The objective of this course is to provide students an overview of the Meeting, Incentive, Convention, and Exhibition industry. It emphasizes on the advanced knowledge in planning, organizing, staging, marketing and management of conventions, meetings and exhibitions. Case studies and best practices will be emphasized in this course. Students will be able to advance their understanding of the importance of MICE in an integrated resort, formulating strategies in order to improve the MICE business after completing the module. In addition, analytical skills will also be emphasized in this course.

Upon completion of this course, students will be able to: 1. Evaluate the knowledge and theories of MICE management - Students will be able to examine and evaluate the theories and concepts in the context of the MICE concept and through which to be in a position to effectively plan and stage the MICE event within an integrated resort setting. 2. Analyze the structure of the MICE industry in tourism and hospitality - Students will analyze the multifaceted MICE sector from small meetings to large exhibitions and trade shows. Increasingly too, MICE programmes integrate components of a meeting, with incentive and exhibitions. Macao and regional destinations continue to stress the importance of MICE or business tourism as a key segment to grow as part of diversification and as a high yield segment that mixes business and leisure motives. The course will provide a macro perspective of destination selection as well as internal issues important to develop a MICE sector. 3. Apply actions required to successful engage and implement MICE development across the integrated resort - Students will be able to apply the major actions and tasks needed to plan and stage MICE events within the integrated resort. 4. Evaluate and implement appropriate MICE theories and concepts - Students will be able to analyze and apply various MICE theories and concepts to IR development and to its practical application in the hospitality and tourism industry. 5. Communicate and respond to the diversity that prevails within MICE production - Students will be able to communicate and respond appropriately to the several stakeholders in MICE, across IR departments and external to the property. 6. Evaluate issues and apply professional skills and management knowledge to complex and unstructured problems in MICE in hospitality and tourism - Students will be able to identify MICE development and management problems within the context of hospitality and tourism, and apply management knowledge and skills to solve the problems. Students will also be able to organize and analyze related numerical and graphical data, and translate these into business information.