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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.

The Details
  • Course Dates

    Course Dates

    Time: Monday - Thursday: 10:00 AM - 12:30 PM.
    Date: June 4 - June 28, 2018 (4-week course).
    Venue: 570 Lexington Avenue, New York, NY 10022.
  • Faculty


    Kim Mitchell, Faculty, Summer Study, New York

    Kim Mitchell is the former Chief Communications Officer at The Museum of Modern Art, New York, where she led the marketing, communications and graphic design teams. She and her staff formulated communications strategy, institutional branding and graphic identity in print, broadcast, digital marketing and social media in support of the museum’s mission, exhibitions, events and programs. She also spearheaded agency and media relations, reputation and issues management, and audience research. Prior to joining the museum as a publicist in 1997, Mitchell was Director of Marketing and Communications at the Parrish Art Museum in Southampton, New York. Earlier in her career she co-founded Abreu/Mitchell Advertising, which specialized in creative services for small and medium-sized business. Mitchell holds an MS in Communications Management from the Newhouse School, Syracuse University, and a BFA in Photography from Tyler School of Art, Temple University. She is on the Advisory Board of Communicating the Museum Conference and the IBM CMO Advisory Council. 
  • Sample Topics

    Sample Topics

    • Art World Marketing Techniques

    • Communication Skills in the Visual Arts Industry

    • Integrated Marketing and Communications Campaigns for the Art World

    • Audience Research

    • Digital Marketing and Measurement

    • Media Planning

    • Advertising and Branding

    • Publications and Online Tools

    • Marketing Approaches across Different Sectors of the Art World

    • Basic Public Relations Strategies

    • Social Media

    Click here to print course details.
  • Course Fees And Registration

    Course Fees And Registration

    $3,750 for one course or $7,000 for two 4-week courses.
    One 4-week with one 2-week: $5,700.

    Click here to register now and pay online.

    Click here to read Terms and Conditions.
  • Further Information

    Further Information

    For further information, please contact:
    Suzanne Julig, Director, Summer Study NY
    Email: or Request Information

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