Business Management FT
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Capital Goods & Services Marketing

level of course unit

English version will be available soon

Learning outcomes of course unit

The students
• Know the differences between the different types of products and industries.
• Are able to assess and develop a technical marketing and sales concept.
• Know the instruments for marketing capital goods and services.

prerequisites and co-requisites

• Marketing (E)

course contents

Transfer of basic marketing knowledge to the field of capital goods and services. This lecture is divided into 2 subtopics:

Part A: Capital goods marketing
• Fundamentals of B2B marketing
• Purchasing behavior on business markets / organizational procurement behavior
• B2B marketing instruments
• Information gathering & uncertainty as behavior-determining characteristics
• Analysis of the buying center

Part B: Services marketing
• Special features of service marketing
• Concepts of service marketing
• Information bases of service marketing
• Operational service marketing & instruments

recommended or required reading

Bruhn, M., Meffert, H., & Hadwich, K. (2019). Handbuch Dienstleistungsmarketing: Planung – Umsetzung - Kontrolle. Wiesbaden: Springer Verlag.
King, K. A. (2015). Complete guide to B2B marketing: New tactics, tools and techniques to compete in the digital economy. Harlow, UK: Pearson.
Klein, M. (2012). Erfolgreiches Investitionsgütermarketing: Umsatzplus nach dem MASCOTE-Prinzip. Wiesbaden: Springer.
Meffert, H., Bruhn, M., & Hadwich, K. (2018). Dienstleistungsmarketing: Grundlagen – Konzepte – Methoden. Wiesbaden: Springer Verlag.
Richter, H. P. (2013). Investitionsgütermarketing: Business-to-Business-Marketing von Industrieunternehmen. München: Carl Hanser Verlag.
Wirtz, J., Lovelock, C. H., & Chew, P. (2018). Essentials of services marketing. Harlow, UK: Pearson.

assessment methods and criteria

• Final exam and
• Quiz

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

25 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted

semester/trimester when the course unit is delivered


name of lecturer(s)

Mag. (FH) Andreas Hölbling

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable


Situm Mario
Prof. (FH) DDr. Mario Situm, MBA
Director of Studies Business Management
+43 5372 71819 147
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