Up-to-date report from one of our students!
Course: Art Management
Program: Master Course
Period : Sep.7,2015-Apr.22,2016
Art Management Master Course: Contemporary Art Fairs, Communication in Cultural Event, and Cultural Event Marketing.
Topic of this week is Contemporary Art Fairs, Communication in Cultural Event, and Cultural Event Marketing.
First, Contemporary art fairs, was born in 1967 in Cologne Germany, when there were 18 avant-garde galleries inaugurated the Art Cologne to exhibit and sell Modern and Contemporary art. Because of the high admission standards of the Cologne fairs, galleries had to demonstrate their seriousness and professionalism with a curriculum of prestigious exhibition.
There is a list of important art fairs in the year, starting from January:
Furthermore, the lesson particularly introduces two large-scale fairs among the above list, one is Art Basel while the other is FIAC.
Art Basel, is one of the most important fairs in the world, was founded in Basel Switzerland in 1970 by Basel Gallerists Trudi Bruckner, Balz Hilt and art dealer Ernst Beyeler. Nowadays, Art Basel produces art shows for high quality modern and contemporary art and is sited in Basel, Miami Beach and Hong Kong annually, showcasing about 300 galleries from 36 countries, attracting more than 92,000 artists, collectors, gallerists, museum directors, curators, and art enthusiasts.
巴塞爾藝術博覽會，是世界上最重要的博覽會之一，於1970由畫廊經營者Trudi Bruckner, Balz Hilt和藝術品經銷商Ernst Beyeler於瑞士巴塞爾籌辦。目前，巴塞爾藝術博覽會展示高質素的現代和當代藝術藝術，並選址每年在巴塞爾，邁阿密海灘，及香港，展示來自36個國家約300畫廊，吸引了超過92000的藝術家、收藏家、畫廊經營者、博物館館長、策展人、和藝術愛好者。
FIAC (Foire International d’Art Contemporain) is a contemporary art event held every year since 1974 in October in Paris. Now FIAC is the most prestigious and biggest art fair in Paris. FIAC 2015, showcasing 3124 contemporary artists represented 175 art galleries coming from every corner of the world.
Second, Communication in Cultural Event and Cultural Event Marketing. Last week lesson was talking about the basic step to activate the plan before actually launching the event is to analyze its feasibility and briefly sketched the factors involved. Continuously this week we focus on communication and marketing in cultural event.
In the section of communication, we study the functions of communication, communication plan, and the process of communication plan.
These are the communication plan and the process of communication plan diagrams. A communication plan identifies stakeholders, communication needs, and communication methods, moreover, it is a precise monitoring of the cost and schedule of each signal activity, the constraints of budget and timing, the organization of communication structure, and the systems of verification and control of the campaign.
In the section of marketing, we concentrate on the process of marketing that based on 3 distinct periods: analytic period, strategic period, operating period. In addition, we study several statistics and examples.
One of the examples is the positioning map of consumption propensity of technology and culture of Italy society. We can see people who live in Italy for 14 years or above towards the consumption of new technology are larger than cultural consumption.
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