MICE Lect

MICE
Learning Outcomes:
• Explain MICE;
• Differentiate MICE;
• Identify the components of MICE industry;
• Discuss its growth and significance.
Meetings
• Gathering of people for a common purpose such as

business, social or religious purpose/exchange
information
• Meetings exclude exhibits.
Incentive
• Reward event intended to showcase persons who meet or
exceed sales or production goals.
• Also called Incentive Program
• Incentive Travel-leisure trips emphasizing pleasure and
excitement which may appear to have little or no connection to
business.
Conventions
• Primary activity is to attend:

-educational sessions;
-participate in meetings/discussions
-socialize
-attend organized events.
Conventions
• Convention travel involves organizing itineraries, meetings, and events for
people from the same profession of field.
• Includes exhibits
• Conference – it is smaller in scale
• Congress – European term
Exhibitions
• Portrayed as “presentation of products or promotional materials”
-public relations, sales, and marketing
• This is usually an activity designed for suppliers of products, goods and/or

services
• European term for Exposition – larger in scale
Event Management
• Event - a thing that happens, especially one of importance. A
planned public or social occasion.
• Management - the process of dealing with or controlling things or
people. It includes the activities of setting the strategy of an
organization and coordinating the efforts of its employees
(or of volunteers) to accomplish its objectives through the
application of available resources, such as financial, natural,
technological, and human resources.
Event Management
Event management - is the application of project

management to the creation and development of large-
scale events such as festivals, conferences, ceremonies,
weddings, formal parties, concerts, or conventions. It
involves studying the brand, identifying its target
audience, devising the event concept, and coordinating
the technical aspects before actually launching the
event.
Event Management
Event manager is the person who plans and executes the event,
taking responsibility for the creative, technical, and logistical
elements. This includes overall event design, brand building,
marketing and communication strategy, audio-visual production,
script writing, logistics, budgeting, negotiation, and client service.
What makes an event special???
Tips for managing an Events:
1. Delegate tasks
2. Selecting the right venue
3. Planning for the unexpected (Contingency plan)
4. Catering to key people
Types of Events:
1. EVENTS BASED ON SIZE
A. Mega Events - defined as those one-time events of an

international scale organized by a special 'authority' and
yielding extremely high levels of media coverage and
impacts (economic, tourism, infrastructure, etc.) for the host
community because of the event's significance and/or size.
International markets (van der Wagen, 2009)
Mega??
=by virtue on the size in terms of

attendance, target market, level of
public financial involvement, political
efforts, extent of television coverage,
construction of facilities, and impact on
economic and social fabric of the host
community, (Hall, 1992).
B. Hallmark Events – the host is inseparable
in the minds of the attendees.
- it refers to those event that is so identified

with the spirit or ethos of a town or in the
host city, or even region that they become
synonymous with the name of the place and
gain widespread recognition and
awareness.
2. EVENTS CATEGORIZED UNDER MICE
1. Meeting - a coming together of two or more
people, by chance or arrangement, with a
common agenda.
- Education
- Trainings
- Decision-making
- Researches
- Sales
- Networking
- Strategic planning
- Team building
- Problem solving
Classifications of Meeting:
Academic Conference
a. Conference - discussing matters of common concern.
(The president is in conference with his advisers)
b. Congress – refers to the meeting of association of

delegates or representatives.
***OTHERS TYPES OF MEETING***
c. Symposium – formal presentation and limited interaction
between presenters and audience.
d. Lecture – individual presentation(by expert)where the
audience can ask questions after discussion.
e. Panel – two or more resource persons to offer their opinions on
specific topic.
f. Workshop – require hands-on activities to facilitate learning. Face-
to- face discussions
g. Forum – interactive discussion led by an invited speakers.
Note: Panel, Workshops, Forum require the presence of a facilitator.
g. Seminar – provide room for much interaction between attendees and
resource speakers. There is a lot of sharing of knowledge and
experience from both parties.
i. Clinic – training activities, usually sports. It will present drills and
instructions on specific topic.
j. Retreats – spiritual in nature (bonding, relaxation and meditation).
2. Incentives
3. Conventions
4. Exhibitions
Types of Exhibitions
A.Public or Consumer show

- open to the public, requires an entrance fee.
- to showcase products for new potential buyers
B. Trade show
- held to bring together members of a particular industry to
display, demonstrate, and discuss their latest products and
services. (Business-to-business)
Types of Exhibitions
C. Combined Exhibits
(ex. of exhibit :Cosmetics, Agriculture and forestry….)
D. Exposition – large scale industrial, regional exhibition that took a longer period of time
E. Fair – occasional meeting of buyers and sellers
Types of Events
3. EVENTS BASED ON PURPOSE AND CONTENT
A. Marketing events ( open house, product launch)
B. Festivals ( Religious, Cultural, Social, Fandom, Historical
4. SPORTS EVENT
5. ADVOCACY AND PHILANTHROPIC

-Charitable purposes
What are the Characteristics of an
Event???
1.It is once in a lifetime event – meaningful, enjoyable,
unforgettable
2.It is unique – distinct, not common, matchless, and
irreplaceable
3.It is generally costly to stage – everything requires a
capital, thus careful attention is needed
What are the Characteristics of an Event???
4. Brings people together – time for exchanging hi’s and hello’s.

time to bond and celebrate with people they are closed for or
people they are in business with.
5. It requires careful attention in planning – planned well to
avoid inconvenience, from biggest to smallest details ( Successful
Execution)
6. It has a purpose
Thank you!
Great minds discuss ideas; Average minds discuss events;
small minds discuss people.
-Eleanor Roosevelt-

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MICE

• Gathering of people for a common purpose such as

• Primary activity is to attend:

• This is usually an activity designed for suppliers of products, goods and/or

Event management - is the application of project

Tips for managing an Events:

1. EVENTS BASED ON SIZE

A. Mega Events - defined as those one-time events of an

=by virtue on the size in terms of

- it refers to those event that is so identified

b. Congress – refers to the meeting of association of

A.Public or Consumer show

5. ADVOCACY AND PHILANTHROPIC

4. Brings people together – time for exchanging hi’s and hello’s.

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