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Marketing for the Art World

New York
Limited Space

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 for social media and digital tools to engage customers and clients for artists, galleries, auction houses, museums, and art fairs.

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.

Deadline to Register: February 26

  • 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 | March 11 - 15
  • Time
    10am – 4pm EST
  • Duration
    5 Days
  • Location
    New York
  • 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.


Katy Hamer

Adjunct Faculty, New York

Katy Diamond Hamer is an art writer with a focus on contemporary art and culture. Writing reviews, profiles, interviews and previews, she started the online platform Eyes Towards the Dove in 2007 and was first published in print in 2011 with Flash Art International. Hamer had a column with Flash Art from 2011-2016 called New York Tales. Interview highlights include Robert Storr, Helmut Lang, Courtney Love, Takashi Murakami, and Rebecca Horn.

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Sample Schedule

More Information

  • 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.

  • 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.