Dr. Joachim Scholz
Buffalo, New York, United States of
America
The world's first Augmented Reality
Marketing professor
Experience
Brock University
Assistant Professor of
Marketing / July, 2019 —
Present
I launched the world's first
dedicated AR Marketing courses
for undergraduate and MBA
students in 2019/2020.
Cal Poly, San Luis Obispo
Assistant Professor of
Marketing / July, 2014 —
June, 2019
Developed ‘Digital Marketing
and New Media’ course and
‘Integrated Marketing
Communications’ minor. Started
teaching about AR Marketing in
2014, as part of my Digital
Marketing and New Media
course.
Cool Climate Oenology and
Viticulture Institute
(CCOVI)
CCOVI Research Scholar and
Fellow / May, 2020 —
Present
Focus on augmented reality and
brand storytelling via social
media for the wine industry.
Future of Marketing Institute
(FOMI), Schulich School of
Business, York University,
Toronto, ON
Advisory Board Member / January, 2019 —
Present
Adweek
Academic Council
Member / November, 2019 —
Present
Queen's University
Teaching Fellow / July, 2007 —
June, 2014
I taught classes on Integrated
Marketing Communications,
Consumer Behavior, Marketing
Research, and Introduction to
Marketing.
Royal Military College of
Canada
Sessional Lecturer / July, 2013 —
June, 2014
I taught courses on Marketing
Principles (MBA), Consumer
Behavior (MBA), and
Introduction to Marketing (UG)
About
I am a marketing professor who
specializes in augmented/extended
realities, metaverse marketing, brand
storytelling, and influencer
marketing. I am a public speaker and
consultant who helps your brand thrive
in today's and tomorrow's new
realities. <br> \~ ⨏ \~
<br> MY PASSION is to explore
augmented reality’s strategic
potential for marketing: I published
the first-ever conceptual article on
AR marketing, which won Article of the
Year award and is one of the
most-cited publications about this
topic. I have taught AR since 2015 as
part of my social media and digital
marketing courses at Cal Poly. At
Brock University, I developed and
teach the world’s first dedicated
Augmented Reality Marketing courses
for undergraduate as well as MBA
students. <br> \~ ⚬ \~
<br> MY RESEARCH combines
ethnographic methods with
socio-cultural frameworks to cut
through the complexities of marketing
and consumption: I explore how
augmented reality can deepen
consumer/brand relationships, how it
helps customers feel more competent
and autonomous, how Pokémon GO players
co-create and transport into
hybrid-realities, how managers can
deploy AR initiatives, and how various
types of augmented realities offer
different strategic opportunities for
brands. My social media research
explores how marketers can build their
brands in today’s polarized and tribal
societies by fighting back against
online critics. <br> \~ × \~
<br> I LOVE building bridges
between academia and the broader
business community: I'm a member of
Adweek's Academic Council and serve on
the advisory board of Schulich’s
Future of Marketing Institute. I
regularly publish research-driven
insights in Adweek, MKTGsquad, and
other AR-specific publications. I
provide expertise for marketing
agencies and consult wine, CPG and
technology companies in the US and
Canada on branding and augmented
reality marketing. I decipher the
babel and help people see the big
picture. <br> \~ 🦊 \~