Focusing on the positive parts of any situation feels good. This is why SWOT begins with positive feedback. But determining the positive parts of any business needs to be done carefully. Employees and students often feel tied to the school and may overly focus on the positive part of their experience. The community surrounding the school may have experience only some of the strengths of the school, so it is vital to survey as large a portion of the community as possible. For the long-term benefits, make sure that alumni are able to express the benefits the school has extended as they have gone forth into the larger world.
Understanding the weakness of any institution is a necessary part of planning for the future. Students are the primary consumers of any college. It is vital to determine the SWOT for the student body. But it can be a difficult procedure. Many students want their praise and concerns heard by the administration. But some students may feel their grades threatened if they honestly assess a particular teacher or course. Providing a safe way for students, faculty and employees to share the weaknesses they have experienced is an important part of the survey process. But don't neglect the school's alumni and community. Both have points of view that will highlight places the school can do better.
Looking at the opportunities for the future is one of the most creative aspects of the SWOT process. Students, both past and present, can easily play a part in the future of the college. Brainstorming groups and small focus groups are two ways to involve students and faculty in creating a list of opportunities for the institution. Online or paper surveys can involve alumni and community anonymously.
While the first three variables are generated by student, faculty and community involvement, the threat assessment is most often generated from outside. Physical threat assessment may require input from local or federal law enforcement and fire officials. Educational threats may be a result of soft job markets in the degrees most offered or the lack of prominent faculty. Economic threats can be found in a spreadsheet, looking at costs and resources.