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- UAB Microcredential
- Code: 5394/1
- 1st edition
- Modality: Hybrid
- Credits: 2 ECTS
- Start date: 16/11/2026
- Finish date: 18/12/2026
- Places: 10
- Orientation: Professional
- Price: 300 €
- Teaching language: Catalan
- Location: Escola de Formació Permanent
Older adults are now one of the population groups with the greatest purchasing power, the most experience, and the widest diversity of profiles. You have probably heard this many times before. Nevertheless, older adults continue to be one of the least understood and most underserved segments in most commercial environments. All too often, age-related stereotypes or our personal experiences with older people prevent us from truly understanding the individual standing in front of us.
This microcredential will help you change your perspective.
You will learn to understand older adults beyond their age, identifying the factors that influence their decisions, expectations, and needs. You will discover how to communicate more effectively, build trust, adapt your sales strategies, and provide genuinely personalized service.
Because there is no single way to grow older. Behind every senior customer lies a unique life journey, a distinct generational identity, accumulated experiences, life changes, and diverse expectations. Understanding this reality is key to building more satisfying professional relationships with older adults and achieving better commercial results in this market segment.
Through a practical methodology focused on real-world professional situations, you will acquire tools to identify and overcome biases, prevent ageism, which is often unconsciously present in all of us, and adapt the way you communicate, sell, and interact with a population group that is becoming increasingly important from both a social and economic perspective.
Ultimately, this microcredential will enable you to see opportunities where others see only age. It will help you connect more effectively with older adults, understand their diversity, and differentiate yourself professionally in a field with enormous present and future potential.
A program designed to break stereotypes, adapt communication and sales approaches, and treat every senior customerfor what they truly are: a unique individual.
1. The concept of the senior market: beyond age.2. The socioeconomic profile of senior consumers in Catalonia and Spain.3. The generational mosaic of older adults today.
4. Ageism: when stereotypes become barriers to sales.
- Connecting with and Selling to Senior Customers:
1. Introduction: why age explains very little.2. Adapting sales approaches to ageing, not age.3. Generational identity as an opportunity for connection.4. Incorporating life transitions into sales strategies.5. Selling to older adults through a gender-sensitive approach.6. Final reflection: the five key principles for successfully selling to senior customers.
- Sales and commercial advisory professionals.
- Customer service and customer experience managers.
- Retail and commerce professionals.
- Staff working in bank branches and financial services.
- Insurance professionals and insurance brokers.
- Real estate professionals.
- Professionals in tourism, leisure, and personal services.
- Citizen service and public service personnel.
- Marketing and communication professionals.
- Professionals responsible for the design, adaptation, and commercialization of products and services aimed at the senior market.
- Consultants and advisors specializing in adapting organizations, services, and experiences to an increasingly long-lived population.
- Professionals linked to the longevity economy.
More broadly, this microcredential enables participants to specialize in understanding older adults as consumers, customers, users, and citizens, providing distinctive competencies in a context characterized by increasing longevity and the growing diversity of senior population profiles. This specialization helps improve communication effectiveness, service quality, and organizations ability to respond to the needs of a population segment that is becoming increasingly significant from both a social and economic perspective.
This microcredential will help you change your perspective.
You will learn to understand older adults beyond their age, identifying the factors that influence their decisions, expectations, and needs. You will discover how to communicate more effectively, build trust, adapt your sales strategies, and provide genuinely personalized service.
Because there is no single way to grow older. Behind every senior customer lies a unique life journey, a distinct generational identity, accumulated experiences, life changes, and diverse expectations. Understanding this reality is key to building more satisfying professional relationships with older adults and achieving better commercial results in this market segment.
Through a practical methodology focused on real-world professional situations, you will acquire tools to identify and overcome biases, prevent ageism, which is often unconsciously present in all of us, and adapt the way you communicate, sell, and interact with a population group that is becoming increasingly important from both a social and economic perspective.
Ultimately, this microcredential will enable you to see opportunities where others see only age. It will help you connect more effectively with older adults, understand their diversity, and differentiate yourself professionally in a field with enormous present and future potential.
A program designed to break stereotypes, adapt communication and sales approaches, and treat every senior customerfor what they truly are: a unique individual.
Contents
- Introduction to the Senior Market:1. The concept of the senior market: beyond age.2. The socioeconomic profile of senior consumers in Catalonia and Spain.3. The generational mosaic of older adults today.
4. Ageism: when stereotypes become barriers to sales.
- Connecting with and Selling to Senior Customers:
1. Introduction: why age explains very little.2. Adapting sales approaches to ageing, not age.3. Generational identity as an opportunity for connection.4. Incorporating life transitions into sales strategies.5. Selling to older adults through a gender-sensitive approach.6. Final reflection: the five key principles for successfully selling to senior customers.
Career opportunities
This microcredential is aimed at professionals who interact with older adults in contexts involving communication, advisory services, customer care, product marketing, and service delivery. The knowledge and competencies acquired are particularly applicable to the following fields:- Sales and commercial advisory professionals.
- Customer service and customer experience managers.
- Retail and commerce professionals.
- Staff working in bank branches and financial services.
- Insurance professionals and insurance brokers.
- Real estate professionals.
- Professionals in tourism, leisure, and personal services.
- Citizen service and public service personnel.
- Marketing and communication professionals.
- Professionals responsible for the design, adaptation, and commercialization of products and services aimed at the senior market.
- Consultants and advisors specializing in adapting organizations, services, and experiences to an increasingly long-lived population.
- Professionals linked to the longevity economy.
More broadly, this microcredential enables participants to specialize in understanding older adults as consumers, customers, users, and citizens, providing distinctive competencies in a context characterized by increasing longevity and the growing diversity of senior population profiles. This specialization helps improve communication effectiveness, service quality, and organizations ability to respond to the needs of a population segment that is becoming increasingly significant from both a social and economic perspective.
Scholarships and financial aid
Chek all the information on the possibilities for grants and scholarships in the page for UAB financial aids, grants and calls.
Coordinating centres
Escuela de Formación Permanente
Collaborating centres
Fundación Salud y Envejecimiento UAB
Ajuntament de Sabadell
Contact
Toni Rivero Fernández
Phone: 934335030