Proposal Draft 1 - Background

The MICE industry, which stands for Meetings, Incentives, Conventions and Exhibitions, has become a focus of economic growth in Singapore over the last decade. Some of the key competitive advantages that enable Singapore to become a prominent MICE location include its prime location in Asia, where the economy is expected to boom over the next few decades, its understanding of various cultures and values, its reputation as an efficient regional economic hub, well established global transportation network and its open, global economy.

Efforts to spearhead growth in the MICE industry were first started in 2003 by the Singapore Tourism Board (STB) with a S$15 million initiative (1). This comprised largely of incentives offered to organizations such as promotional rates at hotels and airlines as well as a global advertising campaign targeted at key markets such as China, the United States and Japan (1). Over the first half of 2009, companies in this industry have seen as much as 60% growth in sales, a marked disparity against those of many other sectors (2). Twice as many shows and events have been planned for 2010 as compared to the year before (3). STB has also the ambitious aim of growing the MICE industry at an average annual rate of 3.5 times over the next ten years (4). The opening of the two integrated resorts will also increase the infrastructure available for MICE events significantly. The MICE industry has also managed to weather the economic downturn over the past few years relatively unscathed. As these events are likely to be planned a few years in advance, they are likely to proceed despite fluctuations in the economy. Also, the services offered by the industry will still be needed despite difficult economic conditions. Evidently, these indicators translate into immense manpower needs and opportunities in this industry in the near future.

Among the three local universities, the main source of skilled personnel for the local economy, the response to the growing MICE industry is varied. In Nanyang Techonological University (NTU), undergraduates in the Nanyang Business School have the option to pursue a specialization in tourism and hospitality management. On top of being equipped with knowledge of the various components of the MICE industry as well as fundamental communication courses, Communication Fundamentals and Communication Management Strategies (5), NTU students are also exposed to marketing issues and strategies specifically related to the tourism industry (6). While Singapore Management University (SMU) does not offer any specific specialization in this field, there are numerous communication courses offered that will be especially handy to new graduates in the MICE industry. These include Management Communication, Business Negotiation, Conflict Resolution and Effective Business Presentations (7). Furthermore, courses offered under the Corporate Communication specialization, such as Intercultural Communication, Public Relations Writing, and Persuasion: The Business of Influence (8) ensure that SMU students who pursue this track will be well-equipped to handle the communication challenges in the MICE industry.

On the other hand, students in the National University of Singapore (NUS) are comparatively less prepared in terms of their undergraduate curriculum. A one-semester course, Business Communication, is a compulsory module for business undergraduates, but this general communications course may not adequately prepare undergraduates for the specific communication needs in the MICE industry. Also, courses offered by the Geography Department in the Faculty of Arts and Social Sciences, such as Leisure, Recreation and Tourism and Tourism Development tend to take an academic approach in its teaching, as opposed to equipping students with the career skills needed in the industry.

Thus, there appears to be a disparity between the curriculum offered by the three major local universities in terms of how they are equipping students to be effective communicators in the MICE industry. Our preliminary research suggest that NUS students may be at a disadvantage when it comes to the communication needs in the MICE industry. This may be especially worrying as communication is an integral component of MICE, and the lack of preparation in the undergraduate schools may result in the decrease in employability of NUS students in this industry.