The art trade has long been considered an "exceptional economy", but how "exceptional" is it really, and why? This course provides an overview of classic and contemporary business frameworks and uses them to explore the many businesses--artists' studios, galleries, auction houses, transportation services, storage facilities, insurance providers, and more--that make up the art trade. How each business positions itself strategically within its industry, identifies and reaches its target market, and how these activities conform to and diverge from standard business practices are examined. By the end of the course, students will have both a comprehensive view of the art business field and a nuanced understanding of its particular challenges—and rewards.
By the end of this course students will…
- Understand the various actors that comprise the art trade and how they interact.
- Reinforce fundamental tenets of economics and finance and art's exceptions to them.
- Analyze a wide array of art businesses to assess their strategic positioning and marketing effectiveness.
Webinar: Summer Study New York
Join us to learn about the Sotheby’s Institute of Art - Summer Study Program in New York. Our 2 and 4-week courses in art business, contemporary art, and art history provide privileged access to art venues and the expertise of professionals, in one of the great art capitals of the world. The webinar will include a presentation about the program, followed by a live Q&A.