Course description
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 professional@sia.edu for more information and a discount code.
This course will explore the specialized marketing and public relations tactics needed for the art world, including strategies to identify, target and engage customers and clients for museums, art fairs, galleries, and auction houses.
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 research and define audiences, to establish meaningful connections and to cultivate long-lasting, engaged relationships with visitors, collectors and clients. Exploration of the principles of marketing for the art world will be brought to life through a curated selection of insightful case studies and gallery visits. The week will feature a series of talks delivered by expert guest speakers and guided visits from professionals working across the art world from institutions including Cromwell Place, LAPADA, and the National Portrait Gallery amongst others.
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Suitability - Who should attend?
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.
Training Course Content
Day 1: Gain insights into marketing for the art world which involves researching and identifying target audiences, cultivating diverse and engaged audiences, and unlocking their potential.
Day 2: Learn about building and bringing brand identity to life as you review case studies and explore exhibition and art fair marketing campaigns.
Day 3: Delve deeper into the importance of media strategy and partnerships and take part in a creative content workshop.
Day 4: Look ahead to future trends as you uncover invaluable insights and innovative strategies that will elevate your content planning efforts.
Day 5: Hear from an ecommerce expert about digital innovation and gain valuable insights into the latest trends and strategies shaping this landscape.
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Sotheby's Institute of Art
Sotheby’s auction house was founded in 1744 when Samuel Baker, an entrepreneur, occasional publisher, and successful businessman held his first auction. Today at Sotheby’s Institute, we emphasize a keen understanding of an object’s value and history, a spirit of inquiry...