The overall aim of this module is to provide students with a critical understanding of experiential marketing in terms of academic principles and practical applications. Experiential marketing emphasises the impact of external stimuli on consumers’ cognitive processes, which lead to strategies for creating long-term benefits for both suppliers and customers. Experiential marketing is relevant in business-to-consumer (B2C) and business-to-business (B2B) contexts, and both are included in this module. Academically, students will learn about the theoretical foundations of experiential marketing and current debates within the field.