Course Overview

Delivered by Dr. Nguyen Vu Thuan – PureHigh Commercial Excellence Institute

Vietnam’s Modern Trade channel is growing rapidly and becoming increasingly sophisticated. Winning with key retail chains today requires more than listings and promotions — it demands structured account management, deep understanding of retailer economics, disciplined execution, and professional negotiation.

This 2-day intensive program equips Modern Trade leaders and Key Account Managers with practical frameworks and Vietnam-relevant tools to manage, grow, and win with major retail partners.

Built on global Key Account Management best practices researches and enriched by Dr. Nguyen Vu Thuan’s 20+ years of Modern Trade leadership experience — including METRO Group — the course translates international standards into actionable execution for the Vietnam market.

Target Audience

• Commercial and Sales Directors
• Modern Trade Directors
• Modern Trade Heads
• Key Account Managers
• Sales Operations Managers
• Senior Sales Executives handling retail chains

Duration

2 Days (Saturday & Sunday) – March 2026

Live Online | Interactive | Case-Discussion | Executive Level

Fee

12,000,000 VND per participant

Key Objectives & Deliverables

Participants will gain:

• Clear understanding of Modern Trade formats, business models, and future trends
• Insight into Buyers’ KPIs, store KPIs, and retailer economics
• Core principles of winning Key Account Management
• Structured frameworks for meetings and sales negotiation
• Practical tools for store visits, ordering, display, and execution
• Fundamentals of promotion design, implementation, and performance evaluation

Participants leave with a strong foundation, practical tools, and greater confidence to engage retailers professionally, sell and negotiate effectively, and execute consistently — driving sustainable performance growth in Vietnam’s Modern Trade environment.