This online course surveys the techniques and tactics used to create integrated, effective marketing and communications campaigns in the public and private sectors, from museums and galleries to dealers and auction houses.
The course provides participants with an understanding of key marketing concepts, theories and practical applications through an analysis of case studies and a series of live lectures. It is designed for anyone interested in marketing, communications and PR in the creative sector, and in developing their own understanding of how these parallel fields have evolved.
This Intensive Course consists of live-streamed lectures and discussions. Recordings of the live sessions are accessible anytime during the course via our online learning platform, Canvas.
Students will learn:
- To contextualize marketing, communications, and digital strategies in the public and private sectors of the art world.
- How to identify techniques and tactics used within marketing campaigns and evaluate their success.
- The opportunities (and challenges) of various sector-specific tactics including social media, email newsletters, crisis communications, and the influencer economy.