Vigara Martín, Marta2023-11-282023-11-282023-11-22https://hdl.handle.net/10115/26587Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: María Fernández FernándezThe aim of this research work is to highlight the significant importance of the marketing mix, and more specifically, experiential marketing, with a focus on sensory experiences based on human senses. It underscores the importance and impact of these elements in the music industry to attain an appropriate position and differentiation in a highly competitive and uniform market, given its global nature. A detailed analysis will be conducted on how these techniques influence consumer behavior, with a particular emphasis on the case of the artist Rosalía. Drawing upon theoretical sources ranging from classical to contemporary authors, the purpose of this chapter is to provide the reader with a comprehensive context on the marketing mix. It begins with historical background, tracing its evolution to the present state. Subsequently, the most relevant tools, along with their concepts and techniques, are analyzed for each variable. Finally, the study delves into experiential marketing, with a focus on sensory marketing. The origin of this concept is explained, and examples are provided to illustrate the psychological and emotional effects that each of the senses has on the consumer. In the last chapter, a practical approach is presented, centered on a case study involving the Spanish singer Rosalía. Here, an analysis is carried out regarding the artist's product and promotion, as well as all the techniques and strategies employed in the release of her latest album. Furthermore, specific examples of experiential marketing that the artist has implemented are explored, with the goal of understanding real experiences that influence the behavior of her followers. To practically assess the consequences of this trend, a qualitative analysis is conducted, supported by a series of interviews with ten individuals. These interviews provide valuable data and opinions that contribute to the conclusion of this research.engMarketing mixproductpricepromotiondistributionstrategypositioningbrand imageexperienceemotionssensesRosaliaTikTokconsumerinteractionanalysis.info:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess