Meeting, Incentive, Conference and Exhibition Management

In recent years, the global business event sector has seen a significant growth, and one of the fastest growing sectors of tourism is MICE (Meeting, Incentive, Convention and Exhibition) tourism.

This form of tourism is predominantly associated with business travel and is exciting from an economic perspective, as MICE guests spend more money than ordinary holidaymakers. This makes it very interesting for many companies and destinations to focus on this particular form of travel. Therefore, the MICE sector offers strong career opportunities and by understanding the economic impact and strategic importance of B2B events, students will be prepared to enter a dynamic and expanding field with excellent job prospects.

This course is an international course in cooperation with business universities in The Netherland and Finland. The international students are here for one week and the course programme is concentrated to this week and a few online lectures with international teachers in the weeks before.

In the course we will explain the differences between B2C and B2B events and explore the potential of B2B events to drive economic growth and industry innovation. The specific aspects of meetings, incentives, conference and events will be discussed, including implications for tourism development, conference marketing, management of meetings and conferences, financial management, risk analysis, and trends in the industry.

We will visit some of the most important organisations in the MICE sector and invite key note speakers from the industry. The students will also be invited to critically reflect on how destinations make use of MICE as a development platform.

As this course is an international course, Zealand has only a limited number of spots (20-25 students). If the number of students who wish to take a course exceeds the maximum enrolment for the course, the study administration will allocate the spots.

To take this course you will have to be able to participated in all lectures from Sunday, March 8th until Saturday, March 14th (please note, that there will be teaching every day during the period, including Sunday and Saturday). Participating in a group presentation on Saturday, March 14th is also mandatory.

The student will have:
• Knowledge of the most important concepts that deal with MICE tourism
• Knowledge and understanding of the development and current trends in MICE tourism
• An understanding of the management processes in connection with MICE tourism The student will be able to:
• Apply relevant theories, models and tools in the development of MICE tourism
• Demonstrate specific insight into the management processes associated with MICE The student will be able to:
• Independently analyze and plan conferences and B2B events.
• Demonstrate analytical skills in MICE tourism and use these skills innovatively