MICE (Meetings, Incentives, Conventions, and Exhibitions) (BHO306)

The course gives a theoretical and practical introduction to the MICE industry (meetings, incentives, conventions, and exhibitions), a dynamic segment 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.


Course description for study year 2023-2024

Facts

Course code

BHO306

Version

1

Credits (ECTS)

10

Semester tution start

Autumn

Number of semesters

1

Exam semester

Autumn

Language of instruction

English

Offered by
Time table

View course schedule

Content

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, event attendance, and guest lectures will be incorporated into the course.

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

Skills

Upon completion of this course, the candidate:

  • Will understand what criteria are important for sales (bidding process, sales design, etc ...) 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 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 and sustainability implications
  • 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

Required prerequisite knowledge

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

Exam

Project work and written exam

Form of assessment Weight Duration Marks Aid
Individual or group - project work 2/5 1 Semesters Letter grades
Written exam 3/5 4 Hours Letter grades None permitted

Coursework requirements

Quizzes

Course teacher(s)

Course teacher:

Jon Børre Benjaminsen

Course coordinator:

Trude Furunes

Method of work

Lectures, guestlecturers, assignement, discussion and case during class.  

Lectures                                      40 hours

Projectwork w/lecturerer              6 hours

Projectwork                         30 hours

Self study                                   170 hours

Exam                                4 hours

Total recommended time           250 hours

Overlapping courses

Course Reduction (SP)
Event Project Planning and Management (BRH312_1) 10

Course assessment

There must be an early dialogue between the course coordinator, the student representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital course evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.

Literature

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