Singapore University of Social Sciences

The target market of elderly customers is a niche market. The consumers in this market have unique needs and wants. Many of current products in the general market might not satisfy those needs. This creates unsatisfied pain points, and innovative solutions are required. Thus, BUS108 Geron-Preneurship and Innovation provides opportunities for students to learn about the ageing market and opportunities arising from the ageing population. Furthermore, the marketing tools and techniques used to reach the target elderly customers would need to be innovative and should take into account the target customer experiences and capability. This is also magnified by digital transformation. The ageing market could have unmet needs where the purchase decision is not taken by the elderly end users. Therefore, this course will deal with geron-preneurship for the aging society, social entrepreneurship and innovations. It will look at current trends in innovation and geron-preneurship with a focus on Singapore and Asia. Finally, the course will also discuss business ethics and the ethics of dealing with elderly customers.