Marketing Semiotics

February 01 - March 28 ’21

About us

Throughout this course you will gain structured knowledge and methodology to create brand-strategies; you will choose one of many briefs, for instance, go step by step through the launch of a cosmetics brand in the US market, or study premiality in IT-products and create an HR-brand in IT services category - with the help of methodologies from renown brand-consultants from London

Hi, my name is Albert, I am the founder of brand-consulting agency Kosmos and I want to invite you to my 6-week online course where I will teach you:

What skills will you learn

Learn to identify mistakes in communication of your own brand
Analyse culture and identify new values and attitudes
Build competitive’ maps and learn to explain brand positioning in a clear manner
Elaborate brand model and rules to manage its communications
Be more attentive and sensitive, notice subtle details (which will make your word for convincing and yourself more confident during brand strategy defense)
Create brand strategy built on cultural insights rather than feelings
Describe cultural codes from a marketing standpoint and test them with your audience
Have a deeper and more mindful understanding of brands (while others see them mindlessly)

WHO WILL YOU BE UPON GRADUATION

Course structure

February 01 - February 14

Introduction to marketing semiotics

Theory

How does semiotics differ from other research methods
Which business tasks semiotics can and can’t solve
Subjects of semiotic analysis: brand, packaging, films, pop-culture, celebrity culture, space and architecture
Tools for analysis: text, code, ideology, rhetorics, discourse etc.
5 stages of semiotic analysis
Brand and category analysis: category mapping and positioning map

Practice

Practice Working with your brief: brand analysis and creation of positioning map

March 15 - March 28

Culture analysis and cultural category analysis

March 01 - March 14

Preparing for audience testing

March 15 - March 28

Strategy analysis and execution

Course Staff

Sharafutdinov Albert

Founder of Kosmos brand consultancy, Albert came back from Miami Ad School Europe to Moscow, where founded an analytics & trend-forecasting laboratory de:codin... plus

Archer James

James has worked as a commercial semiotician for 8 years, splitting his time between the UK, US, and Brazil. He’s worked with more than 80 brands in over 40 mar... plus

Freund Simi

Simi works in the industry of cultural insights and semiotics since 2012. A Britishman but also and expert on France, Germany and Mexico as he lived and worked ... plus

Hetherington Liz

Liz is based in London and Milan, but specialises in international research and conducted projects from Shanghai through San Paolo and Stockport, as well as eve... plus

Sharafutdinov Albert

Founder of Kosmos brand consultancy, Albert came back from Miami Ad School Europe to Moscow, where founded an analytics & trend-forecasting laboratory de:codin... plus

Archer James

James has worked as a commercial semiotician for 8 years, splitting his time between the UK, US, and Brazil. He’s worked with more than 80 brands in over 40 mar... plus

Freund Simi

Simi works in the industry of cultural insights and semiotics since 2012. A Britishman but also and expert on France, Germany and Mexico as he lived and worked ... plus

Hetherington Liz

Liz is based in London and Milan, but specialises in international research and conducted projects from Shanghai through San Paolo and Stockport, as well as eve... plus

WE ARE PROUD OF OUR ALUMNI COMMUNITY WHICH INCLUDES LEADERS FROM FERRERO, CHANEL, ORIFLAME, CONDE NAST, BBDO, YANDEX, MAIL.RU, BEELINE, ROSTELEKOM, YOTA, QIWI, DADA AGENCY, STEREOTACTIC, LOUDER, UNITY AND MANY MORE.

Reviews

I believe that the price for this course is unacceptably low. It’s inappropriately cheap. I believe so since after completing this course you get a powerful tool that allows you to identify new niches. Moreover, it allows you to see where the category is moving towards and remain one step ahead. Finally, it helps you to understand the true meanings your audi

Daria Kravtsova Strategist at Friends Moscow

Being able to see and decode various signs/symbols and code allows us to use new approaches to consumer research and adds depth to analysis. I gained an instrument that allows me to analyse and understand beyond what respondents mention, that is, what they get into their heads, what they note and why they make the conclusions they make. The most unusual in a

Sorina Miron Sorina Miron Research Group

The Semiotics course is one of the most magical and fulfilling that I have ever done! Not only do these guys give you the methodology to analyse cultural signs, they help you develop a system of thinking. It was hard for me to watch ads and evaluate communications campaigns from a distance, since I kept analysing what audience they were aimed at, what values

Anna Burkey CVO at Boomerang Group

I came to the course wishing to broaden my horizons and learn new approaches to my work. While I gained it all, the most valuable for me was to connect with people who want to grow and seek knowledge. Many of them still help me with advice, our paths keep crossing on various projects and we continue to grow together!

Arthur Malina Head of Copywriting at Avito

Q & A

Is this course suitable for a beginner?

Is this course taught online?

How many hours should I dedicate to the course each week?

Is it possible to complete this course if I have a job?

fees and enrollment

Marketing Semiotics February 01 -
March 28 ’21