DELIVERY CENTRE : TRUST ACADEMY

SESSION : March 2016

UNIT TTTLE : Mastering Metrics

CANDIDATE REG. NUMBER: 14539727

Analysis of Trust Academys brand using marketing metrics

WORDCOUNT
Executive Summary:
Task One:
Task Two:
Task Three:
Task Four:
Task Five:

I will confirm that in forwarding this assessment for marking, I understand and have applied the
CIM policies relating to word count, plagiarism and collusion of all tasks. This assessment is the
result of my own independent work except where otherwise stated. Other sources are
acknowledged in the body of the text, a bibliography has been appended and Harvard referencing
has been used. I have not shared my work with other candidates. I further confirm that I have
submitted an electronic copy of this assessment to CIM in accordance with regulations.
Appendix 1: Background of Trust Academy College (TA), Harare branch

*For the purpose of this project, ONLY the Harare branch business school will be considered.

Trust Academy (TA) is a private College which was established in 1994 and is registered in terms of the
Manpower Act 1986 with the Ministry of Tertiary Education, Sports and Culture. The College is
strategically located within the central business district. The majority of TAs clients reside in and around
the city of Harare.

Services provided by Trust Academy (TA)

Day, evening and weekend classes for tuition services in high school, secretarial, technical, ICT
and business in local and internationally recognised certificates, diplomas and degrees.

Business tuition service offered by Trust Academy (TA):

Marketing
Accounting
Public relations
Purchasing and supply
Finance
Secretarial studies

Competition and market share

Trust Academy: 2012 48%, 2013 44% (2014 41%): Speciss College: 2012 23%, 2013 26% (2014 28%);
Denmark College: 2012 5%, 2013 8% (2014 9%); Herentials College: 2012 11% 2013 13% (2012 10%);
others 2012 13% 2013 9% (2014 12%)

TA is the market leader when it comes to business tuition. However it has lost a 7% market share.
TA is the most recognised brand private College tuition service.
TAs major competitor is Speciss College.
There are thirty Colleges in Harare offering business courses tuition. Most of the private Colleges
are not registered and for this assignment, only registered Colleges will considered.

Trust Academys marketing department

TAs marketing department was established in 1994. It is headed by a Marketing Manager. The
department also has two marketing officers and a Customer service and public relations officer.
Marketing activities conducted by the department include marketing research, marketing mix strategy and
tactics implementation, customer satisfaction, undertaking promotional activities such as advertising.

Digital Marketing Communications (DMC) background

Trust Academy does not take digital marketing communications seriously. This may be caused by the fact
that both Management and employees are resistant to change. The College has got an outdated website
that is neither attractive to clients nor updated on a regular basis. The College also has a Facebook
account which is not regularly updated and lacks interaction between the College and clients. The College
does not use emails, text messaging or social media platforms such as Whatsapp. None of TAs
competitors are seriously utilising DMC with TA being the only College with a functional website.

TASK 1

(a) Using the organisation summary guidelines, provide a background to your chosen
organisation.

(b) Identify and explain the role of marketing metrics in the context of marketing and the
process of making marketing decisions in your chosen organisation. You should refer to
relevant theory within this subtask.

(c) Identify which key metrics can be used in the chosen organisation for measuring brand and
brand value. Discuss how these metrics can assist in understanding brand value.

(d) Explain how marketing metrics related to measuring brand and brand value are currently
utilised in your chosen organisation. You should demonstrate how the metrics are applied.

TASK 2

(a) Discuss the elements involved in measuring the value of a brand, explaining how they assist
an organisation in making decisions.

(b) Taking into consideration the different elements involved in measuring the value of a brand
discussed in TASK 2 (a), collect data relevant for measuring the chosen organisations
 brand, and analyse this data to demonstrate the overall brand value for the chosen
organisation.

(c) Prepare a marketing dashboard showing the results of the brand value metrics analysed in
TASK 2 (b).

TASK 3

(a) Discuss how an evaluation process of brand valuation in your chosen organisation using
marketing metrics could help future decision-making. Recommend and justify a range of
future metrics linked to brand valuation in your chosen organisation.

(b) Recommend a further range of relevant primary and/or secondary research methods which
could assist in validating the overall brand value. Identify potential data source(s) within
each of these methods.

(c) Present the benefits and challenges of using a metrics approach to branding. Reflect on the
challenges posed in evaluating brand valuation metrics, using the data available to you in
TASKS 1 and 2.
Appendix 1: Background of Trust Academy College (TA), Harare branch

*For the purpose of this project, ONLY the Harare branch business school will be considered.

Trust Academy (TA) is a private College which was established in 1994 and is registered in terms of the
Manpower Act 1986 with the Ministry of Tertiary Education, Sports and Culture. The College is
strategically located within the central business district. The majority of TAs clients reside in and around
the city of Harare.

Services provided by Trust Academy (TA)

Day, evening and weekend classes for tuition services in high school, secretarial, technical, ICT
and business in local and internationally recognised certificates, diplomas and degrees.

Business tuition service offered by Trust Academy (TA):

Marketing
Accounting
Public relations
Purchasing and supply
Finance
Secretarial studies

Competition and market share

Trust Academy: 2012 48%, 2013 44% (2014 41%): Speciss College: 2012 23%, 2013 26% (2014 28%);
Denmark College: 2012 5%, 2013 8% (2014 9%); Herentials College: 2012 11% 2013 13% (2012 10%);
others 2012 13% 2013 9% (2014 12%)

TA is the market leader when it comes to business tuition. However it has lost a 7% market share.
TA is the most recognised brand private College tuition service.
TAs major competitor is Speciss College.
There are thirty Colleges in Harare offering business courses tuition. Most of the private Colleges
are not registered and for this assignment, only registered Colleges will considered.
Trust Academys marketing department

TAs marketing department was established in 1994. It is headed by a Marketing Manager. The
department also has two marketing officers and a Customer service and public relations officer.

Marketing activities conducted by the department include marketing research, marketing mix strategy and
tactics implementation, customer satisfaction, undertaking promotional activities such as advertising.

Digital Marketing Communications (DMC) background

Trust Academy does not take digital marketing communications seriously. This may be caused by the fact
that both Management and employees are resistant to change. The College has got an outdated website
that is neither attractive to clients nor updated on a regular basis. The College also has a Facebook
account which is not regularly updated and lacks interaction between the College and clients. The College
does not use emails, text messaging or social media platforms such as Whatsapp. None of TAs
competitors are seriously utilising DMC with TA being the only College with a functional website.