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Dr Conor Drummond

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Conor Drummond

Contact

Management & Marketing
Room 2.11, O'Rahilly Building
Cork University Business School, University College Cork
Cork University Business School

conor.drummond@ucc.ie ResearchGate Profile LinkedIn profile Twitter ORCID profile https://www.cubsucc.com/faculty-directory/conordrummond/

Biography

Conor Drummond is a Marketing Lecturer in the Department of Management and Marketing, Cork University Business School, University College Cork. Conor's teaching is focused on the areas of Business-to-Business (B2B) marketing, strategic marketing, market research, social media marketing and research methods. 

Conor’s research interests are predominantly in the area of social media and B2B marketing. Having received a Government of Ireland Postgraduate Scholarship (GOIPG) award in 2017, Conor completed his PhD in 2020 titled 'Social media resource mobilisation in B2B relationships of entrepreneurial firms'. This research focused on the novel area of social media use by entrepreneurial craft food and micro-brewing organisations, for the development of their B2B relationships and networks. Conor has recently published part of this work, ‘The impact of social media on resource mobilisation in entrepreneurial firms, in the Industrial Marketing Management (IMM) journal and ‘Digital engagement strategies and tactics in social media marketing in the European Journal of Marketing (EJM). His work has also been presented at numerous international conferences, including the Industrial Marketing and Purchasing (IMP) group conference in consecutive years between 2016 and 2020, as well as the Center for Business and Industrial Marketing (CBIM) Conference in 2018.

Conor’s other areas of research interest include entrepreneurship, resource interaction and resource mobilisation, and the Internet of Things (IoT) and Artificial Intelligence (AI) in a B2B context. Since graduating with a Bachelor of Commerce (BComm) Degree from UCC, Conor has also engaged in a number roles as a market researcher and consultant, working in several industries such as; food and retail, ethical clothing, finance and NGO/charitable or Not-for-Profit organisations.

Languages

  • English
  • French
  • Irish
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Grants and Honours

  • 17/12/2020 - CUBS Research Excellence Publication Award, Cork University Business School, University College Cork
  • 04/06/2018 - Society for the Advancement of Management Studies (SAMS) bursary, Dublin City University
  • 01/01/2018 - Cork University Business College Research Development Fund award (2018), University College Cork
  • 01/10/2017 - Government of Ireland Postgraduate Scholarship (2017), Irish Research Council
  • 01/01/2017 - Cork University Business College Research Development Fund award (2017), University College Cork
  • 01/01/2016 - Cork University Business College Research Development Fund award (2016), University College Cork
  • 01/03/2014 - Babson Deans list (Spring 2014), Babson College
  • 01/03/2014 - College Scholar Award, University College Cork
  • 01/12/2013 - Babson Deans list (Fall 2013), Babson College
  • 01/08/2013 - International Business Education scholarship, University College Cork
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Other Activities

  • 22/06/2021 - Center for Business and Industrial Marketing (CBIM) International Conference 2021 - Chair of Conference Presentation Session
  • 22/06/2021 - Online Center for Business and Industrial Marketing (CBIM) International Conference
  • 03/09/2020 - 36th Industrial Marketing and Purchasing (IMP) Group Conference
  • 24/08/2020 - Programme Academic Board of Studies Member for Bachelor of Commerce (BComm) International undergraduate degree, University College Cork
  • 02/09/2019 - BComm IV 'Marketing and Consumer Understanding' thematic champion, University College Cork
  • 02/09/2019 - Programme Academic Board of Studies (PABS) Member for Business Information Systems, University College Cork
  • 02/09/2019 - Programme Academic Board of Studies (PABS) Member for Strategic Marketing and Practice, University College Cork
  • 02/09/2019 - Programme Academic Board of Studies (PABS) Member for BComm (Hons) Commerce, University College Cork
  • 27/08/2019 - 35th Industrial Marketing and Purchasing (IMP) Group Conference
  • 03/09/2018 - The 34th Industrial Marketing and Purchasing (IMP) Group Conference
  • 18/06/2018 - 23rd Center for Business and Industrial Marketing (CBIM) Conference
  • 04/06/2018 - DCU Family Business Research Workshop and Networking Event
  • 25/04/2018 - 24th Nordic Workshop on Interorganizational Research
  • 05/09/2017 - The 33rd Industrial Marketing and Purchasing (IMP) Group Conference
  • 31/08/2016 - The 32nd Industrial Marketing and Purchasing (IMP) Group Conference
  • 30/08/2016 - The Industrial Marketing and Purchasing (IMP) Group Doctoral Colloquium 2016
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Research Domains

  • Business & Inter-organisational Networks
  • Business-to-business relationship marketing
  • Collaboration  
  • Industrial Marketing and Purchasing (IMP) Group's Interaction approach
  • Industrial marketing  
  • Social Media Marketing
  • Social Media  
  • Web 2.0  
  • Digital Media  
  • Entrepreneurship  
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Publications

Journal article

Year Publication
2018 DRUMMOND, C., MCGRATH, H., O'TOOLE, T. (2018). The impact of social media on resource mobilisation in entrepreneurial firms. Industrial Marketing Management. Details
2020 DRUMMOND, C., O'TOOLE, T., MCGRATH, H. (2020). Digital engagement strategies and tactics in social media marketing. European Journal of Marketing. Details

Conference paper

Year Publication
2018 DRUMMOND, C. (2018). A classificatory framework of social media network marketing strategies for entrepreneurial firms.
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