Cal Poly

Orfalea College of Business

Joachim Scholz

Joachim Scholz

Office 03-331
Phone 805-756-2623

Office Hours

Professor of Marketing

Joachim Scholz

Joachim Scholz is an assistant professor of marketing at the Orfalea College of Business. His areas of research include how companies can incorporate augmented reality in their marketing strategies, leverage social media controversies for customer engagement, and more generally build authentic and resonating brands in technologically advanced, hyper-connected, and polarized societies. By drawing on a broad range of concepts from marketing, anthropology, sociology, psychology, and human geography, Scholz’s award-winning research aims to provide radically new perspectives on where marketing is now, and where it is heading next. He earned Master of Science degrees in Business Management from the Nordakademie (Germany) and in Economic and Consumer Psychology from the University of Exeter (England), and a Doctorate in Marketing from Queen’s University in Kingston, Canada. Scholz edits and frequently contributes to, an online magazine specializing on augmented reality marketing.

Areas of expertise: augmented reality marketing; social media controversies; cultural branding

Twitter: @joscholz (link:


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