Cal Poly

Orfalea College of Business

Joachim Scholz

Joachim Scholz

Office 03-331
Phone 805-756-2623

Office Hours

Professor of Marketing

Joachim Scholz

Dr. Joachim Scholz is Assistant Professor of Marketing at the Orfalea College of Business, California Polytechnic State University. He draws on a broad range of concepts from anthropology, sociology, psychology, environmental history, and art history to explore two general research agendas: (1) how consumption, especially the notion of sustainable consumption, is shaped by both cultural discourses and physical realities of nature, and (2) how emerging technologies such as social media and augmented reality re-configure consumers’ relationships to other consumers, the market and their spatial environment. Through these two research streams, Dr. Scholz produces “fresh ideas” that help marketers and consumers master ongoing transformative changes in business and society.

Dr. Scholz’s research has been presented at international conferences and published in Research in Consumer Behavior. He has won several awards for his research, including the prestigious ACR/Sheth Foundation Dissertation Award. His working papers are targeted to top academic marketing and consumer research journals.

Dr. Scholz embraces a real-world learning approach in his teaching that allows students to gain firsthand experience of standard and newly emerging marketing practices. In his “Listening to the Customer” course, students conduct ethnographic and survey research for real clients. Dr. Scholz also provides marketing leadership for a cross-disciplinary Integrated Marketing Communications (IMC) minor at Cal Poly, in which students learn how to combine social media listening and management tools with other aspects of the IMC mix.

Go to his personal website  to learn more about his research and teaching interests, and to find carefully curated news about the latest trends in marketing. Dr. Scholz is an active content producer and curator on social media via @joachimscholz. Previous to Twitter, he experimented with carrying around a parrot on his shoulder, but soon found the online platform more practical for his bawling, often cryptic and always off-key thoughts.

His passion for social media and educational technology has also inspired Dr. Scholz to found, a blog on how technology can refine academic workflows and lifestyles. If you own an iPad or Mac, or are interested in personal branding via social media, this is for you.

Research Interests

  • Nature Cosmologies in Consumption
  • Material Turn in Consumer Culture Theory
  • Sustainable Consumption
  • Social Media and Emerging Technologies


  • PhD in Marketing, 2014, Queen’s University, Kingston, ON, Canada
  • MSc in Economic and Consumer Psychology with Distinction, 2007, University of Exeter, Exeter, United Kingdom
  • Intermediate Exam to MA in Social Sciences (German Vordiplom), 2006, University of Mannheim, Germany
  • MA in Business Science and Management, 2004, FH Nordakademie, Elmshorn, Germany


  • Teaching Fellow – Queen’s School of Business, Kingston, ON, Canada
  • Lecturer – Royal Military College of Canada, Kingston, ON, Canada
  • Founder –

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