Executive Certificate in Art and Cultural Consumption Strategies

In today’s rapidly evolving marketplace, understanding the intersection of art, culture, and consumer behavior is more crucial than ever. Art and cultural consumption strategies involve methods that organizations use to engage consumers through artistic and cultural expressions. These strategies highlight how art and culture influence identity, emotion, and consumer behavior. Effective strategies leverage storytelling and emotional connections to foster loyalty. Whether through collaborations with artists or culturally infused content, these approaches aim to create meaningful interactions that enhance both brand engagement and the consumer’s cultural experience.

The 15-hour program is designed for professionals, business managers, marketers, entrepreneurs, and art enthusiasts. It aims to enhance understanding of how cultural dynamics influence consumer choices and brand narratives. Participants will explore historical and contemporary trends in art and culture, gaining tools to analyze and leverage these elements in business strategies. Through theoretical frameworks, case studies, and practical workshops, learners will develop insights into the psychological and emotional factors driving consumer decisions.

• Marketing and Business Managers: Professionals responsible for developing marketing strategies and enhancing consumer engagement.
• Brand Managers and Strategists: Individuals seeking to learn how to leverage art and culture to craft compelling brand narratives that resonate with target audiences.
• Entrepreneurs: Those looking to understand consumer behavior to make informed decisions that drive business success.
• Individuals Seeking Knowledge: Individuals not currently in the industry but interested in gaining a broader perspective on the interplay between art, culture, and consumption to enrich their personal and professional development.

This course is highly recommended for those who have completed the Executive Certificate in Curation and Art Strategies. It offers a deep dive into advanced art strategies.

1. Introduction to Art & Cultural Consumption
   • Historical perspectives on art and culture
   • Overview of cultural VS culture consumption concepts
   • The relationship between art, culture, and consumer behavior
   • The role of art and culture in consumer decisions
   • Importance of understanding cultural influences in marketing
2. Art & Cultural Influences on Consumption
   • psychology of consumer behavior : Key concepts and theories
   • how culture shapes identity and consumer preferences
   • the role of emotions in consumer decision-making
   • The impact of art & cultural trends on buying behavior
   • Analyzing current art & cultural trends affecting consumer choices
   • Tools for tracking and predicting cultural shifts – Discussion and Debates
3. Art Markets and Consumer Trends
   • Overview of the art market dynamics
   • Analysis of consumer demographic eg gender, age, education background etc in art purchasing
   • How culture trends affect in art purchasing
   • Ethics and Sustainability in Art Consumption
4. Branding and Art – Art as a Marketing Tool
   • The impact of artistic expression on brand perception
   • Strategies for integrating art and culture into marketing efforts
   • Engaging consumers through culturally relevant content
   • The role of artists in brand storytelling
   • Case studies of successful Art & cultural marketing c
5. Developing Cultural Consumption Strategies
   • Techniques for identifying target audiences based on cultural insights
   • Crafting effective marketing strategies that resonate with consumers
   • Measuring the impact of cultural strategies on consumer behavior – Group Presentation
6. Opportunity: to visit Art Gallery (exact date to be confirmed in Class)

Ms Y K 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 Part, 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.

Recently, Ms Woo founded FR Consultancy, leveraging her extensive experience in strategic planning, operations, marketing, branding, training and coaching to help companies navigate challenges and restore profitability—acting as a trusted “company doctor.” Through her consultancy, she partners with organizations to deliver tailored solutions that drive growth and efficiency.

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.