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As the landscape for art expands, the contemporary art market’s unprecedented growth calls for a more in-depth look at the central role of the gallery. This course explores the high stakes world of art galleries, integrating real-world examples with critical thinking around topics that shape the gallery business. Running a Contemporary Gallery equips those considering a career in the field with practical knowledge of the day-to-day functioning and the strategic operations of a gallery, including managing artists and clients, preparing for and participating in art fairs, negotiating relationships with other players in the art market, and marketing through online channels.

This Premier Online Course features weekly recorded lectures and faculty-guided discussion boards to maximize flexibility and deliver an engaging and interactive digital experience.

Students will learn: 

  • To identify and define the role of a gallery within the art market.
  • To identify and define how galleries operate, and to recognize the factors that impact success, such as artistic programming and artist management.
  • To assess and analyze the opportunities and challenges faced by contemporary art galleries.
The Details
  • Course Dates & Fees

    Course Dates & Fees

    January 27 - March 9, 2021
    $1,485  ($1,335 if registered by December 8, 2020)
    Tuition includes 6 weeks of instructor guidance and an additional 90 days to review the course at your leisure.
    We offer this online course throughout the year with sessions starting approximately every 4 months. Contact us for more information.
  • Getting Started & How It Works

    Getting Started & How It Works

    SIA Online Community, our learning and networking space, opens two weeks before the course begins. This space provides an opportunity to familiarize yourself with the learning platform and introduce yourself to fellow students from around the world.
    Visit our How It Works page to learn more about the online learning experience.
  • Sample Topics

    Sample Topics

    Week 1: Uncovering The Basics

    • Historical Perspective

    • The Dealers

    • Primary vs. Secondary Markets

    • Gallery Structure

    Week 2: Artistic Program

    • Identifying the artistic ‘brand’

    • Attracting & retaining talent

    • Negotiating with and managing artists

    Week 3: Stock

    • Production & Managing artists’ demands

    • Pricing

    • Knowledge – what you need to know about artists and collectors

    Week 4: Art Fairs

    • Opportunities and challenges

    • What to show where and how to show it

    • Managing stock and expectations

    Week 5: Driving Sales

    • Building a strong sales team

    • Pay: encouraging performance & preserving fair play.

    • Developing new client relationships and loyalty

    Week 6: Pinning Technology

    • Offline versus online sales

    • Creative ways to curate

    • Case study

  • Faculty


    Emilie Faure, Adjunct Faculty, Online
    M.A., Cultural Policy and Museum Studies, Sciences-Po, Paris Institute; B.A., Harvard University
    Emilie Faure works at the intersection of art sales and commercial strategy for artists. In her six years as Sales Executive at White Cube, she advised collectors on acquisitions with an eye on both curatorial relevance and long-term investment. Emilie also worked closely with the gallery’s artists, designing successful strategies for their practice. Before joining White Cube, she directed The Farjam Foundation in Dubai, spearheading the inauguration of the first private museum in the United Arab Emirates, and curating its modern and contemporary art exhibitions.
    She has held posts at Sotheby's Institute of Art in London, at the British Museum in the organization’s Business Strategy department, at A.E.A. Consulting in New York, and the Fondation Cartier pour l’Art Contemporain in Paris.
  • Certificate Of Completion

    Certificate Of Completion

    For each course successfully completed, you receive a verified Certificate of Completion from Sotheby’s Institute of Art.
    Our digital certificates allow you to share new skills with various social media platforms, including LinkedIn. Successful completion is defined by each instructor in the course syllabus and consists, at the least, of regular, thoughtful participation in online activities and timely submission of assigned papers or projects.
  • Register


    Click here to register.
    This course is listed under the Premier Course option in the online application. Premier Online Courses are open to anyone 18 years of age and older. Registration takes approximately 5 minutes to complete.
    View Terms and Conditions
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