Dear Participant,

Welcome to our online course about selling ideas.
Society is based on selling; every day we buy something and our decision on buying strongly depends on how something is sold to us.
In this way the techniques to sell many different tangible and intangible goods have been developed.
So, why not using successful techniques to sell ideas that can make the world better?
This introductive course aims at presenting marketing concepts in the framework of social marketing. If you are interested in how communication about Esperanto can be improved in order to “sell” it, you are in the right place.
If you have any questions, please write to, where someone will answer any question/comment anytime.
This course was created in the framework of the project ECY – Effective Communication for Youth, financed by the European Union through the Erasmus+ Programme.

Warm regards,
ECY Project Team

Value and utility

Why should one buy a Rolex when even the cheapest watch has the same utility of showing us the time?
Because though both watch have the same function, for some people Rolex has more value. But this example is linked to a matter of taste. Another example could be: why should one buy electric cars, when fuel cars have the same function of moving us from one place to another?
Though sometimes we are on the threshold between the two terms, they show us that the perception and the price we are ready to pay are very subjective.

Here is the link to the questionnaire which will lead you to the next item upon completion.