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 focuses on the areas of Digital Marketing and Strategy. More specifically, his teaching covers topics such as; Search Engine Marketing, Digital Advertising, Digital Culture, Content Marketing, Social Media, Digital PR, Data Analytics, Business Models, Blockchain Technologies, Branding, among others. He is also interested in the critical dimensions of marketplace cultures, specifically how big tech impacts upon society and markets on a global scale. He is a Programme Director on the MSc Management & Marketing and sits on a number of school & college level committees in the Curriculum Development and Learning & Teaching space. 

His research focuses on sports marketing, consumer culture, digital marketing, consumer identity, and technology enabled learning. 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 heavily involved with industry, performing a large number of roles as a consultant, advisor, and company director. He also works closely with local enterprises and non-profit organizations where he has helped raise in excess of €1,500,000 in external funding for a variety of different firms over the past number of years.



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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Journal article

Year Publication
2023 BADRAN, A., TANNER, S., ALTON, D. (2023). Organisational identity development by entrepreneurial firms using social media: a process-based model. Journal of Business and Industrial Marketing. doi:10.1108/JBIM-03-2022-0137. Details


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.
2020 ALTON, D., O'SULLIVAN, S. (2020). ‘No to Modern Football’: The Digitized Amplification of Collaborative Glocalization among Extreme Fan Communities: An Abstract. Springer Publishing. Details
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