Course Overview
The Certificate of Strategic Account Management and the Certificate of Business Development dual certification program equips you with the essential skills to manage high-value client relationships while driving business growth. Combining strategic account management with business development, this course helps you build long-term partnerships, identify new market opportunities, and develop data-driven strategies for success. Whether you’re focused on retaining key clients or expanding into new markets, you’ll gain practical tools to achieve sustainable business success.
The Certificate of Strategic Account Management covers trust-building, advanced communication techniques, negotiation, and data-driven decision-making to strengthen client relationships. You’ll learn how to identify customer needs, develop personalised engagement strategies, and use performance metrics to optimise account management. The course also covers resilience in handling objections, maintaining consistency, and long-term career growth.
The Certificate of Business Development focuses on market research, strategic planning, sales, and innovation. You’ll explore competitive analysis, customer acquisition, branding strategies, and financial planning. This program prepares you to set and achieve growth targets, leverage digital marketing, and create sustainable business strategies. By completing this dual certification, you’ll gain a well-rounded skill set to excel in sales, client management, and business expansion.
Why Choose a Dual Program?
With a dual certificate program you can:
- save money – our dual programs are cheaper than studying two certificates separately, making studying more affordable;
- combine two areas of interest giving you greater variety in your studies;
- graduate with a competitive advantage, with a broader range of skills and knowledge; and
- seek a career in either of your study areas, or in a field that combines both, giving you greater flexibility.
Course Structure
Certificate of Strategic Account Management/Certificate of Business Development
Certificate of Strategic Account Management
Unit 1: Foundations of Strategic Account Management
- Strategic account management for business success
- Transactional and strategic account management
- The customer lifecycle
- The psychology of client relationships
- Trust building
- Ethical considerations in account management
Unit 2: Strategic Account Management Planning
- Defining your account management objectives
- Segmentation of key accounts
- Prioritising high-value customers
- Personalised engagement strategies for different client types
- Creating a structured account management plan
- Risk assessment
- Contingency planning for key accounts
Module 3: Advanced Communication Strategies
- Effective communication styles for different clients
- Active listening and client relationship management
- Handling difficult conversations
- Managing client expectations
- Developing persuasive messaging and client engagement
- Storytelling techniques to enhance value proposition
Module 4: Customer Needs Analysis and Engagement
- Techniques for uncovering hidden customer needs
- Identifying and responding to changing client priorities
- Using consultative sales techniques to deepen engagement
- Customer journey mapping for account growth
Module 5: Performance and Key Account Metrics
- Understanding key performance indicators (KPIs)
- Customer feedback and satisfaction surveys
- Identifying early warning signs of client disengagement
- Implementing data-driven strategies for customer retention
- Continuous improvement through performance reviews and adjustments
Module 6: Influence, Persuasion, and Negotiation
- Principles of persuasion (Cialdini’s influence strategies)
- Using social proof and authority to strengthen credibility
- Psychological triggers and client decision-making
- Negotiation techniques to create win-win outcomes
- Contract renewals
- Managing objections and overcoming resistance
Module 7: Data-Driven Decision-Making
- Collecting and analysing customer data for lead generation
- Using CRM systems to track and manage accounts effectively
- Interpreting sales and customer engagement data for actionable insights
- Customising solutions based on data-driven decision-making
Module 8: Leveraging Customer Feedback
- Customer insights and product/service improvements
- Structured client feedback loops
- Customer feedback and strategic business development
- Customer advocacy programs to enhance brand loyalty
Module 9: The Value Exchange Process
- Understanding the concept of value exchange
- Identifying and communicating unique value propositions
- Long-term account partnerships
- Strategies for reinforcing perceived value
- Measuring and demonstrating return on investment (ROI)
Module 10: Resilience and Account Management
- Managing rejection
- Handling setbacks
- Overcoming objections without damaging client relationships
- Staying motivated
- Maintaining consistency in account management
- Developing a problem-solving mindset
- Creating a long-term career path in strategic account management
Certificate of Business Development
Unit 1 – Introduction to Business Development
- Business development
- Roles and responsibilities
- Essentials skills for success
- Understanding business models and structures
Unit 2 – Market Research and Analysis
- Identifying target markets
- Customer segmentation
- Competitive analysis
- Analysing market trends
- Analysing industry shifts
Unit 3 – Strategic Planning
- Setting business development goals and objectives
- Revenue growth goals
- Market expansion goals
- Customer acquisition and retention goals
- Brand awareness and visibility goals
- SMART business development goals
- Strategic partnership goals
- Creating and implementing growth strategies
- Business analysis methodologies: SWOT, PESTLE, Porter’s Five Forces, Business Model Canvas, BCG Matrix, Balanced Scorecard, Gap Analysis, Scenario Planning, Value Chain Analysis, Blue Ocean Strategy, VRIO, Ansoff Matrix, McKinsey 7S, Lean Six Sigma, Portfolio Analysis, Agile Methodologies and Design Thinking.
- Measuring and tracking market expansion
- Evaluating risk and opportunity in market expansion
Unit 4 – Sales and Relationship Management
- Developing effective sales strategies
- Building a Unique Value Proposition (UVP)
- Building a Structured Sales Process
- Prospecting
- Qualifying leads
- Pitching and presenting sales solutions
- Handling objections
- Closing the deal
- Follow-up and retention
- Customer Relationship Management (CRM)
- Email marketing and automation
- Relationship selling
- Building and maintaining relationships
- Negotiation techniques
- Building rapport and trust
- The Win-Win approach
- Using leverage and concessions strategically
Unit 5 – Marketing and Branding Strategies
- The role of marketing in BD
- Brand awareness and positioning
- Digital marketing for lead generation
- Content marketing
- Content creation and curation
Unit 6 – Business Development and Finance
- Financial metrics
- Key Performance Indicators (KPIs)
- Profitability metrics
- Cash flow metrics
- Financial efficiency metrics
- Business growth and scalability
- Budgeting and forecasting
- Managing cash flow
Unit 7 – Innovation and Competitive Advantage
- Innovation in business
- Identifying opportunities for innovation
- Leveraging technology
- Improving operational efficiency
- Enhancing customer experience
- Expanding market reach
- Industry trends and disruptions
- Improving financial management
- Enabling remote work and collaboration
Unit 8 – Business Development in Action
- Business development planning
- Measuring and evaluating success
- Key metrics for success
- Adapting strategies to changing market conditions
Study Hours
Estimated duration 100 hours
Course Delivery and Start
Start anytime, self-paced and 100% online
Assessment
Assessment will be comprised of written exercises, including short-answer questions, reflective tasks, short reports and/or projects. There are no examinations or due dates for assessment. As a result, you can complete training in your own time and at your own pace with the assistance of unlimited tutor support.
Testimonials
About Us
Graduation
A Certificate of Attainment and Statement of Results will be issued upon successful completion of this course.
How to Enrol
Enrol Online: Enrol Now
Enrol via Live Chat (Business Hours)
Enrol via Telephone 1300 76 2221 (Business Hours)
Enrol via Purchase Order/Tax Invoice
Enrolling Multiple Staff?
To enrol multiple staff, please complete the Employer Enrolment Form. We’ll be in touch within 60 minutes during business hours!
Payment Options
Visa, Mastercard, BPAY and EFT/Direct Deposit. Please allow 1-2 Business days for processing for EFT and BPAY.
Course FAQs
Why Choose Australian Online Courses?
- Professional development that is widely recognised and respected;
- Improve your employment opportunities;
- Study online, anywhere via our elearning system;
- High-quality professional development programs written by industry experts;
- All course materials provided online – no textbooks to buy;
- Unlimited tutor support via email;
- We offer twelve (12) months’ access, with extensions available upon application (fees apply);
- Course may be tax deductible; see your tax advisor.
Are there any entry requirements or pre-requisites?
There are no course or subject pre-requisites for entry into our programs. However, our professional development programs are generally intended for people over the age of 18. In some circumstances, enrolments from younger people may be considered. Please complete the AOC Parent Guardian Consent Form prior to enrolling and submit here.
Are there any computer requirements?
To study online with Australian Online Courses you will need a computer (desktop PC/laptop) running a current/updated operating system with reliable high-speed internet access. You will need to use the Google Chrome browser to access your course.
When can I start this course?
You can start within 60 minutes during business hours when you enrol and pay in full with a credit card!
Credit card: Within 60 mins during business hours.
BPAY: Within 1-2 working days.
Internet Banking: Within 1-2 working days.
Cheque/Money Order: Upon receipt of mailed cheque.
How is this course delivered?
This course is delivered online via our easy-to-navigate Learning Management System (LMS), where you will discover interactive online learning/written content, resources and assessment.
Do I need to attend classes or undertake any work placements?
No. All courses are delivered online via our LMS and there are no work placement requirements in this course.
What support can I expect from Australian Online Courses?
Unlimited tutor support is available throughout your studies via email only during business hours Monday to Friday. Our Administrative team are available Monday to Friday via email, live chat and telephone.
I am an international student. Can I enrol into this course?
Yes! We accept enrolments from individuals both within Australia and internationally; location is no barrier to entry into our programs.
Career Pathways
Future growth
Strong
Unemployment
Low
Professional development for:
- Strategic Account Manager
- Business Development Manager
- Key Account Manager
- Sales Manager
- Client Relationship Manager
- Partnership Manager
- Corporate Sales Executive
- Marketing and Sales Strategist
- Customer Success Manager
- Account Executive
- Commercial Development Manager
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