The work aims to identify approaches for successfully designing processes of higher education knowledge and technology transfer (WTT). It examines transfer activities from an explicitly market-oriented perspective, thereby making a significant theoretical contribution. Based on theoretical foundations of network analysis, national innovation systems, "Mode 2" knowledge production, and the Triple Helix concept, a conceptual framework for higher education knowledge and technology transfer is developed. Building on this framework and incorporating insights from (model) theoretical discussions on transfer and aspects of service marketing, the next step is to develop a modular transfer framework for process capture and representation. Its focal points will be explored in the context of two subsequent empirical studies.