This Note details the scope and domain of ‘Experiential Marketing’ (EM) by clarifying why and how EM is a strategic orientation that a firm chooses to adopt or discard. It explains how and why this orientation cannot be adopted in parts and executed in bits. Next, this Note identifies and explains four levels of EM design to help reader understand that these four levels reflect markedly different routes to EM design and each level can be worked creatively with a mix of different tools. Lastly, the note provides basic skills to execute EM design.