<![CDATA[Program evaluation is a crucial management function for ensuring quality, accountability, and continuous improvement in educational institutions. SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, originally developed in strategic business management, is now widely used in educational contexts. This article aims to examine the basic concepts and components of SWOT analysis, its application stages in educational program evaluation, its advantages and limitations, and opportunities for integration with other evaluation models, as well as its relevance to higher education accreditation. This study uses a literature review method with a descriptive qualitative approach through a review of evaluation textbooks, strategic management literature, and relevant journal articles. The results of the study indicate that SWOT analysis maps internal factors in the form of strengths and weaknesses and external factors in the form of opportunities and threats to the institution. The application of SWOT includes four main stages: data identification and collection, preparation of the IFAS-EFAS matrix, strategic quadrant positioning, and strategy formulation. This approach has the advantages of simplicity, comprehensiveness, applicability, and flexibility, but also has limitations in the form of potential subjectivity, a tendency towards staticity, and the need for contextual adjustments. Therefore, it is recommended that SWOT analysis be combined with other evaluation models such as CIPP to produce a more comprehensive program evaluation, especially at the context evaluation stage.]]>
