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This is the study programme for 2020/2021.


The course gives a theoretical and practical introduction to the MICE industry (meetings, incentives, conventions, and exhibitions), one of the fastest growing segments of the global tourism industry. The MICE industry can be a key economic driver in a host region, resulting from average longer stay of attendees in comparison to other types of tourists.

Stakeholder management is key to the MICE industry. Hotels are one of multiple stakeholders and it is important for future hospitality managers to have knowledge, skills, competencies, and experience in these segments so that host regions can effectively attract, plan, operate, and implement future events that create economic impact.

Learning outcome

Upon completion of this course, the candidate shall have the following knowledge, skills, and general competence:

Knowledge
Upon completion of this course, the candidate:
  • Will have the basic understanding of the different characteristics of meetings, incentives, conventions, and exhibitions
  • Will have knowledge about the multiple stakeholders in the MICE industry and their roles
  • Will have knowledge of technology and networking critical for the MICE industry operations and practices
  • Will have knowledge of risks related to the MICE industry
  • Will have knowledge of the career paths in the MICE industry
  • Will have knowledge of regional impacts of the MICE industry


Skills
Upon completion of this course, the candidate:
  • Will understand what criteria are important for sales in the MICE industry
  • Will understand what criteria are important for operations in the MICE industry
  • Will understand what criteria are important for innovation in the MICE industry
  • Will understand the importance of networking in the MICE industry
  • Will understand the bidding process and the tools available to assist with bidding online
  • Will understand how stakeholder management applies to the MICE industry


General competence
Upon completion of this course, the candidate:
  • Will be able to reflect on ethical issues related to the MICE industry
  • Will be able to reflect on the operation and implementation of an event
  • Will be able to involve in discussions related to future concerns and the development of the MICE industry
  • Will be able to map out a career plan for engagement in the MICE industry
  • Will be able to discuss and reflect upon the latest research within the MICE industry

Contents

In this course, students will be introduced to the MICE industry. Central topics are technology, networking, sales, planning, ethics, and management of events. Textbook readings, industry research, case studies, virtual modules, online discussions, and guest lectures will be incorporated into the course.

Required prerequisite knowledge

One of the following alternatives:
  • BHO130 Service management and service design
  • BRH100 Servicemanagement

Exam

Course portfolio and quizzes
Weight Duration Marks Aid
Course portfolio3/5 A - F
Quizzes2/5 A - F
Course Portfolio Folder will encompass two sections—including two case study reviews and a term paper submitted individually that total 2/5 of the final grade for the course. In case of a re-sit exam, the student must retake the complete portfolio folder with the two sections.

Course teacher(s)

Course teacher
Mona Anita Kristiansen Olsen
Course coordinator
Trude Furunes

Method of work

This course will be delivered online in a hybrid format including both synchronous (five sessions on Zoom) and asynchronous instruction. The synchronous dates will be posted by the start of the first class. The course content will be delivered over an eight-week period. Internet access is required. The course will be delivered in English.

Course assessment

The course will be student-evaluated in accordance with the evaluative system of the Faculty of Social Sciences.

Literature

Literatur will be published as soon as it has been prepared by the course coordinator/teacher


This is the study programme for 2020/2021.

Sist oppdatert: 06.08.2020