This introductory course will explore foundational strategies of art world marketing and public relations, as well as survey the tactics used to create integrated marketing and communications campaigns specific to the arts.
Under the guidance of leaders and experts in this field, students will examine approaches across various sectors of the art world to learn how fundamental concepts apply in different scenarios, including for galleries, auction houses, private or public non-profit institutions, and individual artists. Students will also learn practical methods for making the most of important social media platforms to develop and deepen customer relationships and engagement. Case studies of successful campaigns and in-depth conversations with communications and art marketing experts will provide real-world perspectives to complement the student experience. The course will conclude with a short project for students to exercise new skills.
Lecturer, MA Art Business, London
Marios Samdanis is the unit leader of Art Business, Finance and Management. Previously, he taught topics including innovation and entrepreneurship, organizational behavior, and human resource management at the University of Kent and the University of London.Read More
Day 1: Explore gallery and art fair PR strategies.
Day 2: Discuss auction houses and their marketing strategies for high-end sales.
Day 3: Look at museums and the blockbuster exhibition.
Day 4: Examine social media, branding, and customer engagement
Day 5: Explore real-world perspectives through case studies and dicussions with art marketing experts.
This live online course is delivered with live-streamed lectures featuring group discussion and Q&A. All live sessions are also recorded and available in the course platform typically within 24-48 hours for participants unable to attend the posted times. The course will include a final project with personalized feedback from the course instructor. All participants will have access to the recordings for an additional 30 days after the final course lecture.
For successfully completing this course, you receive a verified Certificate of Completion from Sotheby’s Institute of Art as well as 1.8 IACET Continuing Education Units. *
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.
*As an IACET Accredited Provider, Sotheby’s Institute of Art offers IACET CEUs for its learning events that comply with the ANSI/IACET Continuing Education and Training Standard.