Module 03: The Monastic Product (M3-EN)

After having implemented this training module, you should be able to

• define a monastic product;
• characterise the specifics of a monastic product and what makes up a real monastic product;
• decide about the range and categories of products which could be offered in your monastery shop;
• create a tailor-made product portfolio for your monastery shop;
• develop new products and respective product ranges;
• communicate what makes monastery shop special and inspiring for your customers;
• identify the unique selling proposition (USP) of your monastery shop.

This SKIVRE-training module is designed to fit the training needs of the monks and nuns, management, staff and volunteers at European monasteries, no matter if they are run by Catholic or Protestant Orders or by the Orthodox Church; by public or private operators.

All modules are relevant for the below mentioned groups of people, but some have a more specific character. They are all interconnected, even if they are not formally complementary. They differ in terms of information and competence level and address three groups:

• Target group 1: For people working on the implementation level like those in monastery shops, three modules are recommended: Module 1, as an introduction to the training, Modules 3 and 4 about monastic products and authentic selling of monastic products. People who want to start considering certain strategic aspects may be inspired by Module 7 on adding value through networking.

• Target group 2: For people with special knowledge or experiences or a certain background and/or specified tasks in the monastic management, Module 2 on marketing strategies, Module 5 on distribution strategies,  Module 8 on creating a strong brand, and Module 6 on social media and communication offer learning content and reflection.
  

• Target group 3: People on a strategy decision level with a highly specialized/experienced background and respective responsibilities in a monastery (Modules 9 on financing strategies and Module 10 on sustainability aspects).

After having become familiar with this training module:

• You will understand exactly what a monastic product is and how it can be classified,
• You will have an overview about original, internally and externally produced monastic products and souvenirs linked to your monastery,
• You will have learned about a product portfolio and the development of new products
• You will have learned about the opportunities in a monastery shop and the range of products available,
• You will gain an insight into the unique selling proposition (USP) of your monastery shop.

SKIVRE focuses on an interactive training approach, whether you use it as a self-learning course or instructed by a trainer. This training module includes:

• Individualized self-learning - a powerful learning method that enables each learner, based on  his/her own experience and knowledge, and based on newly acquired knowledge, to reach development decisions on his/her own;
• Self-assessment - ongoing self-assessment tests or homework that learners send to their trainer before proceeding to the  subsequent module;
• You might also work in small groups of 2 or 3, e.g. if you decide to implement this module with colleagues as a self-learning group in your monastery or supported by an external trainer.

You gain knowledge individually or in a group using:

• Training materials like this module;
• Training materials in nine more SKIVRE training modules which are closely linked to this module;
• The interactive SKIVRE online training platform: skivre.eu/training;
• Facilitated training sessions for learning in a group with a professional trainer.

Books and articles

Weblinks

Weblinks on online shops and other monastic product distribution:

Most of the major monasteries have their own online shop, see some examples below. Other web links show platforms offering a variety of monastic products:

Authors:

Sabrina Rota  

Matthias Wagner                     

Karin Drda-Kühn

Institutions:

Bronnbach Monastery, Germany

media k GmbH, Germany