Abstract:

Currently the communication needs in the professional, commercial, cultural and educational ways require training professionals to work in high-performance teams for the development of competitive projects.

In order to consider applied research as a fundamental tool for solving problems in the professional field and as a teaching strategy for higher education, it is presented as a multi-link bonding work through the design of learning experiences. First, the exercise is to form an interdisciplinary team with the participation of postgraduate students and undergraduate teachers. The subjects are selected to serve as a platform for applied research, and for the resolution of the case in both levels. A teacher who participates in the work team and who teaches undergraduate course coordinates the actions between the actors as an axis link, having the ability to involve members of both academies as advisors.

Because this work is contextualized within the field of the graphic design, and as this is considered a rhetoric action, its exercise required to interact with other disciplines. Such is the case of marketing, whose tools of marketing research and understanding of consumer behavior can develop the analytical stage of this process, and semiotics, a discipline-oriented to the study of signs and signification processes to help understand the semantic field in which the audience is based to interact with the world.

This paper highlights the relationship between graphic design, semiotics and marketing in an interdisciplinary effort aimed at designing an integrated graphic communications systems, and provides a working methodology considering that a communication graphics integrated program will articulate the organization issuing statements encouraging the perception of their audiences.
Thus, it presents graphic design as a persuasive communication technique, emphasizes the value of research code and belief system of the user as a key stage of the design process and integrates market research as part of this process giving evidence of its feasibility and operation in interdisciplinary teams.

Taking into account the related disciplines, this work has a framework consisting of the semiotic marketing concept developed by Lopez and the concept of integrated marketing communications by Schultz, Tannenbaum and Lauterborn, to describe the operational relationship between the three areas in question, explaining their role and the scope of each to establish their ties around the concept of positioning and user-centered work, designing the methodological model for develop integrated graphic communications systems, give evidence of its application in solving a case, and evaluation of the learning experience by rubrics.

Keywords:

Interdisciplinary multi-links, applied research, graphic design, semiotic marketing, integrated graphic communications.