1. Brief introduction to marketing semiotics. Key terms: cultural context,cultural codes, cultural myths. Why should marketers investigatecultural environment?2. Semiotic research. How can marketers investigate culturalenvironment?%EF%82%A7 Semiotic perspective in marketing research%EF%82%A7 Key research processes: deconstruction (which cultural codes are usedin marketing) and construction (how to fit a brand into culture)%EF%82%A7 Identification of cultural insights - RDE analysis (residual, dominant andemergent codes)3. Cultural strategy. How can marketers apply cultural insights inmarketing strategy?

Course leader
dr Monika Hajdas

Target group
Undergraduate group

Course aim
Knowledge: key terms and concepts connected with marketing semioticsSkills: students learn how to perform semiotic research for marketing purposesAttitude: 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)

Wroclaw University of Economics
Address: ul. Komandorska 118/120
Postal code: 53-345
City: Wrocław
Country: Poland
Website: http://www.summerschool.pl/
E-mail: Joanna.Radomska@summerschool.pl
Phone: +48 713680209