Arts Marketing

Course Code:

ART 306

Course Period:

Spring

Course Type:

Core

P:

3

Lab:

0

Credits:

3

ECTS:

6

Course Language:

İngilizce

Course Objectives:

This class focuses on the marketing understanding of art institutions to determine the most suitable ground where art and marketing meet. Art galleries, museums, fairs, collectors and biennials have very important roles in the development of the art scene within the marketing network created by art managers. This course reveals forms of utilizing marketing tools and activities and provides examples of professionals.

Course Content:

Galleries, museums, art fairs, art collectors and biennials have a huge role on the development of the art market. The tools and output of marketing in aforementioned network and the lectures from the professionals from the field.

Course Methodology:

1: Lecture, 2: Question-Answer, 3: Discussion, 9: Simulation, 12: Case Study

Course Evaluation Methods:

A: Testing, C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
Student will comprehend that it is essential to render the data correctly for successful marketing.	2,3,11	1,2,3	A, C
Students will be informed about the shifts of marketing strategies fallowing the ever changing behavior patterns of the art consumer.	3,11,14	1,2,3	A, C
Students will have detailed understanding of the applications used by different institutions.	2,3,11,14	1,2,3	A, C
Students will be able to share the information they acquired from different media sources and observations they make in discussions in class.	2,3,11,14	1,2,3	A,C

Course Flow

Week	Topics	Study Materials
1	Introduction
2	Relationship between art and marketing
3	Actors of Art Market (artists, curators, collectors, art critics and art advisers)
4	Relationship between art and commerce
5	Art as an investment tool
6	Museums, galleries and auction houses
7	Collectors and investors of art
8	Guest
9	The importance of advertisement and pr.
10	Summary
11	Midterm Exam
12	Field Trip
13	The importance of fairs in the art market.
14	The importance of biennials in the art market.

Recommended Sources

Textbook

Pazarlama İlkeleri, Prof.Dr.İsmet Mucuk, türkmen kitabevi

Etkinlik Pazarlama Yönetimi, Mehpare Tokay Argan, Deniz Yüncü, Detay Yayıncılık

Additional Resources

Çağdaş Sanatın ÖRGÜTLENMESİ Ali Artun İletişim Yay.

Sanat Mezat Don Thompson İletişim Yay.

Simülakrlar ve Simülasyın Jean Baudrillard DOĞUBATU Yay.

Baraz, Y. (1993).Türkiye'de galericilik ve sanat pazarının gelişmesi.

Antika Kültürü, 1,18-20.

Baraz, Y. (2005a). Sanat pazarı. Rh+ Sanat.

http://galeribaraz.com/2010/3055/sanatpazari

Baraz, Y. (2005b). Türkiye ve Dünyada galericilik ve sanat piyasası. Artist Dergisi.

http://www.galeribaraz.com/yahsibaraz/galeri.htm

Material Sharing

MATERIAL SHARING
Documents
Assignments	Presentations will be evaluate as final examination
Exams	Mid-term, Final Examination

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	30
Final Presentation	1	40
Assignment	1	30
Total		100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE		40
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		60
Total		100

Course’s Contribution to Program

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	To educate students as an Arts and Cultural Manager with an interdiciplinary outlook.			x
2	To gain expertise in Visiual and Performance Arts in detail.	x
3	To teach students the main actors in art and cultural sector.	x
4	To educate students in order to make them aware of the close relationship between artist, art work, critic and art collector.		x
5	To teach students basics of business administration in relation to the cultural sector.					x
6	To instruct students to evaluate the importance of team work and co-operation.					x
7	To give them essential knowledge about the work of cultural professionals (those who work for museums, art institutions, festivals, and so on) and possible pitfalls they can face.				x
8	To make students followers of international art.		x
9	To enable them to pinpoint the issues in their area of expertise and give them essential tools to solve problems.		x
10	To make them able to plan and put in practice their projects collectively.			x
11	To give students professional tools to evaluate all the facts in art and culture area.					x
12	To teach them how to use PR and publicity tools in their job.		x
13	To teach students methodology, documentation and archiving.		x
14	To make students aware of necessary level of legal knowledge in order to make contracts.					x
15	To equip students with the basic knowledge of accounting.					x

ECTS

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration (Including the exam week: 16x Total course hours)	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	14	6	84
Midterm Exam	1	4	4
Report	2	2	4
Final examination	1	6	6
Total Work Load			140
Total Work Load / 25 (h)			5,6
ECTS Credit of the Course			6

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