An innovative project was designed for a retail management course to enhance critical thinking skills and provide hands-on learning about marketing strategy in an electronic retail context. Students created, promoted, and managed online stores using Zazzle.com, which retails user-generated designs, and analyzed the results of their efforts. Assessment of student deliverables suggests enhanced understanding of key concepts and critical thinking. The project could be adapted for marketing strategy, social media marketing, or consumer behavior courses. Instructors who adopt the project should allow adequate time, consider seeking graphic artists and/or nonprofit partners in advance, and carefully monitor promotion implementation efforts to help maximize the learning experience. (Contains 2 tables and 3 figures.)