Course Essentials
Join the most comprehensive education course on the business of healthy ageing currently available.
In just a few days you will understand the diverse and fragmented components of the healthy ageing ecosystem to gain a holistic view of the possibilities and a tailored roadmap to help execute the right strategies for your business or organisation.
Indicative module outline*
| Module 1: The Gift of a Long Life |
This module provides us with an insight into the factors which contribute to a healthy older age and how upcoming generations can seek to emulate this success.
In this module we will cover:
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| Module 2: The Challenges of a Long Life |
This module investigates the impact of differing healthy life-expectancy, the economics of levelling-up and the case for prevention.
In this module we will cover:
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Life expectancy trends
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The politics of ageing and health inequalities
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Lifestyle impacts
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The economics of levelling up and fiscal sustainability
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Homes and housing
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The changing workforce and labour market
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| Module 3: Understanding the age tech and healthy ageing sector |
Using in-depth data built up over the last six years this module takes a realistic, rational & considered view of the age tech and health ageing landscape.
In this module we will cover:
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Age tech versus health tech versus med tech
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Old age versus end of life
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Scale and scope of solutions
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Barriers and enablers to market growth
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Oversupply and gaps
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Routes to market and commercialisation
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Evaluating efficacy
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| Module 4: The Art of Marketing |
This module provides a framework to help segment the statutory and consumer markets, to understand the different entry points and how to get the messaging right for B2B, B2P and B2C.
In this module we will cover:
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Consumption, growth and the over-60s
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The importance of segmentation and messaging
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Cultural considerations of ageing
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Value propositions
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The technology gap
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Overcoming the cult of youth
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Picking the right channels
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| Module 5: Business opportunities and innovation in the healthy ageing and age tech market |
Drawing on knowledge and insights built up over previous modules, in this session we begin to explore the extent of opportunities and gaps in the market and whether the best solutions would benefit from a high-tech, low-tech or no-tech approach.
In this module we will cover:
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The Silver Economy
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Product and service design and customisation
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Regulation and reimbursement
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Who pays and why does that not always make sense?
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Changing business models
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Funding and investment
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| Module 6: Mapping your business or organisational opportunity space |
Building on module 5, this module helps craft an executable vision and new business strategy for the entrepreneur or host organisation. Considering the core elements required to take advantage of a changing demographic the module’s output will be a multi-step plan for fulfilling a new organisational healthy ageing vision.
In this module we will cover:
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Catalysts for innovation
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New thinking and informing existing projects
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Verticals and directions
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Identifying specific opportunities
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Build or buy?
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What price the opportunity?
This module includes mentoring and one-to-one expert advice.
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| Module 7: Why ageism is holding us back (optional) |
This module explores attitudes to ageing and it’s social and economic costs as well as looks to the future by drawing on the contemporary experiences of the Instagram generation.
In this module we will cover:
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Hidden nature of ageism
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Economic and social costs of ageism
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Language and the lexicon of ageing
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Rise of the over 50s
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The benefits of multi-generations at home, in the workforce and for society
This module is optional for an additional fee.
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| Module 8: A global perspective (optional) |
The world is ageing, but not all at the same rate or with the same societal, economic or governmental philosophies and actions. Learn how some other countries around the world are tackling the challenge and how we might learn from their successes.
In this module we will cover:
- The UK position on healthy ageing
- International, WHO and G20 healthy ageing initiatives
- Comparing and contrasting international approaches
- What is working, for whom, why and how?
This module is optional for an additional fee.
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*Please note the exact structure may be subject to change
Terms and Conditions for executive short courses
Who is this course for?
- This course is beneficial to range of business leaders and strategists, including entrepreneurs, innovators and investors.
- We also welcome applications from professionals working in R&D, non-profits and social enterprises.
Entry requirements
- Relevant professional experience and motivation evidenced through an online application form.
- This course is taught entirely in English and you must be able to converse, interact and write in English to be able to participate fully in the course.
Course fees
- The full fee for this course is £4,950.
- We offer a number of corporate group and individual scholarships and bursaries to support financing your studies. We are also happy to support you in providing a business case for sponsorship from your employer.
Schedule & dates
This course will take place in person at our King’s Central London Campuses. You will spend four days in a block in London working on modules 1 – 6. This is then followed up a few weeks later with a virtual check in to review your personal scoping and business opportunities project. Optional modules 7 and 8 will take place virtually. As well as working with our expert faculty you will be exposed to leading guest speakers in the field of healthy ageing.
*Optional module sign up will open separately once you have registered for the full course.
Learn from the experts
King’s College London is renowned for working closely with leading practitioners across a range of professions. Over the course of the programme, we also invite guest speakers from industry to share their insights and discuss their own practice & leadership experiences.
Dr Lorraine Morley leads AgeTech Intelligence - an organisation building on the UK success of the EU-funded AgeTech Accelerator Programme. Lorraine has worked in the healthy ageing sector for many years supporting businesses with help and advice on the international age tech market. She holds a proprietary database of innovating organisations from around the world and uses insights from this resource to drive forward the healthy ageing agenda through partnerships in research, education and technologies. Lorraine undertook her MBA and PhD at Warwick Business School where she continues as an associate researcher and lecturer as well as supporting students on the Mst Entrepreneurship at Cambridge Judge Business School.
Gillian Brooks is a Lecturer (Assistant Professor) in Strategic Marketing at King’s Business School at King’s College London. She joined the faculty in 2020 after a post-doctoral research fellowship in Marketing at Saïd Business School, University of Oxford.
Trained as a sociologist, Gillian investigates core topics in consumer behaviour, social media and marketing strategy. She studies these topics primarily through qualitative research methods (e.g., ethnography, participant observation, interviews and content analysis). Gillian’s research has been published in the Journal of Marketing, Forbes, The Guardian, The Telegraph, The Times and Newsweek.
Testimonial
There has been a huge amount of interest in healthy ageing and longevity in the last few years and it’s a complex area to understand and navigate, especially for business and enterprise. This course draws on the knowledge and expertise of those at the heart of the emerging sector to cut through the complexity and provide the necessary understanding and tools for participants and their organisations to confidently identify the opportunities, limit the risk and avoid costly mistakes.
Dr Lorraine Morley, Co-Director