Dayna Catropa

Dayna Catropa is Associate Director, Research and Marketing Programs, at Harvard University’s Division of Continuing Education.  Throughout her career, Dayna has blended her business and education background, dedicating herself to helping organizations make decisions that are both economically and educationally sound.

At Harvard, Dayna focuses on strategic research and marketing programs.  She also co-teaches a new course called Strategy and Competition in Higher Education.

In her previous role as a Consultant at Eduventures, Dayna worked with higher education clients nationwide to identify and prioritize growth opportunities, forecast market performance, and develop market entry and positioning strategies. As part of the new program development team, Dayna helped launch a collaborative research group focused on Student Affairs.

Dayna has also provided marketing expertise to Fortune 100 financial services and telecommunications firms.

 Dayna earned a B.S. in Applied Economics and Management, magna cum laude, from Cornell University and a Master’s in Education from the Harvard Graduate School of Education.

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Most Recent Articles

August 12, 2012
Small Wins
Every so often we all get the sense that we might be stuck in a rut. Chances are, it’s probably true.  From Charles Duhigg’s book, The Power of Habit – why we do what we do in life and business: “… a Duke University researcher in 2006 found that more than 40 percent of the actions people performed each day weren’t actual decisions, but habits.”
August 5, 2012
Sometimes Less Is More
With all the talk about how our attention spans are suffering from our collective technology addiction, perhaps there is at least one positive consequence of thumb-typing and 140-character limits. 
July 29, 2012
Balancing Privacy and Helpful Attention
With online courses and new data systems on the rise, higher ed institutions are generating more data than ever before. While there are aspects of this movement that are truly promising, one reality is that we are making many assumptions about student behavior when interpreting some of this data.
July 1, 2012
Early results are in. . . and the voting continues
Last week we invited you to vote on the most important topics in higher education.  We are seeing some consistent areas of interest.
June 24, 2012
iTunes U’s New Addition: Features vs Benefits
When it comes to marketing messaging, people generally respond to benefits rather than features.
June 17, 2012
MITx: Focus Group of One
June 8th marked the end of the MITx free pilot course, Circuits and Electronics, which welcomed more registrants than all of MIT’s living alumni (122,000 as of January 2012). So after all the hype, what can we learn? I tracked down one person who actually made it through to the end and passed – and decided to conduct an anonymous ‘focus group of one.’  
June 10, 2012
Measuring the ‘Unmeasurable’
This week I had the pleasure of attending a panel discussion on the ‘Corporatization of the University’ with former fellows of The Susan Vogt Leadership Fellows Program through the Boston Consortium for Higher Education.
June 3, 2012
Impossible Yesterday, Accepted Tomorrow?
Things are moving quickly in higher ed. Ideas that seemed impossible in January are suddenly possible -- making it exciting to think about which of today’s "impossibilities" might exist in the near future.
May 27, 2012
Who Moved Your Cheese? I Did.
This year, I am giving a graduate I know the book, “I Moved Your Cheese: For those who refuse to live as mice in someone else’s maze,” by Deepak Malhotra at Harvard Business School.  Published last year, it provides a Wall Street Journal best-selling answer to the question posed by the popular business book, “Who Moved My Cheese?”  
May 20, 2012
Marketing: Awareness + Engagement
Marketing requires a balance of promoting general brand awareness and engaging specific target market segments.  

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