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Mice and events management

MICE and Events Management

Winning and delivering corporate and conference business that keeps coming back

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Revised and Updated: 08 October 2026
Date Venue Duration
09 - 13 November 2026 Sandton, Gauteng 5 Days
07 - 11 December 2026 Sandton, Gauteng 5 Days
01 - 05 February 2027 Sandton, Gauteng 5 Days
10 - 14 May 2027 Sandton, Gauteng 5 Days
27 September - 01 October 2027 Sandton, Gauteng 5 Days

Course Objectives

Who should attend?

Course Outline

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Course Introduction

Meetings, incentives, conferences, and exhibitions (MICE), also called business events, are among hospitality’s highest-value segments, particularly for properties and destinations positioning themselves for corporate and conference business. This course builds the planning, coordination, and commercial skills needed to win and deliver MICE business successfully, from the first enquiry through to a client who books again.

 

Combining classroom sessions with a simulated event-planning exercise, participants work from initial enquiry through proposal, costing, cross-team logistics, and on-site delivery, right through to a mock contingency plan. They leave with a proposal template, a logistics timeline, and a risk assessment framework built to handle real corporate and group events, in person, hybrid, and virtual.

Course Objectives

This MICE and Events Management course equips you to plan, win, coordinate, and deliver MICE business that strengthens venue revenue, client trust, and repeat bookings. By the end of this course, you will be able to:

  • Understand the MICE market and how it differs from leisure and transient hospitality business
  • Plan and cost conferences, meetings, and exhibitions from proposal to delivery
  • Develop compelling proposals and negotiate contracts that win corporate and group business
  • Coordinate logistics across catering, AV and event technology, accommodation, and venue teams
  • Manage client relationships and on-site delivery for corporate events
  • Apply risk assessment, safety, and contingency planning to large-scale events, including the main South African legal considerations
  • Run a live event smoothly under pressure, adapting plans in real time
  • Evaluate post-event performance, including sustainability and delegate feedback, and turn one-off bookings into repeat business

What Delegates Leave With

  • Win More MICE Business: Proposals and pricing that convert enquiries into confirmed corporate and group bookings.
  • Seamless Cross-Team Delivery: Coordination of catering, AV, accommodation, and venue teams so nothing falls through the cracks.
  • Confident On-Site Management: Running live events smoothly under pressure, with a client relationship approach that builds trust.
  • Fewer Surprises on the Day: Risk assessment and contingency planning that catches problems before they become crises.
  • Repeat, Not One-Off, Business: Strong delivery and post-event follow-up that build a pipeline of returning corporate clients.

Who should attend?

  • Conference and Banqueting Managers and Coordinators
  • Sales Staff Pursuing Corporate and Group Business
  • Venue and Destination Management Staff
  • Event Planners Working with Hospitality Venues
  • Destination Marketing Organisation (DMO) Staff
  • Exhibition Organisers
  • Group Sales Managers
Training Methodology

Training Methodology

Our diverse instructional approaches ensure effective learning:

– Lectures & Presentations: Engage with expert-driven, stimulating content.
– Course Material: Access well-crafted supporting resources.
– Group Work: Collaborate on discussions and case studies for practical insights.
– Workshops & Role-Play: Participate in immersive, scenario-based activities.
– Practical Application: Focus on applying theoretical knowledge in real situations.
– Post-Training Support: Receive extensive support after training for skill implementation.

Training Outline

Day 1 — The MICE Market and Winning the Enquiry
Module 1: Understanding the MICE Market
  • MICE market segments: meetings, incentives, conferences, and exhibitions, and the shift to hybrid and virtual formats
  • Buyer types, such as corporate planners, associations, agencies, and government, and how they research, evaluate, and book
  • How MICE business differs from leisure and transient hospitality demand
  • Positioning a venue or destination for business events, including the role of convention bureaus in bidding for association conferences
  • Practical Exercise: Profile your venue's ideal MICE buyer segments and booking patterns
Module 2: Proposal Development and Costing
  • Structuring a proposal from enquiry to confirmed booking
  • Costing conferences, meetings, and exhibitions accurately, including venue, catering, AV, and staffing
  • Packaging and pricing strategies for corporate and group business, including delegate packages and room blocks
  • Common costing errors that erode event profitability
  • Practical Exercise: Cost and draft a proposal for a sample conference enquiry
Day 2 — Contracts and Cross-Team Logistics
Module 3: Winning the Business: Negotiation and Contracting
  • Negotiating terms with corporate and group clients
  • Structuring contracts that protect both parties, with basic South African contract law principles
  • Managing deposit, cancellation, and attrition clauses for room blocks and numbers
  • Building long-term client relationships from the first enquiry
  • Practical Exercise: Negotiate a mock contract scenario with a corporate client
Module 4: Logistics Coordination Across Teams
  • Coordinating catering, AV and event technology, accommodation, and venue teams, including dietary, cultural, and accessibility needs
  • Building a master event timeline and communication plan
  • Managing supplier and vendor relationships for event delivery
  • Handling delegate registration data responsibly (POPIA), and preventing communication breakdowns between departments
  • Practical Exercise: Build a cross-team logistics timeline for a sample event
Day 3 — On-Site Delivery
Module 5: On-Site Delivery and Client Management
  • Running an event smoothly under real-time pressure
  • Managing client expectations and last-minute changes on-site
  • Leading a team through a live, multi-day event
  • Troubleshooting common on-site delivery issues, including technology and power failures
  • Practical Exercise: Work through a live on-site delivery scenario and manage a last-minute change
Day 4 — Risk, Safety and Contingency Planning
Module 6: Risk Assessment and Contingency Planning
  • Identifying risks specific to large-scale events
  • Building contingency plans for common failure points, such as load-shedding, supplier no-shows, speaker cancellations, and weather
  • Health, safety, and emergency response planning for events, including the Occupational Health and Safety Act, venue fire and evacuation requirements, and when the Safety at Sports and Recreational Events Act may apply (confirm with the municipality and the relevant authorities)
  • Balancing risk mitigation against budget and guest experience
  • Practical Exercise: Draft a risk assessment and contingency plan for a sample conference
Day 5 — Evaluation, Retention and Event Simulation
Module 7: Post-Event Evaluation and Client Retention
  • Structuring a post-event debrief and evaluation process
  • Gathering and acting on client and delegate feedback
  • Calculating event profitability, reporting on sustainability measures, and lessons for future costing
  • Turning strong delivery into repeat and referral business
  • Practical Exercise: Build a post-event evaluation template and client follow-up plan
Closing Session: Event Simulation Debrief
  • Presenting the proposal, logistics timeline, and risk plan built through the week
  • Peer and facilitator feedback against a common event-delivery checklist
  • Agreeing priority actions to apply at your venue
  • Practical Exercise: Present your simulated event plan and agree three actions to apply at your venue

Course Categories

Office Administration Courses ❯ Audit, Risk And Governance ❯ Compliance Courses ❯ Finance Courses ❯ Human Resources Training & Development ❯ View All Course Categories ❯

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FAQs – MICE and Events Management

Build MICE and events management skills covering event planning, conference coordination, venue management, budgeting, logistics, marketing, risk management, and client engagement.

What is covered in the MICE and Events Management course?
The course covers MICE market segments, proposal development, event costing, negotiation, contracting, logistics coordination, on-site event delivery, risk management, contingency planning, post-event evaluation, and client retention.
Who should attend MICE and Events Management training?
The training is suitable for conference and banqueting managers and coordinators, corporate and group sales staff, venue and destination management professionals, event planners, destination marketing organisation staff, exhibition organisers, and group sales managers.
Does the course cover event planning and costing?
Yes. Participants learn how to structure event proposals, accurately cost venue, catering, AV and staffing requirements, and develop pricing and packaging strategies for corporate and group events.
Will I learn about event risk assessment and contingency planning?
Yes. The course covers event-specific risk assessment, contingency planning, health and safety, emergency response, and common event disruptions such as supplier failures, weather issues, speaker cancellations, and power interruptions.
Does the MICE course include practical event management activities?
Yes. Participants complete practical exercises including event costing, proposal development, contract negotiation, logistics planning, on-site delivery scenarios, risk and contingency planning, and a simulated event plan.
How long is the MICE and Events Management training?
The MICE and Events Management course is delivered over 5 days and is available through online and in-class training, with in-house training also available for organisations.

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