Through the work, the concept of SWOT analysis was theoretically processed, and with the help of SWOT analysis, the Faculty of Economics and Business in Rijeka was analyzed. SWOT analysis is a method for assessing an organization's internal weaknesses and strengths, as well as assessing threats and opportunities in its external environment. The role and significance of the implementation of SWOT analysis in the organization is to formulate a business strategy based on existing internal and external factors. The analysis identified strengths such as online study programs, study programs in English, and lifelong learning, but also weaknesses such as a theoretical program orientation, low student attendance, and the inability to track alumni employment. The external environment presents opportunities, including the use of EU funds, collaboration with the ALUMNI community and businesses, but also threats such as demographic decline, inflation, and competition. After conducting the SWOT analysis, a TOWS matrix is created to propose strategic guidelines for improving business of the Faculty of Economics and Business in Rijeka. The MAXI-MAXI strategy suggests introducing a new online study program in English, leveraging existing online programs and the English-language program, as well as EU funds and foreign student interest. The MAXI-MINI strategy recommends improving marketing to attract different generations through "Open Days" events and improvment of lifelong learning programs to minimize the effects of demographic decline and competition. The MINI-MAXI strategy involves creating a web portal for market adaptation and ALUMNI community evaluation. This strategy aims to leverage opportunities by collaborating with the ALUMNI community and employers and addressing weaknesses such as excessive program theoretical orientation and the inability to track the employment status of our students.