AASE Foundation meeting at Aschaffenburg University of Applied Sciences

Sales engineers form their own association

14 European universities establish the Academic Association of Sales Engineering (AASE) in Aschaffenburg

Professors at Aschaffenburg University of Applied Sciences and 13 other European universities founded their own Academic Association of Sales Engineering (AASE) in Aschaffenburg on June 4th 2014. Their aim is to collaborate more closely in the areas of teaching, research and PR so as to promote the profession of the sales engineer.

"We want to establish the sales engineer as a brand. This will give students the sense of a shared identity, while industry will welcome engineers with a practically oriented training in selling technical systems," explains Ludger Schneider-Störmann, a professor at Aschaffenburg University of Applied Sciences who organised the foundation meeting, as well as being the first President of the newly established association.

Sales engineers sell technical products to companies. Up until a few years ago there were no degree courses dedicated specifically to this profession. Even today there are very few universities offering bachelor's and master's degrees for sales engineers. Representatives were only invited from those universities that offer training in technical sales. In this way, the AASE has deliberately set itself apart from purely marketing-oriented sales courses.

The Sales Engineering Advisory Body of the Association of German Engineers (VDI) has welcomed the initiative. "We were very pleased to see that we were preaching to the converted as far as the VDI was concerned. This is confirmation for us that the idea and timing for the foundation of the AASE was just right", emphasises Luis Barrantes, Deputy Chairman of the AASE and director of the degree course Sales Engineering and Product Management at Ruhr University Bochum.

Thomas Röhr, professor at the École Supérieure des Technologies et des Affaires in Belfort, France, chaired the working group on teaching: the aim here is to develop new teaching methods for sales engineer degree courses. The requirements and training objectives of the courses are being compared and further joint meetings have been arranged. Professor Jobst Görne of Aalen University ran the workshop on research. A panel study was the AASE's first publication to be produced. It sets out the situation of sales engineers in companies based in Germany, Austria and Switzerland. The study was presented by Roman Anlanger of FH bfi Vienna. Next year the AASE will meet at Ruhr University Bochum. In addition to examining further research results, the aim is also to present the latest insights from all working groups.

"We are pleased to see such a broadly positive response to our project. The AASE will advance and establish the notion of the "sales engineer" as a brand." Schneider-Störmann's summary of the AASE founding event: "The work has only just begun."


In case of any questions, please don't hesitate to send an e-mail to the first President of the AASE,
Prof. Dr.-Ing. Ludger Schneider-Störmann: ludger.schneider-stoermannh-abde

If you want to apply for membership, you are also invited to contact him.

We are looking forward to hearing from you.

AASE hompage: http://aase-eu.org/