Bozeman Magazine

Industry Leader in Cannabis Marketing, Dr. Joshua Dorsey, to kick off Montana State’s Regional AMA Conference

BOZEMAN, Mont. – Feb. 27, 2025 – Dr. Joshua Dorsey, a leading researcher in the history of cannabis marketing, present efforts in the marketing of cannabis, and public policy related to the cannabis industry, will be the kickoff speaker at the American Marketing Association (AMA) at Montana State’s annual Regional Conference. Dr. Dorsey will give his presentation on cannabis marketing from 4-5 p.m. on Thursday, Feb. 27 on the first day of the three-day conference.

“The cannabis market in the United States is expected to be worth $47.3 billion by 2028. However, because cannabis is still listed as a Schedule 1 controlled substance on the federal level, laws and regulations are different from state to state,” said Dorsey, co-author of the article “Evidence-Based Cannabis Policy” that appeared in the Journal of Public Policy & Marketing. “This impacts not only people’s attitudes and beliefs toward cannabis, but how it is marketed. And that’s what I’m interested in.”

With more than 15 years of experience in healthcare and sales, Dr. Dorsey’s work focuses on impactful sociocultural issues, including financial well-being for impoverished consumers, race in the marketplace (RIM), healthcare topics, as well as cannabis. Dr. Dorsey’s passion for self-improvement and the pursuit of goals drives his commitment to advancing understanding and advocacy in these critical areas.

“It is critical to develop policies that seek to assure that people with legal access to cannabis have the information they need to make informed decisions, while simultaneously keeping the product out of the hands of minors and other vulnerable groups,” Dorsey said. “This is where marketing also has a role. Education campaigns should be used to help consumers understand the benefits and risks of cannabis products. Digital marketing is well-suited to be a primary marketing communication medium for the cannabis industry, leveraging geotargeting that allows marketers to fine-tune their cannabis communications to target consumers only where cannabis is legal.”

In addition to the kickoff presentation by Dr. Dorsey, the keynote speaker is Bennie F. Johnson, the CEO of the Chicago-based AMA. Johnson will speak on Friday, Feb. 28 from 9-10 a.m. The Regional AMA Conference will have a sports marketing panel featuring MSU Athletic Director Leon Castello, who led Montana State to the Big Sky Conference Presidents’ Cup for excellence in athletics and academics, and an outdoor industry marketing panel featuring Tanner Sutton, founder of Free Fly Apparel which had $6 million in sales in 2024. . In addition, students will be able to participate in a Marketing Strategy, Perfect Pitch, and Social Media Marketing competitions. The conference will end with a day at Bridger Bowl ski area with the speakers and students getting to connect outside of the classroom.

“Having someone as knowledgeable on cannabis marketing as Dr. Dorsey agreeing to join our annual conference helped take the event to an entirely new level” said Leah Gingras, Director of Conference Management for Montana State’s chapter of the AMA. “With cannabis being legal in the state of Montana having someone coming to speak to us about the marketing behind it should be of interest to every student.”

The American Marketing Association at Montana State is MSU’s student chapter of the AMA. We prepare students for their professional careers through empowering experiences that develop strong networks, personal growth, and ethical leadership with a community-oriented focus. Membership in the AMA at MSU is open to all students of any major. For more information about AMA at Montana State please visit www.amamontanastate.org