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CHAPTER 3 • THE EXTERNAL ASSESSMENT 87

Assurance of Learning Exercise 3C

Developing an EFE Matrix for My University

Purpose
More colleges and universities are embarking on the strategic-management process. Institutions
are consciously and systematically identifying and evaluating external opportunities and threats
facing higher education in your state, the nation, and the world.
Instructions
Step 1 Join with two other individuals in class and jointly prepare an EFE Matrix for your institu-
tion.
Step 2 Go to the board and record your total weighted score in a column that includes the scores
of all three-person teams participating. Put your initials after your score to identify it as
your team’s.
Step 3 Which team viewed your college’s strategies most positively? Which team viewed your col-
lege’s strategies most negatively? Discuss the nature of the differences.

Assurance of Learning Exercise 3D

Developing a Competitive Profile Matrix for
McDonald’s Corporation
Purpose
Monitoring competitors’ performance and strategies is a key aspect of an external audit. This
exercise is designed to give you practice evaluating the competitive position of organizations
in a given industry and assimilating that information in the form of a Competitive Profile
Matrix.
Instructions
Step 1 Gather your information from Assurance of Learning Exercise 1A. Also, turn back to the
Cohesion Case and review the section on competitors (pages 33–35).
Step 2 On a separate sheet of paper, prepare a Competitive Profile Matrix that includes McDonald’s,
Burger King Holdings, and Yum! Brands, Inc.
Step 3 Turn in your Competitive Profile Matrix for a classwork grade.

Assurance of Learning Exercise 3E
Developing a Competitive Profile Matrix for
My University

Purpose
Your college or university competes with all other educational institutions in the world, espe-
cially those in your own state. State funds, students, faculty, staff, endowments, gifts, and federal
funds are areas of competitiveness. Other areas include athletic programs, dorm life, academic
reputation, location, and career services. The purpose of this exercise is to give you practice
thinking competitively about the business of education in your state.
Instructions
Step 1 Identify two colleges or universities in your state that compete directly with your
institution for students. Interview several persons, perhaps classmates, who are
aware of particular strengths and weaknesses of those universities. Record infor-
mation about the two competing universities.