Joachim Scholz is a marketing professor at Brock University who specializes in augmented reality marketing, social media controversies, and branding in digitally-infused and hyper-connected societies. He published the first-ever conceptual article on augmented reality marketing in 2016, which won Business Horizons’ Best Article of the Year award.

Since then, he has explored how augmented reality can deepen consumer/brand relationships, how it helps customers feel more competent and autonomous in their consumption projects, how Pokémon GO players co-create and transport into hybrid-realities, how managers deploy AR initiatives for their brands, and what strategic opportunities different types of augmented realities provide for marketers. His research is published in the Journal of Business Research, Journal of Marketing Management, Journal of Retailing and Consumer Services, and Business Horizons.

Joachim has taught augmented reality marketing since 2015. Since his move to Brock University, the Goodman School of Business has become the first business college world-wide that offers dedicated AR Marketing courses both at the undergraduate and MBA levels.

Joachim shares his ‘fresh ideas’ with the broader business community as well: Joachim is a member of Adweek's Academic Council and publishes commentaries on AR and digital marketing. In addition, he publishes research-driven insights on, an online magazine he founded to share his own insights as well the work he creates with students.