Abstract
ABSTRACT This article presents marketing educators with an approach to teaching an undergraduate services marketing class with a unique emphasis on service design. As part of the class, the content on services marketing fundamentals is blended with a detailed discussion of service design. Additionally, hands-on experience with the service design process is provided as part of a semester-long project in which students design a service delivered through a mobile application. The findings suggest that students develop a strong understanding of service design fundamentals and find the class to be a valuable learning experience.
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