Business Events

    Unit code: BHO3421 | Study level: Undergraduate
    (Generally, 1 credit = 10 hours of classes and independent study.)
    City Campus
    Footscray Park
    BHO2006 - Introduction to Tourism Hospitality and Events
    (Or equivalent to be determined by unit coordinator)


    Work in professional events with the Business Events unit.

    Discover and review the scope and rationale of domestic and international business events in the MICE (meetings, incentive, convention, exhibition) sector.

    You will identify and incorporate the needs of key stakeholders, such as professional conference organisers (PCOs), convention bureaux, venues and direct marketing officers.

    You'll experience hands-on and theoretical learning through a range of activities including:

    • industry speakers
    • site visits
    • cases studies
    • proposals in response to client briefs
    • short videos
    • current cloud-based business event software (IVVY).

    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 stated 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 a proposal in response to a client brief for a business event, exemplifying creative problem-solving skills, critical thinking and professional judgement; and,
    4. Exhibit proficiency in the use of business event management software.


    For Melbourne campuses

    Assessment type: Test
    Grade: 20%
    Online quiz
    Assessment type: Assignment
    Grade: 20%
    IVVY software practical
    Assessment type: Assignment
    Grade: 40%
    Convention proposal (based on RFP briefing) (Group)
    Assessment type: Presentation
    Grade: 20%
    IVVY software – live convention build (from RFP) (Group)

    Required reading

    Conferences and Conventions: A Global Industry
    Rogers, T. (2013)| Amsterdam, Holland: Butterworth-Heinemann

    As part of a course

    This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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