As a unique field that contains a complex web of relationships, the art world requires a specialized approach to marketing and public relations. 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.
According to Ruth Millington, Head of Careers at Sotheby’s Institute, there are a number of tried and tested skills including social media and email marketing, that can enhance your career in the art world. In Ruth’s opinion, “as the art market evolves at such a rapid pace, it’s not only digital skills but flexibility, an openness to learning about and working with new technologies, and creativity which will all be in high demand among employers. Therefore, there is a real opportunity right now for graduates to not only enter into, but take a leading role, in the new high-tech art world.”
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 More
Day 1: Gain insights into marketing for the art world which involves researching and identifying target audiences, cultivating diverse and engaged audiences, and unlocking their potential.
Day 2: Learn about building and bringing brand identity to life as you review case studies and explore exhibition and art fair marketing campaigns.
Day 3: Delve deeper into the importance of media strategy and partnerships and take part in a creative content workshop.
Day 4: Look ahead to future trends as you uncover invaluable insights and innovative strategies that will elevate your content planning efforts.
Day 5: Hear from an ecommerce expert about digital innovation and gain valuable insights into the latest trends and strategies shaping this landscape.
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.
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.
Courses are open to participants 18 years of age or older.
For more information, please see our Terms and Conditions.