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 MoreDay 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.
Upon successful completion of this course, you’ll be awarded a Certificate of Completion from Sotheby’s Institute of Art. Our digital certificates can be easily shared on various social media platforms like LinkedIn, showcasing your new skills and achievements.
To earn the certificate, you’ll need to attend the live sessions or review the recordings and submit a brief final project, as determined by the course instructor.
We encourage interested individuals to book a consultation time with a member of our admissions team to learn more about this course and our registration process.
Please use this link to book a consultation time via phone or video call.