Dr Alan McCormack

 Research Interests 

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

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

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)