Discover the marketing, PR, and communication approaches across different sectors of the art world to learn how fundamental concepts apply in different scenarios, whether in a museum, auction house, gallery or nonprofit space. This introductory course will survey the tactics used to create integrated marketing and communications campaigns in the art world. Basic strategies of marketing and public relations will be explored, along with methods for making the most of social media platforms to develop and deepen customer relationships and engagement. Visits to arts organizations and businesses as well as conversations with communications and marketing experts will complement classroom lectures. Participants will have the opportunity to create an initial outline for a marketing and communications strategy applicable to their own experience.
Students will learn:
- 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 synthesize knowledge gained from classroom discussions, guest speakers, and site visits to marketing, PR, and social media in order to solve business problems intelligently and competently.
- To create an initial outline for a marketing and communications strategy.