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Marketing for the Art World


Marketing for the Art World

A discounted tuition rate is available for individuals who are interested to enroll in two or more Sotheby’s Institute of Art In-Person Professional Courses within the same term. Contact our admissions team at for more information and a discount code.

This course will explore the specialized marketing and public relations tactics needed for the art world, including strategies to identify, target and engage customers and clients for museums, art fairs, galleries, and auction houses.

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 research and define audiences, to establish meaningful connections and to cultivate long-lasting, engaged relationships with visitors, collectors and clients. Exploration of the principles of marketing for the art world will be brought to life through a curated selection of insightful case studies and gallery visits. The week will feature a series of talks delivered by expert guest speakers and guided visits from professionals working across the art world from institutions including Cromwell Place, LAPADA, and the National Portrait Gallery amongst others.

Deadline to Register: April 15

  • Price
    You may select your preferred local currency as the payment option.

    Enroll in 2 or more In-Person Professional Courses within the same term for a discounted rate, contact admissions for a discount code.
  • Register
  • Date
    Spring | April 29 - May 3
  • Time
    10am – 4pm GMT
  • Duration
    5 Days
  • Location
  • Topics
    • Specializations & Skills,
    • Writing
  • Language
  • Contact Admissions

Learning Outcomes

  • 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.


Claire Gallagher

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.

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Sample Schedule

More Information

  • Sample Topics

    Sample Topics

    • Overview of the Art World’s Audiences: Customer Profiles for Each Sector
    • Marketing Channels, Strategies, and Research
    • Expanding Customer Bases through Digital Tools
    • Building a Cohesive Brand
    • Using PR to Amplify Marketing Campaigns
  • Course Completion

    Course Completion

    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.

  • Requirements


    We highly encourage participants with at least 3 years of post-graduate work experience for a smooth and successful course experience.

    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.