As part of the fifth workshop within the faculty–industry collaboration program, students were introduced to innovative marketing techniques that combine theoretical knowledge with real-world business practices. The workshop was conducted by Ivan Đurić, researcher at The Leibniz Institute of Agricultural Development in Transition Economies (IAMO) and co-founder of XR4mark, a company specializing in immersive technologies and behavioural analytics. XR4mark integrates VR/AR/XR tools with various biosensors to analyse consumer behaviour and optimise marketing strategies. For the purposes of this workshop, the example product used was organic apples, chosen for their growing relevance in sustainable food systems and consumer health awareness.