Marketing Semiotics

Semiotics is the science that analyzes how meanings are created and function in culture. Marketing communication is all about meaning, so semiotics is very useful here. Semiotic research helps understand contemporary culture through decoding its signs (and as signs we see visual images, words, practices, events, films, music). Semioticians see consciously what the majority of people take unconsciously and thus can not reveal during standard consumer research. As a result, we give recommendations to a brand which messages to choose for communication strategy and how to code them in videos, print ads, packaging,
and etc.

Course leader

Maria Papanthymou, PhD in Social Psychology, commercial semiotician with over 15 years of experience. Maria has worked with international corporations such as Danone, PepsiCo, Nestle, as well as with small local brands, across a wide range of topics.

Target group

Marketing communication professionals, research specialists, designers, bloggers, business owners. Students of the relevant disciplines.

Course aim

To get basic theoretical knowledge and practical tools to apply semiotics in marketing strategy development and creative process.

Fee info

EUR 590: Tuition fee includes 4 hours of classroom work per day during 8 days and supervision of personal projects.
EUR 520: Accommodation fee includes a private room with a bathroom and a kitchenette, daily transfer to the beach and several entertaining activities on the island,

Scholarships

Participants from the academic field may apply for funding from one of the Erasmus
programs. We provide two scholarships for students who will prove their interest in the field (reduced tuition fee).