Week 1: Prospecting, research, artist liaison

• Introduction to the program and course overview.
  
• Short definition of commercial gallery and examples of different models
  
• Defining the gallery’s identity and mission statement
  
• Creating, developing and maintaining a pool of artists.
  
• Choosing the artists: coherence and complementarity
• Building a trustful relationship

• Role of the gallery toward its artists
  
• Support in exhibition planning, museum relation and production
• From representative agent to personal coach
• Determining commission between artist and gallery

• Engagement of the artist toward the gallery
  
• Regular production of artwork
• Response to client’s requests
• Exclusivity or priority in the allocation of new works

Week 2: Promotion, marketing and sales

• Promoting your artists
  
• Advocating for institutional exhibitions and project-based opportunities
• Building networks with further galleries and artists

• Marketing, publicity and advertising
  
• Relationship to press
• Online platform and newsletters
• Advertising in art magazines

• Public relations and sales
  
• Setting prices for artists and artworks
• Clients database
• Types of collectors
• Personalized offers
• Art fairs: gaining new markets, cultivating and extending a network

Week 3: Administration, accounting, archive and inventory

• Administration: what happens behind the scenes
  
• Coordination, project management
• Loan and artists’ contracts
• Fair planning
• Travel planning
• Staff management

• Accounting
  
• Control of financial resources
• Main tasks of the bookkeeping

• Archive
  
• Collecting and recording exhibitions’ documentation: press coverage, visuals, publicity.
• Providing an up-to-date database to press and institutions

• Inventory system
  
• Controlling and documenting location and status of works
• Recording production costs

Week 4: Logistics: from artwork production to client delivery

• Production support
  
• Intermediary between artists and production companies
• Installing the works
• Packaging and crating

• Transport
  
• Art shipping and insurance
• Customs

• Storage
  
• Check-in and check-out system
• Conservation

• Client delivery
  
• Physical delivery
• Set up instructions and maintenance
• Certificate