網路優勢的取得不僅在於技術，必須有策略、還要能夠重視「連結」所帶來的威力。
主要將會由三個原則進行探討：
網路行銷不是你作的，是由網友替你作的。
網路如生態，生態經營永遠重要於單一物種。
網路是有生命的，有生命的物種才會產生生命。要注意網路中自然成長的法則，而不只是功能技巧。
《 課程簡介 -- English 》
Once the preserve of academics and scientists, the Internet has emerged as a key platform to facilitate commerce and communication on a global basis. The Internet continues to grow at exponential rates and is transforming the value chain of virtually every industry in the world. Network and system providers are earning billions of dollars annually to keep pace with demand. This course will examine Internet Marketing issues from a balanced perspective of theory and practice. On the theory side, we will draw on recent developments in research on Internet Marketing. On the practice side, real-world cases and practices will be used to systematically supplement the principles and theories introduced. Organizations need to get these issues right if they are to be successful with their electronic commerce applications. The primary learning goal is to grasp the concepts such as dynamics of Internet business models, taxonomy of business models, appraisal of business models and how to apply these concepts in the traditional marketing 4Ps context.
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