Art Marketing

About this course

The course considers how marketing and communications campaigns are developed for artists, galleries, art fairs, auction houses and museums. It introduces audience research, media planning, creative development and brand identity alongside public relations approaches. Learners also examine the use of social media and other digital tools to build customer relationships and engagement. Different campaign approaches are assessed across art-world contexts, with participants beginning to apply common marketing and PR tools.

What you'll learn

• Identify communications requirements across different areas of the visual arts industry.
• Evaluate marketing and public relations approaches in varied art-world contexts.
• Use established tools and strategies to begin developing marketing and PR campaigns.
• Assess the roles of audience research, media planning, creative development, brand identity and digital marketing.

Is this course right for you?

The course is intended as an introductory study of marketing and communications in the visual arts. The Beginner level may suit learners developing foundational knowledge, although the source does not state whether previous experience is required.