Dr Dave AltonBack
Dave is a Marketing Lecturer with the Dept. of Management & Marketing at University College Cork, where his 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 current 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). 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.