Self-Marketing

SWOT Analysis
[Skill may be required: Report Writing; SWOT Analysis]

[Workload: 2000 words

excluding referencing, title page and appendix (if any), a default words length has ± 5% allowance
unless stated otherwise]

[Due Date: 2018/08/06 11AM AEST

AEST (Australian Eastern Standard Time = Brisbane Time = GMT/UTC + 10 hours]

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 Table of Contents

TASK DESCRIPTION................................................................................................................................ 3

MARKING CRITERIA............................................................................................................................. 19

REFERENCING REQUIREMENT.......................................................................................................... 20

SUGGESTED/MUST-READ MATERIALS............................................................................................. 21

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 Task Description
Client’s major: International Tourism and Hotel Management

The writer can choose an intended job/career market based on the client’s major.

Only do the report, no need to do below worksheet

See detailed report requirement on page 18

SWOT ANALYSIS: Assignment Overview

What is the Assignment Task?

Assignment One involves the student conducting a SWOT analysis, which includes
identifying personal strengths and weaknesses in addition to the opportunities and threats that
exist in their chosen job market.

What is a SWOT Analysis?

Commonly used in marketing in relation to products, brands and services, the key purpose of
a SWOT analysis is to identify strengths, weaknesses, opportunities and threats. Once
identified, strategies that will enhance personal strengths, minimise personal weaknesses,
capitalise on opportunities and plan for threats in the job market can be set. The following
diagram shows how a self-marketing SWOT analysis can be developed for self and the types
of things upon which you must honestly reflect.

How Will the Seminars Help Me?

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Listed below is a schedule of seminar activities that support this assignment. Remember, in
this course, your entire grade is dependent on your assignments, which are all individual (not
group). By participating in the seminars you will not feel alone with your assignment. You
can draw on the expertise of your tutor and gain advantage through brainstorming with your
classmates each week.

Step 1 ASSIGNMENT OVERVIEW

Step 2 Identifying Strengths and Weaknesses (Worksheet One)
Step 3 Identifying Opportunities and Threats (Worksheet Two)
Step 4 Constructing your Report (Worksheet Three)

How Will I Be Marked on This Assignment?

It is imperative that you consult the marking criteria constantly as you construct your
assignment. This marking criteria provides valuable information on how you will gain marks
in this assignment. This is something students often fail to do and then they wonder why they
did not receive the marks they felt they deserved. In summary, if you don’t address the
marking criteria, then you won’t get the marks.

Test Your Understanding of SWOT

Following is a list of strengths, weakness, opportunities and threats.

To check your understanding of these, go through the list and nominate which category they
fall into i.e. S = strengths; W = weaknesses; O = opportunities; and T = threats.

S, W, O or T
Enthusiastic and motivated
Always running late
Crowded job market
Advanced written communication skills
Growth in niche skills market
Resilience
Strength in autonomy
Average presentation skills
Rapidly changing technology
Slow jobs growth
Poor team working skills
Online work environment
Political uncertainty
Determined

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WORKSHEET ONE:

Strengths & Weaknesses

IDENTIFYING AND EVALUATING RELEVANT SKILLS/QUALITES

In order to assess your strengths and weaknesses, it is important to first identify your current
capabilities of graduate attributes. The overarching term ‘graduate attributes’ refers to the
mix of features that employers require of graduates, specifically skills and other qualities
(Rigby et al., 2009). In broad terms attributes are those features of university graduates
beyond disciplinary content knowledge which are applicable in a range of contexts (Hager
and Holland, 2006).
There is much on-going debate, among employers and universities, about the most important
graduate skills and abilities (Holmes, 2001). However, the nine GENERIC skills generally
accepted as useful for graduates as they enter professional employment are as follows:

 Communication: Actively listening, contributing, presenting and responding to

information
 Team work: Actively participating as a key member of a productive, organised
group
 Problem solving: Identifying, articulating and resolving problems
 Self-management: Creating and managing activities and plans for your own work
and career
 Technology: Using appropriate technologies, including information technologies
 Critical thinking: Evaluating, using and developing new ideas and responses to
situations
 Planning and organising: Organising and prioritising your current and future work
tasks
 Initiative and enterprise: Generating and trying new ideas and new ways of
working
 Collecting, analysing and applying information: Ensuring you have all relevant
information at your disposal to make decisions and recommendations.

ACTIVITY
ONE
To begin to identify your strengths and weaknesses, let’s
critically evaluate your competencies.

Review each skill below and critically evaluate yourself.

1 = No ability at all
2 = Average ability
3 = Strong ability

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When evaluating yourself, do not compare yourself with others. This is a focus on your skills
and abilities and is not in relation to other students or professionals. In addition to rating
yourself, note why you made the decision. What is the evidence that supports your worthiness
of your rating?

EXAMPLE: Rating my skills in self-management

Perhaps I have strong self-Management skills and I rate myself as a “3”

i.e. strong ability. What evidence could support this?

Example Evidence: balancing University and part time work, achieving

high quality performance at work and in my studies.

When this is developed into a response to selection criteria, or a response

at an interview question, the skill and evidence form a solid argument for
why I am a strong candidate for the job. For example,

I have successfully balanced complex workloads between university

and part-time work commitments. I have performed effectively in part-
time employment as a retail assistance and ABC Store, while maintaining
strong university grades, achieving a GPA of 6.1. I use my strong
organisational skills and prioritise work to effectively self-manage. In one
particular case, I was unexpectedly called into work for 2 days prior to an
assessment task being due. Fortunately, with strong self-management, I
had organised my assessment, as a priority, and therefore had not left the
task to the last minute. Therefore, I was able to refine the final parts of the
assessment, for which I received a High Distinction, and also support my
manager by working when needed.

Now think about your skills and evidence. Be honest in your evaluations. Try to find
strong evidence, be specific, and try to find multiple forms of evidence. Complete the
following sections.
SKILL SET: COMMUNICATION
Written Communication (expressive and persuasive writing)
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Oral Communication (express self in ordinary conversation)

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Formal Communication (present well in formal settings)

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

SKILL SET: TEAM WORK

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Skill: Support Team Goals
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Lead and/or Motivate Others

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Take Instruction

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

SKILL SET: PROBLEM SOLVING

Skill: Generate Solutions
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Evaluate Alternatives

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

SKILL SET: SELF-MANAGEMENT

Skill: Time Management
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Motivation/Self-Drive
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

SKILL SET: TECHNOLOGY

Skill: Advanced Skills in Office Procedures
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

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Skill: Ability to Adapt to New Technology
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

SKILL SET: CRITICAL THINKING

Skill: Analysis Skills
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Evaluation Skills

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

SKILL SET: PLANNING AND ORGANISING

Skill: Ability to Plan Ahead
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Ability to Prioritise

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Ability to Manage Deadlines

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

SKILL SET: INITIATIVE AND ENTERPRISE

Skill: Self-Drive
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Ability to Take Charge of Situations

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

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SKILL SET: COLLECTING, ANAYSING, APPLYING INFORMATION
Skill: Gather Relevant Information
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Interpret Information

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Use Information for Benefit

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

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WORKSHEET ONE:

Strengths & Weaknesses (Cont.)

Graduate attributes also include other qualities, which are more difficult to identify and
evaluate than skills, as they involve personal behaviours and attitudes. However, studies
show employers place great importance on features that are closely linked to the personality
and personal qualities of graduates (Bowden et al., 2002). Bridgstock (2009) argues that these
skills and other qualities are not ‘givens’, but are shaped by a complex balance of the
interests of employers, graduates and universities. Other qualities are given below:

 Flexibility - You willingly change and adapt to suit the circumstances you face
 Ethical behaviour - You know (and do) what is right
 Responsibility - You take your job seriously and are aware of its impact
 Enthusiasm - You see each task or challenge positively and know you can respond
constructively
 Intellectual openness - You are keen to understand, make comment on and apply
new ideas from others
 Curiosity in uncertainty - You desire to know more to resolve what can be done
when new situations arise
 Resilience - You accept that things can go wrong or not as planned and if they do,
you learn from them and manage yourself positively
 Use of support systems - You use policies, procedures and systems
 Use of connections - You seek out people who are beneficial to you

ACTIVITY
TWO
Let’s begin examining your qualities. This exercise is designed to get you critically
evaluating your competencies and, thus, will be useful in writing up your strengths and
weaknesses.

Review each skill below and critically evaluate yourself.

1 = No ability at all
2 = Average ability
3 = Strong ability

When evaluating yourself, do not compare yourself with others. This is a focus on your skills
and abilities and is not in relation to other students or professionals. In addition to rating
yourself, note why you made the decision. What is the evidence that supports you are worthy
of your rating?

Skill: Flexibility

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(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Ethical Behaviour

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Responsibility
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Enthusiasm
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Intellectual Openness

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Curiosity in Uncertainty

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Resilience
(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Use of Support Systems

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

Skill: Use of Connections

(1) No ability (2) Average Ability (3) Strong Ability
Evidence:

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 ACTIVITY
THREE
Reflecting on activities One and Two, create a list of
the skills and other qualities that you feel are your strengths. Note: Some people find it
difficult to evaluate themselves in a positive manner. However, we all have good
qualities; learn to recognise them.

NOTES:

Reflecting on activities one and two, create a list of the skills and other qualities that you
feel are your weaknesses. Note: Surprisingly, some people think they have no
weaknesses; but realistically we all do and no one is perfect! (Thank goodness for that –
a world of perfect people would be so boring!) Be honest with yourself when you tackle
this section.

NOTES:

Now, that you’ve identified your strengths and weaknesses reflect on evidence that may
support these claims. Evidence may be drawn from University, school, employment,
sporting, volunteer or any other extra curricular activities. HINT: your evidence listed
in activities one and two may help you here.

NOTES:

In order to set yourself aside from others, it is not only important to know your
strengths and weaknesses, but also essential that you learn how to capitalise on your
strengths and minimise or compensate for your weaknesses. With this in mind, reflect
on strategies that you can implement to capitalise on your strengths and minimise or
compensate for your weaknesses.

NOTES:

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WORKSHEET TWO:

Identifying Opportunities & Threats

What Are the Opportunities Available to Me?

You have considered how your strengths and weaknesses place you in your desired
career market. Now you need to consider some of the dynamic and macro factors of
relevance in your industry. Therefore, this section is where you identify all the positive
things (i.e. opportunities) about your intended job/career marketplace. You need to do
a little research here, but it will be worth your effort.

Opportunities may be directly related to your particular industry, they may reflect
some broader employment trends and could also be influenced by your competition
(other graduates). Consider which areas will be most influential by researching and
identifying any potential opportunities, which arise from these circumstances.

Examples of opportunities include, but are not limited to:

 Growing marketplace
 Many jobs available
 Opportunity for rapid career advancement
 No very competitive marketplace
 Opportunity for financial advancement and/or international exposure and/or
personal development.

ACTIVITY
ONE

Now that you are clear about your career preference, spend some time assessing the current
trends in the industry. Highlight any opportunities that are evident.

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There is a range of different online resources, which have information about the overall job
market in Australia (or other countries) and for particular types of work.
Some potential places to find information include:

 https://www.employment.gov.au/australian-jobs-publication
(https://docs.employment.gov.au/system/files/doc/other/australianjobs2016_0.pdf)

 www.joboutlook.gov.au
 https://www.seeklearning.com.au/explore-career-insights

 Perhaps searching to find indicative numbers of job ads for respective careers may
provide an idea of current supply and demand?

 Look for industry groups, which are relevant to the field.

Make Note of Critical Details Here:

In addition to exploring the industry, it is useful to also consider your competition. Review
some of the follow (and do your own research) to determine what sort of competition you
should expect in your industry.

 http://www.graduatecareers.com.au/research/researchreports/gradstats/

 http://www.australianuniversities.com.au/directory/student-numbers/

Make Note of Critical Details Here:

Now spend time reviewing the information you have gathered and identify any potential
opportunities in your job market. Draft a 200-300-word statement outlining the
opportunities.Note, in this part of the assignment you should have references to specific
evidence of the market/industry, such as employment statistics and industry reports.

Opportunities:

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WORKSHEET TWO:

Identifying Opportunities & Threats (Cont.)

What Are the Threats I Must Consider?

OK, so you have identified all the positive things (i.e. opportunities) about your
intended job/career marketplace, you need to be realistic about the threats (to achieving
your career goals) within that marketplace. Once again, you may need to do a little
research here, but it will be worth your effort.

Examples include, but are not limited to:

 Stagnant or declining marketplace

 Limited positions available
 Long hard road to career advancement
 Very competitive marketplace
 Opportunity for financial advancement and/or international exposure and/or
personal development is very limited.

Using the sources you explored in the Opportunities Section, begin to identify any
potential threats, which may ACTIVITY impact upon your ability to
be successful in this area. TWO

Spend time reviewing available sources and identify the major threats in the area. Draft a 200
to 300-word statement outlining the threats. Note, in this part of the assignment you should
have references to specific evidence of the market/industry, such as employment statistics
and industry reports.

Threats:

ACTIVITY
THREE

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In order to set yourself aside from others, it is not only important to know your opportunities
and threats, but also essential that you learn how to capitalise on your opportunities and
mitigate for the threats in the job market. With this in mind, reflect on strategies that you can
implement to capitalise on opportunities and minimise mitigate threats in your chosen job
market.

NOTES:

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WORKSHEET THREE: Constructing Your Report

Right, you have done all the hard work, but now you need to put it all together in report
format for submission. This assignment will be 2,000 words. Your report needs to be well
structured and to the point. You should include an introduction and a conclusion, and
obviously the body of the content will be your SWOT details. Remember you will need to
describe your intended job/career market so that your tutor will know exactly what you are
talking about. A good place for this is in the introduction.

Talk to your tutor about appropriate ways to present your SWOT analysis. Essentially
your assignment must include:

1. IDENTIFICATION of Strengths, Weaknesses, Opportunities and Threats

2. Support comments in the form of EVIDENCE (i.e. strengths) or
REFLECTION (i.e. weaknesses).
3. Construct an ACTION PLAN to capitalise on strengths and opportunities;
and minimise or compensate for your weaknesses and threats.

NOTE: Be as creative as you like with your report. You have not been supplied
a template on this because then everyone’s assignments would look the same –
we don’t promote sameness in this course – we promote uniqueness. That’s the
only way you will get a competitive advantage in your career, and in life, in

general. Use colour and images to stand out.

Now, make a “road map” of the structure for your report. Note the headings and the key
content in each area.

Road Map of Report:

Next, you just need to bring all the pieces together and spend time making sure they fit. You
should not just copy and paste, spend time ensuring good flow, good presentation and that the
overall report communicates a clear story of interest.

Other Notes:

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 Marking Criteria
Criteria
Analysis of The report demonstrates the student has a thorough and
Strengths advanced understanding of self-analysis. Strengths are
15% comprehensively described and rationalised and there is
evidence of deep, honest and realistic analysis.
Analysis of The report demonstrates the student has a thorough and
Weaknesses advanced understanding of self-analysis. Weaknesses are
15% comprehensively described and rationalised and there is
evidence of deep, honest and realistic analysis.
Analysis of Opportunities are comprehensively described and there is
Opportunities evidence of a thorough approach to opportunity
15% identification, drawing from reputable sources in relation to
the market and industry.
Analysis of Threats are comprehensively described and there is evidence
Threats of a deep, honest and realistic approach to threat
15% identification, drawing from reputable sources in relation to
the market and industry.
Action Plan The action plan demonstrates a very strong link to the
20% SWOT analysis and all plans have been carefully and
realistically thought through to maximise benefits in all
areas.
Presentation Writing is clear, concise, and well organised with excellent
of Report sentence/paragraph construction. Thoughts are expressed in
20% a coherent and logical manner. Report is highly professional
and demonstrates uniqueness through personal flare.
Total 100%

Criteria sometimes provides a clue about the structure, and words allocation basing on each section's
weights/value.
 Referencing Requirement
APA

References should ALWAYS be peer-reviewed, academic journal articles, unless stated otherwise.

Australian Harvard referencing: https://app.secure.griffith.edu.au/reference_tool/index-core.php

UK Harvard referencing: https://www.york.ac.uk/students/studying/develop-your-skills/study-skills/study/

integrity/referencing-styles/harvard/
 Suggested/Must-read Materials

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