The University of Tampere in Finland partnered with the Center for Excellence in Service (CES) to offer an executive education program focusing on service marketing and management. The CES hosted 17 EMBA students from the Finnish university from May 14-16, 2014. Professors P.K. Kannan and Yogesh Joshi presented, respectively, seminars on customer equity management and service innovation. Our Finnish guests were hosted onsite by managers at the Corporate Executive Board, in Arlington, VA., for a seminar on the “effortless” customer experience, and by marketing managers at The National Aquarium in Baltimore, to learn about its innovative marketing program. Onsite visits incorporated themes discussed in the program to provide students the opportunity to learn from leading marketing practitioners.