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Level 4 Diploma in Tourism and Hospitality Management

Characteristics of MICE Segments

THM405 · Events Management — Week 7 of 16

CourseTHM405
Week7 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Characteristics of MICE Segments

  1. Corporate meetings and board retreats
  2. Incentive travel schemes and motivational drivers
  3. Association conferences and congresses
  4. Trade exhibitions and consumer expos

What you will be able to do

  • 3.2 Describe the characteristics of each element of the Meetings, Incentives, Conferences & Exhibitions (MICE) sector.

Activity

Seminar, guided reading and a short written task: describe the characteristics of each element of the Meetings, Incentives, Conferences & Exhibitions (MICE) sector.

Study materials

Videos

  • What Is MICE Tourism? | Investigating The Business Tourism Industry · YouTube · Dr Hayley Stainton | Tourism Teacher · 9 min · for registered students
  • The Business Tourism Industry | Business Travel Explained · YouTube · Dr Hayley Stainton | Tourism Teacher · 9 min · for registered students

Further resources

  • All Are Welcome: An Introduction to the Hospitality Industry, ch. 8: Meetings and Small Events · Reading · Libretexts, textbook chapter · for registered students
  • Tourism: The International Business (Mill, 2010), ch. 2: Who is the tourist? · PDF · Other, textbook chapter; pp. 39–57 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 6Midterm
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Course plan
  • Week 1: Classification and Scale of Events
  • Week 2: Interrelationships in the Visitor Economy
  • Week 3: Event Typologies in Tourism and Hospitality
  • Week 4: Event Venue Evaluation and Selection
  • Week 5: Commercial Benefits of Staging Events
  • Week 6: The MICE Industry Ecosystem
  • Week 7: Characteristics of MICE Segments
  • Midterm: Midterm evaluation
  • Week 9: External Drivers and Trends in MICE
  • Week 10: Destination Impacts of Events
  • Week 11: Managing and Mitigating Event Impacts
  • Week 12: Applying Events Management in practice: case studies
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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