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Center for Curriculum and Transfer Articulation
Art Marketing
Course: ART255

First Term: 1994 Fall
Lecture   3.0 Credit(s)   3.0 Period(s)   3.0 Load  
Subject Type: Academic
Load Formula: S

Description: Career goals, presentation of artist and art work (portfolio, resume, business cards, catalog), pricing and selling works, networking, establishing a studio, promotion and publicity, writing press releases, proposal writing, business ethics, artist rights, copyright law, contracts and agreements, royalties, record keeping, and communication skills

MCCCD Official Course Competencies
1. Evaluate appropriateness of personal goals and objectives to the market needs. (I, II, VI)
2. Develop a self-promotion package, including a resume and business correspondence system. (III, VII)
3. Apply communication objectives of interviews for employment and in marketing personal art. (IV, VI)
4. Apply basic procedures of record keeping and keeping a tax file. (V)
5. Use presentation skills for marketing fine art and crafts. (VII, VIII)
6. Demonstrate the ability to communicate with art dealers and clients. (IX)
7. Develop a portfolio of fine art, including examples of actual work, slides, and other presentation formats. (X)
8. Describe professional exhibitions in competitive juried shows, exhibitions in art galleries, grants and fellowships, and commission opportunities for artists. (XI, XII, XV)
9. Apply appropriate matting and framing techniques for displaying fine art, advertising displays, and shipping of art. (XIII, XVII)
10. Describe how to set up a personal studio. (XIV)
11. Describe publications, manuals, and literature pertinent to art marketing. (XVI)
MCCCD Official Course Outline
I. Goals
   A. Artistic skills vs. the marketplace
   B. Personal expectations
II. The marketplace
   A. Targeting the market
   B. Resources, references, contacts (publications, personnel, networks)
   C. Identifying a market for one`s skills: new directions (unusual or alternative markets)
III. Self-presentation
   A. Logos: preparing a logo for cards, brochures
   B. Business cards: personal calling card
   C. Self-promo postcards and brochures
   D. Slides: getting good slides, labeling, and filing
   E. Preparing a resume
   F. Writing a press release
   G. Writing an artist`s statement
   H. Writing a query letter
IV. Communication skills
   A. Setting up interviews
   B. Art directors, art representatives, business owners
   C. Criticism
      1. Learning to deal with criticism and suggestions
      2. Reworking a project
      3. Listening to the client
V. Files and record keeping
   A. Creating a mainlin list and a client file
   B. Personal calendar: events, interviews, meetings
   C. Tax file: supplies, expenses, sales
VI. The personal promotional campaign
   A. Outlining the campaign in writing
   B. Troubleshooting
      1. Pitfalls, problem areas, and roadblocks
      2. Finding solutions or alternatives
   C. Presenting a comprehensive packet of self-promotional materials
      1. Samples of work
      2. Artist ID: logo, business card, etc.
      3. Resume
      4. Photo samples or slides
VII. Selecting the right pieces for a portfolio
   A. Who is the client and what do they want to see?
   B. Number of pieces: unless specified, quality over quantity
   C. A neat and clean presentation: keeping it simple and user friendly
   D. Style: consistency or variety-a portfolio for either
   E. Keeping the portfolio up to date
VIII. Presenting one`s work
   A. Matting and mounting
   B. Creative presentations
      1. Box portfolios
      2. Small compact presentations
      3. Mailing a portfolio (turnaround time, postage, etc.)
   C. Reproductions
      1. Tear sheets
      2. Slides
3. Photos
      4. Transparencies
      5. Color photocopying
      6. Black and whit reproductions
      7. Resources
   A. Do-it-yourself framing and matting
   B. Post cards
   C. Photo resources (quality labs, professionsl photographers)
IX. Verbal skills needed in discussing the portfolio
   A. Who is the client and what is the objective?
   B. Expressing one`s ideas and working with the client
   C. Criticism
      1. Learning from it
      2. How it can improve your portfolio
X. Developing a portfolio
   A. Including actual examples of one`s work
   B. Including reproduced samples
   C. Troubleshooting
      1. Identifying weak points
      2. Improving content and presentation
XI. Exhibition opportunities
   A. Entering competitions and juried shows
   B. Alternative space
      1. Co-operatives
      2. Businesses
      3. Studio shows
   C. Referneces
      1. Literature and publications
      2. Advertising exhibition opportunities
XII. Galleries
   A. Selecting the right ones for the artist
   B. Contacting the gallery
   C. Contract, agreements, pricing, and commissions
XIII. Presentation
   A. Matting and framing
   B. Advertising art presentations
   C. Hanging a show
   D. Preparing slides for competitions and galleries
   E. Mailing and shipping art work
XIV. Establishing a studio
   A. Home studios
   B. Rented space
   C. Co-operative studios
   D. Safety and health hazards
   E. Planning a studio exhibition
XV. Alternatives for survival
   A. Community
      1. Teaching
      2. After school programs
      3. Recreation centers
      4. Private art lessons
   B. Grants and fellowships
      1. Where to find them
      2. How to write proposals
   C. Commissions: commercial outlets for fine art
XVI. Literature
   A. Resources
   B. Reviews
   C. Artists
   D. Other
XVII. The final product
   A. Framing a finished piece of work
   B. Assembling a slide sheet
   C. Verbally stating artistic goals
MCCCD Governing Board Approval Date: 5/24/1994

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.