People

Dr Alan Mc Cormack

Lecturer in Marketing

Dr Alan McCormack also completed a Postgraduate Diploma in Third Level Learning and Teaching, reflecting his commitment to pedagogical innovation in higher education. Dr. McCormack teaches across a range of undergraduate programmes including BSc Marketing, BSc Business & Management, and BSc Business & Law. His teaching portfolio includes modules such as Marketing Research, Consumer Psychology, and Business Communications.

He has been instrumental in integrating technology- enabled learning strategies into the classroom, incorporating elements such as gamification to enhance student engagement and learning outcomes.

Research Interests

Consumer Behaviour
Marketing Strategy
Branding
Technology-Driven Consumer Insights
Brand Communication Strategy

Selected Publications

Carolan, G., Curran, C., & McCormack, A. (2020). New Technologies and New Spaces: Opportunities for Innovative Educational Environments. Irish Journal of Academic Practice, 8(1), 5.

Meenaghan, T., McLoughlin, D., & McCormack, A. (2013). New challenges in sponsorship evaluation: actors, new media, and the context of praxis. Psychology & Marketing, 30(5), 444–460.

Industry Engagement

Dr. McCormack regularly collaborates with multinational corporations on applied marketing projects, including a recent initiative with a global FMCG brand focused on optimising digital engagement strategies. He also supports annual project-based learning opportunities involving industry partners, enriching the student learning experience through real-world application.

Academic Leadership & Service

Programme Coordinator, BA (Hons) in International Business & Languages
Member, University Research Working Group for the Library Style Guide
Professional Member, Marketing Institute of Ireland (MII)

Dr. Alan McCormack holds a PhD in Marketing, an MSc in Marketing, and a Bachelor of Commerce degree.