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 YK Rebecca WOO

YK Rebecca Woo is a distinguished senior executive and educator with over 30 years of leadershipexperience spanning real estate, retail, and the integration of art and commerce across Mainland China andHong Kong. She is widely recognized for her transformative role in iconic cultural-retail developments andher longstanding commitment to advancing contemporary art.

Ms. Woo currently serves as Executive Director and Chief Executive Officer of New World Department Store,one of the PRC’s most established retail chains, where she is leading the company’s strategic transformationto drive growth, innovation, and operational excellence. She has re-joined the company in this leadershiprole, having previously served as Corporate Affairs Director, where she oversaw marketing, legal affairs,investor relations, corporate communications, and CSR initiatives, and played an instrumental role in thecompany’s rebranding and successful IPO on the Hong Kong Stock Exchange.

In October 2025, Ms. Woo was appointed Adjunct Associate Professor at the University of Hong Kong’s Facultyof Business and Economics, building on her engagement as a guest lecturer for the University’s IMBA andEMBA programs since 2016. Her leadership case study is now featured in business education programs globally.Ms. Woo also serves as Chief Advisor for Art Next and Art Next Power, providing strategic direction topromote contemporary art and support emerging and independent artists, and is a Cabinet Member of theSociety of Mineral Pigment Art in Hong Kong, contributing to community outreach and the local art scene.Previously, as Executive Vice President of Operations at K11 Group, Ms. Woo led operational management,leasing, art programming, marketing, and pre-opening standardization for major projects such as K11MUSEA, K11 Art Mall, 11 Skies, and Kai Tak Sports Park in Hong Kong, as well as K11 Shanghai HuaihaiRoad and K11 Hangzhou in Mainland China. She pioneered the “Art-in-One” business model, blending art,culture, and commerce, and introduced disruptive initiatives like the K Dollar Loyalty Program, setting newbenchmarks for integrated retail experiences.

Ms. Woo holds a Bachelor of Business from the University of Technology, Sydney, with a concentration inMarketing and Corporate Communications, and an Associate Degree in Arts from Ohio University. She iscurrently pursuing a Doctor of Business Administration (DBA) at the University of Wales, UK, where herresearch focuses on the intersection of art, business, and culture and its influence on consumer behavior.