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Modern Meetings, Incentives, Conference and Events (MICE) Techniques

An Intensive 5-Day Training Course

Modern Meetings, Incentives, Conference and Events (MICE) Techniques

Scheduled Dates

01 - 05 Jul 2024 London - UK $5,950
16 - 20 Dec 2024 Dubai - UAE $5,950
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Why Choose this Training Course?

The meetings, incentives, conferences, and events industry is growing worldwide. The numbers of special interest conferences, conventions, exhibitions and festivals demand ever greater mixes of trades and facilities. Bidding for, securing and delivering a successful event requires a wide range of skills and takes imagination and a high degree of organisation

This training course is designed to equip students with the skills to organise all aspects of indoor and outdoor events, press conferences, exhibitions, conferences, product launches, festivals, and charitable fundraising events or major sponsored events. It covers the bid process, project management, strategic planning, budgeting, finance, promotions, marketing and sponsorship, operations and production, health and safety, and risk management.

  • Channel your imagination to develop exciting event concepts and win pitches
  • Hone the organisational skills and knowledge to plan and manage any event
  • Create and sustain profitable professional alliances that deliver
  • Understand how to turn an ordinary event into an eco event and meet CSR targets
  • Bring all of the elements together to make a world class event that will be remembered for all the right reasons.

What are the Goals?

At the end of this training course, participants will be able to:

  • Understand the concept and role of major events in the market place;
  • Know how to source event leads and ideas and to research and deliver a winning pitch
  • Demonstrate the skills and attributes of a good event planner including sourcing venues, speakers and suppliers
  • Understand how to publicise and market your event
  • Explain how to manage a team well and hold event committee meetings successfully.
  • Explain how to manage a budget, detailing how sponsorships work and what the main incomes and outgoings are.

Who is this Training Course for?

This training course is ideal for anyone involved in organising events or conferences. Whether you work as a Conference Manager, Event Manager or Fundraiser, the skills you learn through this practical training will be invaluable. This includes:

  • Meeting planners
  • Event managers
  • Event marketers
  • Festival organisers
  • PR professionals
  • Hospitality professionals
  • Hoteliers
  • Convention centres
  • Convention and visitor bureaux

How will this Training Course be Presented?

This fast-paced programme uses a rich mixture of practical exercises, case-studies, questionnaires, syndicate and group work and video/DVD examples. Participants will be asked to reflect on and to discuss their own professional issues and experience.

Organisational Impact

This world-leading training course will give any organisation with an involvement with in the events industry greater insight into the knowledge and skills to profit from growth in MICE tourism. You will gain:

  • A wealth of information on sourcing event opportunities
  • The knowledge and skills to create a winning bid
  • Insight into ISO 20121: The International Standard for sustainable events and an understanding of how to gain registration against the standard as a marketing tool
  • The latest tools to manage and run excellent events including Projectlibre software
  • A supplier inventory and selection process
  • State of the art social media tools for marketing, evaluation and brand building

Personal Impact

After attending this training course you will have

  • Greater confidence in leading interdisciplinary teams on major event projects
  • A portfolio of skills that will enable you to run major events
  • Excellent project and time-management skills
  • The ability to conduct a risk assessment and devise a risk management plan
  • The tools to valuate meetings, conferences, events and exhibitions
  • Access to a network of potential allies, suppliers and outsources

Daily Agenda

Day One: An Introduction to the MICE industry

  • Introduction, welcome and goal setting
  • Key qualities of an Event Manager
  • Generating new business
  • Creating a “seamless” service for MICE events
  • Nurturing and supporting potential clients – joining their networks
  • Creating a first-class event brief
  • Listening skills and desk research
  • The event bidding process

Day Two: Perfect Pitch

  • Creating the perfect proposal
  • A problem-solving approach to event design
  • The place of lateral thinking and creativity
  • Supporting documentation for your bid
  • The art of influence and persuasion
  • Presentation skills
  • Costing and budget preparation
  • Sponsorship and building bid alliances

Day Three: Perfect Planning

  • Identifying Event Goals and SMART Objectives
  • Project management and Projectlibre
  • Creating the multi-disciplinary team
  • Programme planning - sourcing venues, speakers and entertainment
  • Conducting a risk assessment and documenting it
  • Time management, scheduling and rosters
  • Event equipment and building organisational capability
  • Theming, catering and partner programmes
  • On-line events

Day Four: Perfect Reputation

  • The changed world of relationships in the age of social media networks
  • Identifying the drivers of reputation growth and development
  • Differentiating yourself in the marketplace
  • Using measurement to improve performance
  • Reputational management
  • E-reputational management, Search Engine Optimisation and other media tools
  • ISO 20121: The International Standard for sustainable events and other certification
  • Corporate Social Responsibility and eco-event planning

Day Five: Putting it all together

  • Marketing the event
  • Measuring event success
  • Planning your career and personal development
  • Developing your portfolio
  • Managing up and increasing your personal visibility
  • Networking and effectiveness
  • Team working and your personal effectiveness
  • Summary and Conclusion


  • On successful completion of this training course, a PetroKnowledge Certificate will be awarded to the delegates

In Association With

GLOMACS Training

Our collaboration with GLOMACS aims to provide the best training services and benefits for our valued clients

Visit Website ›

Oxford Management Centre

Our collaboration with Oxford Management Centre aims to provide the best training services and benefits for our valued clients.

Visit Website ›

Frequently Asked Questions

How can I register for a training course?

  • To register online through our website, please click “Enroll Now” on the course page, complete and submit the form. A confirmation e-mail and instructions will be sent to the participant’s e-mail.
  • You may also get in touch with our Registration Team on
    +971 50 981 7386 | +971 2 557 7389 or send an email to

When and how do I arrange payments?

  • Payments can be made in USD or UAE local currency AED (Arab Emirates Dirhams) either by Bank Transfer or by Credit Card. Our Bank Account details will be provided on the invoice.
  • Course fees are payable upon booking unless a valid, authorized Purchase Order is provided and accepted.
  • Invoices will be sent via email/courier to the ID/name and address provided.
  • The course fee shall be settled prior to course start date. Corporate payments with existing payment policy shall be relayed to us in advance.

When should I expect to receive confirmation of registration?

Upon successful registration online, enrolment on the respective training course will be confirmed by Registration Team by e-mail along with the invoice and joining instruction.

Is there a discount for more than one registrant/course?

For corporate fees and group registration, please send your query to

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All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

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