International Key Account Management - AESE Business School - Formação de Executivos

Short Programs > Enhancing Customer Relationship in Pandemic Times

International Key Account Management

The short program “International Key Account Management: Enhancing Customer Relationship in Pandemic Times” aims to prepare commercial managers of key accounts to develop or enhance skills of sales in an international context. This short program motivates and creates confidence in sales managers, through a formative experience that is based on a strong interconnection between conceptual learning, the exchange of professional experience and the solving of practical cases.


  • To develop and improve skills in marketing in an international context;
  • To understand the elements and conditions that make up the business and key accounts management process in an international context;
  • To acquire specific analysis tools for businesses taking place in foreign markets;
  • To recognise the importance of mastering empathic skills and consolidating the art of interpersonal communication within an international context;
  • To gain a “toolbox” that contains global negotiation skills, strategies and approaches, including awareness and appreciation of cultural differences. 


  • Board members, General Managers and Entrepreneurs;
  • Sales directors;
  • Sales managers;
  • Account managers, key account managers (with or without experience in international business).


The workshop gives the participants the opportunity to understand the elements and conditions that comprise the relationship management process within a global reach. It also offers an interdisciplinary analysis tools specific to businesses seeking a place in the global market. Participants learn about their style of sales negotiation, consolidate the art of interpersonal communication and develop empathic skills, which are key to building business relationships. In addition, they develop the ability to drive change effectively, generate creative solutions, and move around in different cultural contexts. Finally, participants gain an understanding of how to apply these skills in difficult and demanding contexts. In the current competitive environment, it is important to increase the contribution of the business arriving from abroad to the total profit of the company.


Fawaz Baddar ALHussan, Assistant Professor of Sales Management at IESEG School of Management, and the academic director for MSc International Business Negotiation. Previously he was a lecturer of marketing at Middlesex University, and the programme leader for the MA International and Cross Cultural Marketing. Fawaz research explores International Key Account Management in emerging markets. His research brings a new dimension of understanding how business is conducted in emerging economies and in the field of industrial marketing in cross cultural contexts where there is a lack of knowledge in that domain, and gives more insights about the transfer of practices across borders that enhances the understanding of global management. He has conducted research in several multi-national companies, such as Orange, LafargeHolcim, Societe General, HSBC, Polycom, Microsoft; Dell, Holiday Inn; Zain, Umniah, Arab Bank. Fawaz holds a Ph.D. in Strategic Sales and Account Management, awarded from Cranfield University (United Kingdom).

Pedro Ferreira, Teaching Fellow at AESE Business School

Ramiro Martins, Professor at AESE Business School


Full Price | 450 €
Early bird 15 days before the Short Program happens | 360 €
Members of AESE Alumni Group and AESE sponsoring companies | 360 €

VAT is added to all prices.
Registration confirmation subject to prior payment.


To be confirmed


2 mornings

Ficha de inscrição

As inscrições estão fechadas para este evento.


Filomena Gonçalves

Tlf (+351) 217 221 530


Filomena Gonçalves

Tlf (+351) 217 221 530