This course reviews the concepts and tools used to design and implement a successful Meetings, Incentives, Conferences, and Exhibitions (MICE) marketing strategy organised by Travel Agencies. The focus of the course is on applying contemporary principles of strategic marketing to the process of MICE and Travel Agencies management. These concepts are applicable to the broadest definition of the MICE industry including festivals, sporting events, community celebrations, and cultural events among others organised by Travel Agencies. A student-defined case study further defines the application of course content. Students are also Introduced to the marketing tools that Tour Operators and Travel Agencies use to promote their products and services (Vacation packages, Organized excursions etc) to retail and wholesale market.
