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Art Marketing, PR, and Communications

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Art Marketing, PR, and Communications

This course is at capacity.

Discover the dynamic industry of marketing, public relations, and communication in the global art market.

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.

  • Price
  • Register
  • Date
    May 11, 16, 18, 23, 25
  • Time
    1 p.m. EST /
    6 p.m. GMT
  • Duration
    2 Weeks
  • Type
    Live Course
  • Location
  • Topics
    • Art Business
  • Language
  • Contact Admissions


Katy Hamer

Adjunct Faculty, Online

Katy Diamond Hamer is an Arts Professional with a focus on writing, consulting, and lecturing on contemporary art and culture. 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. Taking a cue from art writers such as Jerry Saltz and movements such as Arte Povera (Italy, 1962-1972), she believes that the language used to describe contemporary art can be accessible to a large audience and informed in art historical references. Her methodology of approaching contemporary art, is looking back, before looking forward.

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  • About Live Courses

    About Live Courses

    This live online course is delivered with live-streamed lectures featuring group discussion and QandA. 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.

  • Students Will Learn

    Students Will Learn

    • To identify the specific communications skills required by various stakeholders in the visual arts industry.
    • To analyze effective arts-specific public relations strategies and their outcomes.
    • To examine and practice techniques for using social media effectively in a visual arts marketing context
  • Course Completion

    Course Completion

    For successfully completing this course, you receive a verified Certificate of Completion from Sotheby’s Institute of Art as well as 1.8 IACET Continuing Education Units. *

    Our digital certificates allow you to share new skills with various social media platforms, including LinkedIn. Successful completion is defined by each instructor in the course syllabus and consists, at the least, of regular, thoughtful participation in online activities and timely submission of assigned papers or projects.

    *As an IACET Accredited Provider, Sotheby’s Institute of Art offers IACET CEUs for its learning events that comply with the ANSI/IACET Continuing Education and Training Standard.