Business Management FT
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Marketing of Capital Goods and Services

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students are familiar with the basic questions and challenges of marketing in the capital goods and service sector.

• are familiar with the differences between the different types of products and sectors.
• are able to assess a technical marketing and sales concept and develop these concepts on their own.
• are familiar with the marketing tools of capital goods and services.

prerequisites and co-requisites

not applicable

course contents

Transfer of fundamental marketing knowledge to the field of capital goods and services. The content of this lecture is split into two sub-topics:
Part A: Marketing of investment goods
• Fundamentals of B2B marketing
• Purchasing behavior in business markets / organizational procurement behavior
• B2B marketing tools
• Information gathering & uncertainty as behavior-determining characteristics
• Analysis of buying centers
Part B: Marketing of services
• Special characteristics of service marketing
• Concepts of service marketing
• Information bases of service marketing
• Operational service marketing & tools

recommended or required reading

Backhaus, K.; Voeth, M. (2014): Industriegütermarketing, 10. Aufl., München: Verlag Franz Vahlen.
Pförtsch, W.; Godefroid, P. (2013): Business-to-Business-Marketing, 5. Aufl., Herne: NBW Verlag.
Kleinaltenkamp, M.; Saab, S. (2009): Technischer Vertrieb, Heidelberg: Springer Verlag.
Masciadri, P.; Zupancic, D. (2013): Marken- und Kommunikationsmanagement im B-to-B-Geschäft: Clever positionieren, erfolgreich kommunizieren, 2. Aufl., Wiesbaden: Springer Verlag.
Meffert, H.; Bruhn, M. (2013): Dienstleistungsmarketing: Grundlagen - Konzepte – Methoden, 7. Aufl., Wiesbaden: Springer Verlag.
Haller, S. (2012): Dienstleistungsmanagement: Grundlagen - Konzepte – Instrumente, 5. Aufl., Wiesbaden: Springer Verlag.

Marketing Review St. Gallen, Business Strategy Review, Advances in Management, Harvard Business Review, Journal of International Marketing, Journal of Marketing, International Journal of Market Research, European Journal of Marketing information, Journal of Marketing Research, Journal of Marketing Theory and Practice; Marketing Science; Journal of the Academy of Marketing Science; Journal of Marketing.

assessment methods and criteria

Written examination and/or case study

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Mag. (FH) Hölbling Andreas

year of study

2.year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable