Dr David Alton

David Alton


Dept. Management & Marketing, 2.74C O'Rahilly Building
Cork University Business School
University College Cork
Cork University Business School

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Dave is a Business School Lecturer with the Dept. of Management & Marketing at University College Cork, where his teaching largely focus on the areas of Digital Marketing and Strategy. More specifically, his teaching covers topics such as; Search Engine Marketing, Digital Advertising, Content Marketing, Social Media Tools & Tactics, Digital PR, Data Analytics, Social Media, Branding, among others.

His research focuses on the consumer culture theory dimensions of marketplace cultures and consumer identity projects. Specifically, Dave's most recent study uses play as a theoretical lens to study the socio-cultural dynamics of football fandom, with implications for sports marketing theory and practice. Dave is also interested in the proliferation of digital consumption and creation of digital experiences. In particular, gamification (digital play) has become a popular tactic among digital marketers, with implications for; Search Engine Marketing, Digital Advertising CTR, Website UI/UX, App UI/UX, Social Media Marketing, and more modern technological advancements such as VR (Virtual Reality) and AR (Augmented Reality).

Dave is also heavily involved with industry, performing a number of roles as a consultant, advisor, and company director. In 2019 he helped raise over €800,000 for local sports clubs (pro-bono) working as a marketing consultant. He also prides himself on fundraising for local enterprises, where most recently he secured over €75,000 in grants for local businesses during the Covid-19 pandemic. Dave currently sits on the Board of Directors for Cork City Football Club and tech start-up Banba. 



Other Activities

  • 16/07/2019 - Academy of Marketing Conference, Regents University, London, 2019
  • 15/07/2019 - Academy of Marketing Conference, Northumbria University, 2019, Academy of Marketing Conference, Journal of Marketing Management
  • 08/07/2019 - Academy of Marketing, World Congress 2019
  • 01/07/2019 - Business Advisor/Mentor - Student Inc. Project, Cork Institute of Technology
  • 08/05/2019 - Member of the Board of Directors, Cork City Football Club
  • 01/04/2019 - Member, Learning & Teaching Committee, College of Business & Law, Cork University Business School
  • 25/06/2018 - Member, Marketing Working Group, Cork University Business School, Cork University Business School
  • 04/06/2018 - Member, Academic Development & Standards Committee, Cork University Business School
  • 18/07/2016 - Macromarketing Conference, Dublin 2016, The Macromarketing Society
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Research Domains

  • Marketing techniques  
  • Consumption  
  • Consumer behaviour  
  • Consumer culture theory dimensions of marketplace cultures
  • Consumer Culture
  • Consumer identity projects
  • Consumer Movements
  • Development of ethnography as a research methodology
  • Digital Media  
  • Fandom
  • Consumer resistance  
  • Critical Marketing
  • Social Media Marketing
  • Social Media  
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Year Publication
2016 O'SULLIVAN, S., ALTON, D. (2016). All Cops Are Bastards’: Global Fan Resistance as Market Activism. Proceedings of the 41st Annual Macromarketing Conference Dublin 2016. Macromarketing Society Inc.
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