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Sotheby's Institute of Art

Introduction to Arts Marketing

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Just like the art market, arts marketing is a competitive and rapidly changing industry. This intensive five-day course provides participants with a strong understanding of marketing concepts, theories and practical applications through the analysis of effective and ineffective case studies and scenarios in the art world today. The course is designed for those who wish to understand more about different aspects of marketing including but not limited to digital, influencer and content marketing, social media, optimisation tactics, brand management, public and press relations, strategic and budget planning.

The Chartered Institute of Marketing

Introduction to Public Relations

Next dates

Oct 22, 2019
London, United Kingdom
GBP 595 ≈USD 723
GBP 595 per day


The workshop will introduce you to the fundamentals of PR, including dealing with the media, identifying appropriate PR tactics, writing press releases, developing a strategic PR campaign from scratch, and evaluating success.

Learning outcomes

  • Understand the PR industry, its scope and value.

  • Appreciate the relationship between PR and marketing.

  • Develop a PR campaign, create the strategy, draft the PR plan.

  • Define special uses of PR and a range of impactful PR tactics.

  • Optimise relations with the media including how to write a press release.

  • Define what is meant by audiences and how to identify publics.

  • How to manage a campaign and set budgets.

  • What to monitor and how to evaluate PR success.

  • Integrate PR with digital and social media.

Who should attend

The programme is especially suitable for anyone who is becoming involved with PR for the first time, graduate recruits, managers who have recently assumed PR responsibilities and those who have responsibility for PR staff but little relevant experience.