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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 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. The course is
composed of 36 academic-hour lectures and 22 academic-hour seminars for the 1 st year
master students. Students will be given assignments, midterm and final exams, and final
project for the grade assessment.
2. 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 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.

 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 the industry. 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
Communication Corporation.

 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

3. Prerequisites
None
4. Name of Professor
Hyunjeong (Spring) Han
5. 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 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.