Art Marketing, Digital Technology & Communications

Discover the dynamic industry of marketing and communications in the art world. The art world is nowadays a global scene and marketplace driven by cultural, commercial, and technological forces. In this introductory course, participants will gain an understanding of how artists and art organisations, including galleries, art fairs, auction houses, and museums use traditional and digital marketing techniques to create innovative experiences, reach new audiences, and achieve their cultural and commercial objectives. This course focuses on the use of new media, such as social media, augmented and virtual reality, in arts marketing campaigns. Students will also learn practical methods for making the most of important social media platforms to develop and deepen customer relationships and engagement. Based on case studies, we will analyse new methods and strategies for content creation and communications, in the art market. The course includes arts marketing specialists as guest speakers, who will provide real-world perspectives to complement the student experience. The course concludes with a short project for students to exercise new skills.