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Muic exhibition management course outline


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Muic exhibition management course outline

  1. 1. Exhibition Management COURSE TITLE ICTM 423 Seminar in Tourism Planning and Promotion COURSE DESCRIPTION This course is intended to serve as an overview of tourism planning and promotion. The objective of the course is to provide the learner with a general macro working knowledge of the tourism principles, practices, operations and management. This course explores a new channel for destination planning and promotion, focuses on the market, products and services, program development, market research with a highlight on Corporate Social Responsibility, public relations, business strategy development, intercultural human resource management, cost controls, and impacts assessment. LECTURER Scott Michael Smith, MBA OFFICE & CONTACT e-mail : youngskalthailand@gmail.comCourse Purpose: 1. To introduce learners to tourism planning and promotion in Thailand and internationally. 2. To gain an understanding of the careers, business, and investment opportunities available relating to tourism planning and promotion. . 3. To develop an appreciation of the importance of tourism planning and promotion. 4. To appreciate the intricate organizational, societal, economic and environmental impacts of tourism planning and promotion. 5. To study the management components and business operations standards of tourism planning and promotion. . 6. To understand the strategic interdisciplinary relationship of tourism planning and promotion within the overall Tourism and Hospitality industries.Page 1 of 9
  2. 2. Exhibition ManagementGeneral Objectives At the completion of the course, learners will have a general understanding of the majorindustry components of the MICE industry and their interrelationship with hospitality andtourism planning and promotion. . Learners should be able to carry out operational, strategical,and managerial assessments of the tourism industry. 1. Learning outcomesAfter completing the course, learners will have mastered how to: 2. Gain a historical perspective of the development of tourism planning and promotion. . 3. Identify and describe operating characteristics of all tourism planning and promotion. 4. Compare various procedures for structuring and staffing. 5. Explain the functions and strategic operations of both the supply and demand components of tourism planning and promotion. 6. Develop a working knowledge of tourism planning and promotion terminology and usage. 7. Gain an understanding of tourism planning and promotion operational and managerial systems and procedures. 8. Acquire practical exposure to problem solving in tourism planning and promotion. 9. Develop an appreciation of the issues involved in customer sales and service within the tourism industryMethods of teaching and learning The three hours per week of classes will be delivered in a combination lecture/feedbackstyle. Questions and discussion will be encouraged at all times. Learners will be evaluated ontheir preparation and presentation of in-class contributions to the learning experience. Dailyclass preparation and reading will be essential. Oral and written communication skillsdemonstrated by learners will account for at least 10 percent of the total grade for thiscourse.Class rules Class will be a combination of instructor lectures, interactive class discussions, and in-class activities. Students are expected to conduct themselves professionally in all mattersrelated to this class. This means students should act professionally while in class and prepareall assignments in a professional manner. Unless otherwise noted, written assignments should betyped or word-processed. Plagiarism is not permitted and any students found plagiarizing anyacademic work will be seriously punished. Students are reminded of the following courtesies:Arrive punctually at the commencement of class and after the break. Refrain from using mobilephones and lap top computers during class time, do not speak whilst other students are makingpresentations.Page 2 of 9
  3. 3. Exhibition Management No textbook is required for the course The instructor will prepare handouts for the students. Using many of these resources;• Abbey, J. and Astroff, M. Convention Sales and Services, Fourth Edition. Waterbury Press.• Hoyle, L., Dorf, D. and Jones, T. Managing Conventions and Group Business. American Hotel and Motel Association.• MacLaurin, D.J. and Wykes, T. (1997). Meetings and Conventions: A Planning Guide. Meeting Professionals International, Dallas TX.• MacLaurin, D. J. (2002). Human Resource Issues and Trends for the Convention Industry. In: Convention Tourism: International Research and Industry Perspectives, Eds. Weber, K., Chon, K. Haworth Press, Binghamton NY.• PCMA (2002). Professional Meeting Management, 4th edition. The Professional Convention Management Association, Chicago.• Montgomery, R. and Strick, S. (1995). Meetings Conventions and Exhibitions-An Introduction to the Industry. Other References available in the library Tourism Principles and Practice, enhanced media edition 3e, (2007), Chris Cooper, John Fletcher, David Gilbert, and Stephan Wanhill, Edited by Rebecca Sheppard, Pearson Education, London or Tourism Principles and Practice, 3e, 2005, Chris Cooper, John Fletcher, David Gilbert, and Stephan Wanhill, FT- Prentice-Hall, Harlow or Tourism Principles and Practice,2e, (1998), Chris Cooper, John Fletcher, David Gilbert, and Stephan Wanhill, Edited by Rebecca Sheppard, Longman Publishing, Harlow (available in the ABAC Bookstore) Trade Periodicals Meetings and Conventions, Successful Meetings, Convene , Incentives and Meetings, Meeting News Page 3 of 9
  4. 4. Exhibition ManagementCLASS ATTENDANCE:**More than 15 minutes late will be counted as absent Course Planning and Assessment Week Topics No. of Teaching & Learning Activities, Hours Instructional Media (If any) • Introduction: 3 hrs. • Lecture Exhibition Industry • PowerPoint • Economic Impacts • Class Discussion • Future Challenges Group Activity: SWOT Analysis • Industry (MICE Industry Thailand) Associations TCEB/TICA/TEA/TAT (video) • Introduce MICE 3 hrs. • Lecture Stakeholders • PowerPoint • Venues (local, • Class Discussion regional, global) • International Venues (Singapore, Hong Group Activity: Kong) Role Playing:Page 4 of 9
  5. 5. Exhibition Management Impact/BITEC/Siam Paragon Hall (video) 3 hrs. • Lecture • Hotels • PowerPoint • Introduction of • Class Discussion MICE publications • Introduction to Group Activity: TTG MICE Case MindMapping Study, Introduction of Mind Mapping Assignment Tony Buzan MindMapping (video) • Destination 3 hrs. • Lecture Management • PowerPoint Companies • Class Discussion Group Activity: TTG MICE Case Study and Presentations TedTalks (video) Seth Godin “Everything is Broken” • CSR in the Exhibition 3 hrs. • Lecture Industry • PowerPoint • Class Discussion Group Activity: Individual reading assignment and mind map presentations • Tourism Planning and 3 hrs. • Lecture Promotion • PowerPointPage 5 of 9
  6. 6. Exhibition Management • Class Discussion Group Activity: Introduce Mekong Midterm Assignment. Brainstorming Group presentations Introduction: Event 3 hrs. Lecture Management • PowerPoint • Event Planning • Class Discussion • Project Planning • Event Logistics Group Activity: Welcome Reception Schedule TedTalks: Bill Gates(video) • Introduction: Guide 3 hrs. • Lecture to Best Practices • PowerPoint • Class Discussion Group Activity: Khun Mechai (video) and “Track of the Tiger” presentation • Introduction: 3 hrs. • Lecture Managing Human • PowerPoint Resources • Class Discussion • Recruitment, Selection, Hiring, Group Activity:Page 6 of 9
  7. 7. Exhibition Management Training, Motivating Role Playing: Interview Skills • Maslow’s Theory revisited TedTalks: • Interview Process • Top 10 Interview Questions Introduction: Marketing 3hrs Lecture Exhibitions • PowerPoint • Market Segmentation • Class Discussion • Marketing Mix Group Activity: Mekong Midterm Assignment Group presentations • Introduction: Service 3 hrs. Lecture Quality • PowerPoint • Class Discussion Group Activity: Incentive Group Case Study and Gantt Chart TedTalks: Steve Jobs (video)Page 7 of 9
  8. 8. Exhibition Management • Introduction: 3 hrs. Lecture Experience Economy • PowerPoint • Class Discussion Group Activity: Joi deVive Case Study • Crisis Management 3 hrs. Lecture • PowerPoint • Class Discussion Group Activity: CSR discussion and activity 3 hrs. Lecture • PowerPoint • Class Discussion Group Activity: Role Playing: LATASICA tourism development REVIEW Semester Topics 3 hrs. Lecture • PowerPoint • Class Discussion Group Activity: Question and AnswerPage 8 of 9
  9. 9. Exhibition ManagementAssignments 1. 10% of final grade. Individual Project-Mind Maps and/or Presentations. Students are encouraged to produce their own individual mind map outlining a report from the TCEB Intelligence Center (or one of their choosing) featuring relevant topics for the Exhibition industry. Trends, Best Practices, and challenges for the Exhibition industry will be the topics assigned. Full credit (10 points) will be awarded to those students that use a MIND MAP (no notes) for their 5 minute presentation. Students must register on TCEB to be granted access to full reports. 1. Register on TCEB website to Download FULL VERSION 2. Write (Type) a one page (Maximum) Summary of Report and your opinions. Do not Copy and Paste, Please. 3. Verbal Presentation (5 minute max) 4. Provide ONE Copy of Original TCEB Report to Instructor Assignments (continued) 2. 20% of final grade. Mighty Mekong EXPO Midterm presentation will be based on group work (3-4 students). Your grade will consist of 3 parts: 1. 5-10 minute presentation Think of it as a sales pitch, it should be lively and entertaining but yet professional, well planned and executed. 2. Marketing tool (ie.Brochure) 3. 20% of final grade. MICE Country Tourism Planning and Promotion Group Presentation. Each group will be assigned a MICE destination. The students are expected to research the destination and create a trade show booth as well as give a 3-5 minute presentation featuring your destination exhibition capabilities. Your grade will consist of 3 parts: 1. Trade Show booth (got WOW?) 2. 3-5 minute presentation (video OK, no audio) 3. Individual Quiz regarding your destination-All members will receive the lowest individual score from the group 4. 5% of final grade. Class trip to Ripley’s Believe it or Not and Pattaya Exhibition and Convention Hall PEACH 5. 5% of final grade (total) In-class Assignments such as case studies and project planning are to be a collaborative effort in the classroom. Additional Assignments for studentsPage 9 of 9
  10. 10. Exhibition Management missing class will be given to students on case by case bases. They will likely not be the same assignment presented in class. 6. 40% of final Grade. Comprehensive Final ExamPage 10 of 9