219 MICE

219 MICE

TLH 219

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July 15, 2025

MICE

Meetings, Incentives, Conferences & Exhibitions Assessment Brief

CANVAS (TURNITIN) SUBMISSIONDEADLINE: TUESDAY, 13^THMAY 2025 BY 2:00PM

Module Leader: Erika Pall

Lecturer: Victoria Wright

Learning outcomes

Knowledge

Knowledge of the experiential nature of the MICE sector

Knowledge of the changing nature of the business consumer and marketplace

Skills

The ability to situate MICE within the contemporary commercial context

The ability to critically discussthe role of MICE within thewidertourism, events and hospitality industry

Assessment: PROJECT REPORT

Individual project report

Assessing learning outcomes 1-4, contributing 100% of module marks.

Background:

You are a freelance professional conference organiser. You have been asked to organise a conference for the World Association of Travel Agencies.

Your client puts a strong emphasis on its corporate social responsibility and wants the conference to be as ‘contemporary/green’ as possible. The three-day conference will be held in August 2025, and it is intended to attract approximately 250 people. It is aimed at an international audience, comprising government representatives, personnel, and key stakeholders, as well as leading figures from academic and commercial research establishments.

They are open to suggestions from you, but have confirmed the following: • The guests will be from all around the world and the gender split isroughly 50:50. • The conference can be held at any destination in the world.

• There will be 250 delegates.

• Budget is £250 per delegate (Flights & Accommodation are NOT included). • The first day must include one of either a networking event or a teambuilding activity.

• The second day should include an optional leisure activity to run alongside the conference.

• The final day must end with a formal dinner in the evening with entertainment.

Assessment Guidance

– Carry out a Literature review of the current research about ‘contemporary/green’ issues in relation to the MICE sector of approximately 1,000 words. This is to establish your credibility as a conference organiser.

– Once the literature Review is conducted, you are then required to produce a formal written proposal package approximately 2,500 words, which needs to be presented in a professional report format and include the following:

–

a) Rationale and background of the conference

b) Conference objectives

c) Justification for the venue and destination selection

d) Operational analysis- (catering, IT/AV, transport, accommodation options) e) Proposed budget

f) Conference promotion

g) Conference Schedule

h) Internal analysis (event organiser), external analysis (event host, suppliers, sponsors, health and safety regulations etc.).

i) Recommendations(to meet the current conference objectives).

Presentation

• You must use Times New Roman point 12 and double-line space. Never underestimate the difference a good presentation makes and always proofread your work before submitting it.

It is important to adhere to the prescribed word count limit to avoid any penalties. Your word count excludes the table of title page, table of contents, any appendices, and reference list/bibliography. The word count must be stated at the bottom of your title page. Please note falsifying the word count is classed as academic misconduct.

Assessment Regulations

Total word count: 3,500 words(+/- 10%)

For further information regarding Assessment Regulations, extenuating circumstances or extensions and academic integrity, please refer to your Programme Handbook on the University of Sunderland in London information page on Canvas.

Reading List

Please access your reading list from the library website. To access it, please go to htps://moduleresources.sunderland.ac.uk/ and search for your module. There are a number of textbooks that will provide valuable background, and you should search through journals that are available. I have indicated where Ebooks are available.

Core Reading

Rogers, T. (2013) Conferences and conventions: a global industry, 3rd ed.Oxon: Buterworth- Heinemann.

Journals

Annals of Tourism Research Event Management

International Journal of Event &Festival Management

Current Issues in Tourism

Journal of Hospitality, Leisure, Sport &

Tourism Education

Journal of Tourism & Cultural Change Recreation Management

Tourism Management

Tourism Review

Journal of Convention &Event Tourism Journal of Venue & Event Management

An updated list of all tourism, hospitality and events-related journals available to you through the library can be found through My Module Resources: htps://moduleresources.sunderland.ac.uk/course identifier?ci=TOUJOU

If you are looking for a journal article or book, either in print or electronically, which is not available through the University of Sunderland’s library they will try to obtain it for you from another library through the Interlibrary Loans Service:

htp://library.sunderland.ac.uk/resources/interlibrary-loans/

Please make use of the variety of Journals available to you through the library using DISCOVER.

For more library support information please check the next section on “0 Assignment support through Library services” of this module guide.

Submission guidelines

Your submission links will become available approximately 3 weeks prior to your submission deadline. Yoursubmission will be on your module space on Canvas. Please refer to the ‘General Assessment Guidance’ under the Assignment tab, for detailed instructions on how to submit and how to check for your marks and feedback.

Grading

You will be marked in accordance to the University of Sunderland assessment criteria attached below. The assessment criteria covers Relevance, Knowledge, Analysis, Argument and Structure, Critical Evaluation, Presentation, and Reference to Literature. Your mark and feedback will be made available to you electronically once the internal moderation has taken place, which is a year 4 weeks from your submission deadline.

Infringement

The University is committed to the universal academic standard, which requires that students must not submit materials that contain someone else’s work without appropriate acknowledgment.

By submitting, you confirm that the work you submit is your own and that you have read and understood the guide to academic integrity and academic misconduct.

Classifica on : Internal

Marking Grid

Introduction

Clearly outlined the aim and objectives of the report Present

briefly the context and importance of MICE industry

Main body

Literature review:

Literature review on the current thinking about

‘contemporary/green’ issues in relation to the MICE sector. This is to establish your credibility as a conference organiser.

(Word count: 1,000 words, +/- 10%)

Proposal package:

The formal written package proposal needs to be presented in a professional report format and includes the following:

(Word count: 2,500 words, +/- 10%)

a) Rationale and background of the conference

b) Conference objectives

c) Justification for the venue and destination selection

d) Operational analysis- (catering, IT/AV,transport,

accommodation operations)

e) Proposed budget

f) Conference promotion

g) Conference Schedule

h) Internal analysis(event organiser), external analysis(event host,suppliers,sponsors, health and safety regulations etc.)

i) Recommendations(to meetthe current conference

objectives).

Classifica on : Internal

Conclusion and Recommendations Provide an appropriate conclusion and substantial recommendations	5
Quality of analysis and evaluation – Considered the issues/conceptsfrom a number of perspectives and properly	10
compared and contrasted the arguments/viewpoints of different authors – Make use of appropriate writing style – Provide evaluative comments based on literature
References Citations and reference list should be presented in the correct Harvard referencing style Make use of a variety of relevant academic sourcesto inform your arguments. Demonstrate a range of recommended reading and appropriate examples outside the reading list.	5
Overall format & presentation The papershould have a neat aspect, following the recommended structure – The text should be formatted as guided in the assignment brief – Justify alignment – Standard spelling and grammar, in a readable style – Appropriate use of appendices/annex – The text has a good flow, and the arguments are developed to the level 6 standards.	10
TOTAL	100 marks