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Marketing Semiotics

Description

A semiotic approach to marketing recognizes that customers look for way more than use value of goods. It also argues that competitive advantage and financial performances are highly dependent upon a company’s ability to deliver an offering rich in meanings.
A semiotic analysis of marketing actions reads meanings that marketers and customers attribute to goods by addressing attention to three orders of signs. First, verbal signs going from single words to verbal sign systems (e.g. discourses, languages). This is for example the case with verbal advertising language, product and brand naming, sales representatives’ speeches, on-line verbal interactions, brand storytelling, and more. Second, non-verbal signs that largely dominate contemporary consumer culture. Marketers manipulate a countless amount of non-verbal signs, including colours, shapes, sounds, packaging, sales representatives’ uniforms, etc. Third, spatial signs that provide additional meanings through the design and use of space (e.g. store design, shopping experience).

People

 

Heilbrunn B.

Course director

Additional information

Semester
Fall
Academic year
2019-2020
ECTS
3
Language
English
Education
Master of Science in Communication and Economics in Corporate Communication, Elective course, Visual and Material Culture, 2nd year

Master of Science in Communication and Economics in Corporate Communication, Elective course, Crossmedia, Transmedia and Multimodal Communication, 2nd year

Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, Crossmedia, Transmedia and Multimodal Communication, 2nd year

Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, Visual and Material Culture, 2nd year

Master of Science in Communication in Media Management, Elective course, Crossmedia, Transmedia and Multimodal Communication, 2nd year

Master of Science in Communication in Media Management, Elective course, Visual and Material Culture, 2nd year