The Role Of SWOT Analysis Model In Developing Organization's Strategic Orientation "Case Study At Damascus University"

Abstract

The study aimed to investigate the role of strategic analysis through the SWOT analysis tool in developing university’s strategic orientation, in light of the crises that the country went through. To achieve this, the descriptive methodology was relied upon to study the research problem in the study population consisting of 1139 employees in the central administration of

Damascus University. A random sample of 288 individuals was taken. The questionnaire was adopted as a tool for collecting data from the study sample. 257 questionnaires were retrieved, of which 249 were valid. The study hypotheses were tested by a number of appropriate statistical tests using the statistical package SPSS V.24. The study concluded many results, the most important of them, that there were a role of the SWOT analysis model in developing strategic orientation of the university under study, in addition to the importance of exploiting available opportunities in the university's external environment.