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MKT 317: Build and Manage E-commerce Stores

Course Description

This course provides a comprehensive guide to building, launching, and managing successful e-commerce stores, equipping students with essential skills to thrive in the digital retail landscape. Key topics include e-commerce strategies, platform selection, store setup, and optimization for user experience and conversion. Students will learn to successfully manage client relationships online, measure customer satisfaction, and develop strategies for long-term customer loyalty. Through various assignments and projects, students will develop the needed skills to successfully develop the marketing skills required to navigate the digital world of e-commerce. (3 credits)

Prerequisites

  • ENG 101: English Composition 1
  • ENG 102: English Composition 2
  • MKT 220: Principles of Marketing

Program Learning Outcomes (PLOs)

Students who successfully complete this course will be able to:

  1. Apply the concepts, theories, and relationships among the functional areas of an organization, including the ability to explain the nature and construct of an organization.
  2. Design strategic marketing practices. This will include such areas as marketing research, consumer behavior, customer acquisition and retention strategies, and public relations. Additional areas include digital marketing including SEO techniques, social media strategies, leveraging artificial intelligence for targeted marketing campaigns, and driving brand loyalty.
  3. Explain the global environment of business including the political, social, and intercultural sensitivities that exist in society that are important to the development of meaningful relationships and success in business and in life.
  4. Demonstrate professional business behavior, social responsibility, and ethical decision making and conduct.
  5. Demonstrate effective critical thinking, decision-making, problem solving, organizational leadership, teamwork; oral and written communication skills utilizing tools such as AI, research databases, and other tools as required.

Student Learning Outcomes (SLOs)

Students who successfully complete this course will be able to:

  1. Assess and formulate essential e-commerce strategies and practices.
  2. Explain how to conduct market and product research to inform e-commerce operations.
  3. Create a mock e-commerce store using Shopify.
  4. Utilize best practices to create an engaging customer experience online.
  5. Identify common strategies for building customer loyalty in e-commerce.
  6. Measure and assess customer satisfaction and develop online customer relationships.
  7. Analyze and evaluate an e-commerce store’s performance based on data analytics.
  8. Develop AI skills to help complete e-commerce marketing tasks.

Course Activities and Grading

AssignmentsPoints

Group Discussions (Weeks 1-8)

160

Module Extension Activities (Weeks 1-7)

140

Shopify Store Term Project (Weeks 3-7)

150

Coursera Modules and Quizzes (Weeks 1-7)

420

Week 8 Coursera Module

30

Reflection Paper (Week 8)

100

Total Points

1000

Required Textbook

  • There is no required textbook. This course uses Open Educational Resources (OER). OER are openly licensed, educational resources that can be used for teaching, learning, and research. OER may consist of a variety of resources such as textbooks, videos, and software that are no cost for students.

Additional Required Material

  • Student are required to obtain a Shopify.com subscription. There will be a low subscription fee that is not included in the Book Bundle.

 Additional Resources

  • Coursera courses/modules through Charter Oak Career Academy:
    • Make the Sale: Build, Launch, and Manage E-commerce Stores (Course 6) of the Google Digital Marketing & E-commerce Professional Certificate
    • Satisfaction Guaranteed: Develop Customer Loyalty Online (Course 7) of the Google Digital Marketing & E-commerce Professional Certificate
  • Google Analytics - Web analytics service. Students may use the GA4 plan at no cost. Google account is required. 
  • Canva - Online graphic design tool. Students may sign up for the free plan. 

Course Schedule

Week

PLOs

SLOs

Readings and Exercises

Assignments

1

2

1,2

Topic: Getting Started with E-commerce 

  • Watch video lecture
  • Introduce yourself and participate in the E-commerce Experience Discussion
  • Complete on Coursera –Course 6: Module 1 including Module 1 Challenge Quiz
  • Complete E-commerce Target Audiences Assignment (Extension activity)

2

4,5

1,3,4

Topics: E-commerce Storefronts and Design Best Practices 

  • Watch video lecture
  • Participate in the Brand Websites vs. Marketplaces and Social Commerce Discussion
  • Complete Coursera –Course 6: Module 2 including Module 2 Challenge Quiz
  • Complete E-Commerce Site Design and User Experience Assignment (Extension activity)

3

2,5

1,3,4,7,8

Topics: Ads, Campaigns, and Profits in E-commerce  

  • Watch video lecture
  • Participate in The E-Commerce Disruption Era Discussion
  • Complete on Coursera – Course 6: Module 3 including Module 3 Challenge Quiz
  • Complete Profitable Products - Calculating Margins Assignment (Extension activity)
  • Begin building mock Shopify Store Term Project

4

2,4

3,4,5,8

Topic: Online Customer Engagement

  • Watch video lecture
  • Participate in The Zeigarnik Effect Discussion
  • Complete on Coursera – Course 6: Module 4 including Module 4 Challenge Quiz
  • Complete Website Accessibility Assignment (Extension activity)
  • Continue to work on mock Shopify Store Term Project

5

2,5

2,4,5,6

Topic: Online Customer Loyalty  

  • Watch video lecture
  • Participate in E-commerce Customer Service Discussion
  • Complete Coursera –Course 7: Module 1 including Module 1 Challenge Quiz
  • Complete Remarketing Ads & the Personalization Paradox Assignment (Extension activity)
  • Continue to work on mock Shopify Store Term Project

6

2,5

1,3,7,8

Topic: Analyze Trends for an Online Store

  • Watch video lecture
  • Participate in the Product Sourcing Discussion
  • Complete on Coursera – Course 7: Module 2 including Module 2 Challenge Quiz
  • Complete Google Merch Store Analytics Assignment (Extension activity)
  • Continue to work on mock Shopify Store Term Project

7

2,5

1,3,4,7,8

Topic: Showcase Your E-commerce Skills 

  • Read and Review:
    • Applying e-commerce skills to workplace scenarios: creating marketing proposals and reports
    • Google Course 7: Module 3 – Apply your skills
    • Infographics 101
  • Watch video lecture
  • Complete on Coursera – Course 7: Module 3 including Module 3 Challenge Quiz
  • Complete Shop Performance Infographic using Canva Assignment (Extension activity)
  • Finalize, publish, and share your mock Shopify Store Term Project (link) with classmates
  • Participate in Share Your Store & Explain Your Product Choice Discussion

8

2,4,5

1,4,8

Topics: More AI Skills for Marketers 

  • Watch video lecture
  • Participate in How Consumers Use AI for Shopping Discussion
  • Complete on Coursera – Course 7: Module 4 (no activity or quiz for this module)
  • Complete Shopify Store Reflection Paper Assignment
  • Complete Course Evaluation

COSC Accessibility Statement

Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.

COSC Policies, Course Policies, Academic Support Services and Resources

Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.