4 Things I Learned Creating Our Cannabis Master Course

4 Things I Learned Creating Our Cannabis Master Course

By: Lisa Solomon

Jim Baudino’s Cannabis Marketing course is our first Master Course and, wow, I’m in such awe and appreciation of the amount of incredible information available to people looking to enter this exciting new industry. Recently, The Motley Fool shared an article on the Cannabis boom and how to start investing in what is poised to be an $80 billion business! However, there is a lot of work and knowledge to gain about this business before diving in or working your way up the ladder. It’s hard work, but worth it.

What is a Master Course? Just like all Atheneum Collective courses, a Master Course is taught by a subject matter expert. This course is more extensive than others, which focus more specifically on one topic. We are fortunate that Jim Baudino can provide this kind of deep dive.

Here are the top four things I learned about Cannabis while creating this course:

  1. Cannabis is an extremely complex plant. I had no idea there are over 500 chemical compounds found in Cannabis including cannabinoids, flavonoids, and terpenoids. There are over 110 known Cannabinoids, but many of us have only heard of the two most well known Cannabinoids: THC and CBD. 

    Flavonoids are the color-giving nutrients in living things and are also known for their antioxidant and anti-inflammatory health benefits. They’re also one of the largest nutrient families, and around 20 of these compounds have been identified in the Cannabis plant.

    Terpenoids, or terpenes, are the aromatic metabolites found in the oils of all plants. Terpenes are responsible for the aroma and taste of Cannabis. There are more than 20,000 terpenes in existence and Cannabis produces at least 100.

    If you want to get into the Cannabis business, it is essential that you understand the complexities of the plant.

  2. Cannabis’ health benefits are fascinating. Cannabis has likely been around since 8000 BC, when it was used for both religious and medicinal purposes. In early nineteenth-century United States, Cannabis extracts were used medicinally for stomach pain and nausea associated with Cholera. Today, we are continuously learning new medical benefits of Cannabis.

    The specific cases are incredible. For example, Cannabis can treat and prevent Glaucoma by relieving pressure in the eye. Also, there is evidence that it helped reduce the size of a  brain tumor in a young child, leading to the Cannakids brand. We continue to learn more about the positive effects of the Cannabis plant. Could this be the “why” for your brand or for joining the Cannabis industry?

  3. The Cannabis industry can impact you personally. There’s more to consider before joining the Cannabis industry than I realized. It’s important to understand the potential impacts that working in the cannabis industry can have on your business and even personal life. Our course instructor, Jim Baudino, was recently denied a re-financed bank loan because he works in the Cannabis industry even though his company, MERRY JANE Media, does not touch the plant or make any Cannabis-specific products, and cannabis is legal in California. From banking, to taxes, to schisms between friends and family, these are familiar issues that people and companies in the Cannabis business face⁠.

  4. Building and promoting a Cannabis brand has unique challenges. Being in a business that is federally illegal creates challenges, especially given the fact that major advertising platforms, like Google and Facebook, do not allow for paid advertising by Cannabis companies. However, because of its legality at the state level, there is an opportunity for Cannabis brands and marketers to be really creative and find new ways to reach their potential consumers.

    Many brands are utilizing more traditional channels like local print and out-of-home including billboards and transit advertising where available. Other channels are becoming popular due to openness to cannabis advertising including satellite radio, podcasts and influencers. Brands and retailers are also coming up with unique ways to engage audiences to circumvent regulations. 


The Atheneum Collective Cannabis Marketing Master Course will arm you with the most current information to 1) decide if this is the right industry for you, and 2) how to build and promote a brand if you want to be at the forefront of an entirely new industry. Sign up now to get a special offer when this course goes live! #PowerUp

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