MICE marketing research and marketing communications by a convention and visitors bureau (CVB)
1. Compare and contrast the growth potential of 2 source markets which could be targeted by the CVB (30%) As a short introduction, students present the MICE product offered by the destination (a city) and its CVB / DMO. The geographic origin of MICE demand is the main area of research. Students evaluate the characteristics of 2 potential source markets; they decide which of the 2 markets offers the best potential of growth for the destination. The targeted market can be a country, a region or a city; a domestic market can be selected. The PESTEL analysis of the potential markets provides elements to evaluate which market is more likely to produce business. Data related to the business already generated on the destination by existing demand and its trends are also relevant. Data must be interpreted and the use of graphs in the report is mandatory to support a comparative analysis. The next tasks concentrate on the “best market” identified in this section.
2. Evaluate the types of MICE demand that the market under research can generate for the destination (20%) Students identify and assess the main kinds of MICE demand and the direct (companies…) and indirect buyers (PCOs, etc) in the selected market; they consider to which extend the features of the destination and its strengths can satisfy the clients’ needs (which is the match between supply and demand?). They debate the types of events that the CVB can attract from this market; is the targeted market more likely to generate product launches, medical association meetings, exhibitions or incentives (etc.) for the destination?
3. Design a sample marketing communications plan to achieve prioritized objectives in the selected market (30%)
The plan includes only 2 actions; they must be in the traditional categories of promotion or public relations, which are part of the integrated marketing communications tools. Students detail the conceptualization and the planning of one or two of the actions of the plan by considering for instance the following aspects: Why is the action being held, who are the stakeholders of the action, when and where will the action be planned and, most importantly, what is the content and the expected impact of the action. If students follow the template of a real DMO, the model must be referenced. The students conclude this section with a short reflective statement expressing how this research was carried out.
A short appendix of 4 pages is required:
– One sample of one document bringing evidence that the destination has been researched from the perspective of MICE – Three samples from 3 documents (one page each) bringing evidence that the source market has been researched. Each of the 4 pages will be extracted from distinct and relevant articles referenced in the project and will be annotated.
Resources Available:
Davidson, R., Rogers, T. (2006) Marketing Destinations and Venues for Conventions and Business Events, Oxford: Elsevier
Bowdin, G., Allen, J., O’Toole, W., Harris, R., & McDonnell, I. (2011). Events Management (3rd edition). Oxford, England: Butterworth-Heinemann.
http://library.myglion.com/library/en/en-en/index.cfm http://www.gcb.de/en/key-industries/key-industries-in-germany http://www.tandfonline.com/toc/wcet20/current Journal of convention and event tourism http://www.destinationmarketing.org/ International association of DMOs http://www.ufi.org/ The global association of the exhibition industry http://www.iccaworld.com/ International Congress and Convention Association