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MICE Management

Module name (EN):
Name of module in study programme. It should be precise and clear.
MICE Management
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
International Tourism-Management, Bachelor, ASPO 01.10.2020
Module code: BITM-W-07
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P440-0108
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4SU (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: according to optional course list
Mandatory course: no
Language of instruction:
German
Assessment:
Project (can be repeated annually)

[updated 17.09.2018]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

DFBTO-W-05 (P620-0531) International Tourism Management, Bachelor, ASPO 01.10.2018 , semester 4, optional course
DFITM-W-07 (P620-0480) International Tourism Management, Bachelor, ASPO 01.10.2020 , optional course
BITM-W-07 (P440-0108) International Tourism-Management, Bachelor, ASPO 01.10.2013 , optional course
BITM-W-07 (P440-0108) International Tourism-Management, Bachelor, ASPO 01.10.2015 , optional course
BITM-W-07 (P440-0108) International Tourism-Management, Bachelor, ASPO 01.10.2017 , optional course
BITM-W-07 (P440-0108) International Tourism-Management, Bachelor, ASPO 01.10.2020 , optional course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
BITM-112 Principles of the Tourism Sector
BITM-115 Cost Accounting in Tourism
BITM-240 Marketing and Market Research in Tourism
BITM-320 Management in the Tourism Industry
BITM-331 Stakeholders in the Tourism Industry


[updated 11.12.2019]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Ralf Rockenbauch
Lecturer: Prof. Dr. Ralf Rockenbauch

[updated 26.06.2017]
Learning outcomes:
After successfully completing this course, students will have a basic understanding of the interrelationships in MICE _ management.
-They will have a theoretical understanding of the specifics of marketing meetings, incentives, conferences and events
-They will be able to strategically plan the use of marketing instruments for companies in MICE _ management They will have improved their communicative skills by interacting with guests and participating in discussions with the group.
 
-They will be able to apply presentation techniques
 
 
 
 
 
 
After successfully completing this module, students will have developed and deepened their knowledge of:
-the economic dimensions of tourism, in particular with regard to the developments in and perspectives of MICE management
-the approaches of modern consumer theory in MICE _ management
 
-the specifics of marketing meetings, incentives, conferences and events
-the strategic marketing of companies in MICE _ management
 
-marketing mix instruments (product, pricing, communication and distribution policies) in a regional, national and international context
 
-the characteristics of the tourism sector in the field of MICE management
 
-market structures and market participants in MICE management (suppliers, customers, organizations)
After successfully completing this module, students will:
 
 
-have gained insight into the principles of MICE management by tourism organizations and will be able to analyze and present procedural and organizational questions from organizations in MICE management (organizational change; special features of international tourism organizations) International and intercultural references
-Employment with (inter-) national organizations in MICE management
 
 
 
 
 
 
 
-Within the framework of examples from international organizations and companies in MICE management
 
Practical references:
 
 
-Management and policy concepts in MICE management
-Business and economic methods in MICE managment
-Social competence
 
 
-Projects, meetings, incentives, conferences, events, guest lectures and trips (together with students from different semesters and subject areas)
-In particular, MICE management concepts and methods that are important for MICE management
Students will expand and improve their skills in modern presentation techniques, project and team work and scientific work techniques.
 
 
 
After successfully completing this module, students will be able to:
-understand, analyze and map service-oriented issues and special features from MICE management in planning models,
-apply basic planning and control methods in MICE management (strategic planning of marketing instruments and operational implementation within the framework of projects)
 
-describe, develop, plan and design basic service-specific processes in MICE management,
 
-implement and control basic service-oriented strategies and concepts in MICE management (process policy as part of the marketing mix in MICE management),
 
-cooperate and evaluate within the scope of project management (focus/project definition, planning, project structuring, prioritization/derivation of analyses, activity planning, implementation, success control)
 
 
-apply the basics of process management to the establishment of control processes
 
 
-communicate more efficiently (pyramid principle) and interact with external parties and groups
 
-apply the principles of motivation and teamwork
 
 


[updated 17.09.2018]
Module content:
Developments in and perspectives of MICE management
Event marketing
Modern consumer theory approaches to incentives and events
The principles of MICE management
Strategic marketing of companies in the MICE _ sector
Marketing mix instruments (product, pricing, communication and distribution policies) in a regional, national and international context
- Lecture


[updated 17.09.2018]
Teaching methods/Media:
 
- _SRL _ Self-regulated learning_
- Case studies (field trips, if necessary)
- Role playing
- Group and project work (independent development of a concept
  and its presentation)
- Discussions with students and guests
- Presentations and preparation of documentations/compositions
 
On the basis of selected data and case studies, students will be taught to develop concepts independently, as well as implement their concepts and reflect upon them.
 


[updated 17.09.2018]
Recommended or required reading:
The following literature is recommended in addition to the basic literature already mentioned in the modules BITM-111 and BITM-320:
 
 
-Nufer, G., Bühler, A., (Hrsg.), Management und Marketing im Sport _ Betriebswirtschaftliche Grundlagen und Anwendungen der Sportökonomie, Berlin, latest edition
-see also: http://homepages.uni-tuebingen.de/gerd.nufer/index.html
-Managing Change in Tourism: Creating Opportunities - Overcoming Obstacles, Thomas Bieger, Peter Keller (Herausgeber), Berlin, latest edition
-see also: http://www.alexandria.unisg.ch/Publikationen/Zitation/Thomas_Bieger
-Freyer, W., Sport-Marketing: Modernes Marketing-Management für die Sportwirtschaft, Berlin, latest edition  
-FdSnow, Fachzeitschrift für den Skisport, Freunde des Skisports im Deutschen Skiverband
-Hayes, N., Saving Sailing, Crickhollow, Milwaukee, 2009, How _ and more importantly _ why? A provocative argument and action plan _ sure to appeal to sailors everywhere
_ for the revival of family sailing and quality uses of free time for rewarding intergenerational pastimes, lifelong hobbies, and free-time pursuits.
-Hoye, R., Sport management: principles and applications, 2. Auflage, Elsevier, Amsterdam u. a., 2009
-Letzner, V., Tourismusökonomie _ Volkswirtschaftliche Aspekte rund ums Reisen, Oldenbourg, München, 2010
-Csikszentmihalyi, M.: Das Flow-Erlebnis. Stuttgart 1993
-Csikszentmihalyi, M./Jackson, S.A.: Flow im Sport. München 2000
-Neumann, P.: Das Wagnis im Sport. Schorndorf 1999
-Opaschowski, H.W.: Xtrem _ Der kalkulierte Wahnsinn. Hamburg 2000
-Opaschowski, H.W.: Deutschland 2020. Wie wir morgen leben _ Prognosen der
 Wissenschaft. Wiesbaden 2006
-Opaschowski, H.W.: Freizeitökonomie _ Marketing von Erlebniswelten. Opladen
 1995
-Schulze, G.: Die Erlebnisgesellschaft, Kultursoziologie der Gegenwart
 Frankfurt 1995
-Wopp, Ch.: Entwicklungen und Perspektiven des Freizeitsports. Meyer & Meyer,
 Aachen 1995
-Opaschowski, H., Das gekaufte Paradies, Germa Press, Hamburg, latest
 edition
-Opaschowski, H., Tourismus, Leske und Budrich, Opladen, latest
 edition
-Steinecke, A. (Hrsg.), Erlebnis- und Konsumwelten, Oldenbourg, München, 2000
-Bischof, R., Event-Marketing _ Emotionale Erlebniswelten schaffen, Zielgruppen
 nachhaltig binden, Berlin, latest edition
-Institut für Mobilitätsforschung (Hrsg.), Erlebniswelten und Tourismus,
 Springer, Berlin, 2004
-Freyer, W., Tourismus-Marketing, Oldenbourg, München, latest
 edition
-Schilling, J., Planung von Ferienlagern und Freizeiten, München, 1981
 
 
In addition, project-specific introductory literature in the relevant (foreign) languages will be announced during the lectures.


[updated 17.09.2018]
 
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