Prof. Dr. Stefan Wengler

Since 2009 Dr. Wengler has been Professor at Hof University. He is a Faculty member of the Business Department and teaching in various Bachelor and Master Programs primarily the following classes:

  • Principles of Marketing
  • International Marketing
  • Industrial Marketing Management
  • Global Sales and Key Account Management

In addition to his teaching he is the Coordinator for International Affairs in the Business Department.


Dr. Wengler's current research focus is on topics like

  • Digitization/Internet of Things
  • Key Account Management
  • International Product Development
  • Doing Business in India

He is regularly attending national as well as international Marketing Conferences, working as a reviewer for Journals like the "Industrial Marketing Management" as well as the "Journal of Business Market Management". In addition, he is an external Ph.D. examiner for international institutions like "University of South Australia" in Adelaide, Australia, as well as "Anna University of Technology" in Coimbatore, India.

Selected publications are

  • "Status-Quo on the Digitalization of the Sales Process in German companies", in: Dixon, A./Le Bon, J. (Hrsg.): Proceedings on 'New Frontiers in Sales Research & Education in a global & sustainable World', Mauritius 2017, S. 34-39. (in collaboration with Gabriele Hildmann and Ulrich Vossebein)
  • "Breeding the Key Account Manager of Tomorrow", in: Deeter-Schmelz, D./Hosoi, K./Tsuye/, K. (Eds.): Proceedings on 'Sales Force Skill Development: How can we improve Selling Ability?', Hiroshima 2015, pp. 33-39.
  • "Sportmarketing aus Sicht der Neuen Institutionenökonomik", in: Fließ, S./Haase, M./Jacob, F./Ehret, M. (Eds.): Kundenintegration und Leistungslehre: Integrative Wertschöpfung in Dienstleistungen, Solutions und Entrepreneurship, Berlin 2015, pp. 473-486. (in collaboration with Stefan Chatrath)

  • "The Appropriateness of the Key Account Management Organization", in: Woodburn, D./Wilson, K. (Eds.): Handbook of Strategic Account Management, Chichester 2014, pp. 317-336.

  • "Yield Management im Profifußball", in: Maenning, Wolfgang (Ed.): Sport.Stadt.Ökonomik, Schorndorf 2010, pp. 161-190. (in collaboration with Stefan Chatrath)

  • "Preisfindung für und Bewertung von Sportsponsorships", in: Horch, H.-D./Breuer, C./Hovemann, G./Kaiser, S. & Walzel, S. (Eds.): Sport, Medien und Kommunikation, Köln 2009, pp. 35-58. (in collaboration with Stefan Chatrath).

  • "The Appropriateness of the Key Account Management Organization", in: Journal of Business Market Management, Vol. 1, Heft 4, November 2007, pp. 253-272.

  • "Key Account Management in Business-to-Business-Markets – An Assessment of its Economic Value", Wiesbaden 2006.
  • "Implementation of key account management – who, why, how?" in: Industrial Marketing Management, Vol. 35, Issue 1, January 2006, pp. 103-112. (in collaboration with Michael Ehret/Samy Saab)

Prof. Dr. Stefan Wengler | University of Applied Science Hof

Prof. Dr. Stefan Wengler

Business Department
Business Administration

Hochschule Hof
Alfons-Goppel-Platz 1
95028 Hof

Room: B 135
Phone +49 (0) 9281 / 409 4320
Fax: +49 (0) 9281 / 409 55 4320
E-Mail: stefan.wenglerhof-university.LÖ

Office hours

Wednesday, from 14:00 to 15:00
and by appointment

Teaching area / Field

General Business Management
particularly Marketing


Coordinator International Affairs Business Department



Campus Hof

95028 Hof

Campus Münchberg

Kulmbacher Str. 76
95213 Münchberg