Semiotics
Applying the theory to business practice

Objective

This course enables you to

develop an understanding of advanced semiotic applications and recognize the benefits to be gained from applying a semiotic approach to the critical business decisions faced by marketing, advertising, planning and management.

Learning outcomes

By the end of the course, delegates should:

understand:

how to use historical communication to rediscover the brand essence
how to decode competitive communication and map the category communication space
how to update communications in keeping with competitive & cultural environments – including the language and subcultures of specific target groups (defined by gender, age, class, culture/ethnicity etc.)
how digital communication has changed the competitive & cultural landscape – and strategies available for brands to optimise communication in this context

be able to apply semiotics to:

inspire creative development of advertising packaging, physical and virtual brand environments
uncover and exploit brand wealth
forecast trends in the marketplace
spot ‘cultural gaps’ that can form the basis for new products
a multiplicity of research programmes

Who will benefit?

This course will benefit senior researchers, planners, marketers and managers with some knowledge of semiotics who want to develop their understanding into a useful business tool.

Price

Members £605 + VAT
Non-Members £910 + VAT

Book now

Research Skills: Advanced

19-20 May 2010

Venue: 15 Northburgh Street, London EC1V 0JR

Course leader

Malcolm Evans

Malcolm is a leading figure in the application of semiotics to marketing. Having worked with Semiotic Solutions and Added Value he now has his own consultancy, Space Doctors. Over the past 15 years Malcolm has worked on semiotic projects for a wide range of clients including P&G, Mercedes, Matercard, Unilever, GSK, Coca Cola, Tesco, BT, Coty, American Express and Vodafone.

Winner of WPP's global Atticus Grand Prix award (2002) for outstanding published work in marketing insight and twice winner of UK MRS conference best paper awards (2001, 2006).

Before moving into marketing semiotics Malcolm was an academic and writer. His book Signifying Nothing was the first application of semiotics and other aspects of contemporary cultural theory to an understanding of Shakespeare’s work.

The course will also feature guest presentations by other experts in applied semiotics. In recent years specialist work sessions have been led by Gill Ereaut of Linguistic Landscapes.

“Malcolm had an excellent breadth of information, amount/ratio of participation to instruction was ideal.”

Dan Barnes, Freshly Squeezed
Advanced Semiotics, 19–20 May 2010

INTRODUCTORY ESSENTIALS REFINING ADVANCED
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Semiotics Applying the theory to business practice