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Mr Dave Alton

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David Alton

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MANAGEMENT & MARKETING

MANAGEMENT & MARKETING
University College Cork
Cork
Ireland
O'Rahily Building
Cork University Business School
University College Cork

+353-21-490-3000 david.alton@ucc.ie LinkedIn profile

Biography

His current research focuses on the consumer culture theory dimensions of marketplace cultures and consumer identity projects. His current ethnographic study uses play as 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 which yield liberatory potential for consumers. 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).Since graduating with a BComm from University College Cork, Dave has engaged in a number roles as a marketing practitioner and consultant, working in industries such as; sport, healthcare, online gaming, digital-out-of-home, cloud computing, food and retail. His involvement as a marketing consultant is primarily centered around the development and implementation of digital marketing strategies and tactics, including; app design, web design, campaign management, digital advertising, digital branding, and social media marketing. 

 

Research Projects

  • The politicization of social media: A twitter analysis of the Irish Abortion Referendum (UCC Strategic Research Fund) €3,000.00 ( / )
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Affiliations

  • Member, FORAS (Friends of the Rebel Army Society) Co-Operative Society (01-MAR-09 /)
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Modules

  • Social Media Marketing Project
  • Digital Marketing
  • Marketing Communications
  • Digital Marketing
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Other Activities

  • Dave's involvement as a marketing consultant is primarily centered around developing the digital marketing capabilities of brands. He has engaged in a large number of consultancy projects across a range of industries, largely focusing on; market research, brand development and design, campaign management, visual and digital content creation, business plan development, investor pitch preparation, online reputation management, and the planning and implementation of a digitalized marketing strategy. 
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Committees

  • Member, CUBS Postgraduate Marketing Working Group (2018 /)
  • Member, Teaching and Learning Committee, College of Business & Law (2018 /)
  • Member, Business School Group for Academic Standards (2018 /)
  • Member, Cork University Business School Branding Working Group (2018 /)
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Employment

  • Casual Lecturer, University College Cork (01-JUN-16 / 30-JUN-17)
  • Marketing Lecturer, University College Cork (01-JUL-17 /)
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Teaching Interests

  • Dave's teaching largely focus on the areas of Digital Marketing Strategy and Social Media Marketing Practice, covering topics such as; Search Engine Marketing, Digital Advertising, Content Marketing, Social Media Tools & Tactics, Data Analytics, Social Media, Branding, among others. His teaching takes a critical look at the role of digital media and its impact across organizations and society, highlighting many of the unintended consequences of a digitalized consumer culture. 
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Professional Achievements

Honours and Awards

  • UCC Strategic Research Fund: Scholarship of Attendance, Academy of Marketing Conference, University of Limerick (2015)
  • Academy of Marketing: Scholarship of Attendance, Academy of Marketing Conference, Northumbria University (2016)
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Publications

Conference Publications

Year Publication
2016 Being the 12th Man': Playful Ritual in the Construction of Fan Identity
Alton, D (2016) Being the 12th Man': Playful Ritual in the Construction of Fan Identity. [Details]
2016 All Cops Are Bastards': Global Fan Practices as Market Resistance
Alton, D., O’Sullivan, S. R (2016) All Cops Are Bastards': Global Fan Practices as Market Resistance. [Details]
2015 New Consumer Fans: Tangible Market Resources as a Form of Sacralisation Maintenance
Alton, D., O’Sullivan, S. R., & Richardson, B (2015) New Consumer Fans: Tangible Market Resources as a Form of Sacralisation Maintenance. [Details]

Conference Contributions

Year Publication
2015 Digital Marketing: A League of Ireland Focus. [Invited Lectures (Conference)]
Alton, D., Buckley, E (2015) Digital Marketing: A League of Ireland Focus. [Invited Lectures (Conference)]. [Details]
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