Joachim’s fascination for the transformative changes in consumption and marketing also guides his teaching interests.
In his Consumer Behavior course, Joachim frequently pushes his students to challenge “marketing classics” like McCracken’s Movement of Meaning model or Katz and Lazarsfeld’s Two-Step Flow Model of Influence in the light of innovations in communication technologies, and he discusses what opportunities and challenges present themselves in the rise of socially connected and environmentally conscious consumers.
Recognizing these transformative changes opens up new perspectives on courses Joachim is interested to teach, including Cultural Marketing, Consumer Behavior, Integrated Marketing Communications and Introduction to Marketing. He is especially interested in teaching specialized courses that explore these transformative changes in more detail, such as a course on Marketing and Sustainability and, given his expertise in new communication technologies that he acquired through founding the academiPad blog, a course on Social Media. These courses would contribute to the development of ethically responsible and technologically savvy business leaders, who will not only excel in today’s rapidly changing business environment, but who will also give positive impulses for our shared future.
Download Joachim’s Teaching Dossier here
Student voices in 2013
This was the first time that I felt like I had taken a course on where Marketing is heading, not where it has been.”
The real-world application assignments were what made this class one of the most valuable courses I have taken at Queen’s.
Working with real clients and learning the process in which to properly and professionally deal with clients was a very beneficial and empowering project, and I know many of my classmates, myself included, felt very connected to this project, as the client voiced praise and assured us that many of our ideas will be used in the near future. This type of real time exposure is not common, and I feel honored to be exposed to this, and it was a very valuable experience to me.
In my four years at Queen’s, I have not taken a course that forced me to understand and apply the content I was being taught in such detail and depth, until this class.
Many professors I have had throughout my degree offer limited comments and feedback on our assignments. I think this is an area which really sets Jo apart. He will take the initiative to set up feedback meetings with our groups so that we can work towards making the best final product for our assignments.
I can still recite most of the course concepts, whereas in my other courses, I tend to forget what I learned right after my exam or assignment.
Jo’s discussions and evaluations on emerging social media communications tools were very timely and are, in my opinion, not discussed frequently enough in other courses.
This course was one of the highlights of my final year at Queen’s and I cannot wait to continue to apply what I learned within a real world setting upon graduation.
The IMC course’s novel teaching method was a refreshing change which I hope will be perfected and expanded across Canadian campuses.
I truly felt that I had a professor that, for once, was more knowledgeable about the online realm than I was and this was something that I have never experienced. He taught us how to leverage technology and use it to engage with consumers on an entirely new level.
Student voices in 2011
I especially liked Jo’s teaching style. He made a concerted effort to tie all concepts together, which gave the course great flow and made it more easily understandable. Additionally, his organization of the concepts into a diagram proved invaluable when it came time to study. Additionally, although the final project was quite difficult, he made himself very available to the students for assistance. His collaborative method kept students engaged.
I really enjoyed the content of the course as well as Jo’s teaching style. It showed that he was passionate about the material and put a lot of effort into making the lectures interesting by including videos and interesting examples. It made it much easier to remember the volume of content.
Professor Scholz was very passionate about the topic of consumer behaviour – his excitement showed through his lectures and teaching style. He was very much ‘connected’ to today’s technology and shifting consumer trends. I especially enjoyed the way his lectures were delivered through the visually appealing and interactive presentation slides.
I really enjoyed the research aspect of the course – it helped me understand how to analyze studies when reading research papers for my other courses. (ie formulating a study, using SPSS, etc.) The instructor was especially enthusiastic, due to the fact that this was his first course, and that enthusiasm and passion really sometimes did rub off on the students.
All the students were involved during class. Discussions were held on regular basis. I really liked the slide decks the professor had created. They were visually appealing and quite informative. I also think the course was well organised, as the topics of instruction tended to flow into each other with logical flow.
Professor incorporated humour and analogies/real life examples in order to keep the class’s attention.
Always made me excited to come to class because I knew it was going to be interesting. I especially liked Jo’s enthusiasm for the material, and his effort to make each topic exciting and relevant to his students. It was very interactive.
By far my favourite course I’ve taken at Queen’s. The prof was amazing and very helpful. He put in a lot of effort into each class and it really showed.