Posted: March 2nd, 2023

Individual Assignment – Building Your E-Commerce Store (25%)

Individual Assignment – Building Your E-Commerce Store (25%)
Students will create their own e-commerce store through first completing a situational analysis
to determine a GAP in the market and an opportunity to launch and e-commerce store.
Students will work with either, Shopify, WIX, BigCommerce or any other Software as Service
Platform to launch a complete store with a complete strategy, tactics (Marketing Plan, SEO
Plan, PPC Plan, Content Plan, and Social Media Plan) with series of objectives (long-term, shortterm objectives to determine key performance indicators) to measure tactics success.
Students will experience the building of an appealing store catalogue, customizing website, and
creating additional website content. They also encouraged to launch these stores in order to
test and evaluate what was a success and what needs to be reconsidered. Students should
include at least the following in their new e-commerce store:
• Products
• Homepage and Theme
• Additional Website Content
Assessment and Grading:
Individual E-Commerce Assignment Grading Rubric
Name:
Rating scale
5 – Excellent, significantly
exceeds expectations
4 – Good, meets expectations
3 – Acceptable, meets most expectations
2 – Poor, meets a minority of
expectations
1 – Not Acceptable, does not
meet expectations
0 – Not Complete
Section Description
Your
Mark
(out of
5)
Situational Analysis – Where
are we now?
Completion of multiple analysis (Trends, SWOT, TOWS, GAP
Analysis) to identify value proposition and develop key
business model for your e-commerce store.
Objectives – Where do we want
to go?
Development of long-term goals – Vision Statement (Why?) –
Mission Statement (How?) and short-term SMART objectives
to achieve your mission and leading to development of KPIs
to measure in the Control section of this rubric
Strategy – How do we get
there?
Setting the strategy through identifying Segments, Target
Markets and setting objectives to position your offering –
Sequence – Trust – Try – Buy; Integration – CRM – Database;
Targeting and Segmentation
Tactics – Details of how you
achieve your strategy
Establishing a marketing plan – 5Ps (People, Product, Price,
Place, & Promotion (Communications Plan); Content Plan,
and Social Media Strategy
Products and Collections
Add a minimum of 10 products. For each product, include
images and detailed product description that will appeal to
the target customer. For at least one of the products, create
variants such as size or colour. Create at least two collections
and assign all products into your collections. Enable search by
collections. Tag your products.
Visuals and Navigation
Apply a free theme. Select appealing background colours and
text colours that are easy to read. Include images and content
on all site pages – the content should appeal to the target
customer. Set up the site’s navigation: create a top navigation
bar, and a footer navigation menu with all key links on the
bar. Make your navigation both laptop and mobile phone
friendly. Create an announcement bar.
Additional Content and
Functionality
Create at least 4 additional pages (in addition to the home
page). Include: About Us, Contact Us , Frequently Asked
Questions (FAQs), plus additional page(s) of student’s choice.
Provide filtering (searching) by product tags.
Action – Making the Magic
Happen
Execute the tactics and test the results to determine if it is
working
Control – What metrics (KPIs)
are going to measure, how
often, when, by whom, how
much will it cost
Optimize your website (e.g. home page, about page…) and all
product pages for SEO. Measure your progress and adjust the
plan to meet your goals – Data, Analytics, KPIs, UX,
Satisfaction surveys, dashboards
TOTAL 0
TOTAL (OUT OF 100) 0

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