Module 3 Mice

A Strong Partner for Sustainable Development
Module
in
TRACK 103
Introduction to MICE (Meetings,

Incentives, Conventions, and
Events)
College of Business and Management

BSHM i
WPU-QSF-ACAD-82A Rev. 00 (09.15.20)

Module No. 3
MICE Planner, MICE Planning
And
MICE Management
2nd Semester 2020-2021
ii
Table of Contents (Chapter Contents, Page)
Title Page i
Table of Contents ii
Instructions to the User iii
Introduction iv
MODULE 3 1
Overview 1
Learning Outcomes 1
Pre-test 2
Lesson 7 4
Learning Outcomes 4
Time Allotment 4
Discussion 4
Exercises/Activities 12
Post-test 16
Lesson 8 17
Learning Outcomes 17
Time Allotment 17
Discussion 17
Post-test 34
Lesson 9 35
iii
Learning Outcomes 35
Time Allotment 35
Discussion 35
Post-Test 45
References 46
iv
INSTRUCTION TO THE USER
This module would provide you an educational experience while

independently accomplishing the task at your own pace or time. It aims as
well to ensure that learning is unhampered by health and other challenges. It
covers the topic about The Meaning and Importance of MICE and the key
players and their roles in the MICE industry.
Reminders in using this module:
1. Keep this material neat and intact.

2. Answer the pretest first to measure what you know and what to be
learned about the topic discussed in this module.
3. Accomplish the activities and exercises as aids and reinforcement for
better understanding of the lessons.
4. Answer the post-test to evaluate your learning.
5. Do not take pictures in any parts of this module nor post it to social
media platforms.
6. Value this module for your own learning by heartily and honestly
answering and doing the exercises and activities. Time and effort were
spent in the preparation in order that learning will still continue amidst
this Covid-19 pandemic.
7. Observe health protocols: wear mask, sanitize and maintain physical
distancing.
Hi! I’m Blue Bee, your WPU Mascot.
Welcome to Western Philippines University!
Shape your dreams with quality learning experience.
STAY SAFE AND HEALTHY!
v
Introduction
This course examines the principles of conceptualizing, planning, managing

and evaluating events, conferences, meetings, festivals and other such special
activities. Topics include the significance of conventions and events in tourism.
Lessons include discussions on event conceptualization, event design,
project/event management, methods of monitoring and evaluation, physical
requirements, organizing, promotions, sponsorships and handling the financial
aspects of such tasks. The students will give skills and knowledge to develop
business strategies to get MICE business and retain the clients, as well as to
identify, understand and overcome the intricate challenges of collective supplier
management and engagement. This is an integration course that applies all the
principles of management and foundation tourism courses.
Disclaimer: This Module is prepared for instructional purposes only. The

teacher does not claim ownership of this module but patterned the ideas from
different authors
vi
MODULE 2
The MICE Planner and Planning
OVERVIEW
Meeting planning is a sub-sector of corporate event planning, however it often

gets grouped together under the acronym M.I.C.E (Meetings, Incentives,
Conferences, Exhibitions), which brings together a number of industry sub-sectors
where the types of events are complimentary, share similarities, or are planned by
the same type of event planners.
This module covers the meaning, characteristics and responsibilities of a MICE

Planner, and processes of MICE planning.
LEARNING OUTCOMES
At the end of the chapter, you can:
1. explain the meaning of MICE Planner;

2. understand the characteristics of a successful MICE Planner;
3. explain the responsibilities of MICE Planners;
4. discuss the activities of MICE Planners;
5. discuss the role of MICE sponsor;
6. discuss the different steps in planning MICE;
7. explain the importance of goals and objectives in planning MICE;
8. differentiate fixed expenses with variable expenses;
9. discuss the factors to be considered in order to successfully market MICE.
10. define management;
11. explain the main functions of management
12. describe the steps to follow in choosing an organizational structure;
13. discuss the three types of plans which are essential for an event;
14. explain the importance of motivation in MICE management;
15. describe the different methods of communication;
16. discuss the communication process; and
17. describe the other management concepts that are relevant to MICE management.
1
PRE-TEST
Instructions:
• This Pre-Test contains 10 questions to test your knowledge of this lesson.

• Result of this test is confidential and will not be used as a basis of your work
performance.
Multiple Choice: Encircle the letter of the correct answer.
1. It determines the success of a meeting or convention.
a. Attendance
b. Post-Meeting Activities
c. Agenda
2. The following are the characteristics of a MICE planner except;
a. Organized
b. Persistent
c. Friendly
3. When choosing the meeting facility and the hotel, what should be the first
priority?
a. Location
b. Service
c. Budget
4. They are the responsible for determining whether or not there is a valid need
for the meeting.
a. Exhibitors
b. Planners
c. Sponsors
2
5. It is the structuring, balancing, and pacing of the program by combining
major topics and sub-topics, this also includes the theme and the agenda.
a. Program Design
b. Spousal Program
c. Hospitality Program
6. Those rare the expenses that fluctuates depending on the number of

attendees.
a. Budget
b. Variable Expenses
c. Fixed Expenses
7. It involves overseeing every aspect of the meeting or convention from the

registration until the last guests departs.
a. Evaluation
b. Management
c. On-Site Management
8. This must harmonize with the program design and budget for the meeting,
convention and exhibition.
a. Food and Beverage Function

b. Formulating Committees
c. Conceptualization
9. It is defined as getting things done through effective people and efficient

processes.
a. Management
b. Organizing
c. Planning
10. It is the ability to produce an original idea or thought through imagination.
a. Creating
b. Planning
c. Solving
3
LESSON 7
The Meaning and Characteristics of a MICE Planner
A. Learning Outcomes
At the end of the lesson, you can:
1. explain the meaning of a MICE planner;

2. understand the characteristics of successful MICE planners;
3. explain the responsibilities of MICE planners; and
4. discuss the following activities of MICE planners, which are:
a. pre-meeting activities;
b. on-site activities; and
c. post-meeting activities.
B. Time Allotment
3 hours
C. Discussion
Meaning of MICE Planner
Individuals or groups who sponsor meetings

usually appoint a single individual or committee to
coordinate the meeting. The person coordinating the
meeting is called several names — MICE planner,
meeting planner, meeting manager, coordinator,
meeting director, and professional congress organizer
(PCO).
Source: https://pinterest.com
4
Characteristics and Responsibilities of MICE Planners
MICE planners must possess strong administrative and leadership qualities. In a

study conducted by Strick and Montgomery the 10
personality characteristics of successful MICE
planners the following are :
1. Organized
2. Efficient
3. Responsive
4. Attentive
5. Intelligent
6. Prompt
7. Courteous
8. Hardworking
9. Friendly
10. Hospitable Source: https://attendstar.com
Majority of association and corporate meeting planners are between the ages of 35
and 55. More than 50 percent are women and 66 percent have a college education. Most of
them have more than four years of experience in the field.
Responsibilities of MICE Planners

In general, MICE planners are responsible for the following:
Pre-meeting Activities:
1. Plan the agenda of the meeting
2. Establish the objectives of the meeting
3. Predict the attendance
4. Set the budget of the meeting
5. Select the site of the meeting
6. Select the meeting facility
7. Select the hotel
8. Negotiate contracts
9. Plan exhibition
10. Prepare the exhibitor correspondence and packet
11. Create a marketing plan
12. Plan travel to and from the site
13. Arrange ground transportation
14. Organize shipping
15. Organize audiovisual needs
On-site Activities:
1. Conduct pre-event briefing
2. Prepare executive plan
3. Move people in/out
4. Troubleshoot
5. Approve invoices
5
Post-meeting Activities
1. Debrief
2. Evaluate
3. Provide recognition and appreciation
4. Arrange shipping
5. Plan for next year
These responsibilities may vary due to the nature of the association,

corporation, or group that the planner is representing. In general, the association
and corporate planners are responsible for all aspects of the meeting, including the
agenda, while the independent meeting planner may only be responsible y for certain
aspects of the meeting, such as site selection, agenda planning' budgetary, matters,
and negotiations.
Pre-meeting Activities
The Meeting Agenda
Before a MICE planner can start planning the meeting, he or she must know
why the meeting is being held. "Meetings and conventions are often held for several
reasons — training, problem-solving, brainstorming, planning, networking, team
building, etc. If the MICE planner is involved in the meeting agenda, he or she should
give advice with regard to the proper handling of specific types of meetings. For
example, if the group sponsoring the meeting want team building experiences, the
MICE planner will give advice on how this could be achieved through room setup,
education, and recreational activities.
Meeting Objectives
The meeting agenda provides the basis for the establishment of objectives. The
meeting objectives, in turn, will provide the groundwork for the budget, the site
selection, and the site facility.
Budget of the Meeting

Setting a budget for the meeting is a difficult task. It is successful if the MICE
planner is consulted before the budget is finalized. A working budget should be
established and used as a guideline in making decisions. The planner should be
consulted when changes in the budget are made. The budget should contain income
and expenditures as thoroughly as possible. Many MICE planners have lost their
clients or jobs because of their inability to hold the event within the established
budget. Hence, it is very important that every possible expenditure is included in the
budget before the event takes place. Income for a meeting, convention, or exposition
could include the following:
1. Registration fees
2. Exhibitor fees
3. Company or sponsoring organization money revenues
4. Advertising revenues
5. Revenues from the sale of educational materials
6. Event sponsor contributions
7. Registration fee interest
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8. Grants or contributions
Expenses for a meeting, convention or exposition could include the
following:
1. Meeting planner fees
2. Marketing expenses
3. Printing and copying expenses
4. Mailing
5. Shipping
6. Support supplies such as office supplies
7. Support staff
8. Audiovisual equipment
9. Signage
10. Speaker fees, honorarium, and expenses
11.Mementos for guest and attendees
12. Tours
13. Ground Transportation
14.Spousal programs
15.Food and beverage events
16.Gratuities
17.Interpreter
18.On-site personnel
19.Rental fees for meeting and exposition
Attendance
Attendance determines the success of a meeting or convention. To solicit
attendance, the MICE planner should develop a marketing plan. To develop a
marketing plan, the MICE planner must know what he or she and the sponsoring
organization are marketing and who the prospective attendees are. The work of the
MICE planner is easier if he or she has a list of attendees and has demographic,
psychographic, and historical data regarding past meeting participants. If the MICE
planner is not familiar with the potential attendees, that person should develop a
profile of them through discussions with the executive directors of the association or
corporation. The planner must develop questionnaires to determine the needs,
desires, and expectations of the group. These questionnaires should be administered
before the event.
The MICE planner should dine the marketing strategies that are best suited to
the target market. Successful marketing planners must understand their meetings
and should allocate enough time the importance of marketing and financial
resources to successfully market meetings.
Site, Meeting Facility, and Hotel Selection

The success of a meeting, convention, or exposition depends on the site and
facilities chosen. The selection of the site and meeting facility is based on the purpose
of the meeting. The services provided by the site as well as the personnel and
ambiance have a great influence on the attendees perception of the event. Factors
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that determine the desirability of the site include airport access, ground
transportation, number of meeting rooms and hotel rooms, as well as good services.
When selecting a host city, the following are the questions that should be
answered:
1. Have you used the site before?
2. Is the site easily accessible for the majority of your participants?
3. Does the geographic area lend itself to pre- and post-meeting or

conference excursions?
4. Is the ground transportation appropriate for the group?
5. What is the reputation of the site?
6. Is the climate acceptable to your participants?
7. Are there enough meeting spaces and sleeping rooms available to

accommodate your group during the desired period?
When choosing the meeting facility and the hotel, service is the first priority.
MICE planners must provide a level of service that makes the guests feel at home,
well cared for, and anxious to return Along with the service attitude of the staff, MICE
planners are also looking for a higher level of services for their special attendees —
the physically handicapped and those with special dietary needs.
Another important area to be considered is the ability to meet the needs of

their international attendees. The facilities, services, and amenities that have to be
provided are multilingual staff, easy exchange of currency, interpreters, international
codes and symbols on guest information and signage, and the ability to accommodate
special dietary considerations.
When choosing the meeting facilities, the specific questions to be asked are:
1. Have you stayed in the facility before?
2. What have you heard from other groups with regard to this facility?
3. Is the facility accessible from the airport?
4. Is the physical appearance appealing?
5. Is the facility kept in good repair?
6. What kind of first impression does the facility make?
7. Does the facility have the needed space available?
8. What are the number, size, and caliber of meeting rooms and guest rooms?
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9. Does the facility provide VIP accommodations?
10. Are nonsmoking rooms available?
11. Does the facility provide appropriate food and beverage services?
12. Does the facility provide appropriate recreational opportunities?
13. What time is check-in?
14. Can special arrangements he made for early check-in and late check-out?
15. Can special rates apply before the meeting and after the meeting in case
the participants would like to arrive early or stay late?
16. What are the check-in and check-out procedures?
17. Are staff members appropriately dressed, knowledgeable, and courteous?
18. Do. the facility provide the support staff the group will need to successfully
host the meeting, convention, or exposition?
19.Is the signage appropriate?
20. What is the proximity of the facility to shopping, dining, and

entertainment facilities?
21.1s the room rate appropriate for the group?
22 What kind of deposit is required?
23. What is the guarantee and cancellation policy?
24. What other groups will be on-site during your meeting?
25. What kind of room block will they provide?
26. Are the safety and security features working and up-to-date?
The person in charge of site selection should never sign a contract with a
facility unit after just one site visit. It is suggested that the MICE planner makes two
visits to the site-one announced and one unannounced. After the announced visit has
been successfully completed, the MICE planner should visit the site unannounced,
perhaps even using a different name. This visit will give the planner a view of how
guests are usually treated. After completing the two site visitations, the planner can
negotiate and sign the contract.
After the site has been selected, the actual meeting, conference, or exhibition
can be planned. A detailed agenda can be made which will include meeting rooms
and recreational activities. After this has been completed, the planner, together with
the sponsoring organization should implement their marketing strategy.
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In a corporate training meeting, the marketing may only be a flier or memo
discussing the time, date, place, arid agenda. If the event is a major convention
marketing starts one year before the event. In general, the convention is marketed in
the registration packet of the previous year's convention. The type of information
that should be included in the marketing piece should be dates, places, and a general
overview of the theme. As the dates for the meeting, convention, or exhibit
approaches, the marketing material should become more specific.
The MICE planner should also develop the exhibitor correspondence and
packet. The exhibitor correspondence should include the correspondence sent to the
registrants together with the information specific to the exhibition. The exhibitor
packet may be developed by the MICE planner or by the exhibition manager.
The last thing the MICE planner will be responsible for is to develop the final
blueprint for the actual meeting, convention, or exhibition. This blueprint is often
called the staging guide, staging book, planner's guide, planning book, or
coordinator's book or guide. This book provides step-by-step detail about everything
required for the event. It provides the MICE planner with all the pertinent
information during the event, thus allowing that person to check all room setups,
audiovisual needs, and so forth.
On-site Activities
The MICE planner should arrive at least one hour before the event in the case
of a single meeting. In case of a major convention or exposition, the MICE planner
should arrive several days before the event to oversee the move-in activities. During
the move-in process, the MICE planner will work closely with facility managers and
other individuals responsible for the successful execution of the event. The MICE
planner acts as the director of the move-in process and coordinates the functions of
these key individuals. When an event is sponsored by an association, the MICE
planner will work with the executive staff as well as the association members who
work with the executive staff and volunteer committees. Before the move-in, those
individuals involved should be trained in their respective roles. During the event,
communication lines should remain open between all key players. Open
communication is maintained through pre-convention meetings. Regardless of the
size of the event, there should always be a pre-event briefing meeting to ensure that
all the bases are covered. Pre-event briefing meetings, should include all responsible
individuals on the venue’s staff. These individuals could include the general manager,
salesperson, convention service manager, catering manager, chef front desk
manager, and room division manager. The sponsoring organization should be
represented by those individuals who have management responsibilities.
If the sponsoring organization is an association, those attending the meeting

could include the president, vice president, secretary, treasurer, and the association’s
professional staff.
10
During the pre-event briefing, ve taken the participants will brief each oth et
ken place since the event guide was wording the changes that have developed. Each
department head will discuss the arrangements he or she has made to service the
group.
After the pre-event briefing, the MICE planner and his or her staff Will
monitor all events to ensure that the needs of the attendees are being met. They for
managing all the people associated with the meeting to are also responsible be sure
that the plan is properly executed.
In or to execute the plan properly, it is necessary to have a thorough event

guide and maintain open lines of communication between the sponsoring
organization and the host venue. If the event lasts for more than one day; there
should be meetings at the start of each day to enable the sponsoring organization's
representative, the MICE planner, and the convention service ' coordinator to discuss
problems that may have arisen and review the changes made. No matter how
thorough a planner has been, there will be changes. The success of the event will
depend on the planner's ability t 1 to respond to these changes.
Another important function of the MICE planner is to approve all invoices. It

is the practice of host venues to present an invoice at the end of each major food and
beverage function. It is the responsibility of the planner to check the accuracy of these
invoices and to make the necessary changes, if any.
Post-meeting Activities
After the conclusion of the event, the MICE planner should hold a debriefing
session. This meeting should include all the persons present at the pre-event briefing.
The aim of the debriefing sessions is to allow all those involved to discuss openly their
perceptions about the meeting. At this time, the items of contention will be discussed
and resolved.
The MICE planner is also responsible for administering the evaluation. This
can be done in a number of ways. The sponsoring organization may place evaluation
information in every session so that it can evaluate the perception of the attendees
for each event. An evaluation form may also be placed in the registration packet of
the attendees, and attendees should be encouraged to complete the evaluation form
before they leave the site. The evaluation may also be mailed to the attendees once
they leave the meeting. A summary of the evaluation should be compiled and used in
the planning of future events.
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ACTIVITIES/EXERCISES
Activity 1
Direction: Develop a checklist of sites that would thoroughly examine potential

sites for your meeting, convention, or exhibit. (20points).
1. _______________________________
2. _______________________________
3._______________________________
4._______________________________
5. _______________________________
6._______________________________
7._______________________________
8._______________________________
9._______________________________
10.______________________________
Activity 2
Direction: Using your checklist choose 2 best site for your proposed event. Create a
SWOT analysis of the sites. (20points).
Strengths Weaknesses
12
Opportunities Threats
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RUBRIC (ESSAY)
POOR FAIR GOOD EXCELLENT

5 points 10 points 15 points 20 points
Introductory Poor Fair Good Excellent

paragraph
The introduction does The The The introduction is
not clearly state the introduction introduction very interesting,
topic, and/or no states the topic clearly states clearly states the
statement is present and includes a the topic and topic that will be
statement, but includes an developed in the
the content is adequate essay, and includes a
either flawed statement well-constructed
or does not that provides statement that
provide a a preview of provides a preview of
preview of the the main the main points of
main points of points of the the paper.
the essay. essay.
Content Poor Fair Good Excellent
The writer is unclear The writer The writer The author

about the topic he or shows an has a good demonstrates a
(Development she is writing about. understanding control of the superior
of Ideas) The discussion is not of the topic, topic he or understanding of the
focused. but some ideas she is writing topic he or she is
are not fully about. Main writing about. Main
developed. ideas are ideas are fully
adequately developed.
developed.
Conclusion Poor Fair Good Excellent
The essay does not The essay has The essay has The essay has a
contain a detailed a conclusion a detailed detailed conclusion
conclusion restating restating the conclusion restating the content
the content or main content or restating the or main points and
points. The essay ends main points. content or wrapped up the
with the reader The reader is main points. paper satisfactorily.
doubting the viewpoint not completely Little doubt is The reader is fully
of the author. The convinced as left in the convinced by the
meaning of the the conclusion reader's author's argument.
discussion is not clear. is not fully mind.
clear.
Organization
Poor Fair Good Excellent
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The paper lacks The paper, at Proper Excellent transitions
internal paragraph times, does not transitions and topic sentences
coherence. Some ideas flow smoothly are used. are used in the paper
do not relate to the from Every to guide readers
statement and/or a few paragraph to paragraph through the
paragraphs lack topic paragraph. A contains a progression of ideas.
sentences. few topic clear topic Readers can see how
sentences are sentence. one idea is developed
either general Ideas flow from the previous
or flawed. logically from one.
one
paragraph to
the next.
Language Poor Fair Good Excellent
The essay is not clear The essay is The essay is The essay is well-
and contains many mostly clear, written in a written. The
grammatical, spelling, but it contains clear, easily language is clear and
and/or sentence-level several accessible sophisticated.
errors. grammatical, form for the Grammar, spelling,
spelling, reader. It and sentence-level
and/or contains errors are minimal.
sentence-level some
errors. grammatical,
spelling,
and/or
sentence-
level errors.
Word Count Poor Fair Good Excellent
Less than 60 words Less than 80 Less than 120 160 words above
words words
15
POST-TEST
Instructions:
• This evaluation contains 10 questions to test your knowledge of this lesson.
• Write your answer on the given space.
• This test will be recorded as part of your written works.
TEST I. IDENTIFICATION: Identify the following that best completes the

statement or answers the question
____________1. The place where the meeting is held.
____________2. A list of items to be discussed at a meeting.
____________3. Activities held before the meeting.
____________4. The aim of the meeting.
____________5. An individual attending the meeting session.
_____________6. Procedure for guest arrivals and registration at hotels or

meetings.
____________7. An assembly or gathering of people for business, social, or

religious purpose.
____________8. Personal investigation of a facility.
____________9. An estimate of income and expenses.
____________10. Procedure for guest departure from hotels.
II. Enumerate the following:
11-18. Personality characteristics of a successful MICE planner.
19-20. Responsibilities of a MICE planner.
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LESSON 8
MICE Planning
1. describe the role of the MICE sponsor;

2. discuss the different steps in planning MICE;
3. explain the importance of goals and objectives in planning MICE;
4. differentiate fixed expenses with variable expenses; and
5. discuss the factors to be considered to be considered in order to successfully
market MICE
B. Time Allotment
5 hours (Week 2)
C. Discussion
Sponsors of MICE
Sponsors of MICE can be:
1. Associations
2. Corporations
3. Trade Unions
4. Independent companies who sponsor and operate trade shows
5. Religious groups
6. Theater and arts group
7. Social Organization
These organizations have varied reasons for sponsoring MICE. In the case of
Corporations, meetings may be designed to disseminate information, solve
problems, train people, or plan for the future. Associations may sponsor meetings
and exhibitions for purposes of networking, educating members, solving problems,
or generating revenue.
Sponsors of MICE are responsible for determining whether or not there is a

valid need for the meeting. After justifying the need for holding the meeting, the
sponsor must decide how to plan the meeting. Planning is often assigned to
individuals who have little knowledge on how to plan, organize, and execute
meetings. Thus, it is not surprising that meetings are poorly organized, and the
participants become disappointed. To avoid this problem, many sponsoring
organizations hire individuals who have formal training in MICE management.
17
In the case of exhibitions, sponsors either take the role of the exhibition
manager or find someone to fill the position. Exhibition managers can be employees
of an association or a show management company or they can be private
entrepreneurs who perform tasks such as the conceptualization and development of
trade shows. (Rutherford, p. 51)
The Process of MICE Planning

There are several steps to be followed in the process of MICE planning. These
are the following:
1. Establishing goals and objectives
2. Targeting the population
3. Designing the program
4. Creating a budget
5. Selecting a site
6. Negotiating contracts
7. Formulating committees
8. Establishing a marketing and promotion plan
9. Hiring sub-contractors
10. Designing food and beverage functions
The process continues on-site during the actual event. Activities include
move-in/move-out, implementing the plan, coordinating the various participants in
the event, and managing the overall meeting. Post-event Th activities include
evaluation, feedback, and planning for the future.
Goals and Objectives

The goals and objectives of MICE should be established by the sponsor, One
of the first responsibilities of a MICE planner is to meet with the sponsor of the event
in order to know the reasons for holding the meeting. The MICE planner should
understand whether the sponsor of the meeting or convention is interested in
providing an educational experience for the attendees, entertaining the attendees
and their families, boosting the morale of the attendees, solving a specific problem,
or a combination of these objectives. MICE objectives should be specific, measurable,
achievable, realistic, and timed (SMART).
Targeting the Population

After determining the goals and objectives, those involved in the planning
stage of the meeting, convention, and exhibition must determine who should attend.
In the case of exhibitions, the development of the exhibitor list, as well as the target
audience, must be considered. The sponsoring organization must attract exhibitors
to their exhibition. To do this, the sponsor should convince exhibitors that the show
will provide an excellent marketing opportunity for them. The sponsoring
organization should provide the exhibitor with a prospect-us outlining the proposed
audience, thus, allowing the exhibitor to determine whether or not the attendees are
their targeted audience. Targeting the population is very important to both meetings
and exhibitions.
Designing the Program

The program design is the structuring, balancing, and pacing of the program
by combining major topics and sub-topics, passive and active sessions, and serious
18
and fun presentations to provide professional and personal growth, and networking
opportunities for participants.
The program design should include the theme and the agenda of the meeting,
convention, and exhibition. In designing the theme for the meeting, convention, and
exhibition, planners should ensure that the theme should take into consideration the
needs of the audience, the objectives of the event, and should provide continuity.
(Jeurgens, pp. 9-10). For example, the theme for the Annual Convention of Tourism
Educators of Schools, Colleges and Universities (TESCU) held at the Traders Hotel
was "Innovating Tourism Education: Creating a Research Culture." Included in the
agenda were several resource speakers who spoke on the value of research in tourism
education, different research methodologies, as well as trends in tourism research.
Hospitality Programs/Spousal Programs

At present, conference attendees no longer use the conference as an excuse to
get away from their families. Now, they use the conference as an excuse to take a
mini-vacation with their families. The programs for guests of conference participants
are called hospitality programs or spousal programs. These programs are designed
to entertain the guests of the conference attendees. These programs usually have an
extensive itinerary that keeps the participants busy. Hospitality programs increase
attendance at conferences. They also increase revenue for the host property because
guests of attendees eat in the restaurant, shop in the stores, and use other services
offered by the host facility. For this reason, many host properties include in their bids
hospitality programs designed to entertain conference attendees and their guests. At
present, the wants and desires of hospitality program participants are different from
those of past participants. The addition of children as hospitality program
participants must be considered when planning hospitality programs. In addition to
the meeting planner and the association executives, the host property should take an
active role in the planning of a hospitality program.
Design of Hospitality Programs

The history of a group must be reviewed carefully before planning a hospitality
program. The program evaluations from previous years should be analyzed to
determine the likes and dislikes of the group.
After the historical review, the meeting planner and the host property the
participants to determine the likes and dislikes of the group, should survey p The
survey will include the following areas:
1. Hobbies
2. Sports they enjoy
3. Ages of the participants
4. Gender of the participants
A list of the local sites and attractions as well as the services provided by the
hotel should also be included. After reviewing the sites, attractions, and the host
property services, the participants should be surveyed to find out whether or not they
are interested in any of the suggested activities. After compiling this information, the
meeting planner and the host property can start planning a hospitality program.
In designing the program, meeting planners may use the services of

destination management companies who know the location of local sites and
attractions as well as their unique qualities. They are also familiar with all the local
19
contacts and are able to work as a liaison for the group in developing the hospitality
program.
Tour companies may also provide services for the meeting planner, such as
transportation, planned tours, theme parties, airport greetings, and staffing for the
hospitality room. The host property can provide service by helping meeting planners
contact local businesses that service conventions, meetings, and exhibitions.
The design of the program will vary from group to group. The program will
vary from year to year. Some components that do not vary are the hospitality suite,
planned social activities, food and beverage activities, and free time. The hospitality
suite provides a space for the participants to meet new friends, reacquaint themselves
with new friends, meet for tours, ask questions, or just to relax. The hospitality room
should be located near the meeting rooms to provide easy access to the attendees.
The hospitality suites are staffed by a host property employee, a volunteer from the
community, or a member of the association's local chapter. The attendant should
know the group's itinerary in order to provide important information about the local
community to the program participants.
Planned social activities for hospitality programs include the following:
1. Tours
2. Plays
3. Concerts
4. Sporting events
5. Tournaments
6. Guest speakers
7. Shopping trips
8. Demonstrations
9. Cooking lessons
10. Craft activities
11. Movies
These activities are chosen based on the interest of the group as well as the
budget for the hospitality program. Programs are financed in various ways. Some
groups pay for the program out of registration fees. Others get corporate
sponsorship. Another way is to have the participants pay the cost. Social activities
can also be financed by combining some of the above options.
Food and beverage take several forms in a hospitality program. Some groups
have a continental breakfast, afternoon tea, evening cocktails, and late-night snacks
all served in the hospitality suite. Others may just provide soda and coffee. The
degree of service depends on the funding of the program.
Although a hospitality program should be structured, there should be free

time built into the program. The free time enables the participants to sightsee, relax,
or visit friends, In addition, it enables the attendees to fully enjoy their free time by
having information already provided with regards to major attractions, prices for the
activities, and transportation options to and from activities.
20
Children's programs are another area that hospitality programs should
consider. Children's programs are designed to entertain the young guests of co
program participants. These programs can be elaborate such as providing whole day
activities in the form of day camps or they can be simple such as a trip to the zoo.
Programs can be designed to include both parents and children or they can be
designed to entertain children while their parents attend their social functions. The
inclusion of children's programs is becoming popular with several groups. Individual
or group babysitting is usually provided through the hospitality program. If the
hospitality program does not provide babysitting services, many host properties offer
babysitting services for a fee.
Once the program is developed, the itinerary must be marketed properly to

ensure adequate participation. This usually requires at least two mailings of the
itinerary and several brochures describing the events to the program participants.
The host property should make sure that a full-color brochure of their property and
a detailed description of all their amenities are included in the first mailing.
Marketing of the hospitality program must continue on-site as soon as the

guests arrive. This can be done through posters in the lobby, brochures, and
itineraries being placed in the registration packet and fliers strategically placed in the
host property. If the host property has a television information system that shows the
conference agenda, the itinerary of the hospitality program should be included in the
daily calendar.
Servicing the participants require careful attention. The primay goal of r the
hospitality program is to make the participants feel comfortable, well cared for, and
anxious to return.
Budget
According to P.C. Dotson, a budget is an estimate of income and expenses and
a plan to adjust the anticipated expenses to the expected income. Overall budget
figures are usually provided by the sponsoring organization, but specific guidelines
are normally obtained from previous conferences, meetings, or exhibitions budgets.
A budget includes fixed expenses, variable expenses, and sources of revenue.

Fixed expenses are not dependent on the number of attendees. Examples of fixed
expenses are administrative fees, postage and printing, advertising and promotion,
staff travel, speaker fees, and contracts with certain suppliers such as audiovisual
firms.
Variable expenses are those that fluctuate depending on the number of

attendees. Examples are food and beverage, hospitability programs, exhibition
expenses, guest rooms, gratuities, registration materials, printed materials such as
programs, proceedings and hand-outs, support personnel, and evaluation materials.
After determining the expenses, sources of revenue to support the activities

must be developed. Registration fees to support the activities must be developed.
Registration fees are the most constant source of income for conferences. Other
sources of revenue are advertising, educational material from the event, sponsorship,
grants, company funding, and funding provided by the sponsoring organization or
21
company. It would be impossible to host a meeting, convention, and exhibition
without these sources.
Site Selection
The site selection process is a significant activity of the sponsoring
organization. The site is very important for the success of the event. Convenience and
cost are very important in site selection (Conlin p. 15).
In site selection, the planner must first determine the aims of the meeting,
convention, and exhibition. A meeting plan of format is formulated based on the
aims. Thus, a group prospectus is made to help the MICE planner to know the
physical requirements for the meeting, convention, and exhibition.
The MICE planner should bring a checklist during the site selection. The
checklist includes the following areas: sleeping rooms, meeting and exhibition space,
transportation (airport and ground), food and beverage, recreation (on-site and local
attractions), and services.
The MICE planner should determine the following when he or she reviews the
sleeping rooms. These are the number of available rooms, types of rooms, quality of
furnishings, security of the rooms and corridors, accessibility for handicapped
persons, quality of lighting for reading, and adequacy of work surfaces. the meeting
rooms.
The following should be determined in reviewing These are the number,

shape, and size of rooms, quality of furnishings, lighting, accessibility of audiovisual
equipment, and suitability for exhibits. The following should be determined during
the inspection of accessibility: limitations placed on move-in and move-out activities,
utilities, policies regarding storage, and exclusivity of sub-contractors.
Room Setup and Layout

In order to meet the requirements of clients, it is important that the venue has
the necessary amount of space and the proper type of space to service the conferences
or meetings. The capacity of meeting room space is affected by a number of factors
such as the number of attendees, the physical configuration of the room, as well as
the audiovisual requirements needed.
The following are the different kinds of room setups:
1. Theater or auditorium setup - it is the most functional seating

arrangement especially when the meeting involves a large group of
participants. It involves placing chairs in rows, either straight or in a
semicircle. Chairs should be placed 4 to 6 inches apart, with approximately 2
1/ 2 feet from the back of one chair to the front of the chair behind it. This
setup is suitable for lecture-type meetings. The main advantage is it can
accommodate large groups of participants. The disadvantages are it is difficult
for note-taking and there is poor visibility from the back of the room.
22
Source: https://sessionlab.com
2. Schoolroom or classroom setup - it is conductive to participants taking

notes, reading materials, or working on projects. It is suitable for small
lectures and workshops where note-taking is required. Its advantages are it
uses a large amount of space per person, and it is good for note-taking. Its
disadvantage is it has poor visibility from the back of the room.
Classroom and V-shaped Classroom style
3. Hollow square, U-shape, and the herringbone layout-these setups are

suitable for board meetings, management meetings, and small group
discussions. The main advantage is they encourage discussion and interaction
among participants. The disadvantages are they use a large amount of space
per person, and the use of audiovisuals may be difficult.
23
T-shape
4. Banquet or round table layout - this layout is suitable for banquets, seminars,
and round table discussions. The advantages are it can be used when meetings
break up into smaller discussion groups without participants having to
exchange rooms, and it can accommodate food and beverage service
comfortably. The disadvantages are it uses a large amount of space per person,
and the use of audiovisuals may be difficult
24
Hiring Sub-contractors - Technical Transportation

Because a large part of its budget is allotted to transportation, there are two
issues that need to be considered. First, the planner should determine how to
transport the participants to the host city where the meeting is to be held. Second,
the planner should determine how to transport them from one place to another
25
within the host city. The planner must also determine how to transfer the exhibit
materials, office supplies, and registration materials to the exhibit site.
At present, majority of individuals who attend meetings, conventions, and

exhibitions either fly or drive. Participants who take the airplane should be able to
travel from the airport to the host facility in an efficient and safe manner. Attendees
who drive should be given city maps, hotel maps, and street signs that are detailed,
accurate, and clear so that they will not get lost. The MICE planner should examine
all possible means of transportation such as airport shuttles, taxis, city buses, and car
rentals.
A ground services operator may be contacted if the program design requires

transporting attendees from one facility to another during the conference. A ground
services operator is a company or person in a destination city that provides local
transportation and other travel needs. They transport attendees to special events that
are held far from the host city.
The MICE planner should give special care to attendees with special needs
such as the older attendees, those traveling with small children, and the handicapped
attendees.
The MICE planner should also consider the service attitude of individuals who
will be interacting with the attendees.
During the site selection process, the MICE planner should examine the ability
of the host city and property to provide services and facilities for leisure time
activities. According to J. Conlin, golf, free time, tennis, and tours are the four main
leisure activities which are important for the success of MICE.
Negotiations and Contracts

After the site selection, the negotiation of price and services will start.
Negotiations are held between the representative of the host property and the
sponsoring organization. Examples of negotiable areas are sleeping rooms, function
space, safety, security, accessibility, food and beverage, renovation and construction,
contingencies, restrictions, and cancellations.
A contract is written and signed after the negotiations have concluded. A
contract is a legal document that explains the responsibilities of the concerned
parties.
Formulating Committees
The formulation of committees is essential in sponsoring a meeting,
convention, or exhibition. Each committee must have its own aims. If a professional
association is the sponsor of the conference, the association is authorized by its
26
constitution to form a committee that will plan, organize, and operate the conference.
Each committee should have a chairman.
Marketing and Promotion

The following should be determined in order to ensure a successful
conference:
1. Know the number of break-even attendance
2. Establish a marketing plan
3. Establish a timetable
4. Carry out the program
5. Appraise the program
The first step in the marketing procedure is to know the break-even

attendance. The break-even attendance is the minimum number of attendees who
have paid for the conference. This is done to avoid losing money. The minimum
number of attendees must generate enough revenue to pay for the expenses. To
determine this number, the sponsors must know their budget.
A marketing plan must be established after determining the break-even
figures. A marketing plan is a written record of the marketing activities of an
organization with regard to a particular meeting, convention, and exhibition.
It consists of the aims of the marketing and promotion of the conference,
target market, and the marketing strategies to be used.
A timetable must be made after the marketing plan has been developed.
According to P.C. Watson, all significant information with regard to registration,
transportation, housing, seminars, etc. should be sent six to eight weeks before the
meeting, convention, and exhibition.
Food and Beverage Functions

The food and beverage functions must harmonize with the program design
and budget for the meeting, convention, and exhibition. The sponsor is responsible
for the following:
1. Ascertain the number of food and beverage functions needed for the
conference
2. Ascertain the kind of food and beverage functions needed for the conference
3. Guide on the cuisine
4. Determine the number of attendees
5. Establish a system for record-keeping
The sponsor must keep in mind the overall budget when he or she decides on
the number of food and beverage functions that will be included in a meeting,
convention, and exhibition.
After deciding on the number of food and beverage functions, the kind of
function should be determined. There are several ways of providing food and drink
to the participants. These are:
27
1. Breakfast 6. Hospitality suites
2. Lunch 7. Theme parties
3. Dinner 8. Late-night suppers
4. Refreshment breaks 9. Recreational activities
5. Reception
In choosing the cuisine for a meeting or convention, the MICE planner should
know the desires of the attendees. Although there is a toward lighter menu choices,
there are still some attendees who prefer heavier food. The planner, therefore, must
know his or her group and choose menus accordingly.
Once the MICE planner has determined the number, type, and cuisine for the
food and beverage functions, attendance figures must be established. Because food
and beverage functions are very expensive, the sponsoring organization and the
MICE planner must give special attention to the number of guarantees. According to
C. Price, a guarantee is the minimum number of meals to be served and will have to
be paid for. Host properties generally require 24 to 48 hours advanced minimum
guaranteed number of attendees. This allows both the planner and the host property
to operate within a margin of safety.
The area to be considered in food and beverage is record-keeping. There are
many ways of ascertaining the number of people served at food and beverage
functions. The most common methods are head count, ticket count, plate count, and
food consumed.
Food and beverage play a vital role in the overall success of the meeting,
convention, and exhibition. Hence, it is necessary that the MICE planner works
closely with the food and beverage department of the host facility to ensure that plans
are accurately made, and that the execution of these plans is efficiently done.
On-site Management
On-site management involves overseeing every aspect of the meeting or
convention from the time the registration table opens until the last guest departs. For
large meetings that last several days, one person cannot attend every activity. Thus,
the planner and sponsor should have a good working relationship with the site staff
and suppliers to be sure that ever activity is carried out on the scheduled time.
The planner should arrive a few days before the event to meet with the hotel
staff, suppliers, personnel, and other key individuals. This meeting allows all parties
to understand their needs during pre-convention g the event. C. Price recommends
that the pre-convention meeting should include each department that has specific
responsibilities during the meeting, such as the front desk, accounting, security,
electrician, and bell staff. In addition, the hotel sales manager, the convention
services manager, and the general manager should also attend the meeting.
28
The planner should make sure that all employees are at their assigned areas,
pick up messages regularly from the staff office, and maintain regular served
communication with the suppliers and personnel.
The planner must also monitor the on-site attendance. It is important 'fanner
to know how many people attend each function. Attendance figures should be
recorded on a form prepared for this purpose. After the convention, the planner and
the sponsor can use the attendance results to plan for next year's There meeting or
convention.
The planner should also conduct a post-conference meeting to evaluate the

meeting — its strengths and weaknesses. Other important post-meeting activities
include writing thank-you notes, reviewing and paying bills, tipping, and gift-giving.
Evaluation
A meeting has to be evaluated in order to ascertain whether the goals that were
established during the conceptualization phase were realized.
There are several ways of evaluating meetings. Smaller meetings can be

evaluated through informal methods. Comment cards and informal conversations
with the planner can be used to obtain general feedback. After the meeting, the
sponsor or planner may contact some attendees and ask their impressions of the
event. Another method is a focus group which may give suggestions for
improvement.
Formal methods such as questionnaires or surveys are other ways of

evaluating the meeting or convention. Questionnaires should be short and easy to
understand. To increase the return rate, questionnaires should be designed in such a
way that it can be easily and quickly completed. Thorough evaluation rice makes poor
programs good and good programs excellent (Jeurgens, 2000).
29
ACTIVITY/EXERCISE
Activity 3
Direction: Plan for an event you want to organize. Using the processes of MICE
planning create the following: (50 points)
Event Theme: ______________________________________________
Establish Goals and Objectives:

_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
Target the Population:
_________________________________________________________
_________________________________________________________
Program Design:
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
Proposed Budget:
_________________________________________________________
_________________________________________________________
Site Selection: ______________________________________________
30
Site Photo
Event Set-up/ Layout
31
RUBRIC


paragraph
the essay. essay.

developed.
clear.
Organization
32
one
paragraph to
the next.
sentence-level some
spelling,
and/or
sentence-
level errors.
words words
33
POST-TEST
Instructions:

___________1. Costs that remain the same regardless of the number of attendees.
___________2. Bargaining or discussing with the aim toward reaching an
agreement.
___________3. An estimate of income and expenses.
___________4. Expenses that fluctuate depending on the number of attendees.
___________5. Choosing a venue for a meeting or convention.
___________6. A minimum number of paying attendees the event must have in
Order not to loose money.
___________7. A meeting that takes place before the convention.
___________8. Formulating ideas based on observation and experience.
___________9. A written blueprint of an organization’s marketing activities
Regarding a particular meeting or convention.
___________10. A group of people chosen to perform a specific service.
11-20. Steps to be followed in MICE planning.
34
LESSON 9
MICE Management
1. define management;
2. explain the main functions of management
3. describe the steps to follow in choosing an organizational structure;
4. discuss the three types of plans which are essential for an event;
5. explain the importance of motivation in MICE management;
6. describe the different methods of communication;
7. discuss the communication process;
8. clarify the importance of creativity in MICE management;
9. explain the different steps in problem-solving
10. describe the other management concepts that are relevant to MICE
management; and
11. discuss the different steps in resolving crises.
B. Time Allotment
5 hours (Week 2)
C. Discussion
Meaning of Management
The dictionary defines management as getting things done through effective

people and efficient processes. Peter F. Drucker defines a manager as “ one who has
the task of creating a true whole that is larger than the sum of its parts; a production
entity that turns out more than the sum of the resources put into it.”
Good management is the key to a successful MICE organization. The practical

implementation of sound organizational and individual management principles and
practices is vital to effectiveness.
Main Functions of Management
In studying management, it is important to examine its principles °I functions

that are very relevant to organizing events. The following are main functions:
35
1. Organizing
2. Planning
3. Motivating
4. Communicating
5. Creating
6. Controlling
7. Problem-solving
Organizing
Organizing is the process of determining the special activities to be

accomplished toward the end objectives; the gathering of these activities into
relevant structures and the allocation of the achievement of objectives through these
activities to the appropriate groups or individuals.
Organization is the way in which ideals and aims are turned into reality. The
focus of any organization must be to achieve the necessary action through its
personnel. There are several steps to follow M choosing an organizational structure
for an event.
1. Define the aims and objectives of the project
2. Analyze the background situation in which the event has to be achieved
3. List all the tasks to be undertaken
4. Great' together all related tasks
5. Establish links between these groups of tasks ,
6.Establish an understanding of respective roles for all those involved
7. Identify possible communication lines between various groups
Having chosen the organizational layout the various tasks should be allocated
to each section. Nothing should be left unassigned. The size of the structure will
depend on the level, complexity, and nature of the event. The structure may be
formulated in a chart. A large event may require a more detailed chart. Examples of
a simple organizational structure and a more complex organizational structure are
shown in Figures 5.1 and 5.2.
After establishing the overall structure for the event, specify detailed task for
each individual or group involved (Figure 5.2). Explain the responsibility of each
individual and make clear how it relates to others. Th process of allocating tasks will
36
be needed for every organizing group as well: f or every subcommittee and each staff
member.
Main Committee
Transport Finance Technical
Publicity Accommodation
Main Committee
Finance Executive
Committee Committee
Transport Publicity Accommodation Technical
Guest Media Venue Venue
Spectators Promotion Guest Rules
Participants Advertising Participants Emergencies
37
Planning
Planning is the process of setting goals and deciding on the approach to

achieve them. Careful planning is essential to successful events Things do not happen
by accident; they are produced by effective planning. Careful planning is vital because
it decreases uncertainty, eliminates wasteful effort, and produces unity of purpose.
There are three types of plans which should be produced for an event.
1. Strategic plans direct an organization toward its overall objectives and

consider the major influences—political, economic, environmental, etc.
2. Specific plans are designed to achieve specific objectives such as budget

estimates, resource production, and promotion plans.
3. Administrative, organizational, and structural plans explain how the

objectives will be achieved.
Motivating
In any demanding work situation, it is important to keep the staff motivated

and interested. Special effort is necessary to keep motivation high because events
demand an extraordinary commitment from every individual concerned.
The MICE leader should know how to motivate his or her employees. The
MICE leader should try his or her best to fulfill their individual and group needs. A
good example of motivation is public recognition, especially in a local event. Giving
small rewards such as free meals and free t-shirts help motivate people and increase
their productivity.
Communicating
Communication is “the giving, receiving exchange of information so that the

material communicated is completely understood by everyone concerned and that
appropriate action follows (Watt• p. 59)." Effective communication is necessary to
produce good coordination and efficient organization.
The following are the aims of communication:
1. To transmit a message
2. To have the message accepted
3. To guarantee understanding
4. To attain correct action
5. To give and receive information
38
If these objectives are not achieved, maybe the message is not effective. For
events, it vital that necessary actions are completed to implement the event. There
are several methods of communication, namely verbal communication, visual
communication, and electronic communication.
Verbal communication is important but should not be overused. Nonverbal

communication consists of body gestures, facial expression, eye-contact, and
personal appearance. If used appropriately, it can help bring about good
relationships. Written communication is the most common in MICE management,
but it is often used ineffectively. Paperwork should be minimized because it is time-
consuming to read and write. Visual communication is becoming popular. Videos are
used for product promotion and staff training.
An effective logo communicates a message and helps in the success of an

event. Visual communication also helps to generate and retain interest among the
staff members. Electronic communication is the most modern method of
communication. Examples are computers, email, Internet, fax, and mobile phones.
They are very beneficial to MICE management because events often take place in a
big location or in several locations that are far apart.
After selecting the method of communications, effective lines of

communication must be established within an organization. They may be formal or
informal. When information is transferred, it should result in correct understanding
and appropriate action. Thus, the information should be clear, concise, courteous,
correct, complete, and correctly directed.
Creating
Creating is the ability to produce an original idea or thought through the use
of imagination. A good MICE manager should be equipped innovative thinking skills
that will help create an interesting event based the needs of the client. lie or she
should be able to link together suitable id, to achieve the objectives in an innovative
and encouraging manner.
Controlling
Controlling is monitoring the performance of systems and resources. Control
is a management function which checks whether what is supposed to happen is
happening or is going to happen. It is a vital part of MICE management because it is
necessary for things to actually happen, not just promised to happen. Control
systems must be established in the planning stages of an event to find out if the
objectives are achieved within the prescribed timetable. The following are the four
stages of effective control:
1. Plan what you intend to do
2. Measure what has been done
3. Compare achievements with the blueprint
4. Take action to correct anything that is not as it should be
Problem-solving
Problem-solving is an important skill for people who are working on events.
Problems will always exist. A positive, innovative thinker is needed to solve them.
Problem-solving has different stages, namely:
39
1. obtain the facts;
2. specify the objectives;
3. identify the problem;
4. formulate alternative solutions;
5. select the best solutions;
6. put the selected solution into practice;
7. continue making observations to make sure that the chosen solution
works; and
8. select a new solution or adjust any corrective action or go back to step 1.
Other Management Concepts

There are other management concepts that are relevant to MICE
management. These are decision-making, team building, delegation, leadership, staff
appraisal and training, authority, responsibility of power, and crisis management.
Decision-making
Decision-making is an important part of management in any kind of
organization. Decision-making involves the assessment and implementation of
possible strategies. In an event, it is better to use democratic decision-making and
involve as many people as possible. It is advisable to use the collective knowledge of
the group in order to arrive at the correct decision.
Team Building
Team building is the ability of an organized group of people to work together.
A good MICE manager should exert effort to build his or her team. Unity of purpose
and cooperation are necessary to attain success in MICE management. Formal
training, informal meetings, group decision-making, and the involvement of the staff
(paid or volunteers) will help build an effective team.
Delegation
Delegation means giving people something to do which they are capable of
achieving. Delegation is an important management activity and is-essential to the
success of any event. Delegation is not dumping all the boring and difficult tasks on
people. Delegation is designed to attain success by using everyone's time, expertise,
and effort to the best advantage. Motivation, commitment, and the opportunity to
accomplish real tasks are the result of delegation. It is important to select tasks that
will provide individuals with some challenge and a sense of achievement when they
are completed. The team leader should be aware of the capacity and willingness of
the individual or group to handle the task being delegated. He or she should delegate
only to do those who are competent and capable of accomplishing the task. Clear
instructions should be given on how the task is to be done. During the delegation
process, the MICE manager should ask for progress reports and check them
regularly.
Leadership
According to D.C. Watt, leadership is an interpersonal influence Leadership
exercised in a situation and directed through the communication process toward the
attainment of a specific goal or goals. To be successful, an event needs a leader who
is productive and capable of influencing or inspiring a large number of people.
40
Staff Appraisal and Training
Staff appraisal is an evaluation of the accomplishment, strengths, and
weakness of the employees in order to improve their performance and commitment
to duty. Staff training is necessary for MICE management. It is advantageous to
employees and skillful and highly trained personnel, whether paid or voluntary.
There are two kinds of training for event employees:
1. Desirable training, which improves personal skills such as decision-making
and creativity
2. Essential training, which makes sure that personnel are aware of legal
requirements such as health and safety legislation and can perform word
processing and computing tasks
Staff training will help improve the quality of the event and enable it to be
carried out more efficiently and effectively.
Authority, Responsibility, and Power

The management of the event must make it clear where the authority,
responsibility, and power lie. It is important that every individual knows where he or
she stands so that he or she will not be tempted to underplay or overplay his or her
role. For every decision, someone must take responsibility, and everyone must know
who that person is.
Crisis Management
In general, crises happen during an event. MICE planners must be skillful in
managing crises. An efficient MICE manager must be able to control crises in an
effective manner. The employees must be ready to apply suitable solutions to the
crises. The following are different ways to control crises:
1. Examine the crisis in a pleasant way
2. Re-assess the aims or goals
3. Analyze the potential solution
4. Study the effects of many solutions
5. Choose the most appropriate courses of action
6. Carry out the best activity
7. Undertake follow-ups to prevent unnecessary reputation
41
ACTIVITY/EXERCISE
Activity 1
Draft an organizational chart of your MICE organization.

Evaluate the chart and answer the following questions:
a. What can be done to the chart to increase employee retention?
b. What are the promotional and growth opportunities for

employees based on the chart.
42
RUBRIC


paragraph
the essay. essay.

developed.
clear.
Organization
43
one
paragraph to
the next.
sentence-level some
spelling,
and/or
sentence-
level errors.
words words
44
POST-TEST
Instructions:

___________1. The process of determining the activities to be accomplished
toward the end objectives.
___________2. Getting things done through effective people and efficient
processes.
___________3. Plan that direct the organization toward its overall objectives.
___________4. The ability of an organized group of people to work together.
___________5. The assessment of the performance, strengths, and weaknesses of
the personnel to improve their work.
___________6. The ability to handle crises.
___________7. The processes of setting goals and objectives and deciding on the
best approach to achieve them.
___________8. Giving people something to do that they are capable of doing.
___________9. Plans that are intended to achieve specific objectives.
___________10. The process of monitoring the performance of systems and
resources.
11-17. The Main function of management.
18-20. Types of plans.
45
References:
Cruz, Zenaida L.; 2020; Introduction to Meetings, Incentives, Conferences and

Events Management (MICE)
MICE Industry, Venue Set-up and Layout http://sessionlab.com
46
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All personal information collected will be stored in a service location and only authorized
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Student’s Information
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47
Vision 2020
WPU: the leading knowledge center for sustainable
development of West Philippines and beyond.
Mission
WPU commits to develop quality human resource and green
technologies for a dynamic economy and sustainable
development through relevant instruction,
research and extension services.
Core Values (3CT)

Culture of Excellence
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A Strong Partner for Sustainable Development

Introduction to MICE (Meetings,

College of Business and Management

WPU-QSF-ACAD-82A Rev. 00 (09.15.20)

MICE Planner, MICE Planning

2nd Semester 2020-2021

Instructions to the User iii

This module would provide you an educational experience while

Reminders in using this module:

1. Keep this material neat and intact.

Hi! I’m Blue Bee, your WPU Mascot.

Welcome to Western Philippines University!

Shape your dreams with quality learning experience.

STAY SAFE AND HEALTHY!

This course examines the principles of conceptualizing, planning, managing

Disclaimer: This Module is prepared for instructional purposes only. The

Meeting planning is a sub-sector of corporate event planning, however it often

This module covers the meaning, characteristics and responsibilities of a MICE

At the end of the chapter, you can:

1. explain the meaning of MICE Planner;

• This Pre-Test contains 10 questions to test your knowledge of this lesson.

Multiple Choice: Encircle the letter of the correct answer.

1. It determines the success of a meeting or convention.

2. The following are the characteristics of a MICE planner except;

6. Those rare the expenses that fluctuates depending on the number of

7. It involves overseeing every aspect of the meeting or convention from the

a. Food and Beverage Function

9. It is defined as getting things done through effective people and efficient

10. It is the ability to produce an original idea or thought through imagination.

At the end of the lesson, you can:

1. explain the meaning of a MICE planner;

Meaning of MICE Planner

Individuals or groups who sponsor meetings

MICE planners must possess strong administrative and leadership qualities. In a

Responsibilities of MICE Planners

These responsibilities may vary due to the nature of the association,

Budget of the Meeting

Site, Meeting Facility, and Hotel Selection

1. Have you used the site before?

2. Is the site easily accessible for the majority of your participants?

3. Does the geographic area lend itself to pre- and post-meeting or

4. Is the ground transportation appropriate for the group?

5. What is the reputation of the site?

6. Is the climate acceptable to your participants?

7. Are there enough meeting spaces and sleeping rooms available to

Another important area to be considered is the ability to meet the needs of

1. Have you stayed in the facility before?

3. Is the facility accessible from the airport?

4. Is the physical appearance appealing?

5. Is the facility kept in good repair?

6. What kind of first impression does the facility make?

7. Does the facility have the needed space available?

10. Are nonsmoking rooms available?

12. Does the facility provide appropriate recreational opportunities?

13. What time is check-in?

16. What are the check-in and check-out procedures?

17. Are staff members appropriately dressed, knowledgeable, and courteous?

19.Is the signage appropriate?

20. What is the proximity of the facility to shopping, dining, and

21.1s the room rate appropriate for the group?

22 What kind of deposit is required?

23. What is the guarantee and cancellation policy?

24. What other groups will be on-site during your meeting?