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Discover marketing, communications, and digital strategies for different art world sectors.

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.
The Details
  • Course Dates & Fees

    Course Dates & Fees

    March 10 - 19, 2021
    5:30 p.m. - 8:00 p.m. GMT
    (12:30 p.m. ET / 9:30 a.m. PT)
    Week 1: Wed-Fri
    Week 2: Mon-Fri
    Course Fee: £795.00 (£715, if registered by February 2, 2021)
    All online Intensive Courses are developed in London by Sotheby's Institute faculty, programming staff, and industry experts.
  • How It Works

    How It Works

    Our online Intensive Courses are designed to enrich and deepen your understanding of a specific art world subject in an accelerated and dynamic format. The courses are ideal for undergraduates, career changers, art professionals, and art lovers seeking to learn more about art and cultural history or to acquire specific knowledge/skills.
    Led by art professionals drawn from our global faculty, these courses provide participants with expert insight and practical skills through a combination of livestreamed lectures and group discussion. Course materials and lecture recordings can be accessed 24 hours a day, seven days a week, via Sotheby’s Institute’s learning platform – Canvas. Canvas is an intuitive, self-contained environment that requires no additional software.
    Once you successfully complete the course, you will 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.
  • Who Is This Course For?

    Who Is This Course For?

    The curriculum is designed for those who wish to understand more about different aspects of marketing, including but not limited to digital marketing, content marketing, influencers, social media, optimization tactics, brand management, public and press relations, and crisis communications. All levels of experience are warmly welcome. Courses led by Noreen tend to attract students from a range of different backgrounds including events, gallery and museum professionals, creative practitioners, client services or people with an interest in these fields.
  • Key Skills

    Key Skills

    Participants in this course will develop skills in the following areas:

    • Marketing

    • Communications

    • PR

    • Digital tactics (including SEO)

    • Strategy development

  • Sample Topics

    Sample Topics

    Topics covered in this course may include:

    • Key Marketing Concepts, Theories, and Practical Applications

    • Case Studies: The Strategies of Major Public Cultural Institutions

    • Competitor Analysis

    • Optimization Tactics

    • Realtime Crisis Communications and Management

  • Faculty


    Noreen Ahmad (Director of Communications and Marketing, The Morgan Library & Museum) is an accomplished strategist and communications specialist skilled at balancing the ideals of the cultural sector with the long-term mission-driven interests of every client. Over the last decade, she has worked with over 50 cultural and educational institutions across the Americas, Europe, Middle East, and Africa to strengthen audience engagement, fortify market positioning, and increase brand awareness. Previously, she held leadership positions at Sutton, Fitz & Co, and LaPlaca Cohen, as well as roles at the Whitney Museum of American Art and The School of American Ballet at Lincoln Center.
  • Register


    Click here to register.

    This course is listed under the Intensive Course option in the online application. Online Intensive Courses are open to anyone 18 years of age and older. Registration takes approximately 5 minutes to complete.
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