About Scott Duncan

About Scott Duncan

by sduncan

I established Scott Duncan & Associates as a higher ed marketing consultancy in 1991.

SDA provides custom marketing solutions to organizations in the business of higher education. I have over thirty-five years of direct experience in marketing, sales, product development, and management of higher education companies, programs, products and institutions. My experience includes a wide range of content, curriculum, technology and service-oriented products and services.

Market Insight

Early in my career, I worked in the educational publishing industry through roles of increasing responsibility. These positions included sales representative, sales manager, marketing manager, editor, editorial director, and publisher at a large multinational, college publisher in Toronto, Canada. I acquired, produced, marketed and sold a wide range of post-secondary textbooks and their ancillary packages. In college publishing, I had my first opportunity to work with and produce educational technology and media-based products including audio, video, online and software-based learning products.

Management Experience

Following that period, I worked in a number of full-time and consulting roles, generally focused on the development, marketing and sales of educational media and software-based products.

I took on the role of director of marketing and communications at a public sector organization created to encourage and facilitate the use of “new media” in education and training across Ontario. During those early days of the emerging “new media” education sector, this not-for-profit focused on building up the sector through industry partnerships, education and collaboration through innovative pilot projects.

Next, as the director of marketing at a privately-held educational software company, I focused on direct marketing, branding, business development, and sales to leverage this mid-sized company’s family of educational and commercial software products to growth.

As a consultant and freelancer, I have had broad experience in ed-tech product development, marketing and project management. I have worked with startups, large and small privates, as well as with educational institutions at the board, institution, ministry, and federal government levels.

Digital Thinking

In more recent years, my consulting work has been focused on digital marketing strategy, student recruitment and online program management services for higher education. Over this period I have studied, trained and practiced in the evolving field of digital marketing, including web development, search engine optimization, PPC, content marketing, conversion rate optimization, email marketing, and social media marketing, generally for the purposes of student recruitment.

This focus has also led to extensive experience as an online program management consultant, inside an Ontario community college, for a group of online technical training programs.

I operate as a solopreneur with colleagues and associate companies introduced into projects as needed, based on project, resource and scheduling requirements.

And on a Personal Note

I live in Pickering, Ontario, just outside of Toronto. I have a very fast internet connection, and work well, remotely, with clients in any location.

When not walking with our dog, Custer, I can be reached in all the usual places and would love to speak with you about your higher education marketing challenges.


Scott Duncan