Executive Certificate in Curation and Art Strategies

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.

• 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.

• Learning Curation Basics: Understand key ideas of curation, including selection, organization, and presentation.
• Applying Curation in Different Fields: Explore curation’s application in art, marketing, and branding.
• Improving Critical Thinking Skills: Enhance critical thinking to decide what to include in curated collections and programs.
• Creating a Curation Plan: Develop a practical curation plan for work or personal projects.
• Engaging with Audiences: Discover methods to connect with and grow an audience around curated content.

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 and interrelated?
   • Planning art and culture projects.
   • Importance of Narrative
   • Key Strategies for Enhancing Audience Engagement
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 Class)

Ms Rebecca Woo

YK Rebecca Woo is a distinguished senior executive with more than 25 years of leadership experience spanning real estate and retail, along with over a decade of expertise in art-commerce integration across Mainland China and Hong Kong. She is recognized for her transformative impact on landmark cultural-retail developments and her deep commitment to advancing contemporary art and emerging artistic talent. In her current role as Chief Advisor for Art Next and Art Next Power, she provides strategic direction to promote contemporary art and elevate the visibility of young and independent artists. She also serves as a Committee Member of the Society of Mineral Pigment Art, Hong Kong, supporting community outreach and the preservation of traditional art forms.

Previously, as Executive Vice President of Operations at K11 Group, Ms. Woo led the operational management, leasing, and pre-opening standardization of flagship projects, including K11 MUSEA, 11 Skies, and Kai Tak Sports Park, as well as multiple retail revitalizations such as D-Park and The Forest. She played a pivotal role in the pre-opening standardization of significant projects like K11 Shanghai Middle Huaihai Road and K11 Hangzhou. Ms. Woo also pioneered the Art-in-One business model—a revolutionary approach blending art, culture, and commerce—and introduced disruptive initiatives such as the K Dollar Loyalty Program, establishing new benchmarks in integrated retail experiences.

Earlier in her career, as Corporate Affairs Director at New World Department Store, she oversaw marketing, legal affairs, investor relations, corporate communications, and CSR initiatives. She played an instrumental role in the company’s rebranding and successful listing on the Hong Kong Stock Exchange.

Ms. Woo was recently appointed Adjunct Associate Professor at the University of Hong Kong’s Faculty of Business and Economics, where she will contribute to shaping future business leaders. This role builds on her longstanding engagement as a guest lecturer for the University’s IMBA and EMBA programs, which began in 2016. Her leadership case studies are used in institutions, universities, and business education programs globally.

Through FR Consultancy, which she founded, Ms. Woo offers strategic advisory services as a trusted “company doctor,” helping organizations navigate challenges and restore profitability. Her client portfolio includes Hong Kong-listed companies, global F&B chains, and local startups, to whom she provides tailored counsel on strategic planning, operational turnaround, brand innovation, and management coaching.

Ms. Woo holds an Associate Degree in Arts from Ohio University and a Bachelor of Business from the University of Technology, Sydney, with a concentration in Marketing and Corporate Communications.