Developing a Marketing Strategy in the Arts

Ages 18+

Course Dates & Times

Tuesday evenings on 20, 27 January, 3, 10, 17, 24 February 2026
7.30pm–9pm, GMT (UTC+/-0)

About Developing a Marketing Strategy in the Arts

This new online evening course will provide an in-depth introduction to marketing strategy in arts and cultural organisations, exploring why thoughtful, big-picture marketing is essential for long-term success.

Marketing may seem like a series of ever-changing tactics and tools – this course will explore why it’s important to not just jump on the latest trend but to take time to consider the big picture and deliver thoughtful strategic marketing that plugs directly into your organisation’s vision, mission and values.

Who is the course for?

Anyone aged 18 and over interested in marketing in the creative or not-for-profit sectors, from beginners to those with up to five years’ work experience.

What can I expect?

You can expect to:

• Gain a thorough understanding of what marketing is (and isn’t!) and why it is crucial to embed a solid strategy before getting to tactics
• Learn how to put together a marketing strategy that’s fit for the scale of your organisation, and get buy in from key stakeholders
• Learn how to create a marketing campaign plan, deliver activity and evaluate performance
• Gain a deeper understanding of the role marketing plays in arts and cultural organisations
• See real-world examples of best practice arts marketing
• Gain a broad understanding of current and future marketing trends
• Receive a list of follow-on resources for further study

Do I need anything for the course?

You will need a laptop/PC with a full screen to view materials, plus a webcam and microphone to participate in discussions. Please ensure you have a reliable internet connection and a quiet space.

Course Fee

£220

Eligibility

• We welcome participants from all ages 18 and over
• Participants must have sufficient English language skills in order to fully engage with the course 

Online Short Courses Requirements

All sessions will take place online using Zoom. A Zoom link will be sent to you in advance of the course start date with further instructions.

To participate in online classes you will need the following:

• An email address
• A reliable internet connection
• A laptop/tablet/desktop computer with a microphone and camera (most have these included)
• Speakers/headphones (the speakers in your laptop/tablet/computer should be sufficient)
• A fully updated web browser able to use the most up to date version of Zoom, or a fully updated Zoom client

If you have any questions regarding joining one of our online courses please contact us.

About the Course Tutors

The course is taught by Fabienne Sinclair-Morris.

Fabienne Sinclair Morris is a Marketing & Communications Consultant with 20 years’ experience in the music and wider arts & cultural sector. She has held marketing, communications and fundraising roles for the BBC Proms, Philharmonia Orchestra, Royal Philharmonic Orchestra, London Symphony Orchestra and Intermusica Artists’ Management, where she was Head of Marketing & Communications and a Board Director. Since becoming a consultant in 2021, she has worked with a broad range of cultural organisations including Harewood House, Complicité and Southbank Centre. 

Alongside consulting, Fabienne is a writer and career mentor, helping arts professionals move into self-employment through her coaching service, Fast-track to Freelance. Training includes the Chartered Institute of Public Relations, Directory of Social Change and League of American Symphony Orchestras. Fabienne holds a Music degree from the University of Oxford and has returned on a number of occasions as a guest speaker.