Lehrstuhl für Marketing und Business Development Uni Hohenheim

What Lehrstuhl für Marketing und Business Development Uni Hohenheim does

The Lehrstuhl für Marketing und Business Development (Chair of Marketing and Business Development) is an academic teaching and research unit within the University of Hohenheim, a public law corporation in Stuttgart, Baden-Württemberg, Germany. It operates under the Faculty of Business, Economics and Social Sciences and is led by Prof. Dr. Markus Voeth. The chair organizes its work around three core areas: Verhandlungsmanagement (Negotiation Management), Industriegütermarketing & Business Development (B2B Marketing & Business Development), and Grundlagen des Marketings (Marketing Fundamentals). It serves primarily Bachelor and Master students of the University of Hohenheim through a portfolio of lectures, seminars, and experiential formats — including the Big Mountain negotiation simulation, the Projektseminar Humboldt Reloaded empirical research seminar, and the MMEC (Marketing & Management Excellence Circle) exclusive program for outstanding students.

The chair's product surface is educational and academic rather than commercial. The lecture portfolio includes Marketing, Marketing-Management, Verhandlungsmanagement, Anwendungen und Methoden des Verhandlungsmanagement, and B2B-Marketing & Business Development, with course materials distributed via the ILIAS learning management system. Research output is formalized in two branded dissertation series — the Schriftenreihe zum Verhandlungsmanagement (16 volumes) and the Schriftenreihe zu Business Development (9 volumes) — co-edited with Prof. Dr. Uta Herbst and distributed through the Förderverein für Marketing & Business Development e.V. A small research-associate team (Clara Färber, Julius Schmid, Nicolai Mack, Sebastian Drews, Sophia Grasser, Stjepan Jurisic) supports teaching and disseminates findings at academic conferences including IACM and GDN. Recent 2026 outputs signal a thematic expansion into AI-based negotiation analysis and automated negotiation-support systems.

The business model is non-commercial and institutionally funded. Primary revenue is the University of Hohenheim's public budget allocation for teaching and research; secondary revenue is one-time publication sales routed through the Förderverein nonprofit. Pricing is not commercially disclosed, and the go-to-market is community-led: students enter via the university's admission system, and industry engagement is structured through partnerships rather than sales. Corporate partners include EY, LIDL Stiftung, HILTI AG, Kosmos Verlag, Consileon, Campus Founders, and BearingPoint, which deliver workshops under MMEC. External partnerships also include the Deutsche Gesellschaft für Verhandlungsforschung (DGVF) and the Negotiation Academy Potsdam (NAP).

Name

Lehrstuhl für Marketing und Business Development Uni Hohenheim

Legal name

Universität Hohenheim

Website

https://mub.uni-hohenheim.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Lehrstuhl für Marketing and Business Development is an academic chair at the University of Hohenheim (Stuttgart, Germany) led by Prof. Dr. Markus Voeth, delivering Bachelor and Master-level teaching plus research in negotiation management, B2B marketing, and marketing fundamentals, supported by industry partners through the MMEC program.

Ownership category

akta.pro rank

Product category

Higher Education & Academic Research

NAICS

Management Consulting Services (54161), Research and Development in the Social Sciences and Humanities (541720), Professional, Scientific, and Technical Services (541)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Marketing, Sales & Brand Management Schools (EDAHAHAE)

akta.pro secondary industries

Management Research Institutes & Doctoral (PhD/DBA) Programs (EDAHAHAO), Undergraduate Business Schools (BBA/BSBA Programs) (EDAHAHAA), Consultative Selling & Discovery (EDABABAC)

Keywords

• Marketing education
• Negotiation management
• B2B marketing
• Business development
• Academic research

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Public University Funding: Funded through the University of Hohenheim's public budget for teaching and research activities.
2. Publication Sales: Research papers, project reports, and dissertations are sold through the Förderverein für Marketing & Business Development.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

The chair delivers university-level academic teaching and research in three areas — negotiation management (Verhandlungsmanagement), industrial goods marketing & business development (B2B-Marketing & Business Development), and marketing fundamentals (Grundlagen des Marketings). Offerings include bachelor and master lectures, seminars, the Big Mountain negotiation simulation, the Marketing & Management Excellence Circle (MMEC) student program, and the publication series Schriftenreihe zum Verhandlungsmanagement and Schriftenreihe zu Business Development.

Product overview

The Lehrstuhl für Marketing & Business Development at the University of Hohenheim operates as an academic teaching and research chair rather than a commercial product company. Its offering is a portfolio of educational programs and research publications organized around three core areas: Verhandlungsmanagement (Negotiation Management), Industriegütermarketing & Business Development (B2B Marketing & Business Development), and Grundlagen des Marketings (Marketing Fundamentals). The portfolio includes lecture courses (Marketing, Marketing-Management, Verhandlungsmanagement, B2B-Marketing & Business Development, Anwendungen und Methoden des Verhandlungsmanagement), experiential learning offerings (the Big Mountain negotiation simulation game, the Projektseminar Humboldt Reloaded), and career-oriented programs (the Marketing & Management Excellence Circle). Supporting offerings include the Study Corner resource platform and two published academic series — the Schriftenreihe zum Verhandlungsmanagement (16 volumes) and the Schriftenreihe zu Business Development (9 volumes). The chair uses ILIAS as its primary digital learning management system for course materials.

Differentiator

Problem solved

Functional benefit

Brands

• Marketing & Management Excellence Circle (MMEC): An exclusive program for outstanding students offering two semesters of selected events with marketing-specific focus, including excursions, company workshops, company days, and training as well as specialist lectures.

Products and services

• Big Mountain – Business Game zum Verhandlungsmanagement

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Lehrstuhl für Marketing & Konsumentenverhalten (Prof. Dr. Hüttl-Maack)coreStrategic or Co-development PartnerPartner chair within the University of Hohenheim, jointly organizing the Marketing & Management Excellence Circle (MMEC) initiative for outstanding students.
• Lehrstuhl für Dienstleistungsmanagement (Prof. Dr. Hadwich)coreStrategic or Co-development PartnerPartner chair within the University of Hohenheim, jointly organizing the Marketing & Management Excellence Circle (MMEC) initiative.
• Lehrstuhl für Unternehmensführung (Prof. Dr. Büttgen)coreStrategic or Co-development PartnerPartner chair within the University of Hohenheim, jointly organizing the Marketing & Management Excellence Circle (MMEC) initiative.
• Förderverein für Marketing & Business Development e.V.coreStrategic or Co-development PartnerNon-profit association supporting and promoting research and teaching in Marketing and Business Development, as well as creating connections between theory and practice at the University of Hohenheim.
• Deutsche Gesellschaft für Verhandlungsforschung e.V. (DGVF)minorStrategic or Co-development PartnerSociety promoting dialogue between science and practice in negotiation research.
• Negotiation Academy Potsdam (NAP)minorStrategic or Co-development PartnerFirst university negotiation academy in the German-speaking region for negotiation management.
• EY (Ernst & Young)minorGTM or Marketing PartnerMMEC partner conducting workshops on agile project management, design thinking, and digital consulting at EY headquarters.
• LIDL StiftungminorGTM or Marketing PartnerMMEC partner providing workshops on data-driven product development and employer branding at LIDL headquarters.
• HILTI AGminorGTM or Marketing PartnerMMEC partner conducting sales workshops and plant tours at HILTI's German headquarters.
• Kosmos VerlagminorGTM or Marketing PartnerMMEC partner hosting workshops on brand development and negotiation simulations at their Stuttgart headquarters.
• Consileon Business ConsultancyminorGTM or Marketing PartnerMMEC partner conducting design thinking and AI workshops at the chair's premises.
• Campus FoundersminorGTM or Marketing PartnerMMEC partner providing startup ecosystem insights and venture capital workshops at their Heilbronn location.
• BearingPointminorGTM or Marketing PartnerMMEC partner providing business consulting workshops with automotive industry case studies.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• KU Leuven – Marketing Department: Belgian university with a marketing department focused on B2B and negotiation research. Comparable as a European public-university marketing research group, though based in Belgium rather than Germany.
• Universität St. Gallen – Marketing Area: Swiss university with renowned management and marketing research groups (e.g., ITEM). Comparable as a DACH-region academic institution with deep specialization in B2B marketing and management research, though operating in Switzerland rather than Germany.

Broad incumbents

• ESMT Berlin: Berlin-based business school with management and marketing faculty. Comparable in delivering graduate marketing education and executive education, but operates at significantly larger scale and with a broader portfolio.
• Frankfurt School of Finance & Management: German private business school offering management and marketing programs. Comparable in delivering applied marketing education with industry partnerships, though with a much larger commercial scope.
• WHU – Otto Beisheim School of Management: Top-ranked German private business school with marketing faculty. Comparable as a German business school delivering marketing teaching and research at scale, though more comprehensive in offerings.
• HHL Leipzig Graduate School of Management: Private German business school with marketing and management chairs. Comparable as a DACH business school offering graduate-level marketing education and applied research, though broader in scope than the subject chair's specialization.

Direct peers

• Universität Mannheim – Marketing Area: Mannheim business school has a well-known marketing faculty group with B2B and negotiation research profiles. Comparable as a German public-university marketing department with strong research orientation and DACH student market.
• Deutsche Gesellschaft für Verhandlungsforschung e.V. (DGVF): Society promoting dialogue between science and practice in negotiation research. Directly comparable as a DACH-region organization bridging academic negotiation research with industry application.
• Negotiation Academy Potsdam (NAP): First university negotiation academy in the German-speaking region; the subject chair is an established partner. Highly comparable as a specialized negotiation management education provider with academic backing.
• Lehrstuhl für Marketing & Konsumentenverhalten, Universität Hohenheim: Partner chair within the same university, also focused on marketing research and teaching. Co-organizes the MMEC program with the subject chair, making it the most directly comparable peer in scope, scale, and structure.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/mub.unihoh
• Instagraminstagram.com/lehrstuhlmub.unihohenheim/?hl=de
• LinkedInlinkedin.com/company/lehrstuhl-f%C3%BCr-marketing-und-business-development-uni-hohenheim

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

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