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Study-unit Aims

• Equip students with a comprehensive understanding of fundamental marketing concepts and how they are applied within the art industries;
• Provide insights into the structure and dynamics of the art market, including approaches to segmentation and targeting specific audiences;
• Develop knowledge of the New Product Development (NPD) process and its relevance to creative practices;
• Explore pricing strategies, sales techniques, and promotional methods tailored to the unique characteristics of the art market;
• Build an understanding of effective communication strategies within a marketing context;
• Support the development of a distinctive personal brand that authentically represents the student’s artistic identity;
• Guide students in establishing a professional online presence, including the creation and management of websites and social media profiles;
• Introduce principles of design and visual marketing relevant to artists and creatives;
• Investigate e-commerce practices and the use of online platforms for selling art and creative work.

Learning Outcomes: Knowledge and Understanding

By the end of the study-unit the student will be able to:

• Define and apply core marketing principles and terminology within the context of the art and artisan industries;
• Identify and analyze audience segments, including potential buyers, collectors, and collaborators, to inform targeted marketing strategies;
• Design a New Product Development (NPD) process that aligns with artistic goals and market demands;
• Develop appropriate pricing strategies and formulate effective promotional techniques specific to creative products and services;
• Construct a communications strategy that supports consistent and meaningful engagement with target audiences;
• Create and articulate a unique personal brand that reflects their artistic identity and appeals to their desired audience;
• Evaluate the role of marketing in enhancing visibility, reach, and career opportunities for artists and artisans;
• Apply principles of visual and verbal brand consistency across various marketing channels;
• Build and manage a professional online presence using websites and social media platforms;
• Assess e-commerce opportunities and implement strategies for selling art and crafts online, including platform selection, product presentation, and customer experience.

Learning Outcomes: Skills

By the end of the study-unit the student will be able to:

• Demonstrate understanding of key business and marketing principles contexts;
• Analyze diverse audience profiles using research methods and data interpretation to identify potential buyers, collectors or collaborators;
• Develop original and relevant product ideas or service offerings by applying creative problem-solving, design thinking, and knowledge of artistic processes;
• Justify pricing strategies and promotional decisions by evaluating cost structures and market trends;
• Use a variety of communication techniques
• written, visual, and digital
• to connect meaningfully with specific audiences and communities;
• Demonstrate digital fluency and attention to detail in maintaining a consistent brand identity across websites, social media, portfolios, and other media;
• Evaluate and implement e-commerce platforms and digital tools to effectively manage online sales, optimize customer experience, and enhance visibility.