The Curricular Unit in Experiential Marketing aims to equip students with skills in the main communication techniques that enable the creation of memorable experiences between consumers and brands. It highlights the importance of the senses, emotions, and real-life experiences as key factors in the purchasing decision-making process, promoting an innovative approach centered on consumer interests and the social responsibility of institutions (and their respective brands).

As part of its pedagogical orientation, the course aligns with the following SDGs (Sustainable Development Goals):

• SDG 4 – Quality Education, by developing critical and creative skills that prepare students for their professional future, encouraging entrepreneurship;

• SDG 9 – Industry, Innovation and Infrastructure, by fostering innovative practices in brand, business, and organizational communication;

• SDG 12 – Responsible Consumption and Production, by raising awareness of the creation of responsible and ethically aligned marketing actions, promoting conscious consumption and the reduction of environmental impact;

• SDG 17 – Partnerships for the Goals, by valuing cooperation between brands, consumers, and stakeholders, reinforcing economic, social, and environmental sustainability.