This article outlines a pedagogical model for teaching a graduate services marketing course with highly pragmatic applications for service professionals. The author has developed a methodology, based on active learning principles, that integrates the students' professional experiences into the course while emphasizing the practical, managerial applications of the services marketing literature. Integral to the model is a series of measures that evaluate the effectiveness of the course on an ongoing basis and provide timely feedback to enable the inclusion of new material relevant to the students' evolving professional needs.
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