A discounted tuition rate is available for individuals who are interested to enroll in two or more Sotheby’s Institute of Art In-Person Professional Courses within the same term. Contact our admissions team at firstname.lastname@example.org for more information and a discount code.
As a unique field that contains a complex web of relationships, the art world requires a specialized approach to marketing and public relations. This introductory course will survey the tactics used to create integrated marketing and communications campaigns for a variety of clients, such as artists, art fairs, galleries, auction houses, and museums. Basic strategies of marketing and public relations will be explored, along with methods for making the most of social media platforms and other new digital tools to develop and deepen customer relationships and engagement.
To identify the specific communications skills required by the visual arts industry across a wide range of subject areas: from audience research, media planning, and creative development to brand identity, social media, and digital marketing.
To analyze and evaluate the effectiveness of different marketing and communications approaches across a variety of art world contexts.
To utilize common tools and strategies to begin creating PR and marketing campaigns for the field.
Adjunct Faculty, New York
Katy Diamond Hamer is an art writer with a focus on contemporary art and culture. Writing reviews, profiles, interviews and previews, she started the online platform Eyes Towards the Dove in 2007 and was first published in print in 2011 with Flash Art International. Hamer had a column with Flash Art from 2011-2016 called New York Tales. Interview highlights include Robert Storr, Helmut Lang, Courtney Love, Takashi Murakami, and Rebecca Horn.Read More
Day 1: Discover diverse marketing, PR, and communication methods, including leveraging social media platforms and new digital tools, to enhance customer relationships and engagement.
Day 2: Guided visits to Chelsea galleries to meet with in-house PR Directors.
Day 3: Explore the Whitney Museum of Art and Sotheby’s Auction House where you will expand your knowledge of specialized marketing and public relations tactics.
Day 4: Understand art fairs and gain communications campaign insights from an industry guest lecturer.
Day 5: Broaden your understanding of marketing channels, digital strategies, and research specific to the art world and share your insights with fellow course participants through group work and presentations.
We highly encourage participants with at least 3 years of post-graduate work experience for a smooth and successful course experience.
English Language Requirement
Course participants should be proficient in written and spoken English and be able to participate in group discussions and presentations in English.
Courses are open to participants 18 years of age or older.
For more information, please see our Terms and Conditions.
Course participants take away in-depth and valuable insight into the current and future art world. Those who successfully complete their course will receive a certificate of completion from Sotheby’s Institute of Art.
Sotheby’s Institute of Art course participants come from all over the world, from a wide variety of backgrounds. As they study, travel, and explore the art world alongside each other throughout the program, fierce and long-lasting collaborations are frequently born. Individuals who complete these courses join our network of over 8,000 alumni around the globe who hold top positions at renowned art organizations.