1. Recognize challenges of service innovation and design and understand the concept of physical evidence and the application of servicescape in marketing strategy given a list of suggestions. 2. Identify elements and actors within a servicescape. 3. Discuss the ways in which the servicescape affects customer and employee behavior, using a framework based in marketing, organizational behavior, and environmental psychology. 4. Describe components and processes that comprise a service blueprint. 5. Apply the service blueprint concept and analyze the service delivery process from customers' perspective