[News] VM Consulting CEO David Lee to Launch New English-Taught Course on Global Exhibition & MICE Marketing Strategies

From trade show strategy to venue-based corporate events, delivering hands-on skills that work on the global stage

David Lee, CEO of VM Consulting and Adjunct Professor at the Department of MICE Planning and Management, Hallym University in Korea, will launch a new 100% English-taught course titled "Global Exhibition & MICE Marketing Strategies" in the Spring semester of 2026. The course is designed to equip students with practical, real-world expertise to succeed in the global marketplace.

The course acknowledges the increasing importance of exhibitions and conventions as pivotal drivers of international business growth and city/national brand competitiveness. It aims to provide students with a comprehensive understanding of the entire exhibition marketing process in English, enhanced with David Lee’s extensive field experience and real-world consulting cases from major global events such as CES, IFA, MWC, and GITEX.

Students will learn every stage of exhibition marketing — from defining participation objectives and target buyer strategies to preparing landing pages, designing business models, storytelling booth design, on-site buyer engagement, post-show follow-ups, and KPI measurement. The course will also cover strategies for hosting corporate events and brand promotions using venues, as well as planning stand-alone corporate events linked to global exhibitions, enabling participants to maximize business opportunities beyond the trade show floor.

The curriculum includes case study analysis, team projects, role-play exercises, and KPI workshops, strengthening students’ English business communication skills, international negotiation capabilities, and operational planning competencies.

“Exhibitions are more than just marketing tools — they are the platforms where companies directly engage with the global market,” said David Lee. “This course is designed to help students master actionable strategies they can apply immediately in the field, while also building the comprehensive MICE capabilities needed to plan and execute corporate events on the global stage.”

The course will be offered by the College of Global Convergence Studies at Hallym University and will be open to both domestic and international students, including exchange students from English-speaking countries. With its strong focus on real-world application, the course is expected to open up a wide range of career paths in exhibition marketing, MICE planning, international event organizing, convention centers, trade promotion agencies, and global marketing teams within private companies.

(C)VM Consulting