This industry analysis course forces students to develop a deep understanding of the cannabis industry, its history, competitive dynamics, opportunities for innovation, and the current business landscape. A historical overview will address the origins of cannabis, 19th century legal uses, early prohibition, counterculture, the war on drugs, state medical legalization, new approaches to adult use, and current and potential future federal laws. An overview of the cannabis plant will review hemp vs. marijuana as well as products, ingestion methods, and the Endocannabinoid system. An overview of laws and regulations will include federal vs. state vs. local, complexities in the system, provisions relating to medical vs. adult use (recreational). Social equity will be focused on from perspectives including the lasting effects of the war on drugs, reinvesting in communities disproportionately impacted, racial and social justice. Key points on cultivation will be reviewed such as plant science, facilities, financials, and regulatory compliance. Definitions and examples of business types in categories of plant-touching vs. ancillary will be addressed. Drivers of demand will be examined such as medical and adult (recreational) use, health and wellness, current and projected demographics, and genetics of plant strains. Analysis of the economics of cannabis will be analyzed including markets across the industry, potential economic impact, public policy implications, and financial barriers to entry. Considerations for retail in cannabis will include products, in-store experiences, in person retail and tech-based platforms for ordering and delivery, and social consumption via lounges, concerts, and other public venues.