In an emerging multibillion dollar market, the legalization of cannabis for recreational use is inviting not only an increased big business presence, but also creating many new opportunities for micro-sized entrepreneurial ventures. Students in this course will examine the complexities and challenges of this rapidly evolving marketplace.
This course will look at core customer groups, as well as products and services within the adult-use market, and differentiate this market from the medical stream. It will explore various branding and distribution approaches, and how quality and price will play key roles in a legitimate recreational market that must compete effectively against illegal providers. In addition, students will consider the critical role of responsible adult use and consumer education in de-stigmatizing cannabis.