Module in Mice

SCHOOL OF HOSPITALITY MANAGEMENT
(HPC 8) INTRODUCTION TO M.I.C.E.
DONALY D. ERESTINGCOL, MHM

PCC – SOHM INSTRUCTOR
PASSI CITY COLLEGE
City of Passi, Iloilo
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence
MODULE IN INTRODUCTION TO M.I.C.E 2021
INTRODUCTION TO M. I. C. E
COURSE NUMBER: HPC 8
COURSE TITLE: (M.I.C.E) MEETING , INCENTIVES, CONFERENCES, EVENTS

COURSE CREDIT: 3 UNITS
COURSE DESCRIPTION:
This course examines principles of conceptualizing, planning, managing, and evaluating meetings,
and events, festivals management. Topics include the significance of conventions and events in tourism, event
design, project managements, methods and evaluation, physical requirements, organizing, promotion and
sponsorship. This an integration course that applies all the principles of conceptualization or management and
foundation tourism and hospitality courses.
LEARNING OUTCOMES:
At the end of the semester, the students should be able to:
 Examine the Key characteristics of the Meeting, Incentives , Conferences, Events

sector (MICE)
 Illustrate the range of existing events, analyse their characteristics and their role in
the Development of Tourism
 Critically discuss the role of the government sector in managing, promoting and
funding leisure events.
 Critically assess the range of operational and management task necessary in order to
manage events successfully.
COURSE OUTLINE :
MODULE 1 : Introduction to MICE
 MEETINGS
 INCENTIVES
 CONFERENCES
 EVENTS
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VISION
PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and technological knowledge, skills and
values which enable them to become productive citizens and collaborators for social change.
PASSI CITY COLLEGE
NOTES TO THE STUDENTS

The Lesson will then unfold in this sequence:
Active Prior Knowledge
In here you will do an activity or read some trivia that you already know and
is related to the lesson.
Acquire New Knowledge
This is where the lesson is presented. Several topics may be discussed as

stipulated in the learning objectives.
Apply Your Knowledge
In this part you will practice what you learned.
Assess Your Knowledge
You will be tested here and you will be able to know the gaps your
understanding in this lesson. If you are not satisfied with the feedback, you
may go back to some points that you have read.
References
List of Resources and links from which the content of the lesson is based
from. These may take in the form of books, internet sites, blogs, videos,
photographs, animation, power point presentation, icon, etc.
How Much I Learned
Assessment will be found at the end of the module. This will serve as the
written examination and the submission of the research proposal, feedback
will be posted here but will be discussed online with you subject instructor.
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MISSION
PASSI CITY COLLEGE
Notes to Students
Congratulations on joining this course! This module is a part of series of Modules for flexible learning. This
meant for the course, HPC 8 – INTRODUCTION TO M.I.C.E
This Module introduces students to this sector of the tourism industry, and will cover both business and
leisure events. The specific characteristics of the Meetings, Incentives, Conferences, Events sector (MICE) will be
discussed, including Impacts for tourism development, conference marketing, management of meetings and
conferences and growing importance of event tourism will be discussed.
The following subject areas will be discussed during the semester:
 Introduction to MICE
 MEETINGS
 INCENTIVES
 CONFERENCES
 EVENTS
 Issues with MICE
 Marketing for MICE
 Venue Management
 Distribution and the Role of Travel Agents
 Planning and project Management
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VISION
MISSION
PASSI CITY COLLEGE
MODULE 1
INTRODUCTION TO M.I.C.E
INTRODUCTION
The tourism and hospitality industry is one of the factors that help a country in terms of economic stability. A
lot of people of varying skills are hired in these industries, thus producing a large number of employed
individuals that provides a great and rewarding experience in the hospitality world. As these industries are
needed in today’s corporate world, these continue to grow and present new trends that a guest could surely
benefit from regardless of the cost it may be given them.
M.I.C.E is the fastest growing segment of the tourism industry. The acronym means Meetings, Incentives,
Conferences, and Exhibitions.
It positively affects other tourism sectors – transportation, entertainment, accommodation, food and
beverage, attractions, travel trade – due to the high-value spending potential of delegates, exhibitors, and host
organizations. It generates multiple benefits to host countries and regional economies. Thus, the composition to
host major M.I.C.E events fierce.
LEARNING OBJECTIVES:
After studying this section, you will be should have to:
1. defined a meeting, incentives, convention and exhibition

2. described the role of convention, incentives, conventions and
exhibition industry in the tourism industry.
3. discussed the components of the MICE industry
4. familiarized the history of the meetings, incentives, conventions and
exhibitions
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VISION
MISSION
PASSI CITY COLLEGE
TRIVI Active Prior Knowledge
A
THE IEFFEL TOWER AND A GIANT FERRIS WHEEL
The French commissioned designer-engineer Gustave Eiffel to a build landmark

for the Paris Exposition. Now known as the Eiffel Tower, it also served to
commemorate the centenary of the French Revolution.
Not to be done, the World’s Columbian Exposition in 1893 in Chicago showcased

a Giant Ferris wheel as part of its main attraction.
MEEETINGS
A Meeting is a conference, workshop, seminar or other event designed to bring people together for the
purpose of exchanging information. Meetings do not include exhibits. Meeting takes place when two or more
people come together with a common agenda. People attend meetings for education, training, decision-making,
research, sales, information exchange, networking, strategic planning, teambuilding and problem solving.
Types of Meeting :
 Conference I an event used by organization to meet and exchange views, convey a message,
conduct debate or give publicity to some area of opinion on a specific issue.
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 Congress – a regular coming together of large groups of individuals, generally to discuss a particular
subject. A congress last several days and have several simultaneous sessions.
 Other types of Meetings
 A Symposium is a formal presentation where there is limited interaction between
presenters and the audience.
 A Lecture is an individual presentation, often by one expert where the audience can ask
questions after the discussion.
 In Panel , two or more resource persons offer their opinions on a specific topic.
 Workshops require hands-on activities to facilitate learning. These deals with specific
problems, issues and assignments.
 A Forum is an interactive discussion led by invited speakers.
 Seminars provide room for interaction between attendees and resource speakers.
 A Clinic refers to training activities, usually sports activities. It presents drills and
instructions on specific topics.
 Retreats are generally spiritual in nature usually conducted in a location away from the
city. It is used for bonding, planning sessions or for relaxation and meditation.
INCENTIVES
An incentive is a gift for a job well done. It is also motivational tool to encourage employees to achieve business goals
such as a sales quota set by company. Incentives are not only vacations in exotic destinations, but include golf and casino
games, shopping, spa and massage treatments and / or concert tickets.
“ A global management tool that uses an exceptional travel experience to motivate and / or recognize participants for
increased levels of performance in support of organizational goals.”
CONVENTIONS
A Convention is also defined as a meeting with exhibit. Its strength comes from the combined
attractions of having multiple, simultaneous activities.
Gathering of delegates, representatives, and members of a membership or industry organization

convene for a common purpose.
Components of the Convection Industry
There are four major components of the convention industry namely: planners and groups they represent, host
facilities, facilities and exhibitors.
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1. Planners are individuals or groups that plan meeting, conventions and exhibitions.
Planners are classified into a number of categories such as:
Corporate meeting planners – works exclusively for a corporation
Association meeting planners – works exclusively for an association
Independent meeting planners – contract their services to both associations and corporations
2. Host facilities provide lodging, meeting rooms and food and beverage as well as a number of other
services for groups attending meeting, convention or exhibitions.
Host facilities includes:
Hotel
Conference centers
Resort hotels
Universities
Bed and breakfast inns
3. Services refer to individuals and organizations that provide support for meetings, conventions and
exhibitions segment of the tourism industry.
Services suppliers include:
Transportation companies
Attractions
Tour guide companies
Entertainers
EXHIBITIONS
Event at which products, services or promotional materials are displayed to attendees visiting
exhibits on the show floor. The e events focus to business to business relationships.
TYPES OF EXHIBITION
 Public or Consumer show

 Trade Show
 Combined Exhibits
 Exhibit Categories
EXPOSITIONS
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VISION
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PASSI CITY COLLEGE
Refers to a large-scale industrial, regional exhibition scheduled for a longer period of time, often
for several weeks in the same venue.
ACTIVITY
DISCUSSION QUESTION
1. What does the acronym MICE means?
2. What are the different types of Meetings based on their content and purpose?
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References
Convention and Event Management , Zenaida L. Cruz
Event Managemnent for Tourism, Business, Sports and MICE , Maria Arlene Tuazon – Disimulation,
MBA, 2016.
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ASSESSMENT

True or False : Write the word TRUE if the statement is correct and FALSE if the statement is false.
1. 1. Services refer to individuals and organizations that provide support for meetings, conventions and
exhibitions segment of the tourism industry.
2. A Meeting is a conference, workshop, seminar or other event designed to bring people together for the
purpose of exchanging information.
3. An incentive is a gift for a job well done. It is also motivational tool to encourage employees to achieve
business goals such as a sales quota set by company.
4. Conference refers to a large-scale industrial, regional exhibition scheduled for a longer period of time,
often for several weeks in the same venue.
5. Exhibition provides lodging, meeting rooms and food and beverage as well as a number of other services
for groups attending meeting, convention or exhibitions.
*****************THANK YOU AND GOODLUCK *********************
END OF MODULE 1
DDE HPC 8 Page 11

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SCHOOL OF HOSPITALITY MANAGEMENT

(HPC 8) INTRODUCTION TO M.I.C.E.

DONALY D. ERESTINGCOL, MHM

MODULE IN INTRODUCTION TO M.I.C.E 2021

COURSE TITLE: (M.I.C.E) MEETING , INCENTIVES, CONFERENCES, EVENTS

 Examine the Key characteristics of the Meeting, Incentives , Conferences, Events

DDE HPC 8 Page 2

MODULE IN INTRODUCTION TO M.I.C.E 2021

NOTES TO THE STUDENTS

Active Prior Knowledge

Acquire New Knowledge

This is where the lesson is presented. Several topics may be discussed as

Apply Your Knowledge

In this part you will practice what you learned.

Assess Your Knowledge

MODULE IN INTRODUCTION TO M.I.C.E 2021

Acquire New Knowledge

The following subject areas will be discussed during the semester:

DDE HPC 8 Page 4

MODULE IN INTRODUCTION TO M.I.C.E 2021

After studying this section, you will be should have to:

1. defined a meeting, incentives, convention and exhibition

DDE HPC 8 Page 5

MODULE IN INTRODUCTION TO M.I.C.E 2021

TRIVI Active Prior Knowledge

The French commissioned designer-engineer Gustave Eiffel to a build landmark

Not to be done, the World’s Columbian Exposition in 1893 in Chicago showcased

Acquire New Knowledge

DDE HPC 8 Page 6

MODULE IN INTRODUCTION TO M.I.C.E 2021

Gathering of delegates, representatives, and members of a membership or industry organization

Components of the Convection Industry

DDE HPC 8 Page 7

MODULE IN INTRODUCTION TO M.I.C.E 2021

 Public or Consumer show

DDE HPC 8 Page 8

MODULE IN INTRODUCTION TO M.I.C.E 2021

1. What does the acronym MICE means?

DDE HPC 8 Page 9

MODULE IN INTRODUCTION TO M.I.C.E 2021

DDE HPC 8 Page 10

MODULE IN INTRODUCTION TO M.I.C.E 2021

Assess Your Knowledge

Assess Your Knowledge

*****************THANK YOU AND GOODLUCK *********************

DDE HPC 8 Page 11

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*THANK YOU AND GOODLUCK *****