This introductory course will survey the tactics used to create integrated marketing and communications campaigns for a variety of clients, such as artists, art fairs, galleries, auction houses, and museums. Basic strategies of marketing and public relations will be explored, along with methods for making the most of social media platforms and other new digital tools to develop and deepen customer relationships and engagement.
Students who complete this course are eligible to receive a partial tuition fee waiver equivalent to $2,000 USD if they subsequently enroll in one of our Master’s Degree Programs at our New York, London, or Online locations (pending application and acceptance to the Master’s Degree program). For further details, please see our Student Policies.
To identify the specific communications skills required by the visual arts industry across a wide range of subject areas: from audience research, media planning, and creative development to brand identity, social media, and digital marketing.
To analyze and evaluate the effectiveness of different marketing and communications approaches across a variety of art world contexts.
To utilize common tools and strategies to begin creating PR and marketing campaigns for the field.
Course Leader, London
Claire Gallagher specialises in arts marketing and communications, creative content, partnerships and brand strategy as a freelance consultant following a 12-year career working in-house for a range of not-for-profit and commercial visual arts organisations.
Read MoreDay 1: An Introduction to Marketing for the Art World and Researching and Identifying Target Audiences. Cultivating Diverse and Engaged Audiences and Unlocking Audience Potential.
Day 2: Building and Bringing to Life Brand Identity and Exhibition and Art Fair Marketing Campaigns. Re-Brand Case Study and Activity.
Day 3: Strategy for Auctions and the Secondary Market and Creative Content Workshop. How to Integrate and Amplify Your Communications Campaign and Creating Partnerships with Purpose.
Day 4: Content Planning: Tips and Tricks. Creating Content to Engage Collectors.
Day 5: Tools of the Trade. Digital Innovation in the Art World and Future Trends.
Course participants take away in-depth and valuable insight into the current and future art world. Those who successfully complete their course will receive a certificate of completion from Sotheby’s Institute of Art.
Sotheby’s Institute of Art course participants come from all over the world, from a wide variety of backgrounds. As they study, travel, and explore the art world alongside each other throughout the program, fierce and long-lasting collaborations are frequently born. Individuals who complete these courses join our network of over 8,000 alumni around the globe who hold top positions at renowned art organizations.
Students who complete this course are eligible to receive a partial tuition fee waiver equivalent to $2,000 USD if they subsequently enroll in one of our Master’s Degree Programs at our New York, London, or Online locations (pending application and acceptance to the Master’s Degree program). For further details, please see our Student Policies.
English Language Requirement
Course participants should be proficient in written and spoken English and be able to participate in group discussions and presentations in English.
Age Requirement
Courses are open to participants 18 years of age or older.
For more information, please see our Terms and Conditions.
We encourage interested individuals to book a consultation time with a member of our admissions team to learn more about this course and our registration process.
Please use this link to book a consultation time via phone or video call.