Introduction

A SWOT analysis is one way to achieve a vision that is described in terms of its ends. The means are intended to get you from “here” (what is) to “there” (what should be). What “here” and “there” mean in terms of ends will vary greatly, depending on the nature of the intended result. For example, if a result of interest is enrollment, then the “here” represents current enrollment (however measured), and the “there” represents the desired enrollment after the planning period (typically five years). However, there are many situations when the “here” and “there” are qualitative perceptions by specific constituencies (such as faculty, staff, or students) that must be translated into measurable ends via an appropriate survey instrument. ...

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