Sensory & Experiential Marketing Course
Create brand activations that people remember by deciding how each space sounds, smells, looks and feels, instead of leaving those cues to chance. This two-day experiential marketing course in Malaysia covers consumer neuroscience in live environments, auditory branding and soundscapes, ambient scenting and tactile materials, and spatial layouts that guide crowd flow.
Course overview
Deep dives into consumer neuroscience, cognitive psychology, and multi-sensory brand activations. Participants will discover how light, sound, olfactory cues, and tactile interactions influence memory retention, emotional attachment, and decision-making.
Programme: Neurobrand Experience Design & Sensory Marketing 2030
The supplied programme explores forward-looking event scenarios towards 2030. Technology examples are learning topics; availability and practical requirements are confirmed when arranging the course.
What you will learn
- Apply cognitive neuroscience findings to maximize brand recall and attendee engagement.
- Craft intentional multi-sensory touchpoints (sound, scent, lighting, texture) for brand impact.
- Reduce attendee cognitive fatigue while driving high emotional attachment.
Course outline
Explore the 8 modules covered in the programme. The sequence and emphasis can be tailored to participant needs.
Day 1 | Foundations and core skills
Principles of Consumer Neuroscience in Live Environments
- How the brain processes immersive physical environments, memory encoding, and emotional triggers.
Auditory Branding & Generative Soundscapes
- Designing acoustic journeys, binaural beats, and psychoacoustic audio environments to guide focus.
Olfactory & Tactile Brand Touchpoints
- Utilizing ambient scenting, custom brand fragrances, and tactile materials to trigger long-term memory.
Lighting Design & Circadian Rhythm Alignment
- Optimizing venue lighting, chromatic psychology, and bio-adaptive light cycles for energy management.
Day 2 | Application and action planning
Reducing Cognitive Overload & Event Fatigue
- Pacing agendas, creating sensory reset spaces, and structuring high-impact cognitive visual cues.
Storytelling Through Spatial Neuro-Layouts
- Designing physical spatial flow that intuitively guides crowd behavior and emotional arcs.
Measuring Neurological & Physiological Engagement
- Using eye-tracking, galvanic skin response, and HRV tools for post-event sensory audits.
Sensory Blueprint Design Studio
- Creating a multi-sensory brand experience strategy for a flagship product release or convention.
Sensory Blueprint Design Studio
Trainer-led explanation and discussion connect the module topics to workplace application.
Who this course is for
Event planners and managers, marketing and brand teams, communication professionals, venue operators and experience designers.
Before you join
Bring a learning objective and an anonymised example to discuss. Confirm any software accounts, equipment or other prerequisites with ISDS before booking.
How to join this Sensory Marketing & Brand Experience Design course in Malaysia
Searching for brand experience design training for your marketing or event team in Malaysia? It suits marketing and brand teams, event planners and experience designers, who leave with a multi-sensory brand experience strategy for a flagship product release or convention.
Kursus Pemasaran Pengalaman dan Deria (Sensory Marketing) di Malaysia
Kursus 2 hari untuk pasukan pemasaran dan jenama, perancang acara serta pereka pengalaman. Peserta mereka bentuk titik sentuh jenama melalui bunyi, bau, pencahayaan dan tekstur, lalu menyediakan strategi pengalaman jenama pelbagai deria untuk pelancaran produk atau konvensyen. Kelas awam dan latihan dalaman boleh dibincangkan mengikut keperluan organisasi. Sila sahkan kelayakan HRD Corp (HRDF), pengaturan tuntutan, yuran dan tarikh dengan ISDS sebelum membuat tempahan.
Your trainer
Annette Yeo
An entrepreneur, event professional and corporate trainer with more than 20 years of experience. Her work spans event management, branding, marketing and customer engagement across Malaysia, Singapore and Southeast Asia.
Trainer availability is confirmed for each programme.
Get the full course brochure
View the full outline, learning outcomes and learning approach in the PDF, download a copy, or have it emailed to you.
Questions about Sensory Marketing & Brand Experience Design
Does this experiential marketing course cover scent marketing?
Yes. The olfactory and tactile module covers ambient scenting, custom brand fragrances and tactile materials used to trigger long-term memory. Scent is treated alongside sound, lighting and spatial layout, and the course ends with a studio session that builds a multi-sensory brand experience strategy for a product release or convention.
Who should attend Sensory Marketing & Brand Experience Design training?
Event planners and managers, marketing and brand teams, communication professionals, venue operators and experience designers.
Who teaches the Sensory Marketing & Brand Experience Design course?
Annette Yeo is the assigned trainer. Trainer availability is confirmed with your programme arrangements.
How is the course taught?
Trainer-led explanation and discussion connect the module topics to workplace application.
How long is the Sensory Marketing & Brand Experience Design course?
The course runs for 2 days. Ask ISDS about the next public session or an in-house schedule for your team.
Is the Sensory Marketing & Brand Experience Design course HRDF claimable?
Ask ISDS to confirm HRD Corp (formerly HRDF) eligibility and claim arrangements for this programme before booking. Where applicable, claims are arranged through our partner, Orange Revolution.
Will I receive a certificate for the Sensory Marketing & Brand Experience Design course?
Public-class participants receive a certificate of participation. Ask ISDS about certificate arrangements for in-house training.
How much does the Sensory Marketing & Brand Experience Design course cost?
Ask for a quotation or an in-house proposal. Share your course, team size and preferred dates, and we will confirm the format, fees, inclusions and any HRD Corp claim arrangements.