Business Events is a global sector within both the Tourism and Event Management sectors. This unit takes an international as well as local perspective involving a critical review of the scope and rationale of business events. This includes identifying in detail the MICE (meetings, incentives, conventions and exhibition sector) along with a cross section of other Corporate/NGO/Publicly funded business events. These include corporate hospitality, trade shows, AGMs, product launches as well as an examination of the key stakeholders operating within the sector such as Professional Conference organisers (PCO), Convention Bureaux and Venues. 
This unit examines funding and economic considerations; business event software and technological innovations, unique operation management tasks and the convention bid process. This unit also illustrates the adoption of Corporate Social Responsibility (CSR) and Sustainability practices that are examined in relation to environmental and social governance structures that exist within the business events sector. On completion, students will be confident in operating within the business events sector, with a developed understanding of the role of business events, the funding organisations, the event bidding process and the software used to manage such events.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Appraise and assess the context, rationale and strategic function of business events;  
  2. Devise appropriate planning strategies for the promotion and development of business events;  
  3. Devise an event bid proposal in response to a client brief for a major business event;  
  4. Exhibit competency in the use of cloud based business event management software; and  
  5. Formulate an effective bid presentation through role playing that synthesises the event bid proposal into a formulated pitch.  


Assessment type Description Grade
Essay Research essay (based on roles and responsibilities of a Professional Conference Organiser (PCO) and the range of technological advances) 20%
Test Online competency Test administered remotely via Cloud (IVVY Software) 30%
Report Event Bid Report (30%) and Presentation (20%) In class or upload to YouTube 50%

Required reading

Business Events, 2nd edn.,
Davidson, R. (2019)

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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