Students of BBA–7 at SZABIST University, Islamabad Campus, took part in an engaging and interactive role-play activity conducted under the supervision of Dr. Khansa Zaman as part of their Services Marketing course.

The experiential learning session focused on key concepts of services marketing, including service failure, service quality, service ethics, and service gaps. Through role-playing exercises, students assumed the roles of service providers and customers, allowing them to experience real-world service scenarios and understand the challenges involved in delivering high-quality and ethical services.

Students navigated situations involving service breakdowns, customer dissatisfaction, and ethical dilemmas, while practicing effective communication, customer handling, and problem-solving strategies. The activity encouraged teamwork, critical thinking, and meaningful discussion, helping students bridge the gap between theoretical knowledge and practical application.

This hands-on learning experience enhanced students’ understanding of emotional intelligence, customer-centric decision-making, and ethical responsibility in service organizations. It also strengthened essential professional skills such as communication, collaboration, and strategic thinking.

The activity aligned with the United Nations Sustainable Development Goals, particularly SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), and SDG 9 (Industry, Innovation, and Infrastructure), reflecting SZABIST Islamabad’s commitment to experiential, industry-relevant education.