MICE CONSULTANCY AND ANALYSIS - 2021/2
Module code: MAN3194
In light of the Covid-19 pandemic the University has revised its courses to incorporate the ‘Hybrid Learning Experience’ in a departure from previous academic years and previously published information. The University has changed the delivery (and in some cases the content) of its programmes. Further information on the general principles of hybrid learning can be found at: Hybrid learning experience | University of Surrey.
We have updated key module information regarding the pattern of assessment and overall student workload to inform student module choices. We are currently working on bringing remaining published information up to date to reflect current practice in time for the start of the academic year 2021/22.
This means that some information within the programme and module catalogue will be subject to change. Current students are invited to contact their Programme Leader or Academic Hive with any questions relating to the information available.
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.
Hospitality, Tourism & Events Management
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
Prerequisites / Co-requisites
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 type||Unit of assessment||Weighting|
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.
- 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.
|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|
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.
Upon accessing the reading list, please search for the module using the module code: MAN3194
Programmes this module appears in
|International Event Management BSc (Hons)||2||Compulsory||A weighted aggregate mark of 40% is required to pass the module|
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 2021/2 academic year.