From SWOT to Success: Identifying Risks and Opportunities in International Education

Higher education in the United States faces an array of challenges, including shifting domestic enrollment trend lines, financial pressures related to government funding (or a lack thereof), and uncertainty about the impact of recent changes in immigration policies on global student mobility. As traditional revenue streams become less reliable, institutions must explore alternative approaches to ensure their long-term sustainability.

In this complex landscape, taking stock of key differentiators and assessing the competitive environment are essential ways to bolster institutional stability and growth—and the flourishing of international offices and initiatives. International education leaders bring specialized expertise that helps institutions identify emerging opportunities in global education and address potential risks before they escalate. These professionals also play a crucial role in operationalizing strategic findings and translating analysis into practical, impactful initiatives across their organizations.

Such an assessment can be accomplished by using well-established tools like SWOT analyses—which examine strengths, weaknesses, opportunities, and threats—or environmental scans—which provide a more comprehensive review of external factors. Regardless of approach, experts agree that following a strategic framework to identify these factors is key to effectively managing risk and planning for the future.

“In my experience, most U.S. institutions assume they know how they are perceived internationally, often relying on little more than anecdotal information,” says Roger Brindley, president of Acumen North America. “To address this [incomplete picture], it’s essential to analyze the institution’s strengths and how to leverage them, identify areas where the institution lacks a strong profile and has chosen to allocate resources elsewhere, understand