MICE Revenue Pipeline: Mastering the Full Sales Cycle
Singapore
Arthur Beck
OVERVIEW
This comprehensive course equips you with essential skills to excel in MICE investment sales for rights holders across the events, sports, charity, and cultural sectors.
MICE encompasses Meetings, Incentives, Conferences, and Exhibitions – strategic opportunities for corporate investment in exchange for promotional and business benefits. You'll learn to analyse and interpret the specific needs of potential MICE investors, developing requirements documents that identify valuable partnership opportunities.
Through structured learning, you'll master market segmentation techniques to categorise MICE investment prospects effectively, creating frameworks aligned with your organisation's strategic objectives. The course explores corporate MICE investment buying behaviour, enabling you to develop targeted investor profiles that support long-term business strategies.
You'll gain practical knowledge in formulating strategic positioning for your MICE offerings, producing differentiated value propositions that stand out in competitive environments. These skills help you showcase unique benefits to potential partners while addressing their specific investment objectives.
The programme teaches essential qualification and prioritisation techniques for identifying high-value MICE investment prospects. You'll learn to evaluate potential partners using structured criteria, producing prioritised prospect lists with specific opportunity matches for your organisation.
Throughout the course, you'll develop expertise in identifying diverse MICE investment opportunities including financial, in-kind, media, and promotional partnerships. This holistic approach ensures you can maximise value for both rights holders and corporate investors, creating sustainable relationships that deliver measurable returns on investment for all parties involved.
TARGET LEARNERS
This program is specifically designed for professionals within the MICE industry who are responsible for driving corporate investment and sponsorship revenue. It is ideal for:
Event Organizers & Rights Holders: Individuals in the sports, charity, cultural, and conference sectors who need to attract corporate investors in exchange for promotional benefits.
Sponsorship & Partnership Managers: Professionals seeking a structured methodology to qualify high-value leads and match them with media, in-kind, or financial partnership opportunities.
Business Development Executives (MICE): Team members looking to master the full sales cycle, from interpreting investor expectations to formulating differentiated value propositions.
Venue & Exhibition Sales Teams: Staff who want to better understand corporate buying behaviors and decision-making patterns regarding strategic event exposure.
PRE-REQUISITES
21 years and above
At least one month work experience in a sales capacity
Speak, write, listen and read English at a proficiency level not lower than the Workplace Literacy (WPL) Level 6, and at a Workplace Numeracy Level 5
At least a diploma or equivalent
Learning Outcomes
Analyse the needs and expectations of potential MICE investors to produce a comprehensive requirements document identifying key opportunities for rights holders.
Develop a market segmentation framework for MICE investment opportunities, creating a structured partner categorisation model aligned with organisational criteria.
Evaluate corporate MICE investment buying behaviour to produce targeted investor profiles that support rights holder business strategies.
Formulate strategic positioning options for MICE offerings based on competitive landscape analysis, producing a differentiated value proposition document.
Evaluate potential MICE partners using qualification criteria to produce a prioritised prospect list with specific opportunity matches for the organisation.
N/A
Course Fee
$1100
Self-Sponsored
Course Fee
$1100 (Excl. GST)
50% funding by
SkillsFuture Singapore (Baseline)
$550
GST
$99
Amount Payable
$649
Eligible for SkillsFuture Credits
Up to 100% of Course Fee* Subject to SkillsFuture Credit Availability
*Singapore Citizens aged 25 and above can offset the course fee using their SkillsFuture Credit
*NTUC members enjoy 50% unfunded course fee support for up to $500 each year for courses supported under UTAP.
Singaporeans above the age of 21 and under 31 can offset the course fee using their Post Secondary Education Account (PSEA)
*Singapore Citizens aged 25 and above can offset the course fee using their SkillsFuture Credit
*NTUC members enjoy 50% unfunded course fee support for up to $500 each year for courses supported under UTAP.
Company-Sponsored
Course Fee
$1100 (Excl. GST)
70% funding by
SkillsFuture Singapore
(Enhanced Training Support for SMEs)
$770
GST
$99
Amount Payable
$429
Additional Support via Absentee Payroll
$4.50/hr, capped at $100,000/enterprise / year
**SME Eligibility Criteria
- Registered or incorporate in singapore
- At least 30% local shareholding by singapore citizens or PRs
- Employment size of not more than 200 (at group level) or with annual sales
turnover (at group level) of not more than $100 million
Eligible companies can also claim 90% out-of-pocket expense with SkillsFuture Enterprise Credit (SFEC)
Additional Notes:
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Lessons will be conducted in English. Participants are expected to be able to read and write in basic English.
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Participants are required to bring their own laptop that can connect to the internet for access to the online class and course materials.
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In line with our environmentally friendly practices, we will not be providing printed course materials to reduce paper waste.
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Upon successful completion of the course, the participant will receive a certificate issued by ClickAcademy Asia Pte Ltd.
Click here to read our Withdrawal & Refund Policy.
Disclaimer: ClickAcademy Asia reserves the right to change the course instructor without prior notice. The course instructor will be finalised and informed to the registered participants at least 1 working day before the course commencement date.
ABOUT CLICKACADEMY ASIA
ClickAcademy Asia is a premier training academy focusing on executive education for professionals in the fields of digital marketing, sales & marketing, and communications.
ClickAcademy Asia training covers Singapore, Malaysia, Indonesia, Vietnam, India, Thailand, Australia and Hong Kong. The academy has conducted digital marketing workshops for participants from over 30 countries worldwide. To date, ClickAcademy Asia has trained over 13,000 PMEBs (professional, managers, executives and businessmen) and 6,000+ local and global companies (including NGOs and Government agencies).
ClickAcademy Asia was established in the year 2011. The academy is the leading practitioners’ digital marketing academy and is also the official Google Partner Academy in Singapore and Malaysia.
The academy provides training and certification on Google Ads, Google Analytics, Mobile Advertising and YouTube Video Advertising. ClickAcademy Asia is also the training provider for the Go Global programme led by Google (2015-2018), 2017 Google Ignite (Malaysia) , Google Elevator (Singapore and Malaysia) program and 2019 Mahir Digital Bersama Google (Malaysia).