Poland, Wroclaw

Marketing Semiotics

when 4 July 2015 - 18 July 2015
duration 2 weeks
credits 1.5 ECTS
fee EUR 700

1. Brief introduction to marketing semiotics. Key terms: cultural context,
cultural codes, cultural myths. Why should marketers investigate
cultural environment?
2. Semiotic research. How can marketers investigate cultural
 Semiotic perspective in marketing research
 Key research processes: deconstruction (which cultural codes are used
in marketing) and construction (how to fit a brand into culture)
 Identification of cultural insights - RDE analysis (residual, dominant and
emergent codes)
3. Cultural strategy. How can marketers apply cultural insights in
marketing strategy?

Course leader

dr Monika Hajdas

Target group

Undergraduate group

Course aim

Knowledge: key terms and concepts connected with marketing semiotics
Skills: students learn how to perform semiotic research for marketing purposes
Attitude: ability to work in groups, ability to develop and present an idea

Fee info

EUR 700: Summer School Poland is an intensive study and fun program through which students can earn 8 ECTS credits that may be counted towards their degrees at their home institutions.
It's great value for money! The cost of tuition, accommodation, meals and free time activities is only 700 EURO (900 USD)