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Joachim Scholz
AR Marketing Professor Brock University
Dr. Joachim Scholz is a leading Augmented Reality Marketing Professor who has researched and taught about AR's potential for marketing since 2014. He published the first-ever conceptual article on AR marketing in 2016, which won Article of the Year award. In 2020, Joachim launched the world's first dedicated Augmented Reality Marketing courses for undergraduate and MBA students. Joachim is a Brock University professor, advisory board member for York University’s Future of Marketing Institute, and member of Adweek’s Academic Council. He has published in several academic journals and frequently contributes to Adweek and Better Marketing. He has presented his research and insights at over 30 international conferences and industry events. Joachim’s guiding philosophy is that discovering AR’s strategic potential requires marketers to embrace the complexities of consumption. He leverages anthropological, sociological, and psychological research to reveal what value AR provides to consumers and how companies can thrive in augmented realities.