I. Introduction

Marketing has become an indispensable function of business management in the market-driven economic system. It is particularly necessary for business students to learn what contemporary marketing is like in the cyber era and how marketing goals of the firm should be properly fulfilled with what particular skills. As an introductory course, it contains a host of basic concepts and principles that have been widely recognized, as well as a framework of marketing process where various concepts and principles are embodied. They include: marketing fundamentals; ways and means of scanning environment and identifying opportunities; managing marketing information; consumer and organization buying motivations and behavior; ways of value proposition and strategic planning, creating STP marketing strategies(Segmentation, Targeting and Positioning), building and retaining customer relationships by developing marketing mix, including product/service, pricing, distribution and communications tactics, crafting marketing organization and implementation control methods, etc.