AIFG 109. Marketing. "Successful Marketing to the 50+ Population" is designed to serve the majority of AIFG students who are sole proprietors or partners in small businesses and thus are responsible for their own local marketing strategies. The course reviews marketing approaches of special relevance to older persons, including consumer values analysis, strategies for mature consumer segmentation, and current psychographic frameworks. Seen through the "lens" of Generational Aging, the course places special emphasis on the consumer characteristics of the major generational cohorts that define the 50+ age population, including Baby Boomers, "In-Betweeners," and Seniors. Further, looking through the "lens" of Family Aging, the course examines such strategies as "tangential marketing" through which, for example, marketing is aimed at middle-age-children purchasers for products to be "consumed" by their elder parents. This Elective is offered at almost every AIFG session.
