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M.I.C.E. : A VIEW FROM THE U.S.

M.I.C.E. : A VIEW FROM THE U.S. GEORGE G. FENICH, PH.D. PROFESSOR. DECEMBER 2008. AGENDA. M.I.C.E. INDUSTRY EDUCATIONAL NEEDS M.I.C.E. & EVENTS MANAGEMENT COMPONENTS CURRICULUM FUTURE. FENICH 2008. $122 BILLION INDUSTRY 1.7 MILLION JOBS EXPLODING GLOBAL GROWTH.

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M.I.C.E. : A VIEW FROM THE U.S.

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  1. M.I.C.E. : A VIEW FROM THE U.S. GEORGE G. FENICH, PH.D. PROFESSOR DECEMBER 2008

  2. AGENDA • M.I.C.E. INDUSTRY • EDUCATIONAL NEEDS • M.I.C.E. & EVENTS MANAGEMENT • COMPONENTS • CURRICULUM • FUTURE FENICH 2008

  3. $122 BILLION INDUSTRY • 1.7 MILLION JOBS • EXPLODING GLOBAL GROWTH M.I.C.E. INDUSTRY (MPI DATA) FENICH 2008

  4. GLOBAL GROWTH IN INTERNATIONAL MEETINGS IN U.S. Purpose of Presentation College of Human Ecology Month date, Year Maria D. Allen MPI DATA

  5. GLOBAL GROWTH IN MEETING SPACE MPI DATA

  6. 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! M.I.C.E. INDUSTRY EDUCATIONAL NEEDS FENICH 2008

  7. 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 M.I.C.E. INDUSTRY HOW TO ADVANCE THE PROFESSIONBASED ON MPI SURVEY (MEETING PROFESSIONALS INTERNATIONAL) SCALE = 1 - 5 FENICH 2008

  8. 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 • DMC’s FRAMEWORK FOR THIS INDUSTRY FENICH 2008

  9. 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 EDUCATIONAL FRAMEWORK FENICH 2008

  10. 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 COURSEWORK OFFERED FENICH 2008

  11. 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, 5th published by Kendall/Hunt COURSEWORK OFFERED FENICH 2008

  12. 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, 7th Edition” COURSEWORK OFFERED continued FENICH 2008

  13. 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 COURSEWORK OFFERED continued FENICH 2008

  14. 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 COURSEWORK – PLANNING FOCUS FENICH 2008

  15. EXAMPLES OF COURSE TITLES • Catering Management • Tradeshow Management • Destination Management • May include the role of DMO’s; CVB’s • Event Management • May include the role of DMC’s • MICE Facilities Management • Destination Planning: Putting on a Special Event • Festival Management • Technology in the MICE Industry COURSEWORK – OPERATIONS FOCUS FENICH 2008

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