Singapore University of Social Sciences

Understanding the Silver Market​​ (CET110)

Applications Open: 09 March 2019

Applications Close: 03 September 2019

Next Available Intake: 17 September 2019

Course Types: Short Course

Language: English

Duration: 1 day

Fees: $400

Area of Interest: Management

Schemes: Lifelong Learning Credit (L2C)

Funding: SkillsFuture

Next Available Intakes: 22 Mar 2019, 17 Sep 2019 (Register by 12 March 2019 and 7 September 2019 respectively)
Time: 9.00am to 5.30pm

Venue: Singapore University of Social Sciences

Course Objectives

As the population ages, it becomes important for companies to understand this growing market segment. This course helps participants better understand the older consumer and examine the distinctive marketing approaches to connect with this select and powerful group. It may require a mindset change within the organisation. This module will provide some basic tools to successfully navigate this complex market.

Participants should be able to:

  • Explain market segmentation and the purpose of targeting Seniors by gender
  • Examine the consumer behaviour process and apply it in relation to Seniors
  • Discuss marketing communication tools targeted at Senior market
  • Present an overview of the business challenges and opportunities for the Silver market


  • Segmenting the Seniors Market
  • Target Marketing the Seniors
  • Senior Consumer Behaviour
  • Rules of Engagement with Seniors
  • Marketing Communications to Seniors
  • Business Challenges & Business Opportunities for the Silver Market

Teaching Faculty

  • Dr Guan Chong, Head, Visual Communication with Business Programme and Marketing Progamme, School of Business
  • Mr Allan Chia, Dean, MBA Programme, School of Business

Application Procedures

Please submit the following documents to Y2V0QHN1c3MuZWR1LnNn:

  1. Coloured copy (back and front) of NRIC for Singaporeans and PRs, or "Employment"/"S" Pass for foreign applicant
  2. Recent payslip or income statement (For WTS scheme only)
  3. Application form

Course Fee

International ParticipantsS'poreans and PRsSkillsFuture Mid-Career Enhanced Subsidy1Workfare Training Support2Enhanced Training Support for SMEs3
(aged 21 and above)(S'poreans aged 40 and above)(S'poreans aged 35 and above, and earn ≤ $2,000 per month)
Full Course fee (A)$400$400$400$400$400
SSG grant (70%) (B)-($280.00)($280.00)($280.00)($280.00)
Nett course fee (A) - (B) = (C)$400$120.00$120.00
7% GST on nett course fee (D)$28.00$8.40$8.40$8.40$8.40
Total nett course fee payable, including GST (C) + (D) = (E)$428.00$128.40$128.40$128.40$128.40
Less additional funding if eligible under various schemes (F)--($80.00)($100.00)($80.00)
Total nett course fee payable, including GST, after additional funding from the various funding schemes (E) - (F) = (G)$428.00$128.40$48.40$28.40$48.40

The listed course fees are inclusive of GST.

1 Under the Enhanced Training Support for Small & Medium Enterprises (SMEs) Scheme. For more information, click here.
2 Under the SkillsFuture Mid-career Enhanced Subsidy. For more information, visit the SkillsFuture website here.
3 Under the Workfare Training Support (WTS) scheme. For more information on the scheme, click here.

Funding Incentives

Course Fee Subsidies

Eligibility Criteria:

  1. Singaporean or Permanent Resident (Company or Self Sponsored) aged 21 years old and above
  2. Sponsoring companies must be registered and/or incorporated in Singapore and must fully sponsor the course fee
  3. Participants must:
    • achieve at least 75% attendance
    • complete and pass all required assessments

Participants who fail to meet the above requirements will have to pay for the subsidised course fee.

Application Procedures

All self sponsored applications must be made via online registration.

Upon completing of the online registration, please submit the following documents to Y2V0QHN1c3MuZWR1LnNn:

  1. Coloured copy (back and front) of NRIC for Singaporeans and PRs, or "Employment"/"S" Pass for foreign applicant
  2. Copies of your academic certificate/transcript
  3. Recent payslip or income statement
  4. Application Form

For company sponsored applicant, please submit the application to Y2V0QHN1c3MuZWR1LnNn. Please note that for companies which are applying for SSG training grant in the SkillsConnect portal, the training grant reference number must be provided before course commences.

Applications without ALL of the above required supporting documents will be considered incomplete and rejected for SSG training grant.

Singapore University of Social Sciences reserves the right to change course schedules, course trainer, course fees and course availability without prior notice.

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