Key Account Management Studies

Key Account Management Studies

Get off to a successful start in the field of key account management: the Key Account Manager study program offers a tailor-made apprenticeship for budding strategists in sales. As the link between companies and key customers, key account managers play a decisive role in a company's success. Become an architect of long-term partnerships and learn how to implement business goals effectively. Immerse yourself in a world full of challenges and opportunities - become an expert in building and maintaining long-term business relationships.


In the current CHE University Ranking 2023/24, Munich Business School mainly achieves above-average ratings in all ranking categories.

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Key Account Manager Requirements & Characteristics

Before deciding to study Key Account Manager, it is important to know the requirements and characteristics that are important for a successful course of study and a later career. In the following, the essential aspects are highlighted to give prospective students an overview of what they should bring to a Key Account Manager study program.


  • Relationship skills: Key Account Managers should have the ability to build and maintain effective relationships with customers in order to foster long-term partnerships.
  • Independence: Self-motivation and the ability to work independently are important, as key account managers are often confronted with complex tasks and customer inquiries.
  • Negotiation skills: Successful negotiation is a key aspect of key account management. The ability to create win-win situations is crucial.
  • Organizational skills: Juggling multiple clients and projects simultaneously requires strong organizational skills to prioritize and work efficiently.
  • Flexibility and adaptability: The market and customer needs can change quickly. Key Account Managers need to be flexible and able to adapt to new challenges.

MBS Bachelor International Business - No. 1 Focus with a future

The following diagram shows that International Marketing and Sales (Customer Relationship Management) is the No. 1 focus with a future in the digital market of the MBS Bachelor International Business program.

Key Account Management Studies in Germany

In Germany, there are various courses of study that specialize in key account management and related fields. Here are some examples:

  1. Bachelor's degree programs:
    •  Business Studies (Business Studies) with a focus on sales or marketing
    • Bachelor of Arts (B.A.) or Bachelor of Science (B.Sc.) in Sales Management
    • Sales Management (sometimes as a specialization within Business Studies)
  2. Master's degree programs:
    • Business Studies with a focus on sales or marketing
    • Master of Business Administration (MBA) with a focus on sales management or key account management
    • International Sales Management (M.Sc.)
    • Marketing and Sales (M.A. or M.Sc.)
  3. Special further education and certificate courses:
    • Further education and certificate courses in key account management are often offered by universities and private educational institutions. These are often part-time programs that are tailored to the needs of working professionals.
  4. Dual study programs:
    • Dual study courses, in which theoretical study phases at a university are combined with practical experience in a company, also offer opportunities to specialize in the field of key account management.
  5. Distance learning:
    • There are also distance learning courses that allow working professionals to study flexibly. Here, modules on key account management can be offered as part of general Business Studies or Sales Management courses.

It is important to note that the exact course titles and content may vary depending on the university. Prospective students should check the exact curriculum details and course requirements of each university to ensure that the chosen course meets their expectations and goals.

Key Account Management Studies at the Munich Business School

At Munich Business School, you can study International Business in the Bachelor's program with a focus on Key Account Management. This gives you the perfect mix of Business Studies knowledge and practical key account manager experience to shape your future according to your own ideas. These are the most important facts about studying at MBS:

Study Duration:

6 Semesters + Bachelor Thesis


Bachelor of Arts, 210 ECTS

Start of Studies:

Annually in February and September

Study Title:

Bachelor International Business

Study Language:


Tuition Fees:

995 EUR per month

Form of Study:

In presence at the campus in Munich


Bilingual or completely English studies & international focus

Focal Points:

6 Focus areas including International Marketing and Sales (Customer Relationship Management)

What you will learn in your
Key Account Management Studies

Fundamentals of Business Administration Teaching basic business principles and concepts.
Sales management Analysis of sales strategies, sales channels and sales processes.
Marketing management Understanding marketing strategies, market research and brand communication.
Customer Relationship Management (CRM) Using CRM systems to effectively manage customer relationships.
Negotiation techniques Development of negotiation skills and strategies.
Project management Planning and implementation of projects related to key account management.
Market analysis and research Researching market conditions, competition and trends to support strategic decisions.
Communication skills Developing effective communication and presentation skills for customer contact.
Legal aspects in sales Knowledge of legal framework conditions and contract negotiations in the sales context.
International business relationships Deepening the understanding of international business relationships and cultural differences in sales.
Digitalization in sales Integration of digital sales strategies and technologies.
Practical projects and case studies Application of acquired knowledge in real business situations through practical projects and case studies.

A study program in Key Account Management provides a wide range of skills and knowledge necessary to be successful in the management and development of key accounts. The exact content may vary depending on the university and degree program, but these are some typical topics that may be covered in a key account management study program. By combining these subject areas, alumni of a Key Account Manager study program should be well equipped to take on challenging tasks in sales and successfully maintain long-term business relationships.

Studying Key Account Management or Business Studies with a focus on Key Account Management?

A study of Business Studies with a focus on key account management offers a comprehensive and versatile apprenticeship that goes far beyond the specific aspects of key account management.

While a Key Account Management degree focuses on the specialized skills needed to manage key accounts, a Business Studies degree with this focus provides a broader perspective and a solid foundation in all areas of business administration.

By studying Business Studies, students are exposed to the fundamental principles of business management, finance, organization, marketing and human resources. This broad knowledge is invaluable as it increases flexibility and enables alumni to operate successfully in other areas of business management.

The focus on key account management within a Business Studies degree program allows students to simultaneously focus on the specific challenges of key account management. This combination of broad business understanding and specialized expertise in key account management makes alumni attractive to companies looking for experts who are not only well-versed in their field, but also have an overall understanding of business contexts.

In addition, a Business Studies degree with a focus on Key Account Management opens doors to a wide range of career opportunities in the field of general management and corporate management. The knowledge and skills acquired enable alumni to react flexibly to changes in the business world and advance their careers in various industries and positions. Overall, the Business Studies program with a focus on Key Account Management provides a comprehensive apprenticeship that significantly increases the chances of a successful and versatile career.

Business Studies at MBS

Munich Business School not only offers you a Business Studies degree, but also focuses on international business so that you can pursue your chosen profession anywhere in the world after graduation. At Munich Business School, you can expect small study groups, dedicated teachers and award-winning programs. But more importantly, your name counts with us. Here, you are not an anonymous member, but the driving force that motivates us every morning. As a small, private university, we take time for your concerns and offer you a tailor-made study experience. Our lecturers have extensive practical experience and teach you skills that really count. The Bachelor International Business at MBS offers many highlights such as business projects, internships, semesters abroad, plenty of opportunities for networking and much more. In addition to sound business knowledge, we also promote values and skills that will give you an understanding of sustainability and social responsibility as a future key account manager and prepare you optimally for a wide range of professions.

Benefits of the Munich Business School

MBS offers students a number of advantages that are possible thanks to the structure of a private business school. You will benefit from the following points during your studies at MBS:

Learn from Experts

Professors with Experience in Business & Specialists as Guest Lecturers

Becoming a Generalist & Specialist at the same time

Broad Business Studies & specialized Knowledge through 6 focal points

Individual Support

Small Class Sizes & support through, for example, many networking opportunities

International Future Prospects

Recognized degree abroad & support from the Career Center

Double Education

Finance and Management

That's how easy it is to study at MBS:


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Procedure and Graduation of a Key Account Manager study program

The process and degrees in the Key Account Manager study program can vary depending on the university and course. It is important to check the exact course requirements, process and degree of each program with your chosen university to ensure it matches your interests and career goals.

Here is a general overview:

  • Bachelor's/Master's thesis: The study is usually completed with a Bachelor's or Master's thesis. In this thesis, students can demonstrate their research skills and explore a relevant topic in the field of key account management in greater depth.


The degree depends on the chosen degree program. Typical degrees can be:

  • Bachelor/Master of Arts (B.A.) in Business Administration with a specialization in Key Account Management.
  • Master of Science (M.Sc.) in Sales Management with specialization in Key Account Management.
  • Master of Business Administration (MBA) with a focus on strategic key account management.

The Bachelor International Business with focus on Key Account Management at MBS

The International Business Bachelor program at MBS is not only more than just learning specialist knowledge, but also a forward-looking program. If you want to look at international business in a holistic context, then you've come to the right place. Our lecturers will support you during your Bachelor of Arts in International Business to become a responsible business person who not only has professional competence, but also essential soft skills, a broad cultural understanding and a strong personality.

We firmly believe that success will only come to those who see international business and management in a holistic context, taking into account social developments, political, historical and global contexts.

You can study this program either entirely in English in the English Track (100% English) or bilingually in the Bilingual Track (70% German/30% English) to prepare you for global challenges.

Our Bachelor in International Business is characterized by its compact structure. It comprises six to seven semesters and concludes with a Bachelor's thesis. During your studies, you will complete at least three internships both in Germany and abroad and spend one or two semesters abroad to put your theoretical knowledge into practice and do your international networking.

International Focus

The studies at MBS focus on the international market. A large part of the course content is taught in English and MBS students come from all over the world.

Semester Abroad

Internationality is also expressed through the semester abroad. Students spend the last semester at one of our more than 60 partner universities around the world.

Business Project

Students work on a business project for a real company. In doing so, they apply the theoretical knowledge gained during their studies in practical applications.

Overview of all elective Specializations in the Bachelor International Business

The following diagram shows all the specializations you can choose in the Bachelor International Business study program at Munich Business School, including Key Account Management, in this case called International Marketing and Sales (Customer Relationship Management).

The Focus: International Marketing and Sales (Customer Relationship Management)

The orientation of a company towards the market and the marketing and distribution of products and services are fundamental elements for every company. Only if the wishes and needs of the customers are at the center of the company can it be successful on a national and international level in the long term. Therefore, students in this specialization acquire comprehensive knowledge of how methods and instruments of marketing and sales are applied in the course of advancing digitalization. The specialization covers strategic aspects such as market and competition analysis and brand management as well as the implementation of an optimal marketing mix, including market research and sales management.

What career paths does this specialization open up?

Graduates have a wide range of career opportunities in the global corporate landscape as well as in public and private institutions and associations:

  1. Taking on management positions in marketing at international companies.
  2. Performing responsible tasks in product or key account management and as a category manager.
  3. Taking on management tasks in marketing controlling or market research.
  4. Working as a marketing consultant in a business consultant.
  5. Holding responsible positions in marketing and advertising agencies.

If you have any further questions or need more information, you are welcome to contact our Student Advisory Service.

Would you like to find out more?

Studienberater MBS: Christine Heber, M.A.
Program Advisor, Bachelor International Business Christine Heber, M.A. +49 (0)89 547678-272
How can we help you? Next steps Arrange consultation Request brochure Apply online


In order to qualify for admission to the business administration and bachelor studies at Munich Business School, you must first meet certain requirements regarding previous schooling and language skills. MBS offers several application rounds and recommends that you submit your application early as the number of places is limited.

Admission Requirements

Academic and vocational education

There are three admission pathways to the Bachelor’s program at Munich Business School:

  1. A school-leaving qualification that allows you to access university-level study in Bavaria, e.g. Abitur, Fachhochschulreife, Matura, IB Diploma or certain other international school-leaving qualifications.
    Did you know? You can apply early by submitting your three most recent school report cards. If your application is successful, you simply need to provide your school-leaving certificate before the start of your course. This means you don’t have to wait to receive your school-leaving certificate before applying.
  2. Completing a vocational training program in Germany and
    a) passing a mastership examination (Meisterprüfung) or equivalent vocational training examination OR
    b) completing a course of study at a technical college (Fachschule) or technical academy (Fachakademie).
    If you fulfill either of these criteria, you meet the general admission criteria for university-level study – subject to a consultation meeting at your chosen institution before the start of your studies.
  3. Successfully completing at least a two-year (commercial) vocational training program in Germany before working full-time in that field for at least three years. You can demonstrate your suitability for your chosen studies by passing the regular examinations for the first two semesters. You will then be granted special admission to the university for your chosen subject.

Munich Business School also offers a Pre-Bachelor program in International Business as the ideal preparation for bachelor’s-level study.

Language Requirements Bilingual Track (70% German/30% English)

English Proficiency

Applicants for the Bilingual Track must proof their English language skills by passing one of the following language tests:

  • TOEFL 85/IBT (MBS TOEFL Institution Code: 5772)
  • IELTS 6.5-Academic Module
  • Duolingo Overall Score 115
  • Cambridge B2 First min. Grade B
  • Pearson PTE Academic Overall Score 56
  • ELS English for Academic Purposes: Advanced Level 112

Note: If the test is also used to apply for a visa, please check the requirements of the respective embassy in advance.

Test results can only be accepted if achieved within the last two years. If you are unable to obtain your test results before handing in your MBS application, please advise us of your planned test date.

The English proficiency test can be waived by applicants having completed their schooling in English (i.e. US High School Diploma, IB Diploma).

Language Requirements English Track (100% English)

English Proficiency

If you apply for the English Track, you must proof your English language skills by passing one of the following language tests:

  • TOEFL 85/IBT (MBS TOEFL Institution Code: 5772)
  • IELTS 6.5-Academic Module
  • Duolingo Overall Score 115
  • Cambridge B2 First min. Grade B
  • Pearson PTE Academic Overall Score 56
  • ELS English for Academic Purposes: Advanced Level 112

Note: If the test is also used to apply for a visa, please check the requirements of the respective embassy in advance.

Test results can only be accepted if achieved within the last two years. If you are unable to obtain your test results before handing in your MBS application, please advise us of your planned test date.

The English proficiency test can be waived by applicants having completed their schooling in English (i.e. US High School Diploma, IB Diploma).

Transfer to MBS

You would like to change university and continue your studies at Munich Business School? We offer Bachelor students the possibility of a transfer to the 2nd or 3rd semester. Previous knowledge in the fields of business administration and management, business law, accounting, mathematics and economics is required. Equivalent study and examination achievements, which have been acquired in an economics program in the basic studies, are counted towards the first two semesters of the bachelor's program at MBS up to a total of 60 ECTS.

Pre-Check of your academic achievements

For a non-binding pre-check of your academic achievements, please submit your curriculum vitae, an official grade confirmation as well as the official module descriptions of the courses you have already completed (with details on ECTS number per course, learning content, number of hours, type of final achievement and learning outcomes). The administrative fee for the Pre-Check is 60 euros. In case of a subsequent application to MBS, the application fee is waived.

Admission requirements

  • Complete application
  • Above-average study and examination results with at least a grade of 2.5
  • Proof of 30 ECTS (lateral entry into the 2nd semester) or 60 ECTS (lateral entry into the 3rd semester)
  • Recognition of achievements from previous business studies at a state-recognized university in Germany or abroad
  • Proof of English language proficiency with TOEFL, IELTS or 100% English Schooling
  • Proof of advanced knowledge in a 2nd foreign language depending on the choice of International Focus (Spanish, French, Arabic, Chinese, Russian, German as a foreign language)
  • Proof of internships (only for lateral entry into the 3rd semester)
  • Document of good academic standing from Examination Office of previous university
  • Successful participation in the interview

Application deadlines for transfer students

  • November 30 for entry into the spring term (February)
  • June 30 for entry into the fall term (September)

If you have any further questions, please do not hesitate to contact our student advisory service.

Application Process

Written Application

Application Documents

  • Authenticated copy of school leaving certificate, alternatively last 3 school reports
  • Letter of Motivation
  • Resume and photo
  • Proof of English language skills B2 (TOEFL, IELTS, Duolingo, Cambridge, ELS 112) by the start of studies at the latest
  • When applying for a scholarship: personal statement (1 page)

Online Application

To apply online, click here.

Application Fee

Please transfer the application fee of 60 Euro to: 

Munich Business School GmbH
Account 1020132229
Deutsche Kreditbank (Bank Code 120 300 00)
IBAN: DE23120300001020132229

or via PayPal:

Application Rounds

Upon receipt of the application fee, the Admission Office checks your documents and invites you to a personal interview. You will receive your feedback within three days. Since the number of study places is limited, we recommend an early application. Your application is possible up to one year in advance. You will then submit your school leaving certificate and proof of English language skills by the start of your studies at the latest.


MBS offers partial scholarships to committed prospective students. In order to apply for one of the limited scholarships, please submit a personal statement with your application for a study place. In this statement you convincingly justify your interest in the scholarship program. You can find further information at Scholarships and Financing.

Application Rounds and Personal Interview

MBS offers application rounds on a monthly basis. You pick one round for your application.

The next application deadlines for a program start in 2024/2025:

Round May: Application deadline May 15 with personal interviews in May/June

Round June: Application deadline June 15 with personal interviews in June/July.

Round July: Application deadline July 15 with personal interviews in July/August.

Round October: Application deadline October 15 with personal interviews in October/November.

Round November: Application deadline November 15 with personal interviews in November/December.

Round December: Application deadline December 15 with personal interviews in December/January.

The personal interview (approx. 45 minutes) consists of three parts:

  • Your study motivation
  • Short presentation and discussion
  • Your personal questions

Your Study Contract

You will receive the results of the interview within one week. If you are accepted, the Admission Office will send you your personal study contract. The place of study is then reserved for three weeks. To secure your place of study, you return your signed contract to MBS by e-mail or mail and make a deposit.

Upon acceptance of the study place, you will be required to pay an enrollment fee of 690 Euro (for international students: 1,490 Euro) and a deposit of 1,990 Euro. The latter is offset against the payment installment of your semester fee.

Your Student Visa

If you are a Non-EU national, you are required to apply for a student visa in order to start your studies in Germany. To obtain a visa invitation letter from Munich Business School, please take the following steps:

1. Hand in your signed study contract and a copy of your passport details page.

2. Transfer the one-time enrollment fee and the deposit of 1,990 Euro. The deposit will be deducted from the first semester tuition installment.

More about Student Visa


Munich Business School offers attractive scholarships. These are 10 - 50% for the 1st and 2nd Bachelor semester. The application for one of the scholarships is made together with the application for a study place. Further information can be found under "Scholarships and financing".

The program is also aimed at pre-bachelor students.

Field Report of an Alumni

Balanced ★★★★★

"Subjects with hard skills and soft skills are appropriately balanced, there are important courses such as finance but equally important courses such as agile management or resilience management. Depending on your focus, you can dive deep into different areas. The mandatory 30-week internship provides a good balance to the theory."

E. on StudyCHECK

Key Account Manager Salary

The salary of a key account manager varies greatly and depends on various factors, including the industry, company size, region, individual experience and management responsibilities. However, here are some rough guidelines for Germany, based on general average data (as of January 2022):

  • Starting salary (Junior Key Account Manager): Between 40,000 and 55,000 euros gross per annum.
  • Intermediate salary (Key Account Manager with experience): Between 55,000 and 80,000 euros gross per annum.
  • Senior level salary (Senior Key Account Manager or Key Account Director): Over 80,000 euros gross annually up to six figures.

However, these figures are averages and can vary considerably depending on the factors mentioned. Salaries may tend to be higher in industries with higher sales or specialized areas. It is also important to note that many companies offer variable compensation components, such as bonuses or commissions, which can have a significant impact on overall salary.

The Munich Business School in Numbers

Number of Students

International Partner Universities

Founded Startups

57 %
International Students

Key Account Manager Jobs

The field of key account management offers various career opportunities in different industries. These careers can occur in a variety of industries, from manufacturing to retail to service companies. The exact title and specific duties may vary depending on the company and industry. Here are some careers that may be related to key account management:

Key Account Manager The classic job in key account management. Key account managers are responsible for maintaining and developing key customers.
Account Manager Account Managers not only look after key customers, but may also be responsible for looking after a broader customer portfolio.
Sales Manager Sales Managers often oversee the entire sales process, including key account management.
Business Development Manager Business Development Managers specialize in identifying and developing new business opportunities, often by expanding existing customer relationships.
Customer Success Manager Customer Success Managers focus on ensuring that customers are satisfied with products or services and that long-term relationships are built.
Category Manager In retail organizations, Category Managers take responsibility for specific product categories and might also manage the key customer relationship in this context.
Sales Director In more senior management positions, you may be a Sales Director or Sales Manager responsible for the overall sales strategy of the company, including key account management.
Marketing Manager with a focus on customer retention Marketing Managers who focus on customer retention may also be responsible for maintaining key customer relationships.
International Sales Manager If you work with global customers and markets, you could consider a position as International Sales Manager.
Supply Chain Manager with Customer Focus Supply Chain Managers who focus on the needs and requirements of key customers to ensure that the supply chain functions efficiently.

3 job examples in the field of key account management

The world of key account management offers a wide range of fascinating career opportunities, three of which are now presented in more detail.

Customer Success Manager

Tasks: A Customer Success Manager ensures that customers are satisfied with products or services. This includes monitoring customer satisfaction, resolving issues, identifying upselling opportunities and maintaining long-term customer relationships.

Why it's interesting: It has an impact on customer satisfaction and business growth. It requires customer focus and the ability to proactively address customer needs. The position allows to contribute to the company's success by strengthening customer relationships and maximizing revenue opportunities.

Junior Key Account Manager

Tasks: As a Junior Key Account Manager, the focus is on supporting the support and development of key customers. This includes analyzing customer needs, preparing proposals, communicating with customers, negotiating contracts and coordinating internal resources to ensure customer requirements are met.

Why it's interesting: The job offers an excellent entry-level opportunity for alumni who want to start their career in key account management. It allows to gain hands-on experience, build relationships with key customers and develop negotiation skills. A Junior Key Account Manager can progress quickly and take on more responsibility as they gain more experience.


After an MBS Bachelor's or Master's degree, you can also take up all these professions abroad without any problems.


What is Key Account Manager called in German?

Key Account Manager is also generally used in German. It is a term from the field of customer management and refers to a person who is responsible for the support and development of key customers in a company. In some cases, the term "account manager for key customers" or "person responsible for key accounts" is also used.

What are the tasks of a Key Account Manager?

A Key Account Manager is responsible for the support and development of key customers in a company. Tasks include analyzing customers' needs, preparing proposals, negotiating contracts, coordinating internal resources to meet customer expectations, and maintaining long-term business relationships. Key Account Managers act as the main point of contact for key customers and work closely with internal departments to ensure that customer requirements are met. Key responsibilities also include identifying growth opportunities, resolving issues and ensuring customer satisfaction.

How do you become a Key Account Manager?

There are opportunities to become a Key Account Manager without a degree, as well as with a relevant study program. Without studies, relevant professional experience in sales, industry-specific knowledge and further training can pave the way. A study program, preferably in business administration, sales management or a similar field, can make it easier to get started. Internships, networking and building up sales experience are crucial in both cases in order to develop the necessary skills for this position.

How do you become a Key Account Manager without studying?

To become a Key Account Manager without study, professional experience in sales is crucial. Start in positions that require customer contact and negotiation skills. Develop industry-specific knowledge through independent learning and networking. Complete relevant further education or training to deepen your account management skills. Demonstrate commitment, results and the ability to successfully manage client relationships.

What comes after Key Account Manager?

After the position of Key Account Manager, career progression to Senior Key Account Manager, Key Account Director or senior sales positions is possible. A change to Business Development Manager or a management role at a higher company level are also possible next steps. Some also choose self-employment or entrepreneurship. The exact development depends on individual goals, industries and company structures.

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Would you like to find out more?

Studienberater MBS: Christine Heber, M.A.
Program Advisor, Bachelor International Business Christine Heber, M.A. +49 (0)89 547678-272
How can we help you? Next steps Arrange consultation Request brochure Apply online
PAGE-TITLE: Key Account Management Studies