Unit 3.1. – Context analysis

In this section we present you the first things to do  in designing and managing a promotional campaign: the analysis of the context. Watch the video and start working on your  SWOT analysis.  

Step 1

The first step consists in an overview of the current situation in terms of general information and data on the topic we’re going to explore, including an analysis of:

  • ourselves (who we are and our mission),
  • the territory and the population (whom are we communicating with),
  • the content of our communication (what are we communicating).

The context analysis should also consider our past experiences in communicating our activities and projects. In doing this, it is useful to implement a SWOT analysis examining Strengths, Weaknesses, Opportunities and Threats. This will help to identify potential areas where the communication plan should concentrate.

Strengths and weaknesses are internal factors as they depend on features of our organisation. 

Opportunities and threats are external factors which depend on the environment outside our organization.


To deep more watch the video

Play with us

Explore the video and answer the questins on it.

Test yourself in making a SWOT analysis

Imagine you are going to design a communication plan to promote a Youth exchange or an entrepreneurship workshop in your city.



The GOONJOB team is composed by 6 people representing the project partners: CREOLABS, BLUEBOOK srl, ADEL, USB.