The students enrolled in the Culinary Arts Management Programme at the Macao Institute for Tourism Studies (IFTM) have established a significant presence in the local community through their partnership with “Dream of Sexagenarian 60”, a distinctive restaurant predominantly operated by elderly individuals. Dr. Fernando Lourenço, the mentor of the Entrepreneurship Programme, has guided these students to make a lasting impact on this social enterprise.
More than just a dining establishment, “Dream of Sexagenarian 60” symbolizes the reintegration of elderly individuals into the workforce and is managed by the Macao Special Olympics. This social enterprise has played a pivotal role in altering societal perceptions of the capabilities of the older generation and has served as a crucial platform for showcasing their talents and skills.
The students conducted a thorough on-site inspection to gain a comprehensive understanding of the restaurant’s layout and location. Their analysis of the restaurant’s business model laid the groundwork for a promotional campaign that aligned with the restaurant’s philosophy.
Their dedication resulted in the creation of a three-part video campaign tailored to a specific target audience. This campaign was distributed across various social media platforms, including Douyin, TikTok, Little Red Book, BiliBili, Instagram, Facebook, and YouTube. The tremendous response, with over 100,000 combined views, likes, comments, and shares, unequivocally demonstrated the impact of their efforts. Mr. Neil Ieong, the Head of Operations of the social enterprise, also noted a substantial influx of new customers during the campaign period, highlighting the tangible outcomes of the students’ endeavours.
The Entrepreneurship course at IFTM aims to provide students with practical experiences while also contributing to the local business community. This project not only equipped the students with an in-depth understanding of marketing strategies within a business model but also enabled them to put these strategies into action. Through this hands-on experience, the students witnessed the direct influence of their efforts and the applicability of their classroom learning in a real-world setting.
The collaboration between the students and “Dream of Sexagenarian 60” underscores the potential of entrepreneurship in uplifting and empowering local social enterprises. It has demonstrated the capacity of young minds to make meaningful contributions to businesses and communities, and serves as a reminder of the positive impact that educational institutions can have when engaging with the local business ecosystem.
In conclusion, the work carried out by the students of IFTM has proven to be mutually beneficial for both the students and the social enterprise. The students have gained invaluable real-world experience, while the social enterprise has experienced a substantial enhancement in its visibility and customer base. This successful collaboration serves as a prime example of the potential of student-led initiatives to drive meaningful change in the local business landscape.
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