Continuous improvement in educational processes requires the integration of emerging technologies that address the needs of twentyfirst-century learners. This study explores the pedagogical use of immersive virtual reality (VR) through the VR Smart-Store tool in higher educationHigher education marketing programs. The objective is to analyze how immersive learningImmersive learning experiences influence students’ interest, motivation, active participation, and perception of practical learning, while enhancing the classroom environment and perceived academic performance as part of a sustained pedagogical innovation strategy. An experimental study was designed involving two groups: a controlControl group receiving traditional instruction and an experimental group using immersive VR in the Retailing and Merchandising course. The total sample comprised 80 undergraduate marketing students across the Fall 2023 and Spring 2025 academic terms. Both quantitative and qualitative instruments were applied to evaluate the learning experience and perceived outcomes. Findings reveal an increase in student motivation by 19.2%, engagement, connection with course content, and perceived quality of learning in the group using the immersive tool. The perception of the theory–practice connection increased by 8.7% and the perception of a conducive classroom environment for learning rose by 11.1%. Additionally, students reported greater class participation, reduced distractions, and a more applied understanding of concepts in real-world contexts. This study contributes to the discourse on the integration of immersive virtual reality technologies into innovative and sustainable student-centered educational models, aligned with the evolving demands of higher education.