Designing a Cohesive E-commerce Marketing Plan You Can Actually Run

An e-commerce marketing plan that actually gets executed is not the same as a comprehensive plan that sits in a slide deck. Real plans match the team running them, the budget available, and the rhythm of the business. This course walks through the practical work of designing a plan you can stand behind on a Monday morning. You will work through written exercises that mirror how a small e-commerce team would plan its marketing for a quarter or a season. The emphasis is on coherence across channels and honest evaluation of what is actually working. What you'll learn: - Map your customer journey from first touch to repeat purchase with specific channel responsibilities - Plan content for SEO, social, and email that supports each stage of the journey without redundancy - Build a paid advertising plan with clear budgets, creative themes, and measurement expectations - Design email and lifecycle campaigns including welcome series, abandoned cart, and post-purchase - Set up conversion rate optimization experiments that test one variable at a time - Plan reporting routines that surface what is working and what to change next month The course progresses from journey mapping through content, paid ads, email, optimization, and reporting. A capstone written exercise asks you to draft a complete quarterly marketing plan for a specific store, including budgets, themes, and measurement. This course is designed for beginners with limited marketing experience, including small e-commerce founders, marketing leads, and growth-curious operators. No prior advertising platform experience is required. The course treats the plan itself as the deliverable and respects how small teams actually work.