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Discover the marketing, PR and communication approaches across different sectors of the art world to learn how fundamental concepts apply in different scenarios, whether in a museum, auction house, gallery or nonprofit space. This introductory course will survey the tactics used to create integrated marketing and communications campaigns in the art world. Basic strategies of marketing and public relations will be explored, along with methods for making the most of social media platforms to develop and deepen customer relationships and engagement. Visits to arts organizations and businesses as well as conversations with communications and marketing experts will complement the course. Participants will have the opportunity to create an initial outline for a marketing communications blueprint applicable to their own experience.

What you will learn…

  • 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 apply knowledge gained from classroom discussions, guest speakers, and site visits to marketing, PR, and social media in order to solve business problems intelligently and competently.
  • To create an initial outline for a marketing communications blueprint.
The Details
  • Course Dates

    Course Dates

    4-week course
    July 8–August 1, 2019
    Monday–Thursday; 10:00 AM–12:30 PM

    Enrollment for this course is now closed. Please write to if interested in our 2020 summer program.
  • Faculty


    Tiana Webb-Evans, Adjunct Faculty, Summer Institute, New York

    Click here to view all of our faculty members. Our instructors are award-winning Sotheby's Institute faculty, recognized thought leaders, and professional experts in the art world.
  • Sample Topics

    Sample Topics

    • Art World Marketing Techniques

    • Communication Skills in the Visual Arts Industry

    • Integrated Marketing and Communications Campaigns for the Art World

    • Audience Research

    • Digital Marketing and Measurement

    • Media Planning

    • Advertising and Branding

    • Publications and Online Tools

    • Marketing Approaches across Different Sectors of the Art World

    • Basic Public Relations Strategies

    • Social Media

    These topics are subject to change
  • Further Program Details

    Further Program Details

    Summer - New York is part of Sotheby's Institute's continuing education programming and offers short, non-credit courses. We encourage you to visit our Frequently Asked Questions page to find answers to some of the questions you may have about summer courses in New York, including international concerns and basic course advisement.

    Our Accommodations page provides essential information and external resources for students researching their options.
  • Course Fees & Enrollment

    Course Fees & Enrollment


    Add a second Summer New York course at a reduced rate:

    • Additional 4-week course +$3250 ($7000 Total)

    • Additional 2-week course +$1950 ($5700 Total)

    • Additional 1-week course +$1350 ($5100 Total)

    Tuition includes classroom and program lectures, site visits, and additional programming.
    Tuition does not include accommodation or travel.

    Terms and Conditions
  • Contact Information

    Contact Information

    For further information or course advisement, please contact:
    Hayley Black, Admissions Advisor
    Tel: 212-897-6644 Or Request Information

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