Due to emerging technological trends and the acceleration of change in society, today’s undergraduate students are facing a new reality concerning the requirements and types of skills necessary to succeed. New immersive technologies such as Augmented Reality, Virtual Reality, Artificial Intelligence, Metaverse, Gaming and Non-Fungible Tokens (NFTs) are opening new business opportunities and revenue streams across many sectors. These technologies and trends are transforming the way people communicate, socialize, learn, work, shop and play. Institutions of higher education must also adapt to this constantly changing environment to fully prepare students for future employment. This paper discusses a pedagogical framework developed to create value for learners by exposing them to emerging technologies followed by application of the new knowledge to a practical situation implemented within the context of a University of Applied Science marketing first year bachelor course. Crucial skills are developed such as managing team dynamics, design thinking, creativity, autonomous learning, and critical thinking skills to name only a few. The framework is divided into four phases with the aim to further improve the process for future iterations. The results show students progressed from having little to no knowledge about these new technologies to being able to propose innovative ideas and practical applications in these new fields.