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.

Methods: Lecture, discussion, case study, guest speakers, presentations

Language: Cantonese, with English materials

• 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
• Guest Speaker: Mianco Wong, Founder of Mention PR and Art Next Expo

3. 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

4. Becoming an Art Strategist

• Introduction
• Curatorial Storytelling: Impact on commercial products/services
• Case Studies: Successful examples from Hong Kong and overseas
• Guest Speaker : Miss Priscilla Kong, Art Strategist

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)

This comprehensive program promises to enhance your understanding and skills in curation, art, and business strategies, preparing you for success in the evolving landscape of art and commerce.

Participants who achieve the following will be awarded a “Executive Certificate in Curation and Art Strategies” by The Hong Kong Management Association:

• Minimum 70% attendance of total training hours; and
• Passed in assessments

Ms YK Woo

YK Woo is currently the Executive Vice President of Operations at K11 Group. With over 25 years of extensive experience in the Mainland China and Hong Kong markets, she has successfully led the management, operations, and leasing of various 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. Ms. Woo played a crucial role in the pre-opening standardization of the K11 Shanghai Middle Huaihai Road land parcel project and the K11 Hangzhou project. Before joining K11 Group, Ms. Woo served as the Corporate Affairs Director at New World Department Store (NWDS), where she managed marketing, legal affairs, corporate communications, investor relations, and CSR initiatives. She was instrumental in the successful rebranding of NWDS.

Since joining K11 Group in 2013, Ms. Woo has initiated the Art-in-One business model for K11 Hong Kong and has led numerous impressive campaigns. She spearheaded the revolutionary Art x Commerce business model and curated award-winning disruptive business innovations and digital initiatives. Additionally, Ms. Woo introduced and advanced the K Dollar Loyalty Program for K11.

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

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.

Ms Mianco Wong

Mianco Wong is the founder of Mention PR Consultants and Art Next Expo. She holds a Bachelor of Arts (Honours) from the University of Hong Kong and a Master of Philosophy in Humanities from the Hong Kong University of Science and Technology.

Ms. Wong has previously contributed to the Hong Kong Arts Development Council and the Home Affairs Bureau of the Hong Kong SAR Government, where she was involved in the research and drafting of cultural and arts policies. This experience provided her with a comprehensive understanding of cultural policy development and arts management, establishing a strong foundation for her work in the arts and cultural sectors.

In 2010, Ms. Wong founded Mention PR Consultants, a leading public relations and marketing firm specializing in the arts and cultural industries. Under her leadership, the firm has consistently provided strategic consultancy to artists, galleries, cultural institutions, and auction houses. Drawing upon her deep expertise in the art market and strategic communications, Ms. Wong has successfully overseen numerous high-profile art exhibitions and cultural initiatives, while delivering tailored public relations and promotional services for internationally recognized auction houses and cultural foundations.

In 2015, she established Art Next Expo, a platform promoting contemporary art through exhibitions, advisory services, and art awards. The Expo features a transparent selection process to highlight emerging talent and aims to foster a dynamic contemporary art ecosystem.

Ms Priscilla Kong

Priscilla Kong is a seasoned arts strategist with over 18 years of industry experience. After starting her career as a Specialist Trainee with Sotheby’s, Hong Kong, she furthered her career with K11 Art Foundation managing international museum collaborations and K11 site-planning between 2015 and 2018.

Notable international art institutions she previously worked with included the Serpentine Galleries (London), Institute of Contemporary Arts (London), MoMA PS1 (New York), New Museum (New York), Palais de Tokyo (Paris) and Centre Pompidou (Paris). She focused on arts-focused grant-making between 2018 and 2020 at The Hong Kong Jockey Club Charities Trust. Her major projects included the Trust’s flagship art project – the revitalisation of Tai Kwun, one of the highlights was “Murakami VS Murakami” in 2018. The other grant-making projects she also worked on included Asia Art Archive, Asia Society Hong Kong Center, Mei Ho House, etc.

Priscilla previously served as the Board of Director of K11 Art Foundation, K11 Art Collection, and K11 Craft & Guild Foundation. In addition, she was involved in Tai Kwun Art Working Group, and Tai Kwun Heritage Working Group. She holds a degree in Economics from the University of Warwick and a Master’s in Arts and Cultural Enterprise with distinction from Central Saint Martins.
She is currently a Trustee of Sovereign Art Foundation(“SAF”), a registered charitable organisation in Hong Kong. SAF focuses on incubating emerging artists through their Sovereign Art Prize, and empowering vulnerable children with special learning needs in Hong Kong through expressive art programmes.

Mondays & Thursdays

25, 28 November; 2, 5, 9 December 2024

7:00pm-10:00pm

The Hong Kong Management Association 14/F,
Fairmont House 8 Cotton Tree Drive Central HONG KONG

HKMA member: HK$3,500

Non-member: HK$4,000