Course Information
Schedules
- 2 Dec 2025 (Tue)
Registration period
9 Oct 2025 (Thu) - 1 Dec 2025 (Mon)
Price
HKD 4,300
(HKMA member: HK$3,800
Non-member: HK$4,300)
(HKMA member: HK$3,800
Non-member: HK$4,300)
Course Level
Study Mode
Duration
5 Day(s)
Language
Cantonese
Location
14/F Fairmont House 8 Cotton Tree Drive Central HONG KONG
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Course Overview
INTRODUCTION
Curation is the thoughtful process of selecting and organizing content to create meaningful experiences. Initially associated with art and museums, curation now spans various fields, including marketing and branding.In marketing campaigns, curators craft narratives that resonate with audiences, while brand managers select elements that shape a strong brand identity. In a world overflowing with information, curation helps filter out the noise, enhancing our understanding of culture and creativity.
This 15-hour program is designed for marketing professionals, business managers, art administrators, and art
enthusiasts. It aims to equip participants with essential knowledge, strategies, and a passion for art and business
management. Through a blend of theoretical insights, practical exercises, and interactive sessions with industry
practitioners, attendees will gain valuable skills and perspectives in the field.
RECOMMENDED FOR
- Marketing and Business Managers: Those responsible for curating marketing strategies and cultural creative campaigns.
- Brand Managers and Strategists: Individuals aspiring to cultivate a vibrant creative mindset and orchestrate successful arts and culture campaigns.
- Individuals Seeking Knowledge: Those not currently in the industry but with a strong interest in expanding their skills in curation, art, and business strategies for personal or professional growth.
TEACHING APPROACH
Methods: Lecture, discussion, case study, guest speakers, presentations
Language: Cantonese, with English materials
Date and Time
Tuesday & Thursday
9, 11, 16, 18, 23 September 205
7:00pm-10:00pm
What You’ll Learn
TOPICS
1. Understanding Curation and Art x Commerce
What is Curation?
Art Curation
Marketing & Promotion Curation
Brand Curation
2. Running an Art-Related Business
Independent Artists
Galleries
Art Fairs
Art Public Relations
3. The Relationship Between Content Creation and Content Curation
The process and purpose of content creation and content curation
What is their relationship? Are they independent or interrelated?
Planning art and culture projects.
How to curate a specific art and culture publication.
Curation methods for printed media, such as books, magazines, and leaflets.
What is the role of printed media in contributing to digital media?
Guest Speaker: Mr Ching Siu Wai, Independent Cultural Creator
4. Composing an Art x Commerce Proposal
Elements of a Successful Proposal
Understanding Audience Needs: Tailoring proposals accordingly
Key Components: Objectives, budget, timeline, and metrics for success
Persuasive Writing Techniques: Visual presentation skills
Workshop: Drafting the skeleton of an Art x Commerce Marketing Proposal
5. Case Study
Overview of the Case Study
Analysis: Dos and don’ts
Consumer Behavior Trends: Art x Commerce insights
Group Discussion and Presentation: Future implications of the case
6. Opportunity: to visit Art Gallery (exact date to be confirmed in Cl
