This introductory course surveys the strategies and tactics used to create integrated marketing and communications campaigns in the art world, from audience research, media planning, and creative development to social media, digital marketing and measurement, and brand identity. Students will study marketing and communications approaches across different sectors of the art world to learn how key concepts may be applied in different scenarios – whether in a museum, auction house, gallery or nonprofit space. Basic strategies of marketing and public relations will be explored along with methods for making the most of social media platforms to develop and deepen customer relationships and engagement. Visits to premier New York City arts organizations and businesses as well as conversations with communications and marketing experts complement the course. Students will also have the opportunity to create an initial outline for a marketing communications blueprint applicable to their own experience.
By the end of this course students will…
- Understand that the visual arts industry requires specific communications skills across a wide range of subject areas: from strategy and planning, to campaign development and execution, to evaluation and measurement.
- Be able to apply knowledge from classroom discussions, guest speakers and site visits on marketing, PR, and social media to solve business problems intelligently and competently.
- Demonstrate an effective grasp of the various marketing methods and techniques and be ready to apply them in a professional setting.
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.