Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2020/2021
Module/course Code KE15
Delivery location Paris
Language English
Course type Elective courses 15h
Contact hours 15
ECTS M1 before 2020 2
ECTS M1 from 2020 2.5
Level 5 (year post baccalaureate)
Semester Fall/Spring
Module name TURNING THE « SILVER ECONOMY » INTO GOLD
Field (Discipline) Marketing
Academic Department Marketing

Outline


Module/course Summary

Ageing is a major trend in the developed world. In Europe, more than one in three adults is over the age of 50, and in 2020 at least 100 million will be over 65. Their economic clout is even more striking: In France, the over 50s own more than 80% of all assets (and the over 65s 60% of them). They buy 75% of luxury cars, and two thirds of facial skin care lotions. (Secodip Marketing Book). 
Marketing managers need to face the ageing of their customer base. It is becoming increasingly difficult for them to integrate the major specificities of the over 65s niche. Likewise, it is necessary to reconcile modernity and adaptation of their offer to elderly people. Marketing professionals note that, over the next few years, it is the over 75s group which will grow fastest of all in Europe. Even though present management literature does not really help them to spot the real and lasting trends which are dependent on the age of consumers, most businesses now design and market products which are geared to the elderly. For example, car parts makers and automobile manufacturers are adding new features to their products which are specifically targeted at elderly drivers. Telecom firms are testing new services to help very old people stay in their homes. New lodging are offered in order to answer the need of serviced elderly community dwellings. Traditional products also need to be adapted to the ageing of consumers. Advertising toward senior consumers represent an important share of all advertising expenditures and keeps increasing. 

Pre-requisite

Fundamentals of marketing