DOROTHY DURKIN, BIO

 

Since taking the helm of the newly created Office of Strategic Development at New York University’s School of Continuing and Professional Studies (SCPS), Associate Dean Dorothy Durkin frequently draws on sensemaking tools for designing strategic initiatives using existing transaction data, ongoing research, and Learner Relationship Management (LRM) processes.

During her 30-plus year tenure as chief marketing strategist, the School’s enrollment – now at 60,000 – quadrupled. Income also grew from $3 million in 1970 to more than $105 million today. Much of this growth is the result of her pioneering work in direct marketing, database tracking, and interactive marketing. Today, she continues to forge new strategies using Learner Relationship Management (LRM) and strategic planning to exploit new opportunities.

Dean Durkin is considered a visionary with a keen sense for future trends and direction. She has successfully identified hot markets and how to reach them, developed innovative formats, and utilized LRM to drive growth and retention and promote student loyalty. As a lifelong contributor to the CE industry, she has set the stage for educating other CE professionals in the vision of continuing education. Her speeches on integrated marketing, market research, trends, LRM, the creative engine, and sensemaking are characterized as inspiring, well informed and candid. She puts forward radical new insights, uncovering hidden opportunities and offering new ways to solve challenges.

As an active member of University Continuing Education Association (UCEA), Dean Durkin chaired the Information Services Division, Council for Management and Administration, and the Futures Committee. She has sat on the organization’s Board of Directors and served as Commissioner for Futures and Markets. She was also on the advisory board at American Demographics, assisting with themes for the organization’s annual conferences, as well as the advisory board for the New York Times series The Presidents Speak, which focused on the challenges of running a university.

Dean Durkin’s efforts consistently win top honors: most recently she was the recipient of the 2007 Walton S. Bittner citation for Outstanding Service to UCEA. She has received multiple awards from the Council for the Advancement and Support of Education (CASE), the John Caples Direct Marketing Award, and annual awards from the Admissions Marketing Report and from UCEA. Her writing has appeared in several books and many publications.

HIGHLIGHTS

  • Creative strategist involved in product development and strategic initiatives in continuing education
  • Facilitated NYU's School of Continuing and Professional Studies' evolution from a programming tradition to a new and innovative learner-centric culture
  • Highly perceptive trend spotter of future growth opportunities in continuing education
  • Innovative designer of LRM programs in continuing education
  • Ranked as one of the top marketing strategists in higher education for adult students
  • Solutions-driven leader that delivers bottom-line results within prescribed budget guidelines
  • Renowned speaker in the areas of mass customization and learner relationship marketing, programming the market/marketing the program, and innovation in continuing education
  • A pioneer in advancing adult education through the use of successful direct marketing, database tracking techniques, and research to inform program development and build new markets
  • Created, promoted, and continually strengthened the School's present image through branding and successful advertising initiatives
  • Has proven commitment, dedication, and leadership to drive an organization's overall success

Professional Affiliations

  • University of Continuing Education Association (UCEA)
  • Council for the Advancement and Support of Education (CASE) 
  • Direct Marketing Association (DMA)
  • American Marketing Association (AMA)
  • Women in Communications Inc. (WICI)
  • Public Relations Society of America (PRSA)
  • Marketing Research Association (MRA)
  • Association for Continuing Higher Education (ACHE)