Dr Dave Alton

Biography

Dr. Dave Alton is a Lecturer in the Business School at University College Cork, within the Department of Management & Marketing. His teaching primarily focuses on Digital Marketing and Strategy, covering topics such as Search Engine Marketing, Digital Advertising, Digital Culture, Content Marketing, Social Media Marketing, Data Analytics, Business Models, Artificial Intelligence, and Branding. Within his teaching he also explores the critical dimensions of marketplace cultures, particularly the impact of big tech on society and global markets.

He is a Programme Director for the MSc in Management & Marketing and serves on multiple school and college-level committees related to Curriculum Development and Learning & Teaching. Additionally, he is Chair of the Business School's Assurance of Learning (AOL) Committee. His international lecturing experience includes engagements at Southbank University and the University of Greenwich, both located in central London (UK). He integrates research-led teaching with a practice-oriented approach, embedding digitization into module content, learning outcomes, and assessment strategies to equip students with the skills required to thrive in a digital economy. He has developed three new digital marketing modules within UCC and has taught across undergraduate, postgraduate, and MBA levels. His teaching excellence has been recognized through multiple nominations for the UCC President’s Award for Excellence in Teaching & Learning, winning a team award in 2023.

Dave's research spans sports marketing, consumer culture, digitization, SME management, and technology-enabled learning. He has a strong record of scholarly contributions, including peer-reviewed journal articles, book chapters, case studies, and conference presentations at institutions such as Regent’s University (London), Northumbria University (Newcastle), University of Salerno (Amalfi Coast), Cardiff University, University of Edinburgh, University of Birmingham, along with a number of national conference venues.

Beyond academia, Dave maintains strong industry ties, serving as a consultant, advisor, and company director across the food and beverage, fashion, retail, pharmaceuticals, sports, alcohol, and technology sectors. He has secured multiple funding awards and investment for various enterprises and works closely with startups, having mentored over a dozen companies through national accelerator programs. His insights have shaped industry best practices, leading to an invitation to join the Marketing Institute of Ireland’s National Marketing Framework Panel.

His research and industry engagement extends to the business of sport, where his work led to speaker invitations at high-profile seminars and an appointment as a director of a professional football club. During his tenure, his strategic input was instrumental in securing significant investment, safeguarding the club’s future. He was also a co-founder of a tech startup that developed an app-based contactless ordering system for the hospitality sector, supported by Enterprise Ireland funding.

He is a member of the All-Ireland Family Business Research Network and a key contributor to a cross-border Ireland-Scotland Bilateral Network project, focusing on sustainability in the food and beverage sector. His work has been widely disseminated, reaching audiences through academic and industry conferences, media appearances, and a co-hosted podcasts blending academic and practitioner perspectives.

Dr. Alton also serves as an external examiner for multiple higher education institutions, contributing to the academic oversight of marketing and business programs.