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Abstract
A new experiential exercise affords marketing students the opportunity to learn to design service environments. The exercise is appropriate for a variety of marketing courses and is especially beneficial in teaching services marketing because the proposed activity complements two other exercises widely used in this course. Service journal and blueprinting exercises are commonly assigned to examine the impact of “people” and “process” decisions; the exercise proposed in this article offers an opportunity to examine the influence of “physical evidence” on the customer experience. Thus, these three exercises expose students to hands-on activities related to all three of the additional Ps related to services marketing. In addition to explaining how to carry out the exercise, this article provides evidence of how it actively engages students in all four steps of the experiential learning cycle (concrete experience, abstract conceptualization, reflective observation, and active testing). Finally, the ability of this exercise to close the loop in experiential learning is discussed.
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