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

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.

Course description for study year 2021-2022





Vekting (SP)


Semester undervisningsstart


Antall semestre






Tilbys av

Faculty of Social Sciences, Norwegian School of Hotel Management

Learning outcome

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


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


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
  • 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
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
Eksamen / vurdering

Course portfolio and quizzes

Vurderingsform Vekting Varighet Karakter Hjelpemiddel
Course portfolio 3/5 A - F
Quizzes 2/5 A - F

The Course Portfolio will encompass two sections - including two case study exercises and a term paper submitted individually that totals 100% 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. The Course Portfolio is assigned before the last Zoom class.

Coursework requirements
Both quizzes are required to sit for the Course Portfolio. Quiz dates are assigned during the first Zoom class.
Course teacher(s)
Course teacher: Mona Anita Kristiansen Olsen
Head of Department: Morten Heide
Course coordinator: Trude Furunes
Method of work
This course will be delivered online in a hybrid format including both synchronous (five live sessions on Zoom) and asynchronous instruction (on Canvas). 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. Camera and microphone are required for the live sessions on Zoom. 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 at The University of Stavanger.
The syllabus can be found in Leganto