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: Arts Marketing of Gallery
Last week, we studied the theories and strategies of arts marketing. This week, we particularly focus on the arts marketing of gallery. There are four steps to realize arts marketing of gallery: first, to define the competences of arts marketing which include corporate marketing, macromarketing, and integrated marketing; second, to define the products by researching the artists, artworks, markets, etc.; third, to analyze the marketing mix; and the last is direct marketing, these are also the processes to identify the trends of demand, meet the needs and expectations, and choose the target audiences.
Furthermore, we read the influence to the factors of demand:
The exercise of arts marketing of gallery is to design an arts marketing plan for a gallery. What we have to do in advance is to search a gallery to study, and find out the season of the gallery, the types of artists, programs, exhibitions timing, and other activities. I choose a Hong Kong gallery Fabrik Gallery as my reference for this exercise. First of all, I study the city, I read the demographics, economy, personal income, culture of Hong Kong; then I read Fabrik Gallery’s introduction, artists, and the past exhibitions; next, I start to design my arts marketing of a gallery.
畫廊藝術行銷的作業是為一畫廊設計一藝術行銷計劃。我們事先需要做的是找一畫廊去研究，找出畫廊的活躍季節、藝術家的類型、規劃、展覽時間、及其他活動。我選擇了一香港畫廊Fabrik Gallery作為作業的參考。我首先是研究城市，閱讀了香港的人口、經濟、個人收入、及文化的資料；之後再細看了Fabrik Gallery的簡介、藝術家、及展過去的展覽；接著，我開始設計我的畫廊藝術行銷計劃。
Telephone No: + 852 2525 4911
Address: 1102 Nam Wo Hong Building, 148 Wing Lok Street, Sheung Wan, Hong Kong
Fabrik Blog: www.fabrik-gallery.com/
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