1syllabus The MICE Industry - New 2015

National Research University - Higher School of Economics
Course title [Bachelor/Master/Specialist Program ([Enter the Code and Title of the Education Program)]
The Government of the Russian Federation

The Federal State Autonomous Institution of Higher Education
"National Research University - Higher School of Economics"
Faculty of Management
Course Title
The MICE Industry
Master Programme Experience Economy: Hospitality and Tourism Management
Author: Spring HyunJeong Han , Ph.D., Professor , hhyun@hse.ru

Approved by the Academic Committee of the specialization Hospitality Management and Tourism
of the Master Programme Experience Economy: Hospitality and Tourism Management
_______________ 20
.
_________________________
Recommended by professional board UMS in management

_______________ 20
Chair Titova N.L.
_________________________

Moscow, 20_
This document may not be reproduced or redistributed by other Departments of the University
without permission of the Authors.

1. Course Summary
There has been a growing groundswell in many countries to encourage companies,
corporations, organizations and associations to continue to organize meetings, conferences, tradeshows
and other MICE (Meetings, Incentive, Conventions and Events/Exhibitions)-related events, even in the
face of worsening economic conditions. Members of the MICE industry have banded together to lobby
both the federal governments as well as business sectors in an effort to generate MICE activities. This
is important as MICE events actually benefit a wide range of businesses in the cities they are held.
This course gives students an overview of the MICE sector of the tourism industry. Students
will understand the managerial and operational aspects pertaining to MICE industry. The purpose of
this course is to acquire an in depth knowledge about the specialized field of "MICE industry" and to
become familiar with management techniques and strategies required for successful planning,
promotion, implementation and evaluation of special events within a MICE context.
2. Area of Application and Regulatory References
This course provides an in-depth principles and practices associate with researching, planning,
managing and delivering events and conventions. It discusses the key components for staging an event,
from its original concept to its evaluation. It covers topics ranging from initial budgeting to venue
selection, providing a holistic and hands-on approach.
This course will develop the ability to prepare student for a professional career in MICE
industry. With other courses in Master Program Hospitality and Tourism Management deliver worldclass tourism, hospitality and events courses that produce graduates able meet the challenge of
working in the industries.
This course is designed one of the courses of the specialization Hospitality Management and
Tourism of the Master Programme Experience Economy: Hospitality and Tourism Management.
3. Course Goals
Course Goals of The MICE Industry are as follows: to provide a conceptual overview and a
systematic study of MICE programming, management, human resource management, marketing, and
practical applications and, foster professionalism in MICE management, covering the knowledge base,
theory, methodologies and ethics, fostering leaders who have creative and independent research
capabilities and global skills
4. Students' Competencies to be developed by the Course
The student is supposed to:
Know
The main streams of the latest researches related to MICE context
Basic concepts, methods and tools of quantitative and qualitative analysis of the economic
aspects of strategic decision-making in the MICE context
Developed and comprehensive understanding, practical know-how and a complete
overview of the MICE industry
Marketing, communications and public relations scheme of the MICE industry
The reasons to establish MICE events objectives before planning and designing events
The impact of strategic sourcing strategies on the changing role of MICE managers
The technology tools that can be implemented to support the goals of the events
Recent initiatives to accredit and certify service standards with convention bureaus

Cross-cultural communication challenges and roadblocks in MICE industry

Be able to do
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 events
Identify the project stakeholders and build a politically correct action plan to satisfy the
stakeholders of MICE events
Understand about scientific inquiry (including the ability to plan and conduct a simple
investigation) in MICE context
Create measurable MICE objectives for the events
Analyze financial reports and make decisions based on findings for the specific events
Apply the lessons learned in asset identification and valuation to similar situation in MICE
events practice
Explain the opportunities for the best practices collaboration among stakeholders of MICE
context
Utilize a program committee in planning and implementation of MICE events
Select the most efficient and effective technology services on-site to meet the goals and
objectives of the event
Discuss the different resources available to help make international events successful
Gain skills (experience)
Skills of independent scientific and research work related to MICE context
Skills of qualitative and quantitative analysis for management decision-making
Essential Skill Level for each of the six categories (planning, HR, professionalism,
program, process, and production) of the PCMAs PoPP (Principles of Professional
Performance)
Establish benchmarks for the MICE events and how to use them
Skills of recognizing the types of items that should be included in a site inspection
checklist
Creating a MICE program planning timeline
The Course develops the following competencies:
Competencies
Ability to identify and

formulate research
problems arising from the
current practices in
Russian and international
companies in the fields of
tourism and hospitality
management, evaluate and
summarize national and
international studies in
these fields (PC-1)
Ability to carry out
research projects in MICE
industry in Russian
NC/NRU
Descriptors - the learning outcomes
-HSE
(the indicators of achievement)
Code
PC-1
PC-2
Distinguish relate the concept of

design to that professional
meeting management
Contribute more value through
personal effort as a result of
increased professional capacity
Able to identify the current issues

related to Moscow tourism
industry
Able to discuss the impact of
Teaching forms and methods

of that contribute to the
development of a competence
Lecture, Seminar, Home

assignment
Home assignment, team

project and field study

NC/NRU
Descriptors - the learning outcomes
-HSE
(the indicators of achievement)
Code
increasing tourists to destination
context(PC-2)
Russian context
Recognize the types of items that
Possession of skills in theory PC-4
should be included in a site
building, ability to use
inspection checklist
properly the methods of
Describe the difference between
quantitative and qualitative
strategic partnerships and event
data analysis (PC-4)
sponsorships in MICE industry
Competencies
Ability to present results

of a study in a research
report, academic article,
executive summary or in
oral presentation with
multi-media presentation
support tools (PC-5)
Ability to retrace the last
trends in management
techniques and tools, to
select relevant tools and to
master them constantly;
willingness and ability to
participate in development
of new management
techniques and tools (PC15)
Ability to propose
effective solutions of the
identified problems, to
offer valuable
recommendations and
advice for a client (PC-18)
Ability to make valuable
contributions to development
and implementation of
strategic programmes and
projects (PC-12)
Ability to develop
organizational structures and
processes, to carry out such
activities as work flow
analysis, tasks analysis, job
re-design, organizational
modeling, sketching new
organizational schemes etc.
(PC-13)
PC-5
PC-15
Able to demonstrate good volume,

and eye contact
Able to present in manner of
enthusiasm and confidence.
Able to control the presentation
time to fit into the time allotment
Able to identify the eight basic
steps in the site selection process
for MICE events
Able to develop a volunteer
program for meeting management
and support functions for relevant
MICE events
Able to discuss the factors to be
Teaching forms and methods

of that contribute to the
development of a competence
Lectures, Seminars, Home

assignment, Team project
Lecture, Seminar, Home

assignment, Team project
Lecture, Seminar, Team

project, Field study
considered when choosing facility

and destination for events
PC-18
Able to develop appropriate

guidelines through the events
Able to set up risk management
procedure

PC-12
Able to create an integrated

marketing strategy that includes
direct mail, press relations,
advertising, and the internet

project
PC-13
Able to develop appropriate ways to

educate and develop volunteers and
staff
Able to identify the characteristics of
meeting planners
Able to discuss and develop human
resource plans and training for MICE
events


5. How the Course Fits in with the Curriculum

This course is to provide students with comprehensive introductions to the diverse aspects of
managing MICE events including corporate meetings, incentive activities, international conventions
and the international exhibitions and trade shows. Students will get development of detailed
educational courses based on the International EMBOK (Event Management Body of Knowledge)
model and existing convention educational programs.
Upon completion of this course, students will gain knowledge and become competent in skills
from a broad range of highly-developed operational, supervisory and management skills specific to the
Master Program Tourism and Hospitality Management.
The Course is to be based on the acquisition of the following Courses:
Strategic Tourism Management
Introduction to Financial and Managerial Accounting for the Hospitality Industry
Operations Strategy of Tourism and Hospitality Industry
Tourism Marketing Management
The main provisions of the Course should be used for further studies of the following
Courses:
The Business Environment of Tourism and Hospitality Industry
Tourism Planning and Policy
Applied Tourism Management
Tourist Behavior
Tourism Research
6. Course Schedule
Topic
Introducing an international approach to

event management
The international events environment
Event design and project management
Building an events team
Event marketing and financing
Risk management
Event evaluation
Sustainability and events industry
The internationalization of sport events and
leagues
The role of events in the hospitality sector
Field trip
Total
2
3
4
5
6
7
8
9
10
11
Total
amount
of hours
Classroom Activities
Lectures
Seminars
Literature
Review
6
9
6
6
11
6
6
6
3
6
3
3
6
3
3
3
1
1
1
1
1
1
1
1
2
2
2
2
4
2
2
2
6
2
70
1
2
12
36
22

7. Forms and Types of Testing

Type of
testing
Form of testing
Team Project
Current
(week)
Deadlines
12 weeks
4 module
Parameters
Prepare a written master plan for a special event.
The plan should be comprehensive and detailed
including at a minimum the following information:
title of the event, purpose and goals of the event,
description of the target population, plans for
marketing, detailed description of the nature of the
event, organizational and staffing arrangements,
financial arrangements (expenses and sources of
revenue) and a schedule of major tasks and activities
to be followed in planning and conducting the event.
Performed in small groups (2-3 people).

Preparation time - 5 weeks.
Final
Field trip report
12 weeks
4 module
Exam
4 module
Submit a report after visiting MICE events.

Report should be included all information about the
events including some pictures on site
Performed individually
Written exam.
Duration 60 minutes.
1.1 Grading Criteria

The evaluation criteria for home assignment, field trip report and team project
Home assignment is evaluated based on the below grading table
Grade Descriptors
Assessment
Criteria
Analysis of
Literature &
Research
(25 point)
Critical application of a
wide range of relevant
sources, well understood
& fully appreciated.
High level of understanding

of main sources, well
summarized & used in a
relevant way.
Sound understanding of
the literature & a range
of source material
consulted.
Synthesis &
Utilisation of
Evidence
(25 point)
Original perspective on the

issues. Sets sources &
view-points in context &
systematically evaluates
contributions.
Methodological
understanding &
theoretical appreciation.
High level of appreciation of

main issues. Ability to make
appropriate critical points.
Methodological awareness.
Good comprehensive
commentary on evidence &
materials used.
Sound understanding of
main issues. Methods of
Mainly descriptive &
data collection
unsubstantiated points.
described. Competent
Uncritical explanation.
commentary on evidence
& materials used.
Integration of
Theory &
Practice
(25 point)
Locates suitable concepts

& makes comprehensive,
critical assessment of
issues involved. Evaluates
the relevant theories,
ability to develop critiques
of them. Coherently
integrates them with
Good critical commentary

linking theory & practice.
Conclusions well developed
& based on relevant
argument & evidence. Good
use & understanding of
relevant theoretical models.
Critical commentary
linking theory &
practice. Generally
sound conclusions based
on appropriate argument
& evidence. Competent
use & understanding of
theoretical models.
Some evidence of reading

& understanding.
Introduction of basic
concepts & effort made to
relate them to the
question. Limited links
between theory &
practice.

practice.
A clear, relevant &

developed thesis
statement. Consistent use
of accurate constructions.
Very good selection,
synthesis & summary
writing skills. Very well
structured with clarity &
cohesion. Sustained &
coherently argued.
Structure
(25 point)
A clear & relevant thesis

statement. Accurate
constructions. Good
selection, synthesis &
summary writing skills. Well
structured with clarity &
cohesion. Sustained &
coherently argued.
A clear thesis statement.

Use of accurate
constructions. Generally
sound selection,
synthesis & summary
writing skills. Structured
with clarity & cohesion.
Ability to handle
argument coherently.
Sectioned information
with limited coherence.
Limited accuracy of
construction.
Team project and field trip report are evaluated based on the below grading table
Grade Descriptors
Assessment
Criteria
Teamwork
(25 point)
A
The team worked well together to
achieve objectives. Each member
contributed in a valuable way to
the project. All data sources
indicated a high level of mutual
respect and collaboration.
The team worked well together most

of the time, with only a few
occurrences
of
communication
breakdown or failure to collaborate
when appropriate. Members were
mostly respectful of each other.
Team did not collaborate or

communicate well. Some members
would work independently, without
regard to objectives or priorities. A
lack of respect and regard was
frequently noted.
Contribution All requirements and objectives All requirements are identified and Many requirements and objectives
evaluated but some objectives are not
(25 point)
are identified, evaluated and
are not identified, evaluated and/or
Supporting
Material
(25 point)
competed. The deliverable offered

new information or approach to
the topic under discussion.
Likewise, the application is based
on stated criteria, analysis and
constraints.
completed. The deliverable offered

some new information or approach to
the topic under discussion. The
application is reasonable; further
analysis of some of the alternatives
or constraints may have led to a
different recommendation.
completed. The deliverable offered

no new information or approach to
the topic under discussion. Few
application considerations are
analyzed and other factors were
ignored or incompletely analyzed.
All relevant information was

obtained and information sources
were valid. Analysis and design
considerations
were
well
supported by the information.
Sufficient information was obtained

and most sources were valid.
Analysis and design considerations
were mostly supported by the
information.
Insufficient
information
was
obtained and/or sources lack validity.
Analysis and design considerations
were not supported by the
information collected.
Team members were mostly audible

Speaking
and/or fluent on the topic, but:1) not
Skills and Team members were poised and
Team members were often inaudible
had
clear
articulation.
Every
team
all team members spoke and/or
Participation
and/or hesitant and relied heavily on
(25 point)
member spoke a n d participated at

a very high and balanced level.
Speakers demonstrated good
volume, and eye contact.
Enthusiasm and confidence was
exuded. The presentation fit into
the time allotment of 15 minutes.
participated in a high and balanced

level; 2) speakers demonstrated fair
volume and/or eye contact was
broken with audience; 3) light
discomfort with public speaking was
exuded; and/or 4) the presentation
slightly went over the15 minute
allotment
The evaluation criteria for final exam:
notes. Speakers made distracting

gestures with little or no audience
eye contact. A high level of
discomfort with public speaking was
exuded. The presentation went over
the 15 minute allotment.

Assessment Criteria
Grade Descriptors
A
Above 90
"A" indicates Exceptional Performance: comprehensive in-depth knowledge of the

principles and materials treated in the course, fluency in communicating that knowledge and
independence in applying material and principles.
B
80~89
"B" indicates Good Performance: thorough understanding of the breadth of materials and
principles treated in the course and ability to apply and communicate that understanding
effectively.
C
70~79
"C" indicates Satisfactory Performance: basic understanding of the breadth of principles and
materials treated in the course and an ability to apply and communicate that understanding
competently
D
60~69
"D" indicates Minimally Competent Performance: adequate understanding of most

principles and materials treated in the course, but significant weakness in some areas and in
the ability to apply and communicate that understanding.
F
Below 60
"F" indicates Failure: inadequate or fragmentary knowledge of the principles and materials
treated in the course or failure to complete the work required in the course.
8. The Course Content

Section
Main Contents
1. Introducing an
international
approach to event
management
2. The
international
events
environment
3. Event design and

project
management
4. Building an
events team
Learner Outcomes
Reflect on the meaning of events for

individuals in different societies
Identify the practices of business, communities
and countries which have been influenced by
the popularity of events
Understand the key criticisms that are made of
events
Broader value of MICE; Educate and inform,
Promote, Network/Socialize
Identify key changes in the global
environment, which are impacting events and
event organizations
Support the Local Community; New skills and
knowledge, job creation, Infrastructure
investment
Comprehend the various aspects of developing
and event theme in view of principles,
creativity and cultural sensitivity involved in
theme design
Understand the benefits and limitations of
applying project management concepts to
events
Select and implement the most effective
solutions to manage and event project
Explain the importance of effective human

resource management in creating effective
events
Recognize relate the concept

of design to that professional
meeting management
Contribute more value
through personal effort as a
result of increased
professional capacity
Recognize the impact of
strategic sourcing strategies
on the changing role of
meeting managers
Explain the scheme of MICE
industry in tourism context
Discuss the impact of
inctreasing tourists to
destination
Recognize key theme
elements associated with
event design by focusing on
venue, catering, entertainment
and dcor
Understand the characteristics
of successful event from a
project management
perspective
Understand the fundamental
principles of HRM in
organizations and how they

Assess the HR issues that may arise when

managing international events
5. Event marketing
and financing
Identify the peculiarities of event marketing

Use the event marketing mix to develop and
event marketing strategy
Explain the importance of the accurate
determination of event pricing and budgets
Critique the relationship between aspects of
financial reporting and highlight the
relationships present for assessing the financial
health of an event company
6. Risk
management
7. Event evaluation
8. Sustainability
and events industry
9. The
internationalization
of sport events and
leagues
10. The role of

events in the
hospitality sector
Understand the importance of undertaking a

systematic approach to risk management
Understand the influence of event context in
identifying and treating relevant risks
Articulate the nature and importance of
evaluation to the event management function
Describe what event evaluation should focus
on
Explain the purpose of event evaluation,
including the needs and expectations of
stakeholders
Define the concepts Corporate Social
Responsibility(CSR) and Sustainable
Development
Understand and explain the relevance of CSR
and SD for the event industry
Understand the organizations involved in the
management of international sports event and
leagues
Explain trends in the development of
international sport events and leagues
Understand environmental factors driving the
recent development of international sports
events
Understand the nature of events within the
hospitality industry context
Comprehend the rage of different types of
events within the hospitality sector
apply to building events team

Recognize the need for formal
management of volunteers
Understand the role of event
marketing in the global
economy
Understand how
organizational context
provides the need for sound
financial management
Gain insight into the role of
the manager in reporting back
to stakeholders who may be
interested in the events
financial information
Develop relevant strategies
and tools to identify, analyze
treat event-related risks
Understand the importance of
risk communication and
monitoring for both internal
and external stakeholders
Assess the different forms of
evaluation models and
methods
Formulate and prepare an
event evaluation report
Identify the main approaches
towards sustainable events
List the key indicators for
sustainable events
Identify, analyze and evaluate
existing events on the basis of
sustainable event indicators
Critique the possible market
entry and expansion tactics
for internationalizing sporting
events
Gain insight into the
managers process of
selecting suitable markets for
event hosting
Recognize the key markets in
hospitality and events
management
Appreciate the recent trends
and changes in events in
hospitality
Students should read required reading articles before the class. They will be discussed in
class. Each student will be given a chance to summarize and make his or her own opinion
of the article for ten minutes.

Students also may find recent research results relevant in each section and dicuss them
during the seminar.
9. Educational Technologies
Interactive lectures and seminars
Analyses of practical problems from the field trip and case studies from the recent articles
Discussion on current articles and other scientific publications
Computer business game (developed by Harvard business school)
10. Methods and Materials for Current Testing and Attestation
10.1
Current Testing Assignments

Home assignment requirements
In order to make students creative, home assignment doesnt have standard forms. Simply, they
can use their own assessment ways to evaluate critically. However, it needs to be well structured
with clarity and cohesion.
Team project requirements
In order to make students creative, team project doesnt have standard forms. Meanwhile, team
project report should be including title of the event, purpose and goals of the event, description of
the target population, plans for marketing, detailed description of the nature of the event,
organizational and staffing arrangements, financial arrangements (expenses and sources of
revenue) and a schedule of major tasks and activities to be followed in planning and conducting
the event.
Field trip report requirements
In order to make students creative, field trip report doesnt have standard forms. Simply, they can
use their own assessment ways to evaluate critically. However, it needs to be well structured with
clarity and cohesion. It should be attached a picture of all of team members on site.
10.2
Examples of assignments for the intermediate / final testing

The final exam is conducted in writing and consists of tasks that require knowledge and
skills for all sections of the course.
11. Grading Procedures
Overall grades are based on work products that address grade level standards.
Grades should reflect student mastery of grade level content standards
Within each category, grades shall be determined and recorded using forms of home
assignment, team project, and final exam evaluation table.
Most of the learning in this course will take place through the interaction of students with the
instructor. Therefore attendance to all class sessions is necessary. Missing class is permitted only for
medical reasons or emergencies. The instructor reserves the right to assign a failing grade to a student
if he/she misses more than 20% of the class sessions without prior consultation with the instructor and
without providing satisfactory explanations. However, a student who misses two or more classes will
get 0 out of 50 % of class participation. Furthermore, without active participation, students will miss
the opportunity to learn from each others points of view and experiences.

Total (100 %) = Class participation (50 %) + Group Project (30 %) + Final Exam (20 %)
Final control grade will be put in the diploma, which is the resultant assessment of academic
discipline.
12. Teaching Method
12.1
and Information Provision
Core Textbook
1. Nicole Ferdinand & Paul J. Kitchin (2012). Events management; An international approach.
SAGE Publications Inc. London: UK
2. Professional Convention Management Association (2006) Professional meeting
management: Comprehensive Strategies for Meetings, Conventions and Events; Kendall/Hunt
Publishing Company
12.2
Required Reading
1. Raj, R., Walters, P., & Rashid, T. (2013). Events management; Principles & Practice. 2nd
edition. SAGE Publications Inc. London: UK
2. Fenich, G. (2005). Meetings, Expositions, Events, and Conventions: An introduction to the
industry. New Jersey: Pearson Prentice Hall.
3.
Kilkenny, Shannon (2006) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
4.
Schaumann, P. (2005) Practical advice from an event planner. The Guide to Successful Destination
Management. Wiley.
5.
Hoyle, Dorf & Jones (1995), Meaning conventions & Group business. Educational institute of AH
& MA.
6. Getz, D. (1997). Event Management & Event Tourism. New York: Cognizant Communication
Corporation.
12.3
Supplementary Reading
1.
Andrew Bradley, Tim Hall, Margaret Harrison (2002). Selling Cities: Promoting New Images for
2.
Meetings Tourism. Cities, 19(1), 61-70

Balogiu, S., & Love, C. (2005). Association meeting planners' perceptions of five major
3.
convention cities: The structured and unstructured images. Tourism Management, 26(5), 743-752.
Bello, D. C.,& Lohtia, R. (1993). Improving trade show effectiveness by analyzing attendees.
4.
Industrial Marketing Management, 22, 311-318.

Breiter, D., & Milman, A. (2006). Attendees' needs and service priorities in a large convention
5.
center: Application of the importance-performance theory. Tourism Management, 27,1364-1370.

Carmen Berne, M.E. Garca-Uceda (2008). Criteria involved in evaluation of trade shows to visit.
6.
Industrial Marketing Management, 37(5), 565-579

Chacko, H. E., & Fenich, G. G. (2000). Determining the importance of U.S. convention destination
attributes. Journal of Vacation Marketing, 6(3), 211-220

7.
Chang Hyun Lee, Sang Yong Kim (2008). Differential effects of determinants on multi-dimensions
of trade show performance: By three stages of pre-show, at-show, and post-show activities
8.
Industrial Marketing Management, 37(7), 784-796

Cristina Bernini (2009). Convention industry and destination clusters: Evidence from Italy,
9.
Tourism Management, 30(6), 878-889,

Dwyer, L., Mistilis, N., Forsyth, P., & Rao, P. (2001). International price competitiveness of
Australias MICE industry. International Journal of Tourism Research, 3(2), 123139.

10. Haemoon Oh, Hyeon-Cheol Kim, Kyung-Wan Hong (2009). A dynamic perspective of meeting
planners' satisfaction: Toward conceptualization of critical relevancy. Tourism Management, 30(4),
471-482
11. Hansen, K. (2004). Measuring performance at trade shows: scale development and validation.
Journal of Business Research, 57(1), 113.
12. Hui Chiu Chen, Cherng Ying Chiou, Chun Yuan Yeh, Hui Ling Lai (2012). A Study of the
Enhancement of Service Quality and Satisfaction by Taiwan MICE Service Project. Procedia Social and Behavioral Sciences, 40, 382-388
13. Hye-Rin Lee, Bob McKercher, Samuel Seongseop Kim (2009). The relationship between
convention hosts and professional conference organizers. International Journal of Hospitality
Management, 28(4), 556-562
14. Jin. X, Weber, K. & Bauer,T.(2012) Relationship quality between exhibitors and organizers: A
perspective from Mainland China's exhibition industry. International Journal of Hospitality
Management, 31(4), 1222-1234
15. Judith Mair, Karen Thompson (2009) The UK association conference attendance decision-making
process. Tourism Management, 30( 3), 400-409
16. Kre Hansen (2004). Measuring performance at trade shows: Scale development and validation
Journal of Business Research, 57(1), 1-13
17. Kim, S. S., Chon, K., & Chung. K. Y. (2003). Convention industry in South Korea: An economic
impact analysis. Tourism Management, 24, 533-541.
18. Kimberly J Shinew, Sheila J Backman (1995). Incentive travel: an attractive option. Tourism
Management, 16( 4), 285-293
19. Krzysztof Celuch, Rob Davidson (2009). Human Resources in the Business Events Industry.
International Perspectives of Festivals and Events, 241-252
20. Li Ling-yee (2007). Marketing resources and performance of exhibitor firms in trade shows: A
contingent resource perspective. Industrial Marketing Management, 36(3), 360-370
21. Martin Oppermann, Kye-Sung Chon (1997) Convention participation decision-making process
Annals of Tourism Research, 24(1), 178-191
22. Noel Yee-Man Siu, Penny Yim King Wan, Ping Dong (2012). The impact of the service scape on
the desire to stay in convention and exhibition centers: The case of Macao. International Journal
of Hospitality Management, 31(1), 236-246
23. Park, E., & Boo, S. (2010). An assessment of convention tourisms potential contribution to
environmentally sustainable growth.. Journal of Sustainable Tourism, 18(1), 95113.
24. Pat Golden-Romero (2007). Chapter 4 - The Incentive, Smerf, and Other Markets. Hotel
Convention Sales, Services, and Operations, 57-96
25. Poorani, A. A. (1996). Trade-show management: Budgeting and planning for a successful event.
Cornell Hotel and Restaurant Administration Quarterly, 37(4), 7784.
26. Ralf Buckley (2012). Sustainable tourism: Research and reality. Annals of Tourism Research,

39(2), 528-546
27. Rob Davidson, Tony Rogers (2006). Chapter 2 - The Marketing Environment for Destinations
Marketing Destinations and Venues for Conferences, Conventions and Business Events, 31-58
28. Ryan, C., Crotts, J., & Litvin, S. (2007). Convention center managementinfluencing the attendee
experience: The case of Charleston Convention Center. Tourism Analysis, 13(2), 157169.
29. Seyhmus Baloglu & Ken W. McCleary (1999). A model of destination image formation. Annals of
Tourism Research, 26(4), 868-897
30. Timothy M Smith, Srinath Gopalakrishna, Paul M Smith (2004). The complementary effect of
trade shows on personal selling. International Journal of Research in Marketing, 21(1), 61-76
31. Tony Rogers (2008). Chapter 2 - The structure of the conference industry. Conferences and
Conventions (Second Edition), 33-79
32. Tony Rogers (2008). Chapter 3 - The economics of conferences and conventions. Conferences and
Conventions (Second Edition), 81-112
33. Weber, K., & Ladkin, A. (2004). Trends affecting the convention industry in the 21stcentury.
Journal of Convention & Event Tourism, 6(4), 4763
34. Wei, Z., & Go, F. (1999). The meetings, conventions, and expositions industry in Beijing:
Problems and strategies. Journal of Travel & Tourism Marketing, 8(1), 101110.
35. Witt, S.F., Gammon, S. & White, J (1992). Incentive travel: Overview and case study of Canada as
a destination for the UK market. Tourism Management, 13(33), 275-287.
36. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on
destination loyalty: A structural model. Tourism Management, 26, 4556
12.4. Electronic Resources:

Electronic library of articles, with free access to information:
http://www.sciencedirect.com/
http://library.hse.ru/e-resources/e-resources.htm
www.ssrn.com
www.elibrary.ru
http://www.iet.ru/publication.php?jel-code=L&folder-id=44
http://www.forecast.ru
13. Technical Provision
Various electronic resources will be used for supporting lesson development using the
student learning objectives including an AV equipment and a projector
14. Academic Integrity

Academic integrity essentially means "intellectual honesty": honesty in the use of information, in
formulating arguments, and in other activities related to the pursuit of knowledge and
understanding. Students are expected to author original and authentic work in the field of
learning or level of experience. Knowledge creation necessarily entails dialogue with an
intellectual community; acknowledging the role of particular contributors to ones own work is a
fundamental academic responsibility. Students are empowered and encouraged the individual to
discover and express his or her own intellectual voice in respectful dialogue with other voices.
Be original and thoughtful.

15. Accommodations for Students with Disabilities

The Higher School of Economics is committed to ensuring equal academic opportunities and
inclusion for students with disabilities based on the principles of independent living, accessible
universal design, and diversity. I am available to discuss appropriate academic accommodations
that may be required for student with disabilities. Requests for academic accommodations are to
be made during the first three weeks of the semester, except for unusual circumstances. Students
are encouraged to register with Disability Services Center to verify their eligibility for
appropriate accommodations.

1syllabus The MICE Industry - New 2015

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National Research University - Higher School of Economics

The Government of the Russian Federation

Author: Spring HyunJeong Han , Ph.D., Professor , hhyun@hse.ru

Recommended by professional board UMS in management

National Research University - Higher School of Economics

National Research University - Higher School of Economics

National Research University - Higher School of Economics

Cross-cultural communication challenges and roadblocks in MICE industry

Ability to identify and

Distinguish relate the concept of

Able to identify the current issues

Teaching forms and methods

Lecture, Seminar, Home

Home assignment, team

National Research University - Higher School of Economics

Ability to present results

Able to demonstrate good volume,

Teaching forms and methods

Lectures, Seminars, Home

Lecture, Seminar, Home

Lecture, Seminar, Team

considered when choosing facility

Able to develop appropriate

Lecture, Seminar, Team

Able to create an integrated

Lecture, Seminar, Team

Able to develop appropriate ways to

Lecture, Seminar, Team

National Research University - Higher School of Economics

5. How the Course Fits in with the Curriculum

Introducing an international approach to

National Research University - Higher School of Economics

7. Forms and Types of Testing

Performed in small groups (2-3 people).

Field trip report

Submit a report after visiting MICE events.

1.1 Grading Criteria

High level of understanding

Original perspective on the

High level of appreciation of

Locates suitable concepts

Good critical commentary

Some evidence of reading

National Research University - Higher School of Economics

A clear, relevant &

A clear & relevant thesis

A clear thesis statement.

The team worked well together most

Team did not collaborate or

competed. The deliverable offered

completed. The deliverable offered

completed. The deliverable offered

All relevant information was

Sufficient information was obtained

Team members were mostly audible

member spoke a n d participated at

participated in a high and balanced

The evaluation criteria for final exam:

notes. Speakers made distracting

National Research University - Higher School of Economics

"A" indicates Exceptional Performance: comprehensive in-depth knowledge of the

"D" indicates Minimally Competent Performance: adequate understanding of most

8. The Course Content