Course Description

This course gives an introduction to the basic principles of marketing; the marketing environment, identification of target markets and development of marketing mix programs. An introduction to principles of market research and their application, methods of marketing research, and information systems, consumer behaviour and relationship of marketing management to specialized marketing areas. It examines the functions, institutions and methods of marketing goods and services in relation to the total economic structure and the importance of a consumer. This course is meant to enhance not only the studio practice courses but is closely linked to Business Administration offered in year one and art exhibition and portfolio assembling in year three. In a nutshell, it is about learning the practicalities of getting art to audiences.

Course Aims/objectives:

This course in Marketing, designed specifically for artists, aims to introduce students to the arts industry and the unique nature of the market within which they will operate outside of the art school. It will equip artists with tools to take control of their careers, market their work, and acquire a wide range of investigative tools and approaches with which to study the arts industry, its purpose and effects on the wider society. It will also introduce various discourses surrounding art marketing in order to develop a sound and questioning mind in students to enable their critical participation in the arts.


Attachment Name Attachment Type
Marketing 1 IFA 2104 DOC PDF PS
IFA 2104 Marketing 1