SYLLABUS
BMKT9703: Integrated E-Marketing
(Fall, 2009)
Time: Mondays & Tuesdays: 4:30-6:30pm
Instructor: Zongqing Zhou, Ph.D.
Office Phone: 716-286-8271 // Email: zhou@niagara.edu
My website: http://purple.niagara.edu/zhou
Course Objectives:
The growth of Internet can only be described as breathtaking, if not revolutionary. The Internet
brings about an exciting new means of communication that promises to change the way we live,
entertain, shop and do business in the years to come. The purpose of this course is to introduce
students to this medium of marketing communication and to examine how tourism businesses are
using this medium as a means of marketing communication. Special attention will also be paid to
the role of the Internet in the global economy. Specifically, after taking this course, the students will
learn
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Why Internet Marketing is a great tool for tourism businesses
How Internet Marketing is applied by tourism businesses
The Principles of Marketing Online
The impact of the Internet on hospitality and tourism industry
How to design and use Website for marketing
How to optimize your website
How is technology changing the way we market in the Internet
The trends and future of Internet Marketing
Required Text:
Zhou, Zongqing. (2004). E-commerce and Information Technology in Hospitality and Tourism
Delmar Publishers. ISBN: 0-7668-4140-5
Other Materials: Handouts
Exams: One Test plus Final
Grading: 1 test---25%; Final---35%; Class Attendance--10%
Class project paper: 20%; presentation---10%
Group term project (two people in a group) and presentation:
What to do: Design a website for a real or imaginary company. Write a report on how you design
the website, using the list of questions for designing website in the required textbook (chapters 4
and 6). You have to use APA writing and reference style. Check out this website:
http://www.liunet.edu/cwis/cwp/library/workshop/citapa.htm
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Class Policies and General Administrative Practices
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Attendance: as you might have noticed that I count your attendance as part of your grade. It is important to note
here that your attendance includes participation in class discussions, which means that you are expected to do the
readings before each class. If you don't read prior to the class discussion, you risk losing a significant amount of
course credit because you are unprepared to participate in class discussions. Missing classes more than three times
will result in the loss of your entire attendance grade and adversely affect your total class grade. You are required
to inform your instructor, prior to the class meeting, if you cannot attend class. If you need to be absent on a test or
exam day, you will take a test or exam prior to the day on which you will be absent. You need to take the initiative
to arrange for a time convenient for all involved. . Please remember: A lack of planning on your part does not
constitute an emergency on the part of your instructor.
Extra credit: Extra credit assignments are not available.
Papers and Presentations: It is important that you are responsible for proper spelling and neatness. You are
expected to demonstrate in an all of your assignments and presentations a high degree of accuracy and
professionalism.
Due Date: Unless written permission is received in advance of the due date, all assignments have to be turned in on
the day they are due. Assignments must be submitted on the day they are due and at the hour for which they are
assigned. Should classes be cancelled by the institution due to weather or any other occurrence, assignments,
exams, etc. are due at the next class meeting. When classes are canceled by your instructor due to professional
obligations, you will be informed in advance and a special task will be assigned.
Tests and Exam Policy: contents of the tests are non-redundant and non-repetitive, which means that chapters that
are covered in the previous will not be included in the later tests. However, the final exam will include all materials
except the chapters covered in the first two tests. It is important to note that contents of the tests and the exam will
include materials from the textbook and from handouts as well as from whatever is covered by the instructor in the
class. Taking notes in the class is very important and is greatly encouraged.
Academic Honesty
Please review the Academic Honesty statement in the catalogue and be familiar with the definitions of
Cheating and Plagiarism as well as procedures related to a violation of the academic honesty code of
ethics.
Academic Honesty
The integrity of an academic community necessitates the full and correct citation of ideas, methodologies,
and research findings. In addition, each student can promote academic honesty by protecting his or her work
from inappropriate use. Academic honesty is essential to ensure the validity of the grading system and to
maintain a high standard of academic excellence. The principal violations of academic honesty are cheating
and plagiarism.
Cheating
includes the unauthorized use of certain materials, information, or devices in writing examinations, or in
preparing papers or other assignments. Any student who aids another student in such dishonesty is also
guilty of cheating. Other possible forms of cheating include submitting the same work in more than one
class without permission.
Plagiarism is the presentation of ideas, words, and opinions of someone else as one’s own work.
Paraphrased material, even if rendered in the student’s own words, must be attributed to the originator of
the thought.
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Class Schedule
Week
Day
Date
1
M
Oct. 19
Topic
Syllabus and Overview: Internet
Marketing in Hospitality and Tourism
Assignments and Due Dates
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T
Oct. 20
M
Oct. 26
Overview: Internet Marketing in
Hospitality and Tourism; Term Project
ISP sign-up.
Principles of Internet Marketing
T
Oct. 27
Planning Internet Marketing
3
M
T
Nov. 2
Nov. 3
4
M
Nov. 9
First Test
analysis of first test result and Online
Consumer Behavior
Online Consumer Behavior
5
T
M
T
Nov. 10
Nov. 16
Nov. 17
Internet Marketing and Ecommerce
Internet Marketing Techniques
Website As a marketing Tool
7
M
T
M
Nov. 23
Nov. 24
Nov. 30
8
T
M
Dec. 1
Dec. 7
Search Engine Marketing
Search Engine Marketing
Internet Marketing: Tracking and
Research
The future of the Internet Marketing
9
T
M
Dec. 8
Dec. 14
2
6
Presentation
Will sign up teams
schedule presentation
sequence;
Sign up Yahoo Messenger
Blackboard practice chat
Zhou, Chap. 1
Online ppt
Lecture notes and handouts
Online ppt
Lecture notes and handouts
1. test
1. Lecture notes and handouts
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Your project plan due
today!!
Lecture notes and handouts
Zhou, Chap. 4
Zhou, Chap. 6 and handouts
Zhou, Chap. 6, page 103-108
Handouts
Lecture notes and Handouts
Zhou, Chap. 6 and handouts
Zhou, Chap. 9
1. Chap. 10
Paper Due before the presentation!!!
A digital copy due May 1; a hard
copy due on the day of your
presentation.
Presentation
Final Exam
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