Masterclass - “The Role of Sensory and Emotional Marketing in Branding and Its Impact on Career Development”

On May 14, Caucasus International University Life-Long Learning and Career Development Service, in partnership with the Faculty of Business and Technology, organized a masterclass on the topic - “The Role of Sensory and Emotional Marketing in Branding and Its Impact on Career Development”.

The masterclass was led by Ani Kenkishvili - Marketing Manager, Content Strategist and Sensory and Emotional Marketing Specialist.

The main goal of the meeting was to present the role of sensory marketing as one of the key strategies of modern business and show how it is changing traditional advertising approaches.

The speaker explained in detail that in the era of information noise, creating an emotional connection with the consumer and caring for his/her experience is of particular importance for brands. Using the examples of Nike, Volvo, Disney, McDonald’s, Dove and Booking, she discussed how sensory and emotional marketing influences consumer perception and loyalty.

The meeting was held in an interactive format, which allowed participants to actively engage in the discussion and, based on practical examples, discuss the importance of emotional intelligence and psychological tools in various professional fields - from design to management.

Towards the end of the master class, the main message was highlighted - one of the most important skills of a modern professional is to create a strong emotional connection with people and offer an unforgettable experience to the customer.