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This is the study programme for 2019/2020. It is subject to change.

The course gives a theoretical and practical introduction to MICE. The MICE industry (Meeting, Incentive travel, Conventions and Exhibition) is one of the fastest growing segments of the global tourism industry, and has potential economic impacts on the host region, resulting from the longer stay of the attendees than other types of tourists.
Hotels are one of multiple stakeholders in the MICE industry, and it is important for future hospitality managers to have knowledge, skills and competences about this segment, so that the host regions can attract, plan, operate and implement future events.

Learning outcome

Upon completion of this course, the candidate shall have the following knowledge, skills and general competence:
Upon completion of this course, the candidate:
  • Will have the basic understanding of the different characteristics of Meetings, Incentive travels, Conventions, Congresses & Conferences, and Exhibitions
  • Will have knowledge about the different stakeholders in the MICE industry and their roles (DMO, PCO, DMC, hotels, event bureaus)
  • Will have knowledge of demands in the MICE industry (leisure vs. business events)
  • Will have knowledge of key issues that are critical for MICE operations and practices
  • Will have knowledge of risks related to MICE
  • Will have knowledge of regional impacts of MICE

Upon completion of this course, the candidate:
  • Will understand what criteria are important for MICE sales
  • Will understand what criteria are important for MICE planning
  • Will understand what criteria are important for MICE operations
  • Will understand how a Bid is set up and what is should contain
  • Will understand what stakeholders are involved and when

General competence
Upon completion of this course, the candidate:
  • Will be able to reflect on ethical issues related to MICE
  • Will be able to reflect on the operation and implementation of an event
  • Will be able to involve in discussions related to future concerns and the development of the MICE industry
  • Will be able to discuss and reflect upon the latest research within the MICE industry


In this course, students will be introduced to MICE market trends. Central topics are sales, planning and management of large events. Meetings, Incentive travels, Conferences and Exhibitions have different characteristics and different stakeholders when it comes to market segmentation, sales, planning, and operation, thus these elements will be treated separately. Examples, cases and discussions will be important elements of the course.
Examples of important topics in the course:
Introduction to MICE (Meetings, Incentive travels, Conferences and Exhibitions)
Risk management & Regional impacts
MICE planning: (planning, managing and coordinating)
MICE operations and practices

Required prerequisite knowledge

One of the following alternatives:
  • BHO130 Service management and service design
  • BRH100 Servicemanagement


Home exam and written exam
Weight Duration Marks Aid
Home exam2/54 weeksA - F
Written exam3/54 hoursA - FEnglish-Native language dictionary.

Course teacher(s)

Course teacher
Mona Anita Kristiansen Olsen
Course coordinator
Trude Furunes

Method of work

Beside lectures, the students should work with, discuss and present relevant cases in groups and in plenum. Parts of the lectures will be held in seminar form where discussion in class is emphasised. Lectures, guest lectures and presentations will be in English. Excursions will be considered. Participation as volunteer in an event will be recommended.

Course assessment

The course will be student-evaluated in accordance with the evaluative system of the Faculty of Social Sciences.


Getz, D. & Van Niekerk, M. (2018). Event stakeholders: Theory and methods for event management and tourism, Goodfellow Publishers Limited.
Day, J. (2018). Challenges for MICE Sustainability: Complexity and Changing Adaptative Systems, Events and Tourism Review, 1(1), 4-12.
Draper, J., Thomas, L.Y., & Fenich, G.G. (2018) Event management research over the past 12 years: what are the current trends in research methods, data collection, data analysis procedures, and event types?, Journal of Conventions & Event Tourism, 19(1), 3-24, doi: 10.1080/15470148.2017.1404533
Jago, L., & Deery, M. (2006) Convention delegates – The relationship between satisfaction with the convention and with the host destination: A case study. In: B. Prideaux (ed.): Managing Tourism and Hospitality Services. Wallingford: CABI, s. 15-25.
Kim, S.H., Sun, M.R., & Lee, J.H. (2016) A Study of Smart Beacon-based Meeting, Incentive Trip, Convention, Exhibition and Event (MICE) Services Using Big Data, Procedia Computer Science, 91, 761-768.
Smagina, N (2017). The internationalization of the Meetings-, Incentives-, Conventions-and Exhibitions-(MICE) industry: Its influences on the actors in the tourism business activity, Journal of Economics and Management, 2017, 27(1), 96-113.
Tinnish, S.M. & Mangal, S.M. (2012) Sustainable event marketing in the MICE industry: a theoretical framework, Journal of Convention & Event Tourism, 13(4), 227-249, doi: 10.1080/15470148.2012.731850

Selected case studies and papers will be made available on CANVAS.

This is the study programme for 2019/2020. It is subject to change.

Sist oppdatert: 27.05.2020