Dorothy Durkin is Associate Dean at New York University’s School of Continuing and Professional Studies (NYU-SCPS). Durkin is widely respected throughout the field for her effective leadership in academic programming, career services, student services, research, and new product development. Within the continuing education (CE) community, she established performance metrics in new market penetration, retention levels, and customer profitability. With oversight of several noncredit programmatic areas at the School of Continuing and Professional Studies (SCPS), Durkin demonstrates a keen ability to expand into new markets, establish strategic alliances, and bring cross-departmental collaborations to fruition. Durkin is known as a collaborative partner with New York University (NYU) leaders and has advocated for expanding collaboration across schools; thus, she frequently serves on University committees and task forces.
Since taking the helm of the Office of Strategic Development and Marketing at NYU-SCPS, Durkin has created and overseen strategic initiatives using data analytics, market research, and Learner Relationship Management (LRM) processes to drive growth and retention and to promote student loyalty. In leading the strategic marketing and communications efforts for credit and noncredit programs at SCPS, Durkin has been an advocate for a learner-centric focus within organizations. She employs the use of research, intelligence gathering, and sensemaking techniques to understand competitive forces, forge alliances inside and outside of the institution, and establish alternative approaches for reaching dominant markets. During her 30-plus years as chief marketing strategist, the School’s enrollment has quadrupled and income has grown significantly.
Durkin is considered a visionary with a keen sense for future trends, emerging markets, and innovative formats. She is a nationally respected speaker who frequently addresses new ways to solve marketing challenges and attract new students using market research, integrated marketing, trends analysis, LRM, and sensemaking tools.
Durkin has served on the boards of many national organizations and currently is on the advisory board of InsideTrack. As an active member of University Professional Continuing and Education Association (UPCEA), she has been on the organization’s Board of Directors and served as Commissioner for Futures and Markets. She is the 2007 recipient of the prestigious Walton S. Bittner citation for Outstanding Service to UCEA. She has also 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.
Durkin is often tapped by the news media for her expertise in marketing continuing education. Her writing has appeared in several books and publications, and she recently updated Marketing Continuing Education, which she authored to offer insight into how to use strategic marketing to better connect with learners.
Professional Affiliations
- Women in Communications Inc. (WICI)
