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The MICE (Meetings, Incentives, Conferences and Exhibitions) industry is a major part of business life, and also a major source of income for business tourism destinations. The planning, organising and managing of MICE events is therefore an increasingly important industry. In this module, you will examine the nature and scope of the MICE industry from a national and international perspective. You will also learn how to develop management strategies for the effective planning and management of MICE events
This module considers the demand for and supply of MICE facilities and services both domestically and internationally. It establishes the service needs of buyers within the various market sectors, and examines how suppliers can meet these needs. Principles of event management are examined and used to identify appropriate management strategies for the successful planning, management and operation of MICE events.

LO1: analyse the supply of MICE facilities and services in a range of sectors of provision
LO2: analyse the demand for MICE facilities and services for the various market groups
LO3: appraise the suitability of the various providers for different market groups
LO4: evaluate the principal factors involved in planning and managing MICE events
LO5: determine appropriate management strategies for the planning, implementation, operation and control of MICE events