Description

This course looks at the full range of marketing approaches that visual arts businesses and organizations use to communicate to the public about their activities, attract collectors and visitors and build the reputation and credibility of their artists and their own institutional brands. The comprehensive overview begins with established forms of visual arts communication  criticism and art journalism  and surveys the full range of marketing techniques, from audience research to advertising and branding, to publications and emerging online tools. Visits to premier New York City arts institutions and meetings with communications and marketing experts complement this course.

Highlights

Located in the centre of Manhattan students at the Institute have easy access to New York's rich cultural and historical resources as well as to many of the world's leading galleries and museums.

Through Sotheby's auction house, we provide students with privileged access to pre-sale viewings, seminars with experts and handling sessions in which art objects are examined in detail. In addition, students visit the many commercial galleries, artists' studios, and museums that have made New York the centre of the international art world and such a unique and vibrant place to study art.

Subject Areas

• Arts
• Business
• Marketing, Ad., & Pr

Cost in US$:

3,750

Experience Required

no

This Program is open to

Worldwide Participants.

Application Process Involves

• Written Application

Typically The Application Process Time is

2 weeks

Sotheby's Institute of Art's Mission Statement

For forty years, Sotheby's Institute of Art has been preparing students for distinguished careers in the international art world. Today, Sotheby's Institute of Art comprises academic centres in London, New York, and Singapore. Its international focus reflects a commitment to interactive hands-on education that draws creatively upon the resources of important art centres worldwide.

Year Founded

1968