SMK UNIVERSITY OF APPLIED SOCIAL SCIENCES

A COURSE UNIT PROGRAMME

Study Programme: INTERNATIONAL MARKETING AND BRANDING Department: INTERNATIONAL BUSINESS AND MARKETING

Title of Course Unit: VISUAL SEMIOTICS Code:

Group Type Volume of course unit hrs./sem. Period of
Hours for
of of Total No. of Number of implementat Teaching
Form of studies Practical independent
course course Lectures Consultations hours credits ion / language(s)
activities work
units* unit** semester
SK P Full-time 30 30 15 85 160 6 2 EN
*General subjects of college studies BL; subjects of study field (branch) SK; optional subjects of deepening knowledge in study field (branch) PR; optional subject LP
** Compulsory P; optional A

Annotation:
During the lectures will be analysed visual semiotics, its objective phenomenon, aims to analyze the different sign systems, storing and transmitting information, creation, structure and
functioning in the society. Analyzed communication, the exchange of messages between the addresser and the addressee, processes. Students are taught to understand the cultural formation of
visual semiotics assumptions, students will be able independently analyze visual sign systems, their interpretations processes in the environment and society.
Aim of a Course Unit:
The course unit Visual Semiotics is designed to analyze visual semiotics, as the visual signs systems, collecting and transferring information.

Interrelationships between the foreseen learning outcomes of a Study Programme, learning outcomes of a Course Unit, as
well as assessment methods of studies and student achievements:
Criteria for the assessment
Learning outcomes of a Learning outcomes of a Methods of assessment
of the learning outcomes Study methods
Study Programme Course Unit of student achievements
of a Course Unit
2. able to achieve an understanding of 1. Is able to define the scientific Is able to describe the scientific Individual work and teamwork. Presentations
advertising, brand semiotics, development of semiotics, the development of semiotics Literature analysis, reading and Discussions
awareness and media selection assumptions of formation, the key discussion Examination
concepts and application provisions.

9. be able to develop, implement and 2. Is able to describe the visual Is able to describe the visual semiotics Individual work Presentations
maintain enterprise, product or service semiotics, the visual interpretation and of chosen sign Literature analysis, reading and Discussions
branding, according to the factors of understanding signs. discussion Examination
the company's brand communication in 3. Is able to identify the visual signs Is able to identify importance of Individual work, Presentations
international markets and visual texts dominance in socio- visual signs and text in socio-cultural Discussion, Discussions
 cultural space. space. Literary analysis. Examination
Presentation
4. Is able to analyze visual messages in Is able to analyze visual messages Individual work, Presentations
a semiotic point of view. Discussion, Discussions
Literary analysis. Examination
Presentation
14.be able to develop independence, 5. Is able to analyze visual texts, their Is able to analyze visual texts Individual work, Presentations
the ability to cooperate and the ability elements and principles of functioning. Discussion, Discussions
to create something new Literary analysis. Examination
Presentation

Necessary preparation for Course Unit studies:

Title of Course Unit

Coordinating teacher:
Responsibilities Scientific degree, first name and surname
Lecturer Violeta Kainskien

Attendance requirements:
Based on the requirements of the University Studies Regulation (p.22.4.) attendance is compulsory.

Topics of the Course Unit:

1.Description of semiotics. History of semiotics. 2. Semiotics relations with other sciences 3. Meaning of the sign 4. The semiotics of signs 5. Functions of the sign 6. The
meaning of visual semiotics 7.The meaning of text in visual semiotics 8.Social semiotics 9.The objective of social semiotics 10.Semiotics of Culture

Content and volume of a Course Unit:

Volume in hours / content
Learning outcomes of a Title of topic, a short
Practical activities Hours for Consultati
Course Unit description of content Lectures Tasks for independent work
Content Hours IW ons

1. Is able to define the scientific 1.Description of semiotics. 4 Examples studies, history analysis 2 Study of Visual semiotics meaning 10 2
development of semiotics, the History of semiotics.
assumptions of formation, the
2. Semiotics relations with other 4 Analysis of semiotics relations with 2 Study of Visual semiotics meaning 10 1
key provisions.
sciences other sciences
2. Is able to describe the visual
semiotics, the visual
interpretation and understanding
signs

4. Is able to analyze visual 3. Meaning of the sign 2 Examples of sign analysis 4 Individual sign semiotics analysis 4 1
messages in a semiotic point of
4. The semiotics of signs 3 Semiotics of signs 3 Individual sign semiotics analysis 8 2
view.
5. Functions of the sign 2 Various signs analysis 4 Individual sign semiotics analysis 4 2
6. The meaning of visual 4 Discussions about meaning of visual 2 Individual text semiotics analysis 16 2
semiotics semiotics
5. Is able to analyze visual texts, 7.The meaning of text in visual 4 Analysis of various text semiotics 2 Individual text semiotics analysis 13 1
their elements and principles of semiotics
functioning.
8.Social semiotics 2 Discussion on social semiotics 4 Preparation of a presentation 5 2
3. Is able to identify the visual
9.The objective of social 2 Analysis of examples 4 Preparation of a presentation 5 1
signs and visual texts
semiotics
dominance in socio-cultural
space.
10.Semiotics of Culture 3 Discussion on semiotics of culture 3 Preparation for discussion 10 1

Total number of hours for Course Unit studies: 30 30 85 15

Assessment strategy and criteria:

A students learning outcomes of a Course Unit are assessed in a 10 point criteria assessment system, cumulative assessment is applied.
No. of the
learning Weight Task submission /
Parts of cumulative assessment Assessment criteria and comments
outcomes of a ,% sitting dates
Course Unit
Individual work 4,5 30 10th week of semester Preparation of analysis of text either sign visual semiotics
th
Individual work presentation 20 12 week of semester Makes a presentation of the results of a individual work. The presentation
4,5 must show: the quality of argument, the quality of speech, the quality of
conclusions, the quality of answers to questions, proper time management.
Examination 1,2,3 50 January Analysis in writing

The recommended study sources: Main

Number of copies
Year of
No. Authors and title of the publication Publishing house SMK Other libraries
publishing
library
 Bignell, Jonathan. Media semiotics : an introduction Manchester : Manchest 4
1. 2002
er University Press
2. 2001 Kress G., Van Leeuwen Th. Reading Images: The Grammar of Visual Design. Routledge
3. 2010 D.Crow Visible Signs: An Introduction to Semiotics in the Visual Arts

Additional:
Year of
No. Authors and title of the publication Publishing house
publishing

Riley, Howard, Relational Art as Social Semiotic, in: Academia.edu, [interaktyvus],

1. http://swansea-metro.academia.edu/HowardRiley/Papers/1107254Relational_Art_
as_Social_Semiotic.
Barnard, M.. Approaches to Understanding Visual Culture. New York: Palgrave.
2. 2001

Coordinating teacher Violeta Kainskien

(first name, surname)