DECEMBER 2008GEORGE G. FENICH, PH.D.PROFESSOR

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

AGENDAAGENDA

M.I.C.E. INDUSTRYEDUCATIONAL NEEDS

M.I.C.E. & EVENTS MANAGEMENTCOMPONENTS

CURRICULUMFUTURE

FENICH 2008

M.I.C.E. INDUSTRY M.I.C.E. INDUSTRY (MPI DATA)(MPI DATA)

• $122 BILLION INDUSTRY

•1.7 MILLION JOBS

•EXPLODING GLOBAL GROWTH

FENICH 2008

Month date, Year Maria D.

Allen

Purpose of PresentationCollege of Human Ecology

GLOBAL GROWTH IN INTERNATIONAL MEETINGS IN U.S.GLOBAL GROWTH IN INTERNATIONAL MEETINGS IN U.S.

0

1000

2000

3000

4000

5000

6000

7000

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Total Intl Assoc Meetings

MPI DATA

GLOBAL GROWTH IN MEETING SPACEGLOBAL GROWTH IN MEETING SPACE

0

2

4

6

8

10

12

14

M Sq. Ft.

Las Vegas Dubai Macau Singapore

Meeting Space Growth

2007

2011

MPI DATA

M.I.C.E. INDUSTRY M.I.C.E. INDUSTRY EDUCATIONAL NEEDSEDUCATIONAL NEEDS

• 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!

FENICH 2008

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

STRATEGYSCORE Better understanding of profession

4.41

Better understanding of marketing4.38

Better ability to report on impact of meetings4.38

Better collaboration between industry & university programs4.30

Better understanding of human resources4.30

More research in the field3.99

More defined career paths3.96

FENICH 2008

FRAMEWORK FOR THIS INDUSTRY FRAMEWORK FOR THIS INDUSTRY

• 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’sFENICH 2008

EDUCATIONAL FRAMEWORK EDUCATIONAL FRAMEWORK

• 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

FENICH 2008

COURSEWORK OFFERED COURSEWORK OFFERED

• 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

FENICH 2008

COURSEWORK OFFERED COURSEWORK OFFERED

•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/HuntFENICH 2008

COURSEWORK OFFERED COURSEWORK OFFERED continuedcontinued

• 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”FENICH 2008

COURSEWORK OFFERED COURSEWORK OFFERED continuedcontinued

• 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

FENICH 2008

COURSEWORK – PLANNING FOCUS COURSEWORK – PLANNING FOCUS

• 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

FENICH 2008

COURSEWORK – OPERATIONS FOCUS COURSEWORK – OPERATIONS FOCUS

• 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 IndustryFENICH 2008