<![CDATA[The changing higher education environment requires study programs to strengthen human resources, academic capabilities, and development strategies to remain responsive to competition. This study aims to examine the human resource conditions and academic capabilities of the Management Study Program at Universitas Pamulang, identify internal and external factors affecting competitiveness, and formulate strategic alternatives using SWOT analysis. A qualitative case study approach was employed. Data were collected through semi-structured interviews with three lecturers, documentation, and literature review. The findings indicate that the program's strengths include relevant lecturer competencies, academic and professional experience, hybrid and e-learning implementation, and periodic academic evaluation. Identified weaknesses include uneven technological adaptation, network limitations, foreign language proficiency, international publication capacity, and administrative complexity. Opportunities involve industry partnerships, research collaboration, educational technology, graduate employment prospects, and international academic cooperation. Meanwhile, threats include competition among higher education institutions, rapid technological development, curriculum changes, and increasing publication standards. Based on these findings, strategic directions include strengthening lecturer competencies, optimizing technology-based learning, expanding industry partnerships, improving foreign language proficiency and international publications, and enhancing academic information systems and quality assurance.]]>
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