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 £590 + VAT
  • Non-Members £885 + VAT

Book now

 

Research Skills: Advanced

26-27 November

Venue: 15 Northburgh Street, London EC1V 0JR

Course leaders

Virginia Valentine
Gill Ereaut

Virginia Valentine is the founding partner of Semiotic Solutions and is recognised throughout the industry as having first pioneered and then developed the use of semiotics in British market research. She is a lecturer and broadcaster, and a frequent speaker on the national and international conference circuit.

Gill Ereaut has twenty five years’ experience in market research, more than twenty of these as a qualitative specialist. She co-edited and co-authored the book series Qualitative Market Research: Principle and Practice (Sage 2002) and has contributed articles and chapters to academic and non-academic publications on this subject. She speaks regularly at industry conferences, events and training courses and edits the AQR publication In Depth, Her particular interests are qualitative analysis and the evolution of qualitative methods in market research. In 2004 she was made a Fellow of MRS.
Gill now specialises in the application of linguistic and discourse analytic methods in the commercial field, founding the consultancy Linguistic Landscapes in 2002.

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