1. business and industrial
2. advertising and marketing
3. marketing

Centre for Marketing In Emerging Economies
Presents One Day Workshop
On
The Power of Semiotics for
Creating Value
Date – 29th May2015
Time 9.00 am to 6.00 pm
Venue: Hotel Sea Princess, Mumbai
SPEAKER
Key Broad Areas of Discussion
 Introduction to Semiotics
for Marketing
 Semiotic Research Protocols
 New Product Development
Contact For Registration
Ginni Bharti, Research Associate
IIM Lucknow, Noida campus
D. +91-120-6678483
Email:cmee@iiml.ac.in
About the
Workshop
BACKGROUND:
With the evolution of Indian consumers has arisen the need for newer qualitative methodologies
drawing from theoretical disciplines other than psychology to guide marketing practices. One such,
proven discipline and methodology is Semiotics which has proven applicability and usefulness in various
marketing and business areas such as branding, communication, design and innovation. This 1-day
program offers an introduction to applied marketing semiotics.
WORKSHOP OBJECTIVE:
The purpose of the workshops is to enrich understanding of marketing semiotics principles and practice
among research and marketing practitioners, Brand & Marketing Professional across India. The program
objective is to familiarize participants’ usefulness and application of Semiotics thinking analysis in
marketing research and developing marketing strategy and creating value of their brand.
CMEE’s offering this program would be aligned with CMEE’s goal of bringing state-of-the-art consumer
understanding methodologies to the Indian market and raising the quality standards in the practice of
consumer insight and marketing in India.
WORKSHOP PEDAGOGY:
Predominant methodology of learning will be through presentations, classroom exercises and real life
business applications example demonstration through videos, conversation and collaborative learning.
KEY TAKE AWAY:
Marketing Semiotics - A New
Marketing Paradigm
Managing the Brand
Metaphor
Semiotics and New Product
Development
Beyond Advertising Semiotics
WHO SHOULD ATTEND?
Brand/ Marketing
Professionals
Marketing Research
Professionals
Academicians
Workshop Agenda
Workshop I:
The Power of Semiotics for Creating Value The workshop will
include presentations, discussion, and group exercises.
Session 1. 9:30- 11:00 AM. Marketing Semiotics - A New
Marketing Paradigm
 Semiotics Basics
 Implications for Brand Value and Marketing Science
 Business Applications
 Case Presentation
Tea break 11:00-11:30 AM
Session 2. 11.30 AM -1:00 PM - Managing the Brand Metaphor
 The Brand Audit
 The Strategic Binary Analysis
 The Cultural Context
 Case Presentation
Lunch break: 1:00-2.00 PM
Session 3. 2:00 - 3:30 PM - Semiotics and New Product
Development
 Cultural Branding
 Mapping the Product Category
 Category Innovation and the Semiotic Square
 Case Presentation
Session 4. 4.00-5.30 PM - Beyond Advertising Semiotics
 The Semiotics of Consumer-Centered Retail Design
 Strategic Semiotic Ethnography
 Case Presentation
 Closing Statement
Past Workshop
Snippets
Workshop
Registration
Certificate of Participation shall be given to all registered participants.
To know more about the workshop click here
All participants are requested to fill in the registration form. Click Here to download the Workshop
Registration Form. Kindly ensure that the completed form is mailed to cmee@iiml.ac.in
INR 12,000 (Resident Indians) plus 12.36 service tax
as applicable
Individual Delegates
Early Bird Registration before May11, 2015
Special IIML Alumni Discount
Student Discount (ph.d/post graduate)
Last date of Registration
5%
10%
10%
May25th, 2015*
*confirmation of registration subject to availability of se
Payment Details
Participants can deposit the fee through:**
Online payment facility click here
OR
Demand Draft in favour of “Indian Institute of Management Lucknow- Noida Campus” Payable at Noida
DD has to be mailed to Ginni Bharti, CMEE- Room no.1105,IIML, Noida Campus, B-1, Sector -62, Noida-201307)
OR
Electronic transaction as per the following details
Payment Details
Name
Indian Institute of Management Lucknow, Noida Campus
Banker name
Axis Bank Ltd.
Address
B-2 & B-3, Sector-16, Noida 201301
MICR Code
110211004
IFSC Code
UTIB0000022
SWIFT Code
AXISINBB022
A/C Type
S/B Account
Account Number
022010100356060
* Once the payment is done on DD or on Electronic Wire Transfer, Mention the Transaction Details and
please send a mail to cmee@iiml.ac.in so that we can acknowledge receipt of the same and your seats are
blocked.
Contact
Prof. Satyabhusan Dash
Chairperson, CMEE
IIM Lucknow (Noida campus)
B-1, Institutional Area, Sector 62
Noida, Uttar Pradesh – 201307
Phone (Office): +91 – 120 -6678486
Mobile: +91-9971616700,
Email: satya@iiml.ac.in
Ms. Ginni Bharti
Research Associate, CMEE
IIM Lucknow (Noida campus)
B-1, Institutional Area, Sector 62
Noida, Uttar Pradesh – 201307
Phone (Office): +91 – 120 -6678483
Mobile: +91-8588840324
Email: cmee@iiml.ac.in
Sponsorship
Opportunities
Meet Your Target group and get a chance to enhance your product. Get the best brand mileage – one time
opportunity! Limited time left. Last date – 15th of April’15
Platinum Sponsor
Be the first and the only one to avail this solo sponsorship opportunity. Platinum sponsors will receive the highest
visibility and attention as our prestigious Workshop Sponsor.
Gold Sponsor
Avail this golden opportunity to be one of our two Gold Sponsors (from different industry verticals). The Gold
sponsorship entails your close association with the Workshop. In case the platinum sponsorship has already been
availed, gold sponsors shall be only from other industries.
Networking Lunch/ Dinner Sponsor
Avail this opportunity to sponsor any of our Workshop Lunches or a special Networking Dinner.
Sponsorship Category
1.
Sponsorship Amount (INR)
2.
Corporate Branding
Platinum ( x 1)
Gold ( x 2)
Networking Lunch/
Dinner ( x 1)
5,00,000
2,00,000
1,00,000
15
8
4
5
3
1
a) Wings of Main Backdrop at
Workshop Venue
b) Workshop Publicity/ Marketing
material
c)
Conference
(Notepad)
Souvenirs
d) Workshop page on IIML
website
3. Reserved seating of sponsors
4. Distribution
of
company
literature in Delegate Kit
5. Complementary
delegate
passes
6. Sit down session at Lunch/
Dinner with Workshop main
speakers
7. Stall at Workshop Venue
8. Special
Thank
You
announcement
at
the
Valedictory session
For further details about sponsorship opportunities, mail us at cmee@iiml.ac.in