MSM SR Funding Award: Incorporating LEGO Serious Play (LSP) in Services Marketing and Management curriculum to enhance deep learning about the complexities of being socially responsible service managers.

By engaging in hands-on, playful learning, students will explore the ethical, environmental, social, and economic trade-offs inherent in contemporary service management. This will provide students with the opportunity to apply and reflect on key services marketing concepts and enable them to develop a problem-solving mindset, creativity, and communication on relevant social responsibility issues.
1. The project will include designing workshops, where students use LEGO bricks to create models that represent the challenges of socially responsible service design
2. By physically constructing models, students can visualize the impact of their decisions, making the learning experience more memorable. The hands-on nature of LSP facilitates a "flow state," keeping students involved (Csikszentmihalyi, 1990).