Download 4. Understand the trends and future of Internet Marketing

Syllabus
College of Hospitality and Tourism Management
Semester: Spring 2014
Course Number and Section:
TRM 485 A
Course Title:
Internet Marketing
Credit Hours:
3
Classroom:
Vini 205
Meeting Times: MWF: 10:10-11:05am
Required Text: Zhou, Zongqing. (2004). E-commerce and Information Technology in Hospitality and Tourism. Delmar
Publishers. ISBN: 0-7668-4140-5
Supplemental Materials compiled by Dr. Zhou: Internet Marketing, a new book in writing.
Other Materials: Online materials
Instructor Information:
Name: Zongqing Zhou, PhD
Office Hours:
MWF: 1:20-3:20pm
Office Location: Vini 412
Office Phone:
286-8271
Fax Number:
286-8277
Faculty E-Mail: [email protected]
Email for Assignment hand-ins: [email protected]
Faculty website address: http://purple.niagara.edu/zhou
College Website: http://www.niagara.edu/hospitality
Course Description:
The growth of Internet can only be described as breathtaking, if not revolutionary. The purpose of this course is to introduce students to
this new medium of marketing communication and to examine how tourism businesses are using this medium as a means of marketing
communication. Specifically, you are going to learn: all available Internet Marketing tools; the impact of the Internet on hospitality and
tourism industry as well as other businesses; How to use social media for marketing; How to optimize your website and the trends and
future of Internet Marketing.
Prerequisites: None
Methods Of Instruction:
A number of teaching methods will be applied that include:
1.
2.
3.
lectures
class and group discussions
home assignments and end of the semester presentation by students.
College of Hospitality and Tourism Management Mission Statement:
The College of Hospitality and Tourism Management is dedicated to providing an innovative, high-quality education that
prepares students for leadership roles in hospitality, tourism, and sport by promoting professionalism and integrating
technology, management, entrepreneurship, service, and experiential learning into the educational experience. The
college strives to enrich students’ learning through culturally diverse and international learning opportunities.
College of Hospitality and Tourism Management Education Goals:
1. Students will demonstrate the ability to communicate effectively through a balance of oral and written
communication skills
2. Students will demonstrate problem solving and critical thinking skills
3. Students will be exposed to the social values of ethical decisions making s well as apprised of the costs
to society of unethical decisions
4. Students will acquire practical industry related skill sets
5. Students will find success in job placement commensurate with their interests
6. Students will be afforded opportunities to work and study in environments containing diverse groups of
people in multicultural/international settings
1
Course Learning Objectives:
Upon successful completion of this course, students should be able to:
1. Evaluate different Internet marketing strategies and techniques and apply them.
2. gain a comprehensive understanding of the role of Internet Marketing in the industry
3. Design a website for an imaginary or existing business
4. Understand the trends and future of Internet Marketing
5. be able to identify the differences and similarities between and integration of the traditional marketing and the Internet
marketing
Assessment Measures:
Specific course objectives
Assessment Methods
College goals
1. Identify and evaluate trends in Internet
marketing in tourism and hospitality.
class discussions
final paper
oral presentation
1, 2, 4
2. gain a comprehensive understanding of the
role of Internet Marketing in the industry
class discussions
term paper
tests
1, 2, 4
3. Design a website for an imaginary or existing
business
term project
classroom demonstrations
class assignments
presentation
term project
2, 4, 5
Class discussions
tests
2,4
4. Understand the trends and future of Internet
Marketing
5. Be able to identify the differences and
similarities between and integration of the
traditional marketing and the Internet marketing
2 and 4
Grading System: Final grade will be based on the following:
Exams: Three Tests and Final
Grading:
3 tests---15% each; Final---20%; Class project A (paper and presentation): 15%; Project B: --10%; class
attendance and participation: 10%
Grading Scale: (Grade is based upon % of total points accrued based on above weighting)
A+ =
A =
A- =
B+=
B =
B- =
C+=
C =
C- =
D+ =
97-100 93-96
90-92
87-89
83-86
80-82
77-79
73-76
70-72
67-69
D=
63-66
D- =
60-62
F=
59 &
below
Semester projects and presentation: (for due dates, see Class schedule)
Term Project: What to do: Contact a local or national hospitality and tourism company and then do the following:
1. Research on the following questions:
 The company’s view on the role of Internet Marketing
 How Internet has changed the way the company does its business?
 What proportion of the company’s total marketing budget is being spent or shifted to Internet Marketing
 Cite specific examples of Internet Marketing
 Cite specific examples of the benefits/impact of Internet marketing to the company
 When did the company start to employ Internet Marketing? And Why?
 Problems and issues encountered in employing Internet Marketing
 What Internet Marketing tools (such as website, banners, social media, emails, etc.) does the company find most
effective and useful?
 Who is in charge of the Internet Marketing? In-house? Or outsourced?
 What does the company see the future role of Internet Marketing?
 Compared with traditional marketing, is Internet Marketing more expensive or less expensive as a whole?
 Behind the use of the Internet for marketing, what other functions or features of the Internet does the company
find it useful for the operation of the company?
2
2.
3.
In addition to those research questions above, you will also need to
 Describe the company: size, nature of business, history of marketing, location
 Provide your own comments and insights based on what you learn from the research
 Express your own opinions on how the company can improve their Internet Marketing based on what you learn
from this class
 Provide a list of references you use for the paper
You will need to present your paper (see schedule)
Class Policies and General Administrative Practices
1.
2.
3.
4.
5.
6.
7.
8.
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 quiz
and midterm. 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.
Students with Disabilities
Students with documented disabilities who may need accommodations, who have any emergency medical information the instructor
should know of, or who need special arrangements in the event of an evacuation, should make an appointment with the instructor as
early as possible in the semester, preferably no later than the first week of the semester. Students must also register with Diane
Stoelting, Coordinator of Specialized Support Services (286-8076, [email protected]) in order to facilitate the provision of needed
accommodations.
Counseling Services and Academic Support
The strains and workload of student life can sometimes feel overwhelming and it is easy to lose perspective when faced with
academic, social, and personal demands. The staff of the office of counseling services in the lower level of Seton Hall and the
Academic Support staff in the Learning Center in Seton Hall are here to help students manage the stresses of university life. All
private consultations are confidential and free of charge. Appointment can be scheduled by calling 286-8536 (Counseling) or 2868072 (Office of Academic Support).
3
Chronological Outline of Topics to be Covered:
W
D
Date
1
M
W
F
Jan. 13
Jan. 15
Jan. 27
Syllabus and Course Overview
Internet Marketing in Hospitality and Tourism
Internet Marketing in Hospitality and Tourism
Will assign teams and set presentation sequence
Chap. 1: Overvew
Chap. 1: Overvew
2
M
W
F
M
W
F
M
W
Jan. 20
Jan. 22
Jan. 24
Jan. 27
Jan. 29
Jan. 31
Feb. 3
Feb. 5
Internet Marketing in Hospitality and Tourism
Internet Marketing in Hospitality and Tourism
Principles of Internet Marketing
Principles of Internet Marketing
Internet Marketing Planning
Internet Marketing Planning
First Test
analysis of first test result
Chap. 1: Overvew
Chap. 1: Overvew
New online slides
New online slides
New online slides
New online slides
Covering all above materials
Credits given (if needed) only if you are present
F
M
W
F
M
W
F
M
W
F
Feb. 7
Feb. 10
Feb. 12
Feb. 14
Feb. 17
Feb. 19
Feb. 21
Feb. 24
Feb. 26
Feb. 28
Online Consumer Behavior
Online Consumer Behavior
Internet Marketing and Ecommerce
Internet Marketing and Ecommerce
Internet Marketing and Ecommerce
Internet Marketing and Ecommerce
Internet Marketing and Ecommerce
Website as a marketing tool
Website as a marketing tool
Website as a marketing tool
M
W
F
M
W
F
M
W
F
M
W
F
M
W
F
M
W
Mar. 10
Mar. 12
Mar. 14
Mar. 17
Mar. 19
Mar. 21
Mar. 24
Mar. 26
Mar. 28
Mar. 31
Apr. 2
Apr. 4
Apr. 7
Apr. 9
Apr. 11
Apr.14
Apr. 16
Website As a marketing Tool
Website As a marketing Tool
Guest speaker
Second test
analysis of second test result
Search Engine Marketing
Search Engine Marketing
Search Engine Marketing
Search Engine Marketing
Search Engine Marketing
Email Marketing
Third test
Third test result returned and analyzed
Social Media Marketing
Social Media Marketing
Social Media Marketing
The future of the Internet Marketing
New online slides
New online slides
Chap. 4
Chap. 4
Chap. 4
Internet Marketing Techniques
Internet Marketing Techniques
Chap. 6
Chap. 6
Chap. 6
Spring Break
Chap. 6
Chap. 6
To be arranged
Covering all above materials up to first test
Credits given (if needed) only if you are present
New materials online
New materials online
New materials online
New materials online
New materials online
Chap. 6
Covering all but the first test materials
Credits given (if needed) only if you are present
New Materials online and Chap. 9
New Materials online and Chap. 9
Easter break starts at the end of the day
Chap. 10 (Final paper due; sent attachment to
[email protected]. A hard copy is due on the
day of your presentation)
F
M
W
F
M
T
W
Apr.18
Apr. 21
Apr. 23
Apr. 25
Apr. 28
Apr. 29
Apr. 30
Easter… no class
Easter… no class. School opens again Tu.
Presentation
Presentation
Presentation
Study day
Exam week begins.
T
May 6
Spring semester ends
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Topic
Assignments and Due Dates
The hard copy is due in class
The hard copy is due in class
The hard copy is due in class
Final exam date and time:4/30/2014;
10:10am-12noon
Bibliography
Smith, PR, & Chaffey, D. (2002). eMarkting eXcellence. Butterworth Heinemann.
Sweeney, S. (2000). Internet Marketing for Your Tourism Business. Maximum Press.
College of Hospitality and Tourism Management
Niagara University
CODE OF PROFESSIONALISM
PREAMBLE
The College of Hospitality and Tourism Management at Niagara University educates and prepares students for a global environment, instills character
and competency, and prepares students for personal and professional activities. Our program and curriculum provide a current and high quality education to grant
students with a strong foundation for becoming leaders in the worldwide hospitality and tourism industry. Through a professional curriculum, practical learning
experiences, and co-educational activities, our program is a leading national and international school of hospitality and tourism management.
4
In maintaining a professional environment, the college recognizes four cornerstones of professionalism - attitude, appearance, preparation, and
conduct. All students in the College of Hospitality and Tourism Management will pursue, respect, and uphold our “Code of Professionalism,” for both the benefit
and progress of the students and the college, both for today and for the future.
CORNERSTONES
ATTITUDE:

Our attitude should at all times project a professional image.

Our attitude will convey energy and enthusiasm.

Our attitude will illustrate our commitment; we are committed to academics, our program, our university, and our industry.

Our attitude will allow our individual personalities to shine through without compromising the professional presence of the whole.

Through our attitude, we will show respect towards others.
APPEARANCE:

The first component of our appearance is proper attire. Proper attire will maintain our professional image. Most college functions such as guest
speakers, alumni panels, recruiting events, and convocations require professional dress. We describe professional dress as a suit and tie for men, and a
business suit for women. Our attire should be classic or traditional, and should look clean and pressed.

The second component of our appearance is the area of grooming and hygiene. In this area we seek to achieve the standards of the traditional business
environment.
PREPARATION:

Academic preparation is central to our program goals.

Proper preparation for speakers and interviews dictates research. Researching the company, the individual, and the industry segment will allow us to
make a good impression and will ensure a positive learning experience.

We are prepared to challenge our faculty and administration to maintain high professional standards in the classroom, and to take an active role in our
professional development.
CONDUCT:

Proper conduct within all settings allows us to practice hospitality and etiquette.

We, through our conduct, seek to be accountable and responsible.

When dealing with industry professionals and/or alumni, we are conscious of the need for proper greetings and introductions.

We recognize the importance of follow up and responsiveness in our industry, and seek to demonstrate these objectives in our interactions with
professionals and alumni. Most follow-ups require a reminder or a thank you note.

Our conduct should at all times demonstrate respect, while certain situations may warrant being politely aggressive.
OUR RESOLVE
Each student in the College of Hospitality and Tourism Management at Niagara University recognizes the importance of supporting our program. It is
our goal to maintain a professional presence in all of our educational activities, practical learning experiences, and when representing our college at any, and all,
events. We believe our support and professional presence will generate critical mass in the areas of recruitment and speakers. We aim to stand out in our
industry, both individually and collectively. By striving to uphold and maintain our four cornerstones of professionalism, we will maximize opportunities, create
connections, and establish relationships to further the opportunities of our students and our program.
TABLE OF CONTENTS
Internet Marketing in Hospitality and Tourism
(A new book in writing)
By Zongqing Zhou, PhD. Niagara University
Chapter 1 Overview: Internet Marketing in Hospitality and Tourism
1.1
The impact of Internet Marketing in Hospitality and tourism
1.2
The role of Internet Marketing
1.3
The Internet Marketing and Traditional Marketing: an Integrated Approach
1.4
Technology and Internet marketing
1.5
Internet marketing environment: privacy, copyright, online security and consumer behavior
1.6
Looking into the future of Internet Marketing
1.7
Conclusion
Chapter 2 Principles of Internet Marketing
2.1
Internet Marketing Defined
2.2
Integrated marketing Approach to Internet Marketing
2.3
Target Segmentation and customization
2.4
The implication of 24/7
2.5
The Global Village
2.6
The power and the role of the online consumers
2.7
Conclusion
Chapter 3 Planning Internet Marketing
3.1
Process of Planning Internet Marketing
3.2
Internet Marketing Mix
3.3
The Goals of Internet Marketing
3.4
Selection of Internet Marketing tools
3.5
Analysis of customers
3.6
Conclusion
Chapter 4 Online Consumer Behavior
4.1
Demographics of online consumers
4.2
Psychographics of online consumer
4.3
The power of online consumers
4.4
The trust factor of online consumers
4.5
The culture factor of online consumers
4.6
Conclusion
Chapter 5 Internet marketing and Ecommerce
5.1
The role of Interne Marketing in Ecommerce
5
5.2
Ecommerce defined
5.3
Ecommerce Models
5.4
Intranet and Extranet
5.5
Online customer service relationship management
5.6
Developing marketing strategies for different models
5.7
Conclusion
Chapter 6 Internet marketing techniques
6.1
Pull and Push marketing
6.2
Email marketing
6.3
Newsletter marketing
6.4
Banners marketing
6.5
Affiliate marketing programs
6.6
Viral marking
6.7
Web portal marketing
6.8
Mailing list marketing
6.9
Newsgroup marketing
6.10
Sponsorship marketing
6.11
Webcast marketing
6.12
Blog marketing
6.13
Search engine marketing
6.14
Adverting network marketing
6.15
Conclusion
Chapter 7 Website as a marketing tool
7.1
Website construction Plan
7.2
Website creation process
7.3
Optimizing websites for search engine
7.4
Website marketing plan
7.5
Website marketing strategies and techniques
7.6
Website am extended customer service center
7.7
Website effectiveness measurement
7.8
Conclusion
Chapter 8 Search Engine Marketing
8.1
Search Engine Defined
8.2
Understanding search engine
8.3
Search engine advertising pricing structure
8.4
Search engine optimization
8.5
Conclusion
Chapter 9 Email Marketing
9.1
Email marketing define
9.2
Email marketing planning
9.3
Email marketing process
9.4
Email marketing strategies
9.5
Permission email marketing
9.6
Customization and personalization in email marketing
9.7
Measuring the effectiveness of email marketing
9.8
Conclusion
Chapter 10 Online Destination Marketing
10.1
From Print media to online marketing
10.2
Destination Marketing Organizations
10.3
CVBs and Meeting Planners
10.4
Online Marketing Strategies
10.5
Conclusion
Chapter 11 Privacy, Copyright and ethics in Internet marketing
11.1
The legal environment of internet marketing
11.2
The social environment of internet marketing
11.3
Spams and scams and their impact in internet marketing
11.4
The building of trust in internet marketing
11.5
Conclusion
Chapter 12 Internet Marketing Tracking and Research
12.1
Internet marketing research define
12.2
Categorization of internet marketing research methods
12.3
Internet marketing research planning
12.4
Collecting data online
12.5
Analyzing online data
12.6
Advertising tracking research
12.7
Measuring online advertising effectiveness
12.8
Conclusion
Chapter 13 The future of Internet Marketing
13.1
New technologies and internet marketing
13.2
Technology development trends
13.3
New Paradigms and new strategies
13.4
Forecasting the future
13.5
Conclusion
6