This course looks at the full range of marketing approaches that visual art businesses and organizations use to communicate to the public about their activities, attract collectors and visitors and build the reputation and credibility of their artists and their own institutional brands. The comprehensive overview begins with established forms of visual arts communication – criticism and art journalism – and surveys the full range of marketing techniques from audience research to advertising and branding, to publications and emerging online tools.

The course is taught by Sotheby’s Institute of Art faculty member, Andras Szanto is a writer, researcher, and consultant whose work spans the worlds of art, media, policy, and cultural affairs. A regular contributor to The Art Newspaper, his writings have appeared in the The New York Times, The Los Angeles Times and many other publications. He is a co-founder of ArtWorldSalon, an online publication devoted to art-world affairs. He lectures frequently and advises cultural and philanthropic institutions worldwide.

Course dates
July 6 – 29, 2010
10:00am – 12:00pm Monday & Wednesday
10:00am – 1:00pm Tuesday & Thursday
Location: 570 Lexington Avenue

Course fee
$3,750

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Download Frequently Asked Questions about Summer Study.

For further information, please contact: publicprogramsNY@sothebysinstitute.com
Tel: +1 212.517.3929

All New York courses are offered on a non-credit basis.