1. Exhibition Management
COURSE TITLE
ICTM 423 Seminar in Tourism Planning and Promotion
COURSE DESCRIPTION
This course is intended to serve as an overview of tourism planning and promotion. The
objective of the course is to provide the learner with a general macro working knowledge of
the tourism principles, practices, operations and management. This course explores a new
channel for destination planning and promotion, focuses on the market, products and services,
program development, market research with a highlight on Corporate Social Responsibility,
public relations, business strategy development, intercultural human resource management,
cost controls, and impacts assessment.
LECTURER Scott Michael Smith, MBA
OFFICE & CONTACT e-mail : youngskalthailand@gmail.com
Course Purpose:
1. To introduce learners to tourism planning and promotion in Thailand and internationally.
2. To gain an understanding of the careers, business, and investment opportunities available
relating to tourism planning and promotion. .
3. To develop an appreciation of the importance of tourism planning and promotion.
4. To appreciate the intricate organizational, societal, economic and environmental impacts
of tourism planning and promotion.
5. To study the management components and business operations standards of tourism
planning and promotion. .
6. To understand the strategic interdisciplinary relationship of tourism planning and
promotion within the overall Tourism and Hospitality industries.
Page 1 of 9

2. Exhibition Management
General Objectives
At the completion of the course, learners will have a general understanding of the major
industry components of the MICE industry and their interrelationship with hospitality and
tourism planning and promotion. . Learners should be able to carry out operational, strategical,
and managerial assessments of the tourism industry.
1. Learning outcomes
After completing the course, learners will have mastered how to:
2. Gain a historical perspective of the development of tourism planning and promotion. .
3. Identify and describe operating characteristics of all tourism planning and promotion.
4. Compare various procedures for structuring and staffing.
5. Explain the functions and strategic operations of both the supply and demand components
of tourism planning and promotion.
6. Develop a working knowledge of tourism planning and promotion terminology and usage.
7. Gain an understanding of tourism planning and promotion operational and managerial
systems and procedures.
8. Acquire practical exposure to problem solving in tourism planning and promotion.
9. Develop an appreciation of the issues involved in customer sales and service within the
tourism industry
Methods of teaching and learning
The three hours per week of classes will be delivered in a combination lecture/feedback
style. Questions and discussion will be encouraged at all times. Learners will be evaluated on
their preparation and presentation of in-class contributions to the learning experience. Daily
class preparation and reading will be essential. Oral and written communication skills
demonstrated by learners will account for at least 10 percent of the total grade for this
course.
Class rules
Class will be a combination of instructor lectures, interactive class discussions, and in-
class activities. Students are expected to conduct themselves professionally in all matters
related to this class. This means students should act professionally while in class and prepare
all assignments in a professional manner. Unless otherwise noted, written assignments should be
typed or word-processed. Plagiarism is not permitted and any students found plagiarizing any
academic work will be seriously punished. Students are reminded of the following courtesies:
Arrive punctually at the commencement of class and after the break. Refrain from using mobile
phones and lap top computers during class time, do not speak whilst other students are making
presentations.
Page 2 of 9

3. Exhibition Management
No textbook is required for the course
The instructor will prepare handouts for the students. Using many of these resources;
• Abbey, J. and Astroff, M. Convention Sales and Services, Fourth Edition. Waterbury Press.
• Hoyle, L., Dorf, D. and Jones, T. Managing Conventions and Group Business. American Hotel and Motel Association.
• MacLaurin, D.J. and Wykes, T. (1997). Meetings and Conventions: A Planning Guide. Meeting Professionals
International, Dallas TX.
• MacLaurin, D. J. (2002). Human Resource Issues and Trends for the Convention Industry. In: Convention Tourism:
International Research and Industry Perspectives, Eds. Weber, K., Chon, K. Haworth Press, Binghamton NY.
• PCMA (2002). Professional Meeting Management, 4th edition. The Professional Convention Management
Association, Chicago.
• Montgomery, R. and Strick, S. (1995). Meetings Conventions and Exhibitions-An Introduction to the Industry.
Other References available in the library
Tourism Principles and Practice, enhanced media edition 3e, (2007), Chris Cooper, John Fletcher, David Gilbert,
and Stephan Wanhill, Edited by Rebecca Sheppard, Pearson Education, London
or
Tourism Principles and Practice, 3e, 2005, Chris Cooper, John Fletcher, David Gilbert, and Stephan Wanhill, FT-
Prentice-Hall, Harlow
or
Tourism Principles and Practice,2e, (1998), Chris Cooper, John Fletcher, David Gilbert, and Stephan Wanhill, Edited
by Rebecca Sheppard, Longman Publishing, Harlow (available in the ABAC Bookstore)
Trade Periodicals
Meetings and Conventions, Successful Meetings, Convene , Incentives and Meetings, Meeting News
Page 3 of 9

4. Exhibition Management
CLASS ATTENDANCE:
**More than 15 minutes late will be counted as absent
Course Planning and Assessment
Week Topics No. of Teaching & Learning Activities,
Hours Instructional Media (If any)
• Introduction: 3 hrs. • Lecture
Exhibition Industry • PowerPoint
• Economic Impacts • Class Discussion
• Future Challenges Group Activity: SWOT Analysis
• Industry (MICE Industry Thailand)
Associations
TCEB/TICA/TEA/TAT (video)
• Introduce MICE 3 hrs. • Lecture
Stakeholders • PowerPoint
• Venues (local, • Class Discussion
regional, global)
• International Venues
(Singapore, Hong Group Activity:
Kong) Role Playing:
Page 4 of 9

5. Exhibition Management
Impact/BITEC/Siam Paragon Hall
(video)
3 hrs. • Lecture
• Hotels • PowerPoint
• Introduction of • Class Discussion
MICE publications
• Introduction to Group Activity: TTG MICE Case
MindMapping Study, Introduction of Mind
Mapping Assignment
Tony Buzan MindMapping
(video)
• Destination 3 hrs. • Lecture
Management • PowerPoint
Companies • Class Discussion
Group Activity:
TTG MICE
Case Study and Presentations
TedTalks (video)
Seth Godin “Everything is Broken”
• CSR in the Exhibition 3 hrs. • Lecture
Industry • PowerPoint
• Class Discussion
Group Activity:
Individual reading assignment and
mind map presentations
• Tourism Planning and 3 hrs. • Lecture
Promotion • PowerPoint
Page 5 of 9

6. Exhibition Management
• Class Discussion
Group Activity:
Introduce Mekong Midterm
Assignment. Brainstorming
Group presentations
Introduction: Event 3 hrs. Lecture
Management • PowerPoint
• Event Planning • Class Discussion
• Project Planning
• Event Logistics Group Activity:
Welcome Reception Schedule
TedTalks: Bill Gates(video)
• Introduction: Guide 3 hrs. • Lecture
to Best Practices • PowerPoint
• Class Discussion
Group Activity: Khun Mechai
(video) and “Track of the Tiger”
presentation
• Introduction: 3 hrs. • Lecture
Managing Human • PowerPoint
Resources • Class Discussion
• Recruitment,
Selection, Hiring, Group Activity:
Page 6 of 9

7. Exhibition Management
Training, Motivating Role Playing: Interview Skills
• Maslow’s Theory
revisited TedTalks:
• Interview Process
• Top 10 Interview
Questions
Introduction: Marketing 3hrs Lecture
Exhibitions • PowerPoint
• Market Segmentation • Class Discussion
• Marketing Mix Group Activity:
Mekong Midterm Assignment
Group presentations
• Introduction: Service 3 hrs. Lecture
Quality • PowerPoint
• Class Discussion
Group Activity:
Incentive Group Case Study and
Gantt Chart
TedTalks: Steve Jobs (video)
Page 7 of 9

8. Exhibition Management
• Introduction: 3 hrs. Lecture
Experience Economy • PowerPoint
• Class Discussion
Group Activity:
Joi deVive Case Study
• Crisis Management 3 hrs. Lecture
• PowerPoint
• Class Discussion
Group Activity:
CSR discussion and activity
3 hrs. Lecture
• PowerPoint
• Class Discussion
Group Activity:
Role Playing: LATASICA tourism
development
REVIEW Semester Topics 3 hrs. Lecture
• PowerPoint
• Class Discussion
Group Activity:
Question and Answer
Page 8 of 9

9. Exhibition Management
Assignments
1. 10% of final grade. Individual Project-Mind Maps and/or Presentations. Students are
encouraged to produce their own individual mind map outlining a report from the TCEB
Intelligence Center (or one of their choosing) featuring relevant topics for the Exhibition
industry. Trends, Best Practices, and challenges for the Exhibition industry will be the
topics assigned. Full credit (10 points) will be awarded to those students that use a
MIND MAP (no notes) for their 5 minute presentation.
Students must register on TCEB to be granted access
to full reports.
1. Register on TCEB website to Download FULL VERSION
2. Write (Type) a one page (Maximum) Summary of Report and your
opinions. Do not Copy and Paste, Please.
3. Verbal Presentation (5 minute max)
4. Provide ONE Copy of Original TCEB Report to Instructor
Assignments (continued)
2. 20% of final grade. Mighty Mekong EXPO Midterm presentation will be based on group
work (3-4 students). Your grade will consist of 3 parts:
1. 5-10 minute presentation Think of it as a sales pitch, it should
be lively and entertaining but yet professional, well planned and
executed.
2. Marketing tool (ie.Brochure)
3. 20% of final grade. MICE Country Tourism Planning and Promotion Group Presentation.
Each group will be assigned a MICE destination. The students are expected to research
the destination and create a trade show booth as well as give a 3-5 minute presentation
featuring your destination exhibition capabilities. Your grade will consist of 3 parts:
1. Trade Show booth (got WOW?)
2. 3-5 minute presentation (video OK, no audio)
3. Individual Quiz regarding your destination-All members will
receive the lowest individual score from the group
4. 5% of final grade. Class trip to Ripley’s Believe it or Not and Pattaya Exhibition and
Convention Hall PEACH
5. 5% of final grade (total) In-class Assignments such as case studies and project planning
are to be a collaborative effort in the classroom. Additional Assignments for students
Page 9 of 9

10. Exhibition Management
missing class will be given to students on case by case bases. They will likely not be the
same assignment presented in class.
6. 40% of final Grade. Comprehensive Final Exam
Page 10 of 9