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

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

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

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

5. GLOBAL GROWTH IN MEETING SPACE MPI DATA

6. M.I.C.E. INDUSTRY EDUCATIONAL 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

7. M.I.C.E. INDUSTRY HOW TO ADVANCE THE PROFESSION BASED ON M.I.C.E. INDUSTRY HOW TO ADVANCE THE PROFESSION BASED ON MPI SURVEY (MEETING PROFESSIONALS INTERNATIONAL) SCALE = 1 - 5 STRATEGYSCORE Better understanding of profession4.41 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

8. 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’s FENICH 2008

9. 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

10. 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

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

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

13. COURSEWORK OFFERED continued 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

14. 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

15. 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 Industry FENICH 2008