Fiche détaillée d'un cours


Voir la fiche établissement



IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Fashion Management1S1English
Professeur(s) responsable(s)C.LIGAS
Intervenant(s)Cinzia LIGAS

Pré requis

The students have to know the basic principles of marketing, sociology and communication.

Objectifs du cours

At the end of the course, the student should be able to :
At the end of the course, the student should be able to decide which signs, codes and communication strategies are most suitable for designing and communicating in relation to the perceptual results to be achieved in order to characterize the its communication with those iconic or symbolic values best suited to bring out in the end user's desire to purchase.
Learners will be able, therefore, to understand that Semiomarketing is the fast track for optimizing the target-client conversion rate and customer loyalty.
The course will meet the needs of students with backgrounds in media, sociology and other relevant disciplines, as well as professionals in the communications industry seeking to gain a more sociologically informed understanding of those industries

Contenu du cours

The course aims to illustrate to the students the signical and perceptual values (marketing oriented) of communication and its visual representation, to help them to choose the best solution in the creation and representation of the products and services and improve the critical approach and design.
The course combines theoretical and empirical study of the media together with the study of developments in information and communication technologies.
It focuses on a critical understanding of the rapid changes in media and communications and their social and cultural consequences
-The communication system. Signs: icons, symbols, natural signs(index) . The market is a place for social integration where the individuals necessarily use their interaction abilities.
- Semiomarketing: Business Communication Optimization, Zeitgeist ad Target satisfaction. Marketing, Communication and their social and cultural consequences
- The discursive structure: time, space and actors.
- Archetype, prototype and stereotype. The market makes sense only if it represents a meeting social area for different actors driven by different objectives.

- The actantial model and the semiotic square
-The topological categories: the axial and sequential path.
- Jackobson’s functions in communication: the objective is to show that the market himself, apparently a simple concept, is subtly built by the sourrounding culture and society
- Warpframe and Extrabrand

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class15,00  
Independent study
Group Project2,00  
Estimated personal workload2,00  
Charge de travail globale de l'étudiant19,00  

Méthodes pédagogiques

  • Interactive class
  • Coaching


An oral semiotic analysis of a visual synchronic text

Type de ContrôleDuréeNombrePondération
Oral presentation1,001100,00
TOTAL     100,00


  • Umberto Eco - A Theory of Semiotics -

  • Fausto Crepaldi, Cinzia Ligas – Fashion Semiology- The language of Fashion and Luxury through style, communication and marketing – Ilsole24ore e IstitutoMarangoni Books -

  • Roland Barthes - Empire of Signs . - Hill and Wang -

  • Regina Jiménez-Ottalengo - Sociology and Semiotics: Two Sciences of the Human - Springer US -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube