Conor Drummond (PhD, CTLHE, BComm) is a Marketing Lecturer in the Department of Management and Marketing, Cork University Business School, and Programme Co-Director of the MSc Marketing. Conor lectures on topics including Digital Business-to-Business (B2B) Marketing, Business Networks, Strategic Marketing, Applied Research Methods, Social Media Marketing and Market Research.

Conor's current research is focused on digital disruption and sustainability in industrial marketing, with an emphasis on social media in B2B marketing and network development - his Government of Ireland Postgraduate Scholarship (GOIPG) funded PhD titled 'Social media resource mobilisation in B2B relationships of entrepreneurial firms' examined social media use by entrepreneurial craft brewing and food firms for the development of their B2B relationships and networks. Conor has published part of this work in prestigious journals such Industrial Marketing Management, the Journal of Business Research, and the European Journal of Marketing and most recently as a guest editor for a special issue of the Journal of Business & Industrial Marketing. Conor's other research interests include resource interaction in entrepreneurial firms and Technology Enabled Learning (TEL).

Conor has experience in delivering guest lectures and interactive workshop/seminar sessions both nationally and internationally (most recently in Sweden, South Africa and Australia) in several areas. These include strategic digital and social media B2B marketing, disruptive digital technologies in industrial marketing, and qualitative data analysis methods in practice. 

Conor has also engaged in several roles as a market researcher and marketing consultant, working in several industries such as; food and retail, ethical clothing, finance, and NGO or Not-for-Profit organisations. Before completing his PhD and while graduating with a Bachelor of Commerce (BComm) Degree from UCC, Conor developed several start-up firms in event management and the entertainment industry. 

Qualifications

Conor's current research is focused on digital disruption and sustainability in industrial marketing, with an emphasis on social media in B2B marketing and network development - his Government of Ireland Postgraduate Scholarship (GOIPG) funded PhD titled 'Social media resource mobilisation in B2B relationships of entrepreneurial firms' examined social media use by entrepreneurial craft brewing and food firms for the development of their B2B relationships and networks. Conor has published part of this work in prestigious journals such Industrial Marketing Management, the Journal of Business Research, and the European Journal of Marketing and most recently as a guest editor for a special issue of the Journal of Business & Industrial Marketing.

Conor's other research interests include resource interaction in entrepreneurial firms, Technology Enabled Learning (TEL), and novel digital technologies (such as Artificial Intelligence, Virtual Reality and NFTs) impact in business networks. Dr Drummonds’s research aligns with several of UCC Futures thematic areas including Artificial Intelligence & Data Analytics, Sustainability, and Food Microbiome and Health, along with and SDGs 4, 8, 9 & 12.

Conor has also contributed to numerous national and international conferences, including the Industrial Marketing and Purchasing (IMP) group conference in consecutive years since 2016, as well as the Centre for Business and Industrial Marketing (CBIM) Conference, the Academy of Marketing Conference, and the Irish Academy of Management. In addition to conference presentations, Conor has served as a discussant at the IMP Doctoral Colloquium, track chair at Academy of Marketing conferences and co-organiser of special tracks at IMP Conferences, most recently co-chairing the 2025 Academy of Marketing Doctoral Colloquium.

Conor teaches in the areas of Digital Business-to-Business (B2B) Marketing, Business Networks, Strategic Marketing, Applied Research Methods, International marketing and Market Research. He has delivered modules and/or guest lectured across many levels of third-level education including Undergraduate, Postgraduate, MBA, PhD and Adult Continuing Education. Modules co-ordinated in recent years include: 

• MG1002: Foundations of Marketing
• MG1003: Introduction to Marketing (Undergraduate)
• MG1006: Principles of Marketing in International Environments
• MG2805: Introduction to Marketing (Adult Continuing Education)
• MG4035: Strategic Marketing (Undergraduate)
• MG4041: Business Networks
• MG6304: Market Research
• MG6413: Digital B2B Marketing
• MG6420: Applied Research Project (Marketing)
• MG6510: Strategic Marketing (MBA)
• MG6825: Applied Research Project (Marketing and Human Resource Management)
• MG6830: Applied Research Project (Management and Marketing)
• BU6005: Applied Research Methods

Conor has also served as an invited guest lecturer for several specialist sessions including on MG3014 (AI & Data-Enhanced Strategies for Social Media Marketing), MG5838 (Investigating a Business Issue from a Human Resource Perspective), MG6012 (Market and Consumer Insights and User Driven Service Design). He has also contributed to advanced level (PhD) qualitative research methods course BU7005 (Qualitative Research Methods). Dr Drummond has also delivered bespoke sessions internationally during invited visits, including South Africa, Australia and Sweden, most recently as guest lecturer for Doctoral Student (PhD) Course ‘Analysing Business Networks’ held at KTH Royal Institute of Technology (Stockholm, Sweden) in January 2025.

Conor also has a number of accepted teaching related publications including cases, book chapters and peer-reviewed conference and journal outputs (see research outputs for more details). In 2023, Conor was awarded a prestigious UCC President’s Award for Excellence in Teaching (Team Award).

Conor is interested in supervising PhD Projects in the areas of Digital Business-to-Business (B2B) Marketing, Sustainable Business Networks and Strategic Marketing, Resource Interaction in Entrepreneurial Firms, and Technology Enabled Learning (TEL). 

During his time at University College Cork, Conor has undertaken the following academic roles: 

University Roles & Committees

• Programme Co-Director: MSc Marketing (2022-present)
• Co-Chair: Academy of Marketing Conference Doctoral Colloquium (2025)
• Co-Chair: MSc Marketing Programme Academic Board of Studies (2022-present)
• Reviewer: Department of Management and Marketing MSc Programmatic Review Team (2025)
• Committee Member: MSc Marketing Programme Academic Board of Studies (2022-present)
• Committee Member: MSc Human Resource Management (HRM) Programme Academic Board of Studies (2023-present)
• Committee Member: BSc Business Information Systems (BIS) Programme Academic Board of Studies (2019-present)
• Committee Member & Department Rep: BSc Government Programme Academic Board of Studies (2019-present)
• Committee Member: BSc Food Marketing and Entrepreneurship (FME) Programme Academic Board of Studies (2021-2022)
• Committee Member and German Department Business Partner for BComm (International) Programme Academic Board of Studies (2020-2022)
• Committee Member: Bachelor of Commerce (BComm) Programme Academic Board of Studies (2019-2022)
• Committee Member: MSc Strategic Marketing and Practice Programme Academic Board of Studies (2019-2020)
• Tutorial Director: Department of Management & Marketing (2021-2024)
• Thematic stream champion: BComm IV ‘Marketing & Consumer Understanding’ (2019-2022)

External Roles:

• External Examiner: Irish Institute of Purchasing and Materials Management (2018-2019)
• Reviewer: Journal of Business and Industrial Marketing; Industrial Marketing Management; International Small Business Journal
• Guest-Editor: Journal of Business and Industrial Marketing