Art Marketing, PR, & Communications

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.