Module code: MAN3194

Module Overview

MICE events have been a booming part of the events industry over the past few years with conference and conventions especially offering lucrative potential for event planners. The emergence of the BVEP has cemented the importance of such events economically and socially. The module will provide an understanding and overview of this sector as well as examining and analysing key elements in the marketing and production of conferences and business events. It will also focus on the specific factors involved in the strategic management of business events and the role that organisations such as ABPCO, MPI etc play in collaborating on industry-changing campaigns and by facilitating the sharing of best practice. The Department is a member of ABPCO, AEME and ICCA and will look to draw on expertise from within those organisations to support the learning content and assessment.

Module provider

Hospitality, Tourism & Events Management

Module Leader

BERRIDGE Graham (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 51

Lecture Hours: 7

Seminar Hours: 14

Tutorial Hours: 12

Practical/Performance Hours: 66

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

• MICE: A Global Industry - Business Dimensions

• Marketing & Business Traveller Motivations

• Critical understanding of consultancy

• Planning principles and theories

• Preparing proposals

• Basic data collection techniques

• Using ROI Methodologies

• Role of management consultancies in contemporary economies

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Consultancy Report 100

Alternative Assessment


Assessment Strategy

The assessment strategy is based on a written report that will allow students to demonstrate their understanding of the MICE event industry and of their ability to collect and analyse information and to formulate evidence-based recommendations and to present these to the ‘client’.


Assessment Strategy: The assessment strategy is designed to allow students to demonstrate that they have achieved the module learning outcomes through attendance at teaching sessions and completion of independent and guided learning and research.

Module aims

  • The aim of this module is to give students the opportunity to undertake an events consultancy project centred on the strategic understanding of the business events market. Students will be given the opportunity to conduct a small consultancy project for a client based on a specified brief. The resulting project report will involve presentation of clear findings and recommendations to the client.

    This is a practical module, which will build on students’ theoretical knowledge about the events industry and the MICE sector in terms of planning, management, policy and strategy.

Learning outcomes

Attributes Developed
001 Understand and analyse the strategic role, significance and requirements of the MICE sector CK
002 Implement key features of a consultancy project PT
003 Utilise research skills, data collection and evaluation models for the strategic analysis of MICE events – ie operations, marketing, evaluation etc P
004 Recommend evidence reasoned strategies for destination/organisational strategic planning CPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The teaching and learning strategy is designed to:

• Increase students understanding of MICE/business events

• Increase students ability to undertake a consultancy project on MICE/business events

• Increase students knowledge and ability for analysis and research

The teaching and learning methods include:

• Interactive lectures with support material and reinforcement

• Group work

• Formative feedback sessions –this will be provided through group work and presentations in class where students will

also be asked to critically comment on each other’s performance.

• Case studies

• Guest lectures to provide links between theory and practice

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Upon accessing the reading list, please search for the module using the module code: MAN3194

Other information


Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2020/1 academic year.