Stimulate your business excellence with a more holistic vision of your business


Enlighten customer relationships from different perspectives to increase efficiency

Work in greater harmony with the other departments of the company (marketing, quality, legal ...)

Decerning and adapting managerial approaches for the commercial population

Master negotiation, client proposal and finalization of contracts


Section 1
Manage a sales team
+ The assignments of commercial management in B to B
+ Definition and implementation of managerial negotiations
+ Situations of managerial negotiations
+ Conducting of a business meeting
Section 2
Customer satisfaction and loyalty strategy

+ Relationship and loyalty: relationship marketing, main loyalty strategies
+ Loyalty, profitability, measure of satisfaction and customer value
+ Build a loyalty strategy

Section 3
Key Accounts Strategy

+Situations and key customers: notion of strategic demonstration, strategic customers VS key customers
+ Key Account Management Actors: KAM and Key Account Team
+ Key Account Management Tools

Section 4
Legal Issues of Trade Negotiation

+ Legal issues of commercial negotiation in Morocco: formation of the contract, the general conditions of sale / purchase, execution management

+ Mastering the negotiation and conclusion of international contracts: applicable law in the context of an international contract and the legal tools of international trade

Section 5

+ Preparation and implementation of negotiation

+ Implementation in the context of prospective negotiation at the stages of the sales plan: making contact and discovery
+ Development of a solution

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Développement Commercial et Relation Client



10 days total, 2 days of training per month (Saturday, Sunday).



Emlyon Campus at the Marina of Casablanca

38.400 Dhs


inter or intra company

Teaching method

Each module alternates between methodological contributions and their implementation through exercises, case studies and / or application to the professional situations of participants. The modules are offered at the rate of a module of 2 days per month, allowing everyone to reconcile professional goals and training. This gives time to obtain the conceptual contributions and implement the achievements in the workplace.

Skills from the General
Program Management

emlyon business school defends the idea of individualized and long-term paths. The "COMMERCIAL DEVELOPMENT AND CLIENT RELATIONS" certificate thus offers the possibility of capitalizing on training to enable participants to continue their skill development with emlyon business school's General Management Program via a 3-module gateway.


Professionals who have recently  accessed or wish to obtain a manager position
Managers looking to develop or update their managerial skills



To validate your eligibility for the certificate, an updated Curriculum Vitae and copy of the last diploma will be required. It will be submitted to the Programs Department, which will decide on your integration
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