participants can benefit from special rates.

Please note that due to high demand, we advise you to book your hotel stay for any program as early as possible with a flexible rate.

Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.

If you have more general questions, we recommend you explore our more in-depth FAQs page. If you are looking for personal advice, then please contact one of our advisors using the contact form below.

Erika Kataveli

Programme advisor

It's my priority to help you identify how you can meet your professional objectives, so reach out and let's make a plan for your personal development.