Conference and Exhibition

Project Overview : Students present sections of a marketing plan for a local convention and visitors bureau (CVB) or a destination management organization (DMO): Students will analyze the demand of one market which the CVB targets and will design a plan to achieve realistic marketing results. The research process and findings are orally presented in class.

Overall Aim: To complement the theory provided in class with an opportunity for practical application.

Learning Outcomes: Identify and analyze the demand and key trends within the meetings industry
Create marketing plans, including action and media plans, for an effective marketing strategy for exhibitions and venues.

Organization & Methodology: Students work individually to find, organize and assess information related to one MICE venue and related to one MICE market. The report will be written from the point of view of the convention and visitors bureau or DMO of their choice. Information about MICE can be found in the literature related to events, web sites, databases, articles or reports. Theoretical information about CVB marketing plans with a focus on marketing communications for destinations.

Tasks and weighting :
1. Introduce the MICE product offered by the destination and its CVB
2. Compare and contrast the growth of 2 source markets which could be targeted by the CVB
The geographic origin of MICE demand is the area of research. Students identify the facts which determine demand and 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 guests. 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 encouraged to support a comparative analysis. The next tasks concentrate on the "best market" identified in this section.
3. Evaluate the types of MICE demand that the market under research can generate for the venue
Students identify and assess the main kinds of MICE demand and the direct and indirect buyers (PCOs etc) in the selected market; they consider to which extend the features of the destination can satisfy the clients needs. They debate the types of events that the CVB wants to attract from this market; is the targeted market more likely to generate product launches, medical association meetings or incentives (etc.) for the destination?
4. Design a marketing communications plan to achieve prioritized objectives in the selected market
The plan includes max. 6 actions; at least one action must be in each of the 3 traditional categories of promotion public relations and advertising, which are part of the integrated marketing communications tools. Students detail the conceptualization of one of the actions of the plan by considering 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. The students conclude this section with a short reflective statement expressing how this research was carried out.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT 🙂