The objective of this course is to provide students an overview of the Meeting, Incentive, Convention, and Exhibition industry. It emphasizes on the advanced knowledge in planning, organizing, staging, marketing and management of conventions, meetings and exhibitions. Case studies and best practices will be emphasized in this course. Students will be able to advance their understanding of the importance of MICE in an integrated resort, formulating strategies in order to improve the MICE business after completing the module. In addition, analytical skills will also be emphasized in this course.

CILO-1: Examine and evaluate the theories and concepts in the context of the MICE concept. CILO-2: Describe the multifaceted MICE sector from small meetings to large exhibitions and trade shows, including the internal and external influences of venue and site selection. CILO-3: Apply the major actions and tasks needed to plan and stage MICE events within an integrated resort setting. CILO-4: Analyze and apply various MICE theories and concepts to IR development and to its practical application in the hospitality and tourism industry. CILO-5: Communicate and respond appropriately to the several stakeholders. CILO-6: Identify MICE development and management problems within the context of hospitality and tourism, and apply management knowledge and skills to solve the problems.