Discover marketing, PR, and communication approaches across different art world sectors in the context of a global arts and communications capital, London. This introductory course surveys the techniques and tactics used to create integrated marketing and communications campaigns in the public and private sectors, from museums and galleries to dealers and auction houses. The course provides participants with an understanding of key marketing concepts, theories and practical applications through an analysis of effective or unsuccessful case studies and scenarios, and practical sessions.
The course is designed for those who wish to understand more about different aspects of marketing including but not limited to digital, influencer and content marketing, social media, optimization tactics, brand management, public and press relations, strategy, and budget planning. Students will visit a range of arts institutions, businesses, and agencies to develop insights and networks. They will also have the opportunity to create an outline marketing communications plan applicable to their own experience.