Business Events

Unit code: BHO3421 | Study level: Undergraduate
(One credit point is usually equivalent to one hour of study per week)
City Campus
Footscray Park
Online Real Time
BHO2006 - Introduction to Tourism Hospitality and Events
(Or equivalent to be determined by unit coordinator)


This is one of the specialist units offered in the Event Management specialism area. The unit is concerned with critical review of the scope and rational of business events and exposition of this knowledge - regards the following; national and international business events; business events in Australia; definitions within the business events sector (MICE, Trade Shows etc); identification and incorporation of stakeholders (PCOs, Convention Bureaux, Venues); funding and economic considerations; business event sectors (e.g. meetings and conferences, trade shows and exhibitions, product launches, incentive travel); unique operation management task of business events; sourcing leads; managing client relationships; the role of business events in leveraging strategic outcomes; pre- and post- events activities; accompanying persons programme; use of current business "cloud based" event software; the future of business events (e.g. climate change; sustainability; new technologies).

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Evaluate the rationale and strategic function of business events in respect to the sponsor’s intentions and the event context;
  2. Critically review the planning and development of business events; as they are modified for local and global impact, or for a targeted community;
  3. Compose and validate a proposal in response to a client brief for a business event, exemplifying creative problem-solving skills, critical thinking and professional judgement;
  4. Exhibit professional insights in the effective application of business event management software;
  5. Persuasively advocate responses to the challenges of changing customer service needs and changing global trends of the business event sector; and
  6. With responsibility and accountability for own learning and professional practice demonstrate a commitment to team outcomes.


For Melbourne campuses

Assessment type: Test
Grade: 5%
Online Quiz
Assessment type: Assignment
Grade: 45%
Group Assignment
Assessment type: Presentation
Grade: 10%
Presentation of Group Work
Assessment type: Examination
Grade: 40%
Final Examination

Required reading

Conferences and Conventions: A Global Industry
Rogers, T. (2008)| Amsterdam, Holland: Butterworth-Heinemann

As part of a course

This unit is not a compulsorily taken as part of any specific course. Depending on the course you study, this unit may be taken as an elective.

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