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Marketing Professor Joachim Scholz Wins “Paper of the Year”

Marketing Professor Jo Scholz Wins "Article of The Year" Award

Cal Poly Marketing Professor Joachim Scholz has received “Paper of the Year” honors and a monetary prize from Business Horizons, a journal focused on analyzing business problems and publishing articles that present solutions. Professor Scholz, along with Suffolk University’s Assistant Professor Marketing Andrew Smith, were recognized for their article, “Augmented Reality: Designing immersive experiences that maximize customer engagement.”

In the journal, Scholz and Smith explore the emerging technology of augmented reality and its applications in redefining the brand experience. Often associated with the Pokémon Go craze, augmented reality places digital information over real-world spaces. Scholz’ and Smith’s article provides a framework of the dynamics of using augmented reality and the basic decisions that marketers must consider when creating an augmented reality campaign. It also gives actionable recommendations for executing effective augmented reality experiences to maximizing customer engagement.

Scholz is assistant professor of marketing at the Orfalea College of Business. Currently, Scholz is teaching the only undergraduate marketing class in the country on augmented reality. Scholz has also created his own website — — where he publishes the latest news on augmented reality and social media.

Posted Feb 13, 2017

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