Using digital and internet technologies in recent years has not only provided more education opportunities outside classrooms, but has also gained many attentions as a new theme for prospective learners to acquire knowledge in a more convenient way. In such a new paradigm of the so called e-Learning, many efforts have been made to build web-based learning systems that provide controllable processes of learning activities with desired curricular contents. From the learning perspective, this means that desired contents are delivered with spectacular ways to catch the attention of the learners or to enhance their comprehension on these contents. For this need, we present in this paper a flip blended learning approach for designing, lecturing, and assessing academic courses with ePUB3 eBooks used in learning activities for delivering desired curricular contents. Further, for justifying its validity, the approach employs also an analysis about the effects of using our ePUB3 eBook-based flip blended learning model in academic course learning. For implementation, the approach is applied for the design and instruction of an ‘Object-Oriented Concepts’ course for freshman students at a Department of Information Management.