Objective: Build a strong foundation in e-commerce platforms, product positioning, content strategy, and core digital marketing tools.

Week 1: Introduction to E-commerce & Product Marketing

• E-commerce evolution and current trends

• The role of a product marketer

• Overview of customer acquisition channels
  Outcome:
  Grasp the digital commerce landscape and define a product marketing mindset.

Week 2: Product-Market Fit & Market Research

• Crafting unique selling propositions (USP)

• Competitive analysis and customer segmentation

• Positioning frameworks
  Outcome:
  Define a positioning strategy based on target audience research.

Week 3: Building and Launching an Online Store

• Intro to Shopify, WooCommerce, Squarespace

• E-commerce design principles

• Payment gateways, checkout flow, and mobile optimization
  Outcome:
  Launch a basic e-commerce storefront with essential product listings.

Week 4: Core Digital Marketing – SEO, Content & Social Media

• SEO fundamentals: keyword research, meta data, on-page optimization

• Creating content calendars and writing for conversions

• Choosing social media platforms based on audience
  Outcome:
  Set up SEO for the store, write engaging content, and outline a social media plan.

Week 5: Email Marketing & CRM Basics

• Email list building and segmentation

• Welcome series, cart abandonment, and promotional emails

• Intro to CRM platforms (Mailchimp, Klaviyo)
  Outcome:
  Design and deploy your first email campaign linked to your e-commerce platform.

Week 6: Analytics & Customer Experience

• Google Analytics basics

• Tracking events, conversions, bounce rates

• UX best practices and customer journey mapping
  Outcome:
  Install analytics tracking and create a CX report on your store.

Objective: Deepen expertise in platform optimization, paid media, automation, CRO, and omnichannel strategies.

Week 7: Conversion Rate Optimization (CRO)

• A/B testing tools (Google Optimize, VWO)

• Checkout optimization

• Heatmaps and user flow analysis
  Outcome:
  Design and run a CRO experiment to improve checkout flow or product page.

Week 8: Advanced Digital Advertising

• Paid social (Meta, TikTok), Google Ads, and retargeting

• Audience targeting, ad creatives, and split testing

• Setting up ad tracking and attribution
  Outcome:
  Create a full-funnel ad strategy and set up a test campaign.

Week 9: Advanced SEO, Content & Influencer Strategy

• Technical SEO and backlink building

• Long-form and video content for products

• Collaborations with micro-influencers
  Outcome:
  Deploy a long-form content piece and identify influencers to partner with.

Week 10: CRM, Automation & Lifecycle Marketing

• Lifecycle email flows: welcome, nurture, post-purchase

• Segmentation by behavior and engagement

• Customer retention strategies
  Outcome:
  Set up 2–3 automated flows within a CRM.

Week 11: Omnichannel & Mobile Commerce

• Integrating marketplaces (Amazon, Etsy, WhatsApp commerce)

• Unified inventory and messaging

• Mobile-first optimization and PWAs
  Outcome:
  Create an omnichannel expansion plan for your e-commerce brand.

Week 12: Legal, Compliance & Project Simulation

• Data privacy laws (GDPR, CCPA)

• Return policies and customer rights

• Simulate launch of an advanced e-commerce campaign
  Outcome:
  Complete a compliance checklist and simulate a high-level campaign launch.

Objective: Consolidate all learning into a real or simulated e-commerce brand. Final deliverables include a functional site, digital campaigns, an analytics dashboard, and a pitch-ready portfolio.

Week 13–14: Business Planning, Design, and Marketing Strategy

• Finalize product and target market

• Build/refine the online store with improved UX and content

• Develop a full-stack marketing strategy (SEO, email, ads, social, CRM)
  Outcome:
  Launch-ready e-commerce brand with GTM strategy and brand assets.

Week 15: Campaign Execution & Data Optimization

• Launch a paid campaign and track metrics

• Monitor customer behavior and conversion flow

• Weekly analytics reviews and iterative adjustments
  Outcome:
  Achieve real-time marketing results and optimize for ROI.

Week 16: Final Presentation & Portfolio Showcase

• Present your e-commerce business to a panel of mentors/industry experts

• Submit a portfolio including:

  • Functional e-commerce store

  • Campaign dashboards

  • CRM/email workflows

  • Product positioning documents

  • ROI analysis
    Outcome:
    Complete a capstone that demonstrates both creative and analytical expertise in e-commerce.

💼 Final Deliverables:

• Live/storefront or high-fidelity prototype

• SEO-optimized product pages and content

• Paid ads campaign with analytics report

• Email marketing flows in CRM

• Capstone pitch deck and strategy summary