In my experience, you can teach any undergraduate student (and probably most high school students) how to start their own online business, or create a nice online presence for an existing business. It has become relatively easy to weave together techs like WordPress, Google Analytics and AdSense, and PayPal to put up content, see what's working, collect revenue or donations, even do simple A/B testing, without having any previous coding experience.
Once this is working, students can dive into the details of HTML/CSS, or even some PHP, and change things on their already working site. But instead of completing a class exercise, students are tweaking something that is already attracting customers. And you can see the effects of your changes in the web analytics. That's been a powerful motivator for my students to want to learn more about tech.