Understanding MICE Industry

Understanding MICE Industry

1. Course Outline

This course gives students an overview of the MICE(Meetings, Incentive, Conventions and Events/Exhibitions) sector of the tourism industry. Students will understand the managerial and operational aspects pertaining to MICEindustry. The purpose of this course is to acquire an indepth knowledge about the specialized field of"MICE industry" and to become familiar with management techniques and strategiesrequired for successful planning, promotion, implementation and evaluation of special eventswithin a MICE context. The course is composed of 36 academic-hour lectures and 22 academic-hour seminars for the 1st year master students. Students will be given assignments, midterm and final exams, and final project for the grade assessment.

1. Syllabus

Course Methodology

This class consists of lectures, discussion, audiovisual presentations and practical projects

Course Objectives

• To provide a conceptual overview and a systematic study of MICE programming, management, marketing, and practical applications
• To foster professionalism in MICE management, covering the knowledge base, theory, methodologies and ethics

Learning Outcomes

Students will be able to

• Explain the economic and social impacts generated by MICE industry
• Make discussions regarding the project phases, and strategies used for each of the phases
• Analyze and manage the risks of MICE
• Identify the project stakeholders and build a “politically correct” action plan to satisfy the stakeholders

Final Project

Plan & Conduct Your Dream Event (one of MICE)

Prepare a written master plan for a special event. The plan should be comprehensive anddetailed including at a minimum the following information: title of the event, purposeand goals of the event, description of the target population, plans for marketing, detailed description of the nature of the event, organizational and staffingarrangements, financial arrangements (expenses and sources of revenue) and a scheduleof major tasks and activities to be followed in planning and conducting the event.

Required Reading

• Professional Convention Management Association (2006) Professional meeting management: Comprehensive Strategies for Meetings, Conventions and Events; Kendall/Hunt Publishing Company
• Fenich, G. (2005). Meetings, Expositions, Events, and Conventions: An introduction to theindustry. New Jersey: Pearson Prentice Hall.
• Kilkenny, Shannon (2006)The Complete Guide to Successful Event Planning, Atlantic Pub. Group
• Schaumann, P. (2005) Practical advice from an event planner. The Guide to Successful Destination Management. Wiley.

Recommended Further Reading

1. Coleman, Lee & Frankle (1991), Powerhouse Conferences. Educational Institute of AH & MA.
2. Hoyle, Dorf & Jones (1995), Meaning conventions & Group business. Educational institute of AH & MA.
3. Getz, D. (1997). Event Management & Event Tourism. New York: Cognizant CommunicationCorporation.

Weekly suggested readings

Readings will be assigned throughout the semester. For each week students will be given reading lists before coming to next class.

Weekly Schedule

Week One: Introduction. Overview of the MICE Industry

Topic: Introduction of MICE industry

Basic terms and concepts in MICE

The nature of MICE markets and demand for facilities

The impact of MICE on local and national communities

Week Two: The Role of MICE in the Tourism Industry

Topic: Broader value of MICE; Educate and inform, Promote, Network/Socialize

Attracting tourism

Improving the Destination’s image; Increase sales, Improve performance

Support the Local Community; New skills and knowledge, job creation, Infrastructure investment

Week Three: MICE Destinations and Facilities

Topic: Destination management

A frame work for the study of destination selection model

Week Four: Stakeholders of MICE Industry

Topic: Local community
Association / Exhibitors
Convention Bureau/ Destination Management Organization (DMO)
Venue and Hotels

Travel agency
Participants

Week Five: Types of Events

Topic: Meetings
Incentives
Conventions
Events/Exhibitions

Week Six: Process and Management 1 (before the events)

Topic: Types of events

The bidding process

Set a goal

Program development and design

Negotiating and best deal

Work with convention Bureau / PCOs

Selection processes; site, venue, accommodations

Cast important guest speakers

Human resource plan and training; Event operating committee

Physical/Technical arrangement

Food and beverage plan

Week Seven: Process and Management 2 (during the events)

Topic: Setting Up

Registration

Welcome events and ceremony

Traffic strategy and solution

Effective site management
Safety and Risk Management

Week Eight: Process and Management 3 (after the events)

Topic: Assessing and Measuring event success

Customer satisfaction

Client service

Vendor relations

Week Nine: Marketing of MICE

Topic: MICE Markets attractiveness

Segmentation, Targeting and Positioning Techniques

Basic Marketing Mix theory

Basic Marketing Mix theory for MICE industry

Consumer Buying Behavior models

Marketing channels

Marketing Plan Formulation

Week Ten: Budgeting of MICE

Topic: Use of budget preparation

Estimating

Fixed and variable costs

Cash flow

Sponsorship and subsides

Week Eleven: Ethics in the MICE Industry

Topic: Ethical behavior practices in the MICE industry

Week Twelve: Field trip/ Technical visit
Week Thirteen: Review of Field trip

Activity: In teams present findings from the field trip

Week Fourteen: Final Project Presentation

1. Prerequisites

None

1. Name of Professor

Hyunjeong (Spring) Han

1. Exam Details and Evaluation

Students’ grade will be evaluated by four parts; attendance (20%), level of participation in classes (20%), midterm and final exams (40%), and the final project (20%).

The exams employ a combination of question formats. It includes open-ended questions and essays, as well as highly innovative simulations questions that replicate workplace situations and require the application of knowledge and skills to arrive at solutions.

Final Project

Plan & Conduct Your Dream Event (one of MICE)

Prepare a written master plan for a special event. The plan should be comprehensive anddetailed including at a minimum the following information: title of the event, purposeand goals of the event, description of the target population, plans for marketing, detailed description of the nature of the event, organizational and staffingarrangements, financial arrangements (expenses and sources of revenue) and a scheduleof major tasks and activities to be followed in planning and conducting the event.