Innovative 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, Belgium and Finland. This course will be a combination of online guest lectures in March 2027 and a trip to Amsterdam in the period: April 11th to April 17th 2027

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. Some of 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 organisations in the MICE sector in Amsterdam 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 (10-15 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 participate in the study trip to Amsterdam and registration is binding

Students will be able to get the trip financed by support from ERASMUS

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 in Amsterdam
• 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

Elective courses must total 20 ECTS credits of the total ECTS credits of the programme. It is possible to choose between 10 elective courses, which are described in detail in the following

The programme offers the opportunity to choose one elective course of 10 ECTS credits and two elective courses of 5 ECTS credits during the 4th semester

The selection of elective courses takes place by students consulting this elective course catalogue. Afterwards, students submit their preferred electives in a form sent out by the study administration. Students will receive this form via email.
Each student must indicate two preferences for 10 ECTS courses and three preferences for 5 ECTS courses. The student must choose the elective courses sometime in November. Students who have not submitted the form with their choices before the deadline will automatically be assigned elective courses
NOTE! It is not a first-come, first-served system; the allocation of elective courses will only begin after the deadline for submitting the form

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. Every effort will be made to ensure that students receive their 1st or 2nd choice whenever possible.
The program's Coordinator can be contacted for questions regarding course selection or the selection process: mije@zealand.dk
Most elective courses are taught in English as they include international exchange students. Therefore, some of the following course descriptions are in English. Three courses are offered in Danish, and their descriptions are provided in Danish