The emphasis of this unit is to provide students with a detailed and practical understanding of the business events sector (sometimes referred to as the 'MICE industry'). The unit will look at the sector from multiple perspectives including the origins of demand and the sources of supply, the opportunities for generating income and the activities that create expenses. The key role of the media and marketing communications will be examined in detail. The unit will be largely presented from the viewpoint of a business event manager. A categorisation of business events into meetings (including gatherings, conferences and conventions), exhibitions (including trade shows, public shows and Expositions) and incentives (encompassing incentive travel and corporate hospitality events) will be adopted. The unit will incorporate an examination of how these multiple issues are balanced in the creation and delivery of business events and how the success of this process may be evaluated.