Semiotics
Applying the theory to business practice

Objective

This course enables you to

  • recognise 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 close the gap between consumer insight and creative spark
    • what ‘webness’ is and how to read the web as consumers do
    • how to use historical advertising to rediscover the brand essence
    • the competition and the share of emotional purse
    • how to construct gender, class, race, age
    • the semiotics of desire
  • be able to apply semiotics to:
    • develop advertising, and evaluate and use new media
    • 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 leaders

Malcolm Evans, Al Deakin

Al Deakin is a senior semiotic consultant at Space Doctors and has led global semiotic projects for clients that include P&G, Tesco, GSK, Cadbury, Nestle and Novartis. He has also worked closely with advertising agencies in the implementation of semiotic recommendations.

Al joined Space Doctors in 2005 from Michaelides and Bednash where he was a partner and pioneered the use of semiotics in media.

Prior to this, Al was a senior researcher at Semiotic Solutions. He also co-authored the paper ‘World Pairs’ which was presented at the ESOMAR seminar 1997.

Malcolm has been a leading figure in applying 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 Procter & Gamble, Mercedes, GSK, Coca Cola, BT, American Express, Tesco, 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.

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