This paper outlines the experiences of developing a new hands-on marketing course. The objective of the course was to simulate the real-world scenario of starting an online retailing business and let students become entrepreneurs. Students were challenged to assimilate and apply relevant e-retailing knowledge while being responsible for designing, developing, sourcing, and selling merchandise through a Web site. At the end of the semester, students were able to witness and experience the challenges faced by an e-retailer. Based on the assessment of performance of students, instructor, and the course itself, suggestions are offered to adapt the course so that the concept can be applied to other marketing courses in the future.