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National Research University - Higher School of Economics
The MICE Industry [Master Program ([Experience Economy: Hospitality and Tourism Management)]
The Government of the Russian Federation
The Federal State Autonomous Institution of Higher Education
"National Research University - Higher School of Economics"
Faculty of Management
Course Title
«The MICE Industry»
Master Programme Experience Economy: Hospitality and Tourism Management
Author: Spring HyunJeong Han , Ph.D., Professor , [email protected]
Approved by the Academic Committee of the specialization Hospitality Management and Tourism
of the Master Programme Experience Economy: Hospitality and Tourism Management
«___»____________ 20
Head of the Department
Chair Filinov N.B. _________________________
Recommended by professional board UMS in management
«___»____________ 20 г
Chair Titova N.L. _________________________
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
Moscow, 20_
This document may not be reproduced or redistributed by other Departments of the University
without permission of the Authors.
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
1. Course Summary
There has been a growing groundswell in many countries to encourage companies,
corporations, organizations and associations to continue to organize meetings, conferences, tradeshows
and other MICE (Meetings, Incentive, Conventions and Events/Exhibitions)-related activities, even in
the face of worsening economic conditions. Members of the MICE industry have banded together to
lobby both the federal governments as well as business sectors in an effort to generate MICE activities.
This is important as MICE events actually benefit a wide range of businesses in the cities they are
held.
This course gives students an overview of the MICE sector of the tourism industry. Students
will understand the managerial and operational aspects pertaining to MICE industry. The purpose of
this course is to acquire an in depth knowledge about the specialized field of "MICE industry" and to
become familiar with management techniques and strategies required for successful planning,
promoting, implementing and evaluating of events within a MICE context.
2. Area of Application and Regulatory References
This course provides fundamental principles and practices associated with researching,
planning, managing and delivering events and conventions. It discusses the key components for
staging an event, from its original concept to its evaluation. It covers topics ranging from initial
budgeting to venue selection, providing a holistic and hands-on approach.
This course will develop the ability to prepare student for a professional career in MICE
industry.
This course is designed as one of the courses of the specialization Hospitality Management and
Tourism of the Master Programme Experience Economy: Hospitality and Tourism Management.
3. Course Goals
Course Goals of ―The MICE Industry‖ are as follows: to provide a conceptual overview and a
systematic study of MICE programming, management, human resource management, marketing, and
practical applications and, foster professionalism in MICE management, covering the knowledge base,
theory, methodologies and ethics, fostering leaders who have creative and independent research capa-
bilities and global skills
4. Students' Competencies to be developed by the Course
The student is supposed to:
Know
• The main streams of the latest researches related to MICE context
• Basic concepts, methods and tools of quantitative and qualitative analysis of the economic
aspects of strategic decision-making in the MICE context
• Developed and comprehensive understanding, practical know-how and a complete over-
view of the MICE industry
• Marketing, communications and public relations tools of the MICE industry
• The reasons to establish MICE events’ objectives before planning and designing events
• The impact of strategic sourcing strategies on the changing role of MICE managers
• The technology tools that can be deployed to support the goals of the events
• Recent initiatives to accredit and certify service standards with convention bureaus
• Cross-cultural communication challenges and roadblocks in MICE industry
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
Be able to
• Explain the economic and social impacts generated by MICE industry
• Make discussions regarding the project phases, and strategies used for each of the phases
• Analyze and manage the risks of MICE events
• Identify the project stakeholders and build a ―politically correct‖ action plan to satisfy the
stakeholders of MICE events
• Understand about scientific inquiry (including the ability to plan and conduct a simple in-
vestigation) in MICE context
• Create measurable MICE objectives for the events
• Analyze financial reports and make decisions based on findings for the specific events
• Apply the lessons learned in asset identification and valuation to similar situation in
MICE events’ practice
• Explain the opportunities for the best practices collaboration among stakeholders of MICE
context
• Utilize a program committee in planning and implementation of MICE events
• Select the most efficient and effective technology services on-site to meet the goals and
objectives of the event
• Discuss the different resources available to help make international events successful
Gain skills (experience)
• Skills of independent scientific and research work related to MICE context
• Skills of qualitative and quantitative analysis for management decision-making
• Essential Skill Level for each of the six categories (planning, HR, professionalism, pro-
gram, process, and production) of the PCMA’s PoPP (Principles of Professional Perfor-
mance)
• Establish benchmarks for the MICE events and how to use them
• Skills of recognizing the types of items that should be included in a site inspection check-
list
• Creating a MICE program planning timeline
The Course develops the following competencies:
Competencies
NC/NRU
-HSE
Code
Descriptors - the learning outcomes
(the indicators of achievement)
Teaching forms and methods
of that contribute to the de-
velopment of a competence
Ability to identify and
formulate research prob-
lems arising from the cur-
rent practices in Russian
and international compa-
nies in the fields of tour-
ism and hospitality man-
agement, evaluate and
summarize national and
international studies in
these fields (PC-1)
PC-1
Contribute more value through
personal effort as a result of in-
creased professional capacity
Able to research and gather data
from a variety of sources, includ-
ing economic development or
market research studies, from cen-
sus report, or from environmental
studies
Lecture, Seminar, Home
assignment
Ability to carry out re-
search projects in MICE
industry in Russian con-
text(PC-2)
PC-2
Able to identify the current issues
related to Moscow tourism indus-
try Able to discuss the impact of increas-
ing tourists to destination Russian
Home assignment, team
project and field study
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
Competencies
NC/NRU
-HSE
Code
Descriptors - the learning outcomes
(the indicators of achievement)
Teaching forms and methods
of that contribute to the de-
velopment of a competence
context Possession of skills in theory
building, ability to use prop-
erly the methods of quantita-
tive and qualitative data
analysis (PC-4)
PC-4
Recognize the types of items that
should be included in a site inspec-
tion checklist
Describe the difference between stra-
tegic partnerships and event sponsor-
ships in MICE industry
Lectures, Seminars, Home
assignment, Team project
Ability to present results
of a study in a research
report, academic article,
executive summary or in
oral presentation with
multi-media presentation
support tools (PC-5)
PC-5
Able to demonstrate good volume,
and eye contact
Able to present in manner of en-
thusiasm and confidence.
Able to control the presentation
time to fit into the time allotment
Lecture, Seminar, Home
assignment, Team project
Ability to make valuable
contributions to development
and implementation of stra-
tegic programmes and
projects (PC-12)
PC-12
Able to create an integrated market-
ing strategy that includes direct mail,
press relations, advertising, and the
internet
Lecture, Seminar, Team
project
Ability to develop organiza-
tional structures and
processes, to carry out such
activities as work flow anal-
ysis, tasks analysis, job re-
design, organizational mod-
eling, sketching new organi-
zational schemes etc. (PC-
13)
PC-13
Able to develop appropriate ways to
educate and develop volunteers and
staff
Able to identify the characteristics of
meeting planners
Able to discuss and develop human
resource plans and training for MICE
events
Lecture, Seminar, Team
project, Field study
Ability to retrace the last
trends in management
techniques and tools, to
select relevant tools and to
master them constantly;
willingness and ability to
participate in development
of new management tech-
niques and tools (PC-15)
PC-15
Able to identify the eight basic
steps in the site selection process
for MICE events
Able to develop a volunteer pro-
gram for meeting management
and support functions for relevant
MICE events
Able to discuss the factors to be
considered when choosing facility
and destination for events
Lecture, Seminar, Team
project, Field study
Ability to propose effec-
tive solutions of the iden-
tified problems, to offer
valuable recommendations
and advice for a client
(PC-18)
PC-18
Able to develop appropriate guide-
lines through the events
Able to set up risk management pro-
cedure
Lecture, Seminar, Team
project, Field study
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
5. How the Course Fits in with the Curriculum
This course provides students with comprehensive introductions to the diverse aspects of man-
aging MICE events including corporate meetings, incentive activities, international conventions and
the international exhibitions and trade shows. Students will get development of detailed educational
courses based on the International EMBOK (Event Management Body of Knowledge) model and ex-
isting convention educational programs.
Upon completion of this course, students will gain knowledge and become competent in skills
from a broad range of highly-developed operational, supervisory and management skills specific to the
Master Program ―Tourism and Hospitality Management‖.
The Course is to be based on the acquisition of the following Courses: • Strategic Tourism Management
• Introduction to Financial and Managerial Accounting for the Hospitality Industry
• Operations Strategy of Tourism and Hospitality Industry
• Tourism Marketing Management
The main provisions of the Course should be used for further studies of the following
Courses:
• The Business Environment of Tourism and Hospitality Industry
• Tourism Planning and Policy
• Applied Tourism Management
• Tourist Behavior
• Tourism Research
6. Course Schedule
№ Topic
Total
amount
of hours
Classroom Activities
Self-Study Lectures Seminars
1 Overview of MICE industry 13 2 2 9
2 The Role of MICE in the Tourism industry 13 2 2 9
3 MICE destinations and facilities 13 4 0 9
4 Stakeholders of MICE industry 13 4 0 9
5 Types of Events 13 4 0 9
6 Process and Management 17 8 0 9
7 Marketing of MICE 13 4 0 9
8 Human Resource Management of MICE 15 4 2 9
9 Budgeting of MICE 13 2 2 9
10 Ethics in MICE industry 13 2 2 9
11 Field trip 8 0 2 6
Total 144 36 12 96
7. Forms and Types of Testing
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
Type of
testing Form of testing Deadlines Parameters
Current
(week)
Home assignment 6 weeks
3 modules
Evaluation of Moscow city as a MICE desti-
nation, 3-5 A4 pages, individual task.
Preparation time - 5 weeks.
Team Project 12 weeks
4 modules
Prepare a written master plan for a special event.
The plan should be comprehensive and detailed in-
cluding at a minimum the following information: title
of the event, purpose and goals of the event, descrip-
tion of the target population, plans for marketing, de-
tailed description of the nature of the event, organiza-
tional and staffing arrangements, financial arrange-
ments (expenses and sources of revenue) and a sche-
dule of major tasks and activities to be followed in
planning and conducting the event.
Performed in small groups (2-3 people).
Preparation time - 5 weeks.
Field trip report 12 weeks
4 modules
Submit a report after visiting MICE events. Re-
port should be included all information about the
events including pictures of team members.
Performed in groups (4~5 people)
Final Exam 4 modules Written exam.
Duration 90 minutes.
1.1 Grading Criteria
The evaluation criteria for home assignment, field trip report and team project
Home assignment is evaluated based on the below grading table
Grade Descriptors
Assessment
Criteria A B C D
Analysis of
Literature &
Research
(25%)
Critical application of a
wide range of relevant
sources, well understood
& fully appreciated.
High level of understanding
of main sources, well sum-
marized & used in a rele-
vant way.
Sound understanding of
the literature & a range
of source material con-
sulted.
Some evidence of read-
ing & understanding.
Synthesis &
Utilisation of
Evidence
(25%)
Original perspective on
the issues. Sets sources &
view-points in context &
systematically evaluates
contributions.
Methodological
understanding &
theoretical appreciation.
High level of appreciation
of main issues. Ability to
make appropriate critical
points. Methodological
awareness. Good
comprehensive commentary
on evidence & materials
used.
Sound understanding of
main issues. Methods of
data collection de-
scribed. Competent
commentary on
evidence & materials
used.
Mainly descriptive &
unsubstantiated points.
Uncritical explanation.
Integration of
Theory &
Practice
(25%)
Locates suitable concepts
& makes comprehensive,
critical assessment of is-
sues involved. Evaluates
the relevant theories,
ability to develop criti-
ques of them. Coherently
Good critical commentary
linking theory & practice.
Conclusions well developed
& based on relevant argu-
ment & evidence. Good use
& understanding of relevant
theoretical models.
Critical commentary
linking theory & prac-
tice. Generally sound
conclusions based on
appropriate argument &
evidence. Competent
use & understanding of
Introduction of basic
concepts & effort made
to relate them to the
question. Limited links
between theory & prac-
tice.
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
integrates them with
practice.
theoretical models.
Structure
(25%)
A clear, relevant & devel-
oped thesis statement.
Consistent use of accurate
constructions. Very good
selection, synthesis &
summary writing skills.
Very well structured with
clarity & cohesion.
Sustained & coherently
argued.
A clear & relevant thesis
statement. Accurate con-
structions. Good selection,
synthesis & summary writ-
ing skills. Well structured
with clarity & cohesion.
Sustained & coherently
argued.
A clear thesis statement.
Use of accurate con-
structions. Generally
sound selection, synthe-
sis & summary writing
skills. Structured with
clarity & cohesion.
Ability to handle argu-
ment coherently.
Sectioned information
with limited coherence.
Limited accuracy of
construction.
Team project and field trip report are evaluated based on the below grading table
Grade Descriptors
Assessment
Criteria A B C
Teamwork
(25%)
The team worked well together to
achieve objectives. Each member
contributed in a valuable way to
the project. All data sources indi-
cated a high level of mutual re-
spect and collaboration.
The team worked well together most
of the time, with only a few occur-
rences of communication breakdown
or failure to collaborate when appro-
priate. Members were mostly res-
pectful of each other.
Team did not collaborate or com-
municate well. Some members
would work independently, without
regard to objectives or priorities. A
lack of respect and regard was fre-
quently noted.
Contribution
(25%)
All requirements and objectives
are identified, evaluated and com-
peted. The deliverable offered
new information or approach to
the topic under discussion. Like-
wise, the application is based on
stated criteria, analysis and con-
straints.
All requirements are identified and
evaluated but some objectives are
not completed. The deliverable of-
fered some new information or ap-
proach to the topic under discussion.
The application is reasonable; fur-
ther analysis of some of the alterna-
tives or constraints may have led to a
different recommendation.
Many requirements and objectives
are not identified, evaluated and/or
completed. The deliverable offered
no new information or approach to
the topic under discussion. Few
application considerations are ana-
lyzed and other factors were ig-
nored or incompletely analyzed.
Supporting
Material
(25%)
All relevant information was ob-
tained and information sources
were valid. Analysis and design
considerations were well sup-
ported by the information.
Sufficient information was obtained
and most sources were valid. Analy-
sis and design considerations we re
mostly supported by the information.
Insufficient information was ob-
tained and/or sources lack validity.
Analysis and design considerations
were not supported by the informa-
tion collected.
Speaking
Skills and
Participation
(25%)
Team members were poised and
had clear articulation. Every team
member spoke a n d participated
at a very high and balanced level.
Speakers demonstrated good vo-
lume, and eye contact. Enthusiasm
and confidence was exuded. The
presentation fit into the time
allotment of 15 minutes.
Team members were mostly audible
and/or fluent on the topic, but:1) not
all team members spoke and/or par-
ticipated in a high and balanced lev-
el; 2) speakers demonstrated fair
volume and/or eye contact was bro-
ken with audience; 3) light discom-
fort with public speaking was ex-
uded; and/or 4) the presentation
slightly went over the15 minute al-
lotment
Team members were often inaudi-
ble and/or hesitant and relied heavi-
ly on notes. Speakers made distract-
ing gestures with little or no au-
dience eye contact. A high level of
discomfort with public speaking
was exuded. The presentation went
over the 15 minute allotment.
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
The evaluation criteria for final exam:
Grade Descriptors Assessment Criteria
A
10
"A" indicates Exceptional Performance: comprehensive in-depth knowledge of the prin-
ciples and materials treated in the course, fluency in communicating that knowledge and
independence in applying material and principles.
B
8~9
"B" indicates Good Performance: thorough understanding of the breadth of materials and
principles treated in the course and ability to apply and communicate that understanding
effectively.
C
6~7
"C" indicates Satisfactory Performance: basic understanding of the breadth of principles
and materials treated in the course and an ability to apply and communicate that under-
standing competently
D
4~5
"D" indicates Minimally Competent Performance: adequate understanding of most prin-
ciples and materials treated in the course, but significant weakness in some areas and in the
ability to apply and communicate that understanding.
F
0~3
"F" indicates Failure: inadequate or fragmentary knowledge of the principles and materials
treated in the course or failure to complete the work required in the course.
8. The Course Content
Section Main Contents Learner Outcomes
1 . Overview
of MICE
industry
Introduction of MICE industry
Basic terms and concepts in MICE
The nature of MICE markets and demand for
facilities
The impact of MICE on local and national
communities
Overview of Russian tourism and hospitality
industry
Recognize relate the concept of
professional meeting manage-
ment
Contribute more value through
personal effort as a result of
increased professional capacity
<Required reading> Tony Rogers (2008). Chapter 2 - The structure of the conference industry. Conferences and
Conventions (Second Edition), 33-79
Tony Rogers (2008). Chapter 3 - The economics of conferences and conventions. Conferences and
Conventions (Second Edition), 81-112
2. The Role of
MICE in the
Tourism in-
dustry
Broader value of MICE; Educate and inform,
Promote, Network/Socialize
Attracting tourism
Improving the Destination’s image; Increase sales,
Improve performance
Support the Local Community; New skills and
knowledge, job creation, Infrastructure investment
Recognize the impact of
strategic sourcing strategies on
the changing role of meeting
managers
Explain the scheme of MICE
industry in tourism context
Discuss the impact of
inctreasing tourists to
destination
<Required reading>
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
Martin Oppermann, Kye-Sung Chon (1997) Convention participation decision-making process
Annals of Tourism Research, 24(1), 178-191
Hui Chiu Chen, Cherng Ying Chiou, Chun Yuan Yeh, Hui Ling Lai (2012). A Study of the
Enhancement of Service Quality and Satisfaction by Taiwan MICE Service Project. Procedia -
Social and Behavioral Sciences, 40, 382-388
Andrew Bradley, Tim Hall, Margaret Harrison (2002). Selling Cities: Promoting New Images for
Meetings Tourism. Cities, 19(1), 61-70
3. MICE des-
tinations and
facilities
Destination management
A frame work for the study of destination
selection model
Identify the eight basic steps in
the site selection process
Recognize the types of items
that should be included in a site
inspection checklist
<Required reading> Balogiu, S., & Love, C. (2005). Association meeting planners' perceptions of five major
convention cities: The structured and unstructured images. Tourism Management, 26(5), 743-752
Chacko, H. E., & Fenich, G. G. (2000). Determining the importance of U.S. convention destination
attributes. Journal of Vacation Marketing, 6(3), 211-220
Seyhmus Baloglu & Ken W. McCleary (1999). A model of destination image formation. Annals of
Tourism Research, 26(4), 868-897
Cristina Bernini (2009). Convention industry and destination clusters: Evidence from Italy,
Tourism Management, 30(6), 878-889
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on
destination loyalty: A structural model. Tourism Management, 26, 45–56
4.
Stakeholders
of MICE
industry
Local community
Association / Exhibitors
Convention Bureau/ Destination Management
Organization (DMO)
Professional Conference Organizers (PCOs)
Venue and Hotels
Travel agency
Participants
Describe the difference between
strategic partnerships and event
sponsorships
Identify key components of
MICE stakeholers
Develope a volunteer program
for meeting management and
support functions
<Required reading> Bello, D. C.,& Lohtia, R. (1993). Improving trade show effectiveness by analyzing attendees.
Industrial Marketing Management, 22, 311-318.
Breiter, D., & Milman, A. (2006). Attendees' needs and service priorities in a large convention
center: Application of the importance-performance theory. Tourism Management, 27,1364-1370
Judith Mair, Karen Thompson (2009) The UK association conference attendance decision-making
process. Tourism Management, 30( 3), 400-409
Hye-Rin Lee, Bob McKercher, Samuel Seongseop Kim (2009). The relationship between
convention hosts and professional conference organizers. International Journal of Hospitality
Management, 28(4), 556-562
5. Types of
Events
Meetings
Incentives
Conventions
Events/Exhibitions
Discuss the factors to be
considered when choosing
facility and destination for
events
Describe the basic configuration
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
for each events
<Required reading> Witt, S.F., Gammon, S. & White, J (1992). Incentive travel: Overview and case study of Canada as
a destination for the UK market. Tourism Management, 13(33), 275-287
Kimberly J Shinew, Sheila J Backman (1995). Incentive travel: an attractive option. Tourism
Management, 16( 4), 285-293
6. Process
and Man-
agement
Types of events and the bidding process
Set a goal, Program development and design
Negotiating and best deal, Setting Up
Registration, Effective site management
Assessing and measuring event success
Customer satisfaction, Client service, Vendor
relations
Discuss appropriate guidelines
through the events
Summarize the importance of
keeping detailed plans for each
steps
Set up risk management
procedure
<Required reading> Hansen, K. (2004). Measuring performance at trade shows: scale development and validation.
Journal of Business Research, 57(1), 1–13.
Kim, S. S., Chon, K., & Chung. K. Y. (2003). Convention industry in South Korea: An economic
impact analysis. Tourism Management, 24, 533-541
7. Marketing
of MICE
MICE Markets attractiveness
Segmentation, Targeting and Positioning
Techniques
Marketing Plan Formulation
Discuss marketing strategies for attracting MICE
events in Russian context
Create an integrated marketing
strategy that includes direct
mail, press relations,
advertising, and the internet
Prepare a work plan and
timeline for implementation of
the marketing plan
<Required reading> Noel Yee-Man Siu, Penny Yim King Wan, Ping Dong (2012). The impact of the service scape on
the desire to stay in convention and exhibition centers: The case of Macao. International Journal of
Hospitality Management, 31(1), 236-246
Li Ling-yee (2007). Marketing resources and performance of exhibitor firms in trade shows: A
contingent resource perspective. Industrial Marketing Management, 36(3), 360-370 Timothy M Smith, Srinath Gopalakrishna, Paul M Smith (2004). The complementary effect of
trade shows on personal selling. International Journal of Research in Marketing, 21(1), 61-76
Pat Golden-Romero (2007). Chapter 4 - The Incentive, Smerf, and Other Markets. Hotel
Convention Sales, Services, and Operations, 57-96
8. Human
Resource
Management
Human resource plan and training
Event operating committee
Cast important guest speakers
Identify appropriate ways to
educate and develop volunteers
and staff
Identify the characteristics of
meeting planners
<Required reading> Krzysztof Celuch, Rob Davidson (2009). Human Resources in the Business Events Industry.
International Perspectives of Festivals and Events, 241-252
Haemoon Oh, Hyeon-Cheol Kim, Kyung-Wan Hong (2009). A dynamic perspective of meeting
planners' satisfaction: Toward conceptualization of critical relevancy. Tourism Management, 30(4),
471-482
9. Bugeting Use of budget preparation, Estimating, Create a realistic functional
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
Fixedand variable costs
Cash flow
Sponsorship and subsides
income and expense budget for
the events
Increase income and/or reduce
expenses in order to meet
financial objectives
<Required reading> Dwyer, L., Mistilis, N., Forsyth, P., & Rao, P. (2001). International price competitiveness of
Australia’s MICE industry. International Journal of Tourism Research, 3(2), 123–139
Carmen Berne, M.E. García-Uceda (2008). Criteria involved in evaluation of trade shows to visit.
Industrial Marketing Management, 37(5), 565-579
Kåre Hansen (2004). Measuring performance at trade shows: Scale development and validation
Journal of Business Research, 57(1), 1-13
Chang Hyun Lee, Sang Yong Kim (2008). Differential effects of determinants on multi-dimensions
of trade show performance: By three stages of pre-show, at-show, and post-show activities
Industrial Marketing Management, 37(7), 784-796
10. Ethics in
MICE
industry
Ethical behavior practices in the MICE industry
Define a green meeting
Implement environmentally
responsible practice into future
meetings
<Required reading> Ralf Buckley (2012). Sustainable tourism: Research and reality. Annals of Tourism Research,
39(2), 528-546
Park, E., & Boo, S. (2010). An assessment of convention tourism’s potential contribution to
environmentally sustainable growth. Journal of Sustainable Tourism, 18(1), 95–113.
Students should read required reading articles before the class. They will be discussed in
class. Each student will be given a chance to summarize and make his or her own opinion
of the article for ten minutes.
Students also may find recent research results relevant in each section and dicuss them
during the seminar.
9. Educational Technologies
• Interactive lectures and seminars
• Analyses of practical problems from the field trip and case studies from the recent articles
• Discussion on current articles and other scientific publications
• Computer business game (developed by Harvard business school)
10. Methods and Materials for Current Testing and Attestation
10.1 Current Testing Assignments
Home assignment requirements
In order to make students creative, home assignment doesn’t have standard forms. Simply, they
can use their own assessment ways to evaluate critically. However, it needs to be well structured
with clarity and cohesion.
Team project requirements
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
In order to make students creative, team project doesn’t have standard forms. Meanwhile, team
project report should be including title of the event, purpose and goals of the event, description of
the target population, plans for marketing, detailed description of the nature of the event, organi-
zational and staffing arrangements, financial arrangements (expenses and sources of revenue) and
a schedule of major tasks and activities to be followed in planning and conducting the event.
Field trip report requirements
In order to make students creative, field trip report doesn’t have standard forms. Simply, they can
use their own assessment ways to evaluate critically. However, it needs to be well structured with
clarity and cohesion. It should be attached a picture of all of team members on site.
10.2 Examples of assignments for the intermediate / final testing
The final exam is conducted in writing and consists of tasks that require knowledge and
skills for all sections of the course.
11. Grading Procedures
Overall grades are based on work products that address grade level standards.
Grades should reflect student mastery of grade level content standards
Literature review should be included in home assignment, team project and field trip re-
port
Within each category, grades shall be determined and recorded using forms of home as-
signment, team project, and final exam evaluation table.
The University adopt the following scale of correspondence between qualitative and nu-
merical grades:
• For credit:
Credited – 4-10 points (on 10 point scale)
Failure – 0-3 points (on 10 point scale)
• For current testing and final exam:
Excellent – 8-10 points (on 10 point scale)
Good – 6-7 points (on 10 point scale)
Satisfactory – 4-5 points (on 10 point scale)
Failure – 0-3 points (on 10 point scale)
Percentage of each activity:
Current testing 80% + Final exam 20% = 100 %
Current testing ; Home assignment, Team project, Field trip report
1 = 0.2 Home assignment + 0.3 Team project + 0.3 Field trip report + 0.2 Final exam
Final control grade will be put in the diploma, which is the resultant assessment of academic
discipline.
12. Teaching Method and Information Provision
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
12.1 Core Textbook
1. Professional Convention Management Association (2006) Professional meeting manage-
ment: Comprehensive Strategies for Meetings, Conventions and Events; Kendall/Hunt Pub-
lishing Company
12.2 Required Reading
1. Fenich, G. (2005). Meetings, Expositions, Events, and Conventions: An introduction to the indus-
try. New Jersey: Pearson Prentice Hall.
2. Kilkenny, Shannon (2006) The Complete Guide to Successful Event Planning, Atlantic Pub. Group
3. Schaumann, P. (2005) Practical advice from an event planner. The Guide to Successful Destination
Management. Wiley.
4. Hoyle, Dorf & Jones (1995), Meaning conventions & Group business. Educational institute of AH
& MA.
5. Getz, D. (1997). Event Management & Event Tourism. New York: Cognizant Communication
Corporation.
12.3 Supplementary Reading
1. Andrew Bradley, Tim Hall, Margaret Harrison (2002). Selling Cities: Promoting New Images for
Meetings Tourism. Cities, 19(1), 61-70
2. Baloglu, S., & Love, C. (2005). Association meeting planners' perceptions of five major conven-
tion cities: The structured and unstructured images. Tourism Management, 26(5), 743-752.
3. Bello, D. C.,& Lohtia, R. (1993). Improving trade show effectiveness by analyzing attendees. In-
dustrial Marketing Management, 22, 311-318.
4. Breiter, D., & Milman, A. (2006). Attendees' needs and service priorities in a large convention cen-
ter: Application of the importance-performance theory. Tourism Management, 27,1364-1370.
5. Carmen Berne, M.E. García-Uceda (2008). Criteria involved in evaluation of trade shows to visit.
Industrial Marketing Management, 37(5), 565-579
6. Chacko, H. E., & Fenich, G. G. (2000). Determining the importance of U.S. convention destination
attributes. Journal of Vacation Marketing, 6(3), 211-220
7. Chang Hyun Lee, Sang Yong Kim (2008). Differential effects of determinants on multi-
dimensions of trade show performance: By three stages of pre-show, at-show, and post-show activ-
ities Industrial Marketing Management, 37(7), 784-796
8. Bernini Christina (2009). Convention industry and destination clusters: Evidence from Italy,
Tourism Management, 30(6), 878-889,
9. Dwyer, L., Mistilis, N., Forsyth, P., & Rao, P. (2001). International price competitiveness of Aus-
tralia’s MICE industry. International Journal of Tourism Research, 3(2), 123–139.
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
10. Haemoon Oh, Hyeon-Cheol Kim, Kyung-Wan Hong (2009). A dynamic perspective of meeting
planners' satisfaction: Toward conceptualization of critical relevancy. Tourism Management, 30(4),
471-482
11. Hansen, K. (2004). Measuring performance at trade shows: scale development and validation.
Journal of Business Research, 57(1), 1–13.
12. Hui Chiu Chen, Cherng Ying Chiou, Chun Yuan Yeh, Hui Ling Lai (2012). A Study of the En-
hancement of Service Quality and Satisfaction by Taiwan MICE Service Project. Procedia - Social
and Behavioral Sciences, 40, 382-388
13. Hye-Rin Lee, Bob McKercher, Samuel Seongseop Kim (2009). The relationship between conven-
tion hosts and professional conference organizers. International Journal of Hospitality Manage-
ment, 28(4), 556-562
14. Jin. X, Weber, K. & Bauer,T.(2012) Relationship quality between exhibitors and organizers: A
perspective from Mainland China's exhibition industry. International Journal of Hospitality
Management, 31(4), 1222-1234
15. Judith Mair, Karen Thompson (2009) The UK association conference attendance decision-making
process. Tourism Management, 30( 3), 400-409
16. Kåre Hansen (2004). Measuring performance at trade shows: Scale development and validation
Journal of Business Research, 57(1), 1-13
17. Kim, S. S., Chon, K., & Chung. K. Y. (2003). Convention industry in South Korea: An economic
impact analysis. Tourism Management, 24, 533-541.
18. Kimberly J Shinew, Sheila J Backman (1995). Incentive travel: an attractive option. Tourism
Management, 16( 4), 285-293
19. Krzysztof Celuch, Rob Davidson (2009). Human Resources in the Business Events Industry. Inter-
national Perspectives of Festivals and Events, 241-252
20. Li Ling-yee (2007). Marketing resources and performance of exhibitor firms in trade shows: A
contingent resource perspective. Industrial Marketing Management, 36(3), 360-370
21. Martin Oppermann, Kye-Sung Chon (1997) Convention participation decision-making process
Annals of Tourism Research, 24(1), 178-191
22. Noel Yee-Man Siu, Penny Yim King Wan, Ping Dong (2012). The impact of the service scape on
the desire to stay in convention and exhibition centers: The case of Macao. International Journal
of Hospitality Management, 31(1), 236-246
23. Park, E., & Boo, S. (2010). An assessment of convention tourism’s potential contribution to envi-
ronmentally sustainable growth.. Journal of Sustainable Tourism, 18(1), 95–113.
24. Pat Golden-Romero (2007). Chapter 4 - The Incentive, Smerf, and Other Markets. Hotel
Convention Sales, Services, and Operations, 57-96
25. Poorani, A. A. (1996). Trade-show management: Budgeting and planning for a successful event.
Cornell Hotel and Restaurant Administration Quarterly, 37(4), 77–84.
26. Ralf Buckley (2012). Sustainable tourism: Research and reality. Annals of Tourism Research,
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
39(2), 528-546
27. Rob Davidson, Tony Rogers (2006). Chapter 2 - The Marketing Environment for Destinations
Marketing Destinations and Venues for Conferences, Conventions and Business Events, 31-58
28. Ryan, C., Crotts, J., & Litvin, S. (2007). Convention center management—influencing the attendee
experience: The case of Charleston Convention Center. Tourism Analysis, 13(2), 157–169.
29. Seyhmus Baloglu & Ken W. McCleary (1999). A model of destination image formation. Annals of
Tourism Research, 26(4), 868-897
30. Timothy M Smith, Srinath Gopalakrishna, Paul M Smith (2004). The complementary effect of
trade shows on personal selling. International Journal of Research in Marketing, 21(1), 61-76
31. Tony Rogers (2008). Chapter 2 - The structure of the conference industry. Conferences and
Conventions (Second Edition), 33-79
32. Tony Rogers (2008). Chapter 3 - The economics of conferences and conventions. Conferences and
Conventions (Second Edition), 81-112
33. Weber, K., & Ladkin, A. (2004). Trends affecting the convention industry in the 21stcentury.
Journal of Convention & Event Tourism, 6(4), 47–63
34. Wei, Z., & Go, F. (1999). The meetings, conventions, and expositions industry in Beijing: Prob-
lems and strategies. Journal of Travel & Tourism Marketing, 8(1), 101–110.
35. Witt, S.F., Gammon, S. & White, J (1992). Incentive travel: Overview and case study of Canada as
a destination for the UK market. Tourism Management, 13(33), 275-287.
36. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on
destination loyalty: A structural model. Tourism Management, 26, 45–56
12.4. Electronic Resources:
Electronic library of articles, with free access to information:
http://www.sciencedirect.com/
http://library.hse.ru/e-resources/e-resources.htm
www.ssrn.com
www.elibrary.ru
http://www.iet.ru/publication.php?jel-code=L&folder-id=44
http://www.forecast.ru
13. Technical Provision
Various electronic resources will be used for supporting lesson development using the
student learning objectives including an AV equipment and a projector
14. Academic Integrity
Academic integrity essentially means "intellectual honesty": honesty in the use of information, in
formulating arguments, and in other activities related to the pursuit of knowledge and
understanding. Students are expected to author original and authentic work in the field of
learning or level of experience. Knowledge creation necessarily entails dialogue with an
intellectual community; acknowledging the role of particular contributors to one’s own work is a
National Research University - Higher School of Economics
The MICE Industry [Master Program (Experience Economy: Hospitality and Tourism Management
fundamental academic responsibility. Students are empowered and encouraged the individual to
discover and express his or her own intellectual voice in respectful dialogue with other voices.
Be original and thoughtful.
15. Accommodations for Students with Disabilities
The Higher School of Economics is committed to ensuring equal academic opportunities and in-
clusion for students with disabilities based on the principles of independent living, accessible
universal design, and diversity. I am available to discuss appropriate academic accommodations
that may be required for student with disabilities. Requests for academic accommodations are to
be made during the first three weeks of the semester, except for unusual circumstances. Students
are encouraged to register with Disability Services Center to verify their eligibility for appropri-
ate accommodations.