INTRODUCTION TO MEETINGS,

INCENTIVES, CONFERENCES
AND EVENTS MANAGEMENTS
(MICE )

Module 3. Monitoring & Evaluating Events

Glenna B. Nuñez
1|Page Joy Mae S. Laciste
 Course Overview

Course No. HPC 204/TPC 204

Course Code
Descriptive Title HPC/ TPC 204- INTRODUCTION TO MEETINGS, INCENTIVES,
CONFERENCES AND EVENTS MANAGEMENTS ( MICE )
Credit Units 3 units
School Year / Term 2ND Semester, 2022 – 2023
Mode of Delivery Modular
Name of GLENNA B. NUNEZ/ JOY MAE S. LACISTE
Instructor/Professor
Course Description This course examines the principles of conceptualizing planning,
managing and evaluation events, conferences, meetings, festivals,
and other such special activities. Topics include the significance
of conventions and events in tourism. Lessons include discussions
on conceptualizations, event design, project/event management,
methods of monitoring and evaluation, physical requirements,
organizing, promotions, sponsorships, and handling the financial
aspects of such tasks. This will give the students the 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
Course Outcomes 1. Criticizing event key players.
(Think)
2. Facilitating the conduct of online based event.
(Do)
3. Develop appreciation and keenest to small details and
giving respect to differences.
(Feel)

SLSU Vision A high quality corporate science and technology University

SLSU Mission SLSU will produce science and technology leaders and
competitive professionals, generate breakthrough research in
science and technology based disciplines, transform and improve
the quality of life in the communities in the service area, be self –
sufficient and financially viable.

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 Module Guide
How to navigate this module

This module is to guide you on how to better understand “Introduction to Meetings,

Incentives, Conferences and Events Managements” (MICE) as well as the skill requirements in
Bachelor of Science in Tourism Management.

In this module, you are required to go through a series of learning activities in order to
complete each learning outcome. Follow and perform the activities on your own. If you have
questions, do not hesitate to ask for assistance from you instructor.

Remember to:

 Comprehend the information for every lesson.

 Perform evaluation / formative learning activity in every lesson until you are confident
and meet desired outcomes.
 Submit output to your instructor for evaluation and recording.

You need to complete this module before you can make summative requirement.

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Lesson I. Feedback Mechanism

Intended learning outcome/s:

 Comprehend Feedback mechanism
 Utilize event feedback mechanism tools in assessing the conducted event

Now get started

Introduction

Despite working in a digital age that’s made it easier than ever to meet with people and
conduct business virtually, face-to-face interactions win the day. For proof, just look at the
growth and investment in the event marketing industry. And because of this growth, it’s become
increasingly critical for marketers, meeting and event planners, and business decision makers to
ensure that money is spent wisely, and that each event investment is maximizing the
organization’s ability to build stronger relationships and improve overall ROI.

One great way to do that: event feedback. Whether you use that feedback to assess
content, logistics, venue, or location, it’s critical to understanding if a particular event met—and,
ideally, exceeded—your attendees’ expectations and helped your organization meet its goals.

Key to remember
Event feedback, feedback mechanism, marketer,

Let’s Learn

Feedback is an essential development and

improvement tool, but submission rates can be low.
Understanding how your attendees are feeling about your
brand or event is essential when improving user experience
for the future and the more constructive feedback the better.
No feedback is bad feedback because even if it is negative it
allows you to understand the areas you need to work harder
on next time. The problem is, getting feedback from
attendees can be difficult, particularly if you are looking for something more in depth because it
can be time consuming and no one wants to interrupt their event experience. However, there

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are plenty of ways to incorporate quick and easy satisfaction surveys at your event, as well as
longer term feedback, which you can incentivize.

Types of Feedback

Instant – This involves getting live or real-time answers that are quick and easy for the attendee
as well as yourselves when it comes to compiling the data and tends to be the favored or most
likely to get answers with minimal effort. Generally instant feedbacks are yes or no/good or bad
questions that are one way or the other.

Delayed – This is more valuable for the event organizers but time consuming for the attendee.
Incentives can help increase feedback rates. These are the opportunity to involve in depth and
more complex questions.

So, what's the better approach?

Thanks to technology, marketers and event organizers are now able to capture much richer
feedback from a much more diverse array of intelligence, all while attendees are at peak
engagement with the event.

For example:

 Surveys can be delivered and accessed through embedded email links and QR codes, or
built directly into mobile event apps. This allows feedback to be collected immediately
after breakout sessions or keynote speeches.
 Social media chatter can be monitored in real-time. This helps marketers and event
organizers capture sentiment and identify opportunities for involvement in real-time.
 Survey kiosks can provide opportunities for more in-depth feedback. Mobile feedback
surveys are a great medium for giving respondents a way to provide feedback from
anywhere and at any time, but kiosks also give hosts—and attendees—yet another
chance to ask and say more.
 Pre- and post-event emails give attendees the chance to provide detailed suggestions.
This touch point ensures people’s voices are heard before and after events, and it also
covers attendees who might not have answered questions on-site.

Let’s sum up

Using established post-event feedback mechanisms can be problematic in terms of

response rates - once people have left the event the moment has gone. It is also problematic in
terms of reflective reasoning and memory recall, where negatives are usually highlighted. Using
creative ways to get real-time feedback that is based on affective reasoning tells a real-time
story about your event. Taking some of these ideas and modifying them, or even using them as
inspiration, is going to achieve a better response rate as well as provide your attendees with
some fond memories and photo opportunities.

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Lesson II. Post-Events Activities

Intended learning outcome/s:

 Understand Post-Events Engagement activities
 Create evaluation on events conducted
r

Now get started

Introduction

We have an extraordinary opportunity to create event communities that continue to

engage long after the event itself is over. This means that an event is never really done; instead
it is a springboard for the next. Inside of this context, what we do after an event is critical.
Engagement, sharing, evaluation and feedback keep us connected with our audience and give us
the information we need to improve for the future.

We need to plan for our post-event activities as thoughtfully and carefully as we do the event
itself so that we can make the most of this opportunity to build our audience and evolve our
events.

Key to remember
Post-Events, Engagement, Evaluation, conducted

Let’s Learn

The big day has come and gone. You’ve paid your vendors, sent thank you notes to your
attendees and speakers. It can be tempting to get through your post-event checklist and move
on to the next event.

However, your checklist is not complete without post-event evaluation. After your event is
finished – whether a smashing success or a bit disappointing – it’s important to dedicate time to
conduct a proper analysis.

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1. Send Thank You’s.
Everyone likes to be appreciated. Thank you notes are a great way to acknowledge all the
people who participated and it also keeps the spirit of the event alive. The best kind of Thank
You is personalized. The more thought and effort you put into this the bigger the impact.

Make sure you include your staff, volunteers, speakers, performers, vendors and attendees in
your acknowledgements. This might be a lot of people and by far the most tedious part of this
task can be collecting together the contact information. Set up a good database in advance
(using your registration system or CRM) and you should easily be able to export all of those
details.

2. Engage on Social Media

Social media efforts are generally focused on the time before and during the event. There is a
build-up of online conversation that crescendos during the event and then abruptly stops once
the event is complete. If your event was successful you will have left people with a lot to talk
about and social media is a great venue for that conversation. Keeping people engaged after the
event will help you build your audience for the next year. One of the best ways to create
engagement is to share content from the event. By this point you will likely have plenty of
content to share.

3. Balance the Budget

It's time for the numbers! Only when you balance your budget will you know if you have hit the
holy grail of a positive return on investment. While not all events are about making money, in
most cases it is important to at least break even if not turn a profit.

4. Perform a Technology Review

Event technology is constantly changing and it is important to take a breath after your event and
audit whether your software met your objectives and expectations. Take the time to review all
your technology and interview the staff that used it. Find out what glitches they ran into, how
time consuming it was to use, whether they got good customer support and ultimately whether
the technology actually worked and if it didn't, why.

5. Relax
Creating and running an event is a marathon and afterwards you need time to recharge ready
for the next one and give yourself a pat on the back and celebrate another successful event
before looking forward to next year or the next project on the horizon.

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 Let’s sum up

The completion of an event is as important as its conception. It's a time to gather

feedback, evaluate what worked, measure your return on investment and create excitement for
next year's event. After the adrenalin and excitement of the event itself, taking care of the post-
event details can be tiresome and if you are not careful it will drag on for weeks and even
months.

Let’s assess what have you learned in this lesson

I. Create an Event Feedback/Evaluation form. (15points)

**Here’s a guide in creating the form:

1. Make sure to include Name of the event, date, organizer & speaker as well as the contact
information of the one giving the feedback.
2. Allocate choices for level of satisfaction.
3. Include comments/Suggestion section.

Rubrics assessment of the Output:

Exemplary – 15; Strong – 12; Proficient – 9; Developing – 6; Emerging – 3

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 Let’s check what you already know

I. Choose the correct answer.

1. Which of the following is not included in the characteristics of Special Events?

a. Organized for a specific purpose

b. Attended by a number of participants

c. Held in a specific, pre-determined place

d. Keeping up with the trendy concepts

2. _______________includes a variety of functions for executing large-scale events, which might

include conferences, conventions, concerts, trade shows, festivals, and ceremonies.

a. Event
b. Event Management
c. Project Management
d. Event Coordination

3. _______________involves creating an event concept and laying out detailed steps with which to
execute the event concept.

a. Themes
b. Planning
c. Coordination
d. Organizing

4. Management is being defined as the efficient use of resources to achieve _________________.

a. Plan
b. Objectives
c. Direction
d. Goals

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5. ________________ arrives at the venue before the event.

a. Rehearsal
b. Briefing
c. Ingress
d. Egress

6. ________________ leaves the venue right after the event.

a. Ingress
b. Egress
c. D-day
d. Practice

7. What is the least important committee during an event?

a. Meal Committee
b. Finance Committee
c. Registration Committee
d. Logistics Committee

8. What should be the first activity needed to be performed an hour before a meeting?

a. Rehearsal
b. D’day
c. Pray
d. Ingress

9. ______________ is the process of communicating with and influencing people to attain targets.

a. Planning
b. Organizing
c. Controlling
d. Directing

10. ________________ Committee must work together with the program committee to ensure
smooth flow of the program.

a. Registration
b. Logistics
c. Finance
d. Marketing

11. ________________ refers to the act of making sure that things happen according to plan.

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 a. Planning

b. Evaluation

c. Monitoring

d. Coordinating

12.The most important information a meeting planner can determine prior to an event is:

a. Past events held by the group

b. Expected attendance
c. The budget
d. Group demographics

13. The first area of expertise before becoming a special event consultant is:

a. Food and beverage

b. Catering sales
c. Convention Services manager
d. Marketing sales

14. Convention center events are usually booked at least:

a. Eighteen months in advance

b. Twenty-four months in advance
c. Thirty-six months in advance
d. Five years in advance

15. __________________ is the second stage in the event planning process.

a. Planning

b. Research
c. Design
d. Evaluation

16. Inspiring the staff is a good reflection of which type of skill?

a. Negotiating

b. Leadership

c. Project Management

d. Budgeting

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17. ________________________is a logical process or approach that seeks to eliminate or at least
minimize the level of risk associated with a business event operation and is often perceived as a
function that is carried out once an event has been conceived, designed and organized.

a. Risk management

b. Risk Mitigation

c. Risk negotiation

d. None of the above

18. A ___________________is a general term that refers to the gathering of people to discuss a set of
agenda or do a particular activity.

a. Congress

b. Meeting

c. Seminar

d. Conference

19. An ___________________ is a tool used to encourage employees to increase sales or provide

solutions.

a. Travel

b. Incentive

c. Exhibition

d. Travel Demo

20. Which entity is not included in the 4 major categories in the MICE industry?

a. Service suppliers

b. Stakeholders

c. Community

d. Professional Congress Organizer

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 REFERENCES:

1. Romero, Eliosa A., 2019 “Events Management”- Second Edition

2. Hanya Piellichaty, Georgiana Els, Ian Reed, Vanessa Mawer, 2017, Events Project
Management, Routledge, First Edition
3. 3G E-Learning LLC., 2017 “Event Entertainment and Production, 1st edition
4. Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (Eds.).
(2012). Festival and events management. Routledge.
5. Robinson, P., Wale, D., & Dickson, G. (Eds.). (2010). Events management. CABI.
6. Bowdin, G., O'Toole, W., Allen, J., Harris, R., & McDonnell, I. (2006). Events management.
Routledge.

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