Programme:
BSc Hons International Hospitality Management
ASc International Hospitality Operations
Course Title:
MEETINGS, INCENTIVES, CONVENTIONS & EXHIBITIONS
Course Code:
MICE301
Credit hours:
3
Prerequisite/s:
Nil
Corequisite/s:
Nil
Lecturer/s:
Angela Anthonisz
Lecturer’s email address:
Tel Ext:
5156
Angela.Anthonisz@emiratesacademy.edu
Course Rationale and Description
The events industry has experienced unprecedented growth over the last 20 years with
destinations and international businesses looking to events to build reputation and develop
marketing communications.
The MICE sector in particular has become a vital
communication tool for international business development and a catalyst for major
regeneration projects around the world. Students studying the MICE module will study the
basic components of event planning as an underpinning to exploring the history and
development of the MICE industry in the international arena. Key sectors include the
growth in international conventions and exhibitions, business and incentive travel and the
international meetings market. A range of international locations will be discussed in terms
of their attractiveness as a MICE destination, with a specific focus on growth in the UAE over
the last decade.
Teaching and Learning Philosophy
The main goal of this course will be to stimulate students’ learning, thinking and
questioning. Students’ critical thinking, analytical and problem-solving skills will be further
developed through challenging tasks and projects. Students will not only develop a
knowledge of the underpinning theory for the planning and management of events, but will
be able to apply this to a real life business situations. In order to incorporate this application
the course will include several experiential exercises. All students will be treated equally,
with fairness and respect. They will benefit from the time spent in class and will be able to
use the acquired knowledge in their future careers.
Contribution to Graduate Profile:
1. Describe the scope and nature of the international events management industry and
appreciate the links to tourism and hospitality.
2. Effectively communicate to a range of different audiences through a variety of
professional media.
3. To develop an awareness of the IT programmes associated with venue selection and
managing group business
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4. Appreciate the need for effective planning and management of events and consider
the tools and techniques associated with the organising function in events
management.
5. Identify and describe the stakeholders in the MICE industry
6. Evaluate the competiveness of the MICE industry and consider the factors that
contribute to the growth of MICE in key destinations and the external factors that
may impact on performance.
Specific Learning Outcomes
Knowledge:
Upon completion of this course, students will know how to:
LO 1. Identify the success factors that impact on MICE destinations
LO 2. Understand the processes involved in the planning and management of a
MICE event
Skill
Upon completion of this course, students will be able to demonstrate:
LO 3. Utilise the CVENT software that supports venue selection and group business
management
LO 4. Utilise the tools and techniques that underpin the planning and management
of an event
LO 5. The ability to present information in an effective and informative manner
Autonomy and Responsibility Competence
Upon completion of this course, students will be able to state the following reporting,
regulating or ethical considerations:
LO 6. To act as independent learners and effectively contribute to classroom
discussions
LO 7. To behave in a professional manner in accordance with industry professional
standards
Self Development Competence
Upon completion of this course, students will be able to demonstrate the need to continually
research and up skill the following areas:
LO 8. To appreciate and consider the links which exist between the hospitality,
tourism and events management industries.
Role in Context Competence
Upon completion of this course, students will be able to effectively contribute to the
following activities or endeavours:
LO 9. The planning and management of MICE based events.
LO 10. Assess the success factors that contribute to the development of a successful
MICE destination
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Transferable and Employment Skills
SKILLS
PRACTICED
TAUGHT
ASSESSED
1. Written Communication
X
X
X
2. Verbal Communication
X
X
X
3. Commercial Awareness
X
X
4. Problem Solving
X
X
X
X
8. Computer Literacy
X
X
9. Time Management
X
X
X
X
11. Team Work
X
X
12. Leadership
X
X
5. Networking
6. Planning and Organising
X
7. Numeracy
X
10. Research
13. Negotiating
X
X
14. Customer Service
Assessments, Weighting and Deadlines (Each assessment must be linked to the
learning outcomes)
Your grade in the course will be based on both your individual and group efforts and
performance.
Coursework
IT Test
Final Exam
60% - addresses LO 3 and 4
10%
30% - addresses all LOs
Coursework 60% (LO’s 2,4,5 & 6)
Part 1 - Students will prepare an Individual 10 minute presentation which evaluates the
current external factors impacting on the growth of MICE in a country of your choice (30%).
Please note that your choice of destination must be agreed with your tutor and a maximum
of two people can choose a destination.
Part 2 - The presentation should be supported by a 1000 press release which highlights the
key issues in relation the attractiveness of your location in terms of MICE. It is advisable to
select one of the sectors such as Conferences or Incentives to focus your article on rather
than trying to cover MICE as a whole. The press release should be presented in an
appropriate format and be supported through appropriate images and statistics (30%).
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Academic sources as well as current news and business articles should be used to support
both your presentation and your press release. These can be attached to the back of your
presentation slides and your press release.
CVENT Software Cetification 10% (LO 3)
Students will utilise 1 in-class session to complete the CVENT software certification. This
will involve students setting up a dummy account and practicing the use of Venue Selection
and Proposal Software. An on-line assessment of 1 hour will then test the students
understanding of the programme. Competence in this programme is externally assessed
and accredited by CVENT Inc.
Final Exam 30% (LO’s 1,4,5,6)
The final exam will be 2hrs in length and students will be expected to complete 4 essay
questions from a choice of 6.
Presentation Guidelines:
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You will be expected to provide a hard copy of your information, along with a
reference list at the session.
Your presentation should be clear and concise in terms of highlighting the factors
both externally and internally that affect your choice of destination in terms of its
attractiveness for MICE.
This could include competitiveness in the market both globally and within the
country, level of infrastructure, perceived political unrest, changing consumer
demands, location, climate, range of venues, culture, level of attractions etc. etc.
You cannot cover all issues in 10 minutes so be selective and highlight those that are
most influential and present them in a format which is clear and easy to understand.
Your presentation should be supported by appropriate research which should include
industry reports, newspaper articles, journal information etc.
Where appropriate you may use video material but please keep this to the minimum
(maximum 2 minutes).
Your grade will primarily reflect your knowledge of the destination, but will also be
considered on the basis of - quality of IT, evidence of rehearsal, timing and
professional appearance and attitude.
Press Release Guidelines:
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Your press release should be well written and presented and in the appropriate
format. Guidance on writing a press release is provided on moodle so please refer to
this in terms of how you structure your submission.
Your press release should be interesting and informative and be supported by images
and key statistics in terms of creating a positive impression of your chosen MICE
destination.
Your writing should be clear and concise and focus on the positive aspects that might
appeal to your sector. For example if you are focussing on the Incentives business
you need to think about what an Incentives organiser will be looking for at a
destination and how you could generate interest from a buyer.
Your press release should have an attached reference list which verifies the
information you have presented. The best press releases draw on a range of
information sources and utilise industry statistics and images in order to be visually
appealing.
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
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A press release is not an advertisement in the true sense of the word but it often
used to generate positive PR for a destination. It is an informative piece of
information which discusses the key issues but makes this attractive to the reader
and stimulates interest.
PLEASE NOTE – Spelling and grammar are critical so please make sure you have
spell-checked and read through your work before submission.
Learning Resources:
Essential Reading:
Please note that there is no core text for this module and you are encouraged to use a
range of sources from both the library and online research. Students will be provided with a
selection of key readings via moodle. These will consist of book chapters and journal
articles which underpin the weekly subject matter.
Students are advised to refer to the following recommended reading as a first point of
reference:
Textbooks
Davidson R & Rogers T (2006) Marketing Destinations and Venues for Conferences,
Conventions and Business Events. Butterworth Heinemann, Oxford
Fenich G (2011) Meetings, Expositions, Events and Conventions: An Introduction. Prentice
Hall
Ferdinand & Kitchen (2012) Events Management, An International Approach. SAGE
Publications, California
Getz D (2012) Event Studies – Theory, Research & Policy for Planned Events, 2nd Edition.
Routledge, Oxon
Goldblatt S (2012) The Complete Guide to Greener Meetings and Events. John Wiley &
Sons, New Jersey
Masterman G & Wood E H (2006) Innovative Marketing Communications for the Events
Industry. Butterworth Heinemann, Oxford
Robinson P, Wale D & Dickson G (2010) Events Management. CABI Tourism Texts,
Oxfordshire
Rogers T (2006) Conferences and Conventions, A Global Industry. Butterworth Heinemann,
Oxford
Rutherford Silvers (2011) Risk Management for Meetings and Events. Butterworth
Heinemann, Oxford
Tum J, Norton P & Nevan-Wright J (2006) Management of Event Operations. Butterworth
Heinemann, Oxford
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Web Sites
http://www.eventmagazine.co.uk
Provides free online access to feature articles, news and jobs from the printed Event
Magazine –a guide to key trends and insights in the event industry.
http://www.event-solutions.com
Allows access to useful resources for corporate, association and independent event and
meeting professionals.
http://www.worldofevents.net
Links users to relevant information for event industry professionals, educators, students and
researchers.
http://www.meetingsfocus.com
Provides free information and articles on international meeting destinations.
http://www.internationalmeetingsreview.com/regions/middle-east-and-north-africa
A good resource for what is happening in the UAE in terms of industry developments and
growth.
http://www.ttnonlne.com
Provides up to date information on travel and tourism issues in the UAE.
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