Logo der FH-Münster
Einrichtungs-Logo
Einrichtungs-Logo

The Research Centre "Science Marketing" at the University of Applied Sciences Muenster developed with its concept of Science-to-Business Marketing the first strategic approach worldwide for a successful commercialisation of research competencies, capacities and results.

The basis of this approach is the conviction that market mechanisms also work on the research market. All successful companies are working with marketing strategies. A basic principle of their success is that these companies know exactly the demand of their customers and that they adjust their research, developing and production to their customers' needs. So why do research institutions not use marketing strategies? By a consistent focusing on the customer, the third party funding of research institutions can be increased enormously.

As of 2018

Our vision & mission

Our vision is people development through driving S2BM and driving S2BM through people development for long term impact!

Our mission is to increase Science-to-Business Marketing! We do this by creating and disseminating university-business cooperation knowledge to every organisation working with us (and beyond)

What we represent

Science
We are a high performing scientific research group executing numerous:

  • high quality and publications
  • presentations
  • workshops
  • conferences
  • projects

in a national & international context.

Innovation
We are striving to find new methods and models in university-business cooperation, developing novel tools and instruments as well as innovative ways to do our work.

Responsibility
We feel responsible for the entire team, for students, for partners and clients, for the faculty and for the university.

Improvement
We are continuously looking to improve our scientific knowledge, competencies and skills.

Approach
We are structured, process-oriented, synergetic and coordinated in achieving our goals... however we are not restricted by this.

Partnership
We strongly believe in mutually-beneficial and long-term partnerships based upon trust, commitment and support.

Development
We strongly believe in continuous professional development. We support our team members in training and offer a range of options fitting our vision and their individual goals.

Time consciousness
Our work meets deadlines and time expectations.

Internationality
We work in an international environment in terms of - team - partners - clients - conferences - community ...and beyond.

Creativity
We are a research group that is using unconventional methods and new ideas.. out-of-the-box thinking! However we also work in ways that is accepted in the scientific world.

Applications
In cooperation with partners, we pursue successful project acquisitions in Germany, Europe and beyond. We do this to increase our knowledge and financial basis.

Technology
We use new technologies in our work and in relation to our partners and customers.

Diversity
We strongly believe in interdisciplinary working and constantly seek ways of bringing this dimension into our work.

Background & history

Münster University of Applied Sciences was successful for years in acquiring great amounts of third-party funding due to a successful usage of marketing strategies, concepts, models and measures. Thomas Baaken was appointed as Vice Rector Research and Technology Transfer and applied the concept of marketing to the university's research and technology transfer activities. Because of this exceptional performance in getting money for projects and research results from companies and non-profit organisations the Ministry of Science of the Federal State of North Rhine-Westphalia decided to fund the Science-to-Business Marketing Research Centre as one of the major projects for 3 years, aiming at gaining more and structured knowledge on how research projects between universities and companies can work and share this knowledge with other universities and research institutions in order to increase their third-party funding levels from commercial projects

Fields of expertise


The Science-to-Business Marketing Research Centre is recognised for the project partnership approach to University-Business Cooperation (UBC). Conducting research in UBC including projects delivered for all UBC stakeholders:

  • Government: The study on cooperation between European private and public organisations delivered to the EC and the Leadership Development Program on Technology Transfer in the ALFA3 project.
  • University: Research Customer Satisfaction Surveys (Portugal, South Africa, Germany, Japan, Australia), Science-to-Business - Change Management to Enhance Knowledge Transfer and Partnerships between the HEIs and their economic context (in cooperation with 28 universities)
  • Business: WILO (customer satisfaction and need analysis), Windmöller & Hölscher (Development of a strategy and deriving operative measures for enhancing the cooperation between Windmöller & Hölscher and universities).
  • UBC intermediaries: Research Provider Studies in Germany and selected European countries, Institute for textile engineering of RWTH Aachen (SME-customer demographics-analyses in the border region Aachen and determination of the reasons for a lukewarm interest in a cooperation with ITA and the 3T GmbH), ProTon Europe (University Interaction with Industry).
Seite drucken