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 for social media and digital tools to engage customers and clients for artists, galleries, auction houses, museums, and art fairs.
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.
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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: 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.
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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...