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 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 Class)

Ms YK Woo

YK Woo is a distinguished executive with over 25 years of extensive experience in the Mainland China and Hong Kong markets. Currently, she serves as the Chief Advisor at Art Next and Art Next Power, providing strategic direction and leadership for initiatives aimed at promoting contemporary art and enhancing the visibility of young, emerging, and independent artists. Additionally, Ms. Woo is a Committee Member of the Society of Mineral Pigment Art, Hong Kong, where she actively promotes mineral pigment art within the local art scene and organizes community outreach programs.

Previously, Ms. Woo held the position of Executive Vice President of Operations at K11 Group, where she led the management, operations, and leasing of key development projects, including K11 MUSEA at Victoria Dockside, K11 Art Mall, 11 Skies, Kai Tak Sports Park, D-Park, and The Forest in Hong Kong. She played a pivotal role in the pre-opening standardization of significant projects such as K11 Shanghai Middle Huaihai Road and K11 Hangzhou. During her tenure, she initiated the Art-in-One business model and spearheaded the revolutionary Art x Commerce business model, curating award-winning disruptive innovations and digital initiatives, including the K Dollar Loyalty Program.

Before her time at K11, Ms. Woo served as the Corporate Affairs Director at New World Department Store (NWDS), managing a wide range of functions, including marketing, legal affairs, corporate communications, investor relations, and CSR initiatives. Her efforts were instrumental in the successful rebranding of NWDS.

Recognized as an influential Asian female business leader, Ms. Woo has been a guest lecturer in the IMBA program at the University of Hong Kong since 2016 and has served as a guest speaker at EMBA programs since 2019. She had the honor of addressing over 290 students, alumni, and faculty members at the EMBA Gala Dinner in 2023, offering valuable insights and mentorship.

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

Mr Ching Siu Wai

Former Creative Director and Publisher of 號外 Magazine. Mr. Ching joined 號外 Magazine in 1986, playing a pivotal role in its development. In July 2003, he joined Modern Media Group, where he served as the Creative Director of 號外，the Deputy General Manager for Hong Kong, and the Creative Director of Modern Media. He also held the position of Publishing Director for 號外 in Hong Kong.

Mr. Ching managed the creative design business at Modern Media and oversaw the operations of 號外 Magazine. A graduate of the Hong Kong Chingying Institute of Visual Arts, he has over 35 years of extensive experience in magazine design and the media industry. He has received the Best Magazine Design Award from the Asian Publishing Association in both 2005 and 2007.

Currently, Mr. Ching is a independent cultural creator, making significant contributions to Hong Kong’s arts and cultural scene. His work in print media and creative projects has had a profound impact on local culture, fostering innovation and inspiring future generations of artists, designers and cultural creator.

Participants of the Executive Certificate in Curation and Art Strategies will be eligible for a full reimbursement of their course fees upon successful enrolment in the MA Design, Innovation, and Brand Management programme offered by the University for the Creative Arts. Take this opportunity to advance your education and career in the art and creative industry!