Deniss Ščeulovs

Deniss Ščeulovs is a Professor and Director of Study Programs at the Economics and Business Institute within the Faculty of Engineering Economics and Management at Riga Technical University. He holds a Dr.oec. degree and maintains active research and teaching responsibilities across multiple domains of business and economics.

Professor Ščeulovs' research spans diverse fields including business modeling, markets and competition, creative industries, and the digital environment. His work demonstrates a particular focus on contemporary advertising, masculinity studies, media branding, and digital transformation. He has developed expertise in applying gamification techniques to business contexts and exploring sustainability transformation in corporate settings.

His recent publications reveal a strong thematic concentration on gender studies in advertising, with numerous articles examining masculinity archetypes and consumer perceptions across generations. Simultaneously, he maintains significant research output in media branding, exploring audience perspectives on media brand uniqueness and non-product-related attributes. His work on blockchain applications for sustainable urban development and Society 5.0 represents his forward-looking approach to digital business transformation.

Professor Ščeulovs actively participates in EU-funded research projects, serving as Senior Expert in EQUATION (2022-2025), Expert in Fostering Student Engagement through AI-driven Qualitative Quality Assurance Practices (2020-2023), Researcher in European Entrepreneurship Training Community (2018-2021), and Senior Researcher in projects focused on management competences and stress avoidance in organizational development (2017-2020). His professional toolkit includes certification as a LEGO SERIOUS PLAY facilitator, which he uses to engage students both in Latvia and internationally.