Dr. Russell Zwanka, director of the food and consumer package goods marketing program
KALAMAZOO, Mich.—Western Michigan University’s Haworth College of Business will now offer a Cannabis Marketing Certification (CMC) program in partnership with Learning Evolution, a leading digital learning company that offers online professional training solutions. This is the second program developed with resources from Learning Evolution, the first being a Professional Category Management Certification.
The CMC program is a comprehensive online course that covers all aspects of cannabis marketing, from product knowledge, branding and category management, to market research and analytics. The program is designed to provide students and learners with the knowledge and skills necessary to succeed in the rapidly growing cannabis industry.
Dr. Russell Zwanka, director of the food and consumer package goods marketing program and associate professor of marketing, is heading up the initiative at Western as an expert in the field of cannabis marketing. Zwanka is currently teaching the first-ever cannabis marketing course available at the University. The course, "Cannabis Marketing," involves industry leaders who are owners, cultivators, regulators and operators of cannabis-related businesses to advise students on the industry.
“In our food marketing program, we want to ensure our students have the opportunity to be at the forefront of trends and can develop all the skills necessary to be leaders, wherever they end up in this vibrant industry. Following up on our first cannabis marketing class with another first, this certification, we are helping our students develop the appropriate knowledge-base to pursue this exciting industry,” he says.
The course and certification will give students a competitive advantage with the necessary education, skills, tools and background to successfully begin their careers in the burgeoning cannabis industry. It will help certify the basics of cannabis marketing and retailing expertise for learners. Another major draw of the certification is that it is entirely online and can be completed in as little as six months, providing learners with necessary flexibility.
Upon completion, participants who pass the final exam will receive a University certificate and digital badge. Students with the certification will be qualified to apply for multiple sales and marketing jobs in the cannabis industry. Professionals in the consumer package goods and retail space with roles in category management, digital marketing, and sales and marketing are great candidates for this certification, too.
“With cannabis sales hitting a record $250 million this past March in Michigan, we are approaching this industry at just the right time! Michigan is potentially heading towards annual sales of $3 billion, and with the influx of multi-state operators, WMU’s food marketing program is primed to lead education in the cannabis industry,” states Zwanka.
Both parties are excited to continue a budding partnership that offers relevant certifications for those looking to set themselves apart on their career paths.
“This new online course and certification is also ideal for any cannabis entrepreneur who is looking learn more about marketing their products and services, as well as sales and marketing professionals looking to expand their skills and knowledge of the cannabis industry. College students who learn more about cannabis marketing and earn the certification will gain a competitive edge in the job market,” says Scott Matthews, CEO of Learning Evolution.
WMU is once again proud to be a leader in the field of university-based professional development with this progressive offering.
See the certifications on the food and consumer package goods marketing website for more information or to register.
For questions, contact Dr. Russell Zwanka, associate professor of marketing, at russell.zwanka@wmich.edu or Scott Matthews, CEO of Learning Evolution, smatthews@learningevolution.com.
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