Author Archives Thomas Rohr

AASE Autumn Conference | 26 October

19. October 2021
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The AASE Autumn Conference on 26 October will be the opportunity to discover latest insights from Sales Engineering Education in the US and in Europe.

Our speakers:

  • Ken Lambert, General Manager, North American Association of Sales Engineers NAASE
    Where are Tomorrow’s Sales Engineers Coming From? An American Point of View.
  • Silvio Cardinali, Associate Professor Marketing e Sales Management, Politecnica delle Marche University
    Challenges for SALES EDUCATION IN THE DIGITAL ERA: Primary results of Splash project

Find the link to connect to the conference at

AASE launches Education programme Certification

21. September 2021
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Sales Engineers play an important role in companies. They are the interface with the professional customer; their ability to sell technical products or services is key for their success.

Selling technical products or services needs various, pluri-disciplinary competencies from domains such as Science & Technology, Sales & Marketing, or Management, as well as many soft skills.

AASE promotes Sales Engineering studies that include all these fields and best train students for their future job. AASE now launches Education Programme Certification for initial Sales Engineering studies that satisfy the criteria set to ensure high quality education in line with industrial needs. The certification bases on the minimum standards developed by AASE in the past.

Two study programmes already successfully finished the certification process and are allowed to use the title ‘Certified Education Partner for Sales Engineering (AASE)’:

  • “B.Eng. in Industrial Management Engineering, Sales” from Turku University of Applied Sciences        
  • “B.Eng in International Technical Sales Engineering/Internationales Technisches Vertriebsmanagement” from Technische Hochschule Aschaffenburg.

Study programme responsible aiming at getting their study programme certified can now apply for the AASE Education Programme Certification. Further information about the process and requested documents and information can be found in the certification section.     

Download the complete press release here.

AASE – Annual Assembly 2021

20. May 2021
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During the virtual AASE General Assembly on 12 May, the board of the AASE was reelected: Thomas Röhr from ESTA Belfort (France) will lead the board, whereas Timo Holopainen from UAS Turku (Finland) answers for finances, Thomas Berger from DHBW Stuttgart (Germany) is responsible for research and education, and Kati Lang from UAS Düsseldorf (Germany) is accountable for strategy and development.

Furthermore, the AASE general assembly decided to launch certifications for initial sales engineering study programmes based on AASE’s four educational pillars science/technology, sales/marketing, management, and personal skills, as well as the defined aminimum requirements. To enhance sales engineering education, it was determined to waive fees for applications submitted before December 2023.

As Thomas Röhr stated “this certification aims at increasing visibility and quality of sales engineering education”. On these grounds, AASE will follow its commitment to be the academic forum for technical sales education, research and projects in Europe.