[ MASTER OF ARTS IN ART, LAW AND BUSINESS ]
Mapping the Art World
Marketing the Arts
The goal of this course is to familiarize you with the institutions that have historically played an essential role in shaping the art market including private dealers, galleries, collectors, auction houses, critics and museums. We examine the central figures of the global contemporary art ecosystem. You will learn about dealers and gallerists with global footprints, advisors who travel the world to attend art fairs, curators of international exhibitions and biennials, and artists who show their work around the world. You will come to understand and contextualize the issues central to the art world as a part of what is now a global art economy. In addition to lectures and presentations, you will attend weekly field studies in the galleries of Christie’s where you will engage directly with some of the finest specialists of fine and decorative art in the world. These field studies give rare insight into the important art market issues of valuation, authenticity and evolving global collecting patterns. Specific emphasis is on the inner workings of the auction house. The class concludes with a study trip to Art Basel Miami where you will have the opportunity to engage directly with art market professionals. – 3 credits
This course introduces you to the practical application of marketing strategies for the arts within the context of the ever-increasing competitive economic environment. The course surveys a variety of marketing techniques used in the art world, from audience research and campaign development to advertising and branding, as well as publications and emerging online tools. You will study marketing approaches across different sectors of the art world to learn how key concepts may be applied in different scenarios – whether in a museum, auction house, gallery or nonprofit space. Basic strategies of public relations will be explored along with methods for making the most of social media platforms to develop and deepen customer relationships and engagement, digital and traditional branding, communication and media relations strategies, use of social media, developing and maintaining audiences, market research, client segmentation and pricing issues. These important concepts are applied in practicebased, term-long projects as you develop a full marketing plan for an art-focused exhibition or cultural event. – 2 credits
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