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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.
The Details
  • Course Dates

    Course Dates

    Dates: July 6 – July 30, 2020
    Times: Monday – Thursday; 2:30 p.m. – 5:00 p.m.
    Location: The course will take place at Sotheby’s Institute of Art, 570 Lexington Avenue, New York, 6th floor.
  • Faculty


    Coming in early 2020.
    Our instructors are award-winning Sotheby's Institute faculty, recognized thought leaders, and professional experts in the art world.
  • Sample Topics & Site Visits

    Sample Topics & Site Visits

    Week 1:

    • Art world marketing techniques

    • Communication skills in the visual arts industry

    • Integrated marketing and communications campaigns for the art world

    Week 2:

    • Audience research

    • Digital marketing and measurement

    • Media planning

    Week 3:

    • Advertising and branding

    • Publications and online tools

    • Marketing approaches across different sectors of the art world

    Week 4:

    • Basic public relations strategies

    • Social media

    • New technologies and digital art platforms

    Past site visits have included:
    Sotheby’s auction house, Artsy’s headquarters, Public Relations firms that focus on the arts, The Museum of Modern Art, The New Museum, and artists’ studios.
    Past guest speakers have included:
    Public Relations experts, art fair directors, gallery directors, marketing consultants, and artists.
    Each summer, faculty update their syllabi to reflect current trends and exhibitions. Topics are not comprehensive and are subject to change.
  • Certificate Of Completion

    Certificate Of Completion

    The New York - Summer Institute offers its courses on a non-credit basis. Participants who attend the majority of classes receive a digital Certificate of Completion. This certificate can easily be added to social media networks.
    A participant may seek approval and be awarded credit through their US-based home institution for our 4-week offering. Our Academic Programs office provides a Home Institution Form with requirements to assist in this process.
  • Course Fees

    Course Fees

    Course: $3,750
    Institute Fees:

    • A $50 registration fee beginning March 16, 2020

    • This fee increases to $100 on April 16, 2020

    Course fees include course-based site visits, materials, and guest speakers. Transportation and accommodation are the responsibility of the participant.
    Register for Multiple Courses to Save:
    - Take one 4-week course: $3750
    - Take two 4-week courses: $7000 ($500 savings)
    - Take a 4-week course and a 2-week course: $5800 ($350 savings)
    Further offers may apply for additional coursework.
  • Further Details

    Further Details

    While our New York – Summer Institute is non-residential, our Housing Resources page provides essential information and external resources for participants researching their options. More information will be available in the coming weeks.
    All courses are conducted in English; a good working knowledge of the language’s spoken and written form is recommended, although no certification is required.
    International participants should review the U.S. Government’s official Visa website and contact their country of origin's embassy/government office before registering. Our New York – Summer Institute continuing education, non-credit courses do not qualify for student visa sponsorship.
  • Registration & Contact Information

    Registration & Contact Information

    The New York – Summer Institute is open to anyone at least eighteen years with a high school diploma or the equivalent. Registration requires basic personal information and full payment by credit or debit card.
    Website registration is available from our website 24/7.
    Click here to register now.
    Our Terms & Conditions include information on program details and cancellation policies. Once registration information and payment are received, an email confirmation will be sent to you within 24 hours.
    For further information, course advisement, or registration assistance, please contact:
    Hayley Black, Admissions Advisor

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