The Branding in the Arts immersion course will give students the opportunity to learn about how companies in the arts industries (visual arts, theater, classical music, and culinary arts) are addressing new challenges and opportunities while maintaining centuries-old traditions.

Major themes for site visits, speakers, discussion, group and individual assignments will focus on current practices of branding in the arts and its future:

• What are the biggest challenges for major cultural institutions and their brands?
• How can an audience be captivated with the right experience?
• What tools do arts organizations use now (and will use in the next few years) to build and maintain relationships and loyalty with patrons and the public?
• How can arts organizations embrace an omni-channel strategy to better communicate with their constituents?
• What major influences will change customer experiences in the arts in the next decade? 

*This course will meet on the following dates: March 23, March 30, April 20, April 27.    

Bernd Schmitt

Robert D. Calkins Professor of International Business

Professor Schmitt is Robert D. Calkins Professor of International Business at Columbia Business School. He researches, teaches, and advises corporations on branding, innovation, creative strategy, and customer experience.

Schmitt is the Editor-in-Chief of the Journal of Consumer Research and co-founder of TPM (Theory and Practice in Marketing). He has authored and co-authored more than 70 academic articles in marketing and psychology...

View full profile