DECEMBER 2008 GEORGE G. FENICH, PH.D.

PROFESSOR
M.I.C.E. : A VIEW FROM THE U.S.
AGENDA
M.I.C.E. INDUSTRY
EDUCATIONAL NEEDS
M.I.C.E. & EVENTS
MANAGEMENT
COMPONENTS
CURRICULUM
FUTURE
FENICH 2008
M.I.C.E. INDUSTRY (MPI DATA)
$122 BILLION INDUSTRY
1.7 MILLION JOBS
EXPLODING GLOBAL GROWTH
FENICH 2008
Month date, Year Maria D.
Allen
Purpose of Presentation
College of Human Ecology
GLOBAL GROWTH IN INTERNATIONAL MEETINGS IN U.S.
0
1000
2000
3000
4000
5000
6000
7000
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Total Intl Assoc Meetings
MPI DATA
GLOBAL GROWTH IN MEETING SPACE
0
2
4
6
8
10
12
14
M Sq. Ft.
Las Vegas Dubai Macau Singapore
Meeting Space Growth
2007
2011
MPI DATA
M.I.C.E. INDUSTRY
EDUCATIONAL NEEDS
WITH GROWTH COMES NEED FOR EMPLOYEES
YOUNG PROFESSIONALS
LOOMING SHORTAGE OF MEETING PROFESSIONALS
ELEVATED SKILLSET EXPECTATIONS
COMPETITIVE ADVANTAGE IS BEST ACHIEVED THROUGH
EXPERTISE
EDUCATIONAL PROGRAMS ARE CRUCIAL!
FENICH 2008
M.I.C.E. INDUSTRY
HOW TO ADVANCE THE PROFESSION
BASED ON MPI SURVEY (MEETING PROFESSIONALS INTERNATIONAL) SCALE = 1 - 5
STRATEGY SCORE
Better understanding of profession 4.41
Better understanding of marketing 4.38
Better ability to report on impact of meetings 4.38
Better collaboration between industry & university programs 4.30
Better understanding of human resources 4.30
More research in the field 3.99
More defined career paths 3.96
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FRAMEWORK FOR THIS INDUSTRY
IN U.S. VERY SIMILAR TO ASIA
MICE
Meetings, Incentives, Conventions, Events
MEEC (pronounced same as above)
Meetings, Expositions, Events, Conventions
INCENTIVE TRAVEL
Much smaller focus than other subsections
Most often discussed as part of Destination Management Companies
DMCs

FENICH 2008
EDUCATIONAL FRAMEWORK
IN U.S.
MICE courses most often part of
Hospitality Management Curriculum
Hotel, Restaurant, Tourism Curriculum
Curricula with operational focus
Rather than theoretical focus
MICE courses part of a concentration or track
RATIONALE
MICE inextricably linked to other parts of the Hospitality Industry

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COURSEWORK OFFERED
IN U.S. COURSEWORK IS EVOLVING
Depends upon number of MICE specific courses that can be offered
Most require an internship/externship/co-op that can be in MICE
ALMOST ALL PROGRAMS REQUIRE GENERIC BUSINESS COURSES AS A
CORE
Management
Marketing
Accounting
Finance
Human Resources
Above may be housed in Business School or Hospitality


FENICH 2008
COURSEWORK OFFERED
IF PROGRAM CAN ONLY OFFER 1 MICE COURSE
That courses is a survey of the MICE industry
Text Meetings, Expositions, Events & Conventions: an introduction to
the industry published by Pearson/Prentice Hall
IF PROGRAM CAN OFFER 2 MICE COURSES
survey (as above ) plus event planning
How to plan and implement an event, meeting, convention, etc.
Topics similar to those found in text
Professional Meeting Management, 5
th published by Kendall/Hunt


FENICH 2008
COURSEWORK OFFERED continued
IF PROGRAM CAN OFFER 3 MICE COURSES
survey , event planning plus convention/meeting sales
Many graduates gain employment in sales
Especially hotel sales
Often sales course is combined with convention services
Hotel focus
In most situations, a generic marketing course is a pre-requisite for sales
course
Most widely used text is Convention Sales & Services, 7
th
Edition
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COURSEWORK OFFERED continued
IF PROGRAM CAN OFFER MORE THAN 3 MICE COURSES
Offerings vary by MICE focus in geographic area
If there are many corporations/associations/government
Washington, DC; Chicago, IL
Then coursework focuses on planning events
If the locale is a destination for meetings events
Las Vegas, NV; New Orleans, LA
Then coursework focuses on operations
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COURSEWORK PLANNING FOCUS
EXAMPLES OF COURSE TITLES
Mechanics of Meeting Planning
Meeting and Conference Management
The Learning Environment
Meeting the Needs of Adult Learners
Special Event Planning
Legal Issues and Ethics in MICE
International MICE
Association Management
Green Meetings


FENICH 2008
COURSEWORK OPERATIONS FOCUS
EXAMPLES OF COURSE TITLES
Catering Management
Tradeshow Management
Destination Management
May include the role of DMOs; CVBs
Event Management
May include the role of DMCs
MICE Facilities Management
Destination Planning: Putting on a Special Event
Festival Management
Technology in the MICE Industry

FENICH 2008