In addition, ILACN is pleased to provide free English language scholarships at ILA English language academies to children in especially difficult circumstances who are protected by non-governmental organizations that cooperate with non-governmental organizations (NGOs). ILACN supports NGOs throughout Vietnam by opening many English or charity skills classes at shelters and providing financial support to help these organizations operate well.
In addition, there is also the GOLD SPONSOR, FELIX International Training Academy, sponsoring the Marketing King contest. Although the journey to participate in the contest encountered many challenges, it brought the contestants many experiences as well as valuable knowledge and lessons in life and especially on the path to becoming a professional Marketer. Felix has helped you get closer and closer to your dream and success.
Regarding the issue of branding, international training academies in Hue city are also on the rise, regularly organizing and sponsoring Golden Bell programs in primary, secondary and high schools. As for universities, the academies often organize English Speaking programs for students or outdoor programs, cultivating and exposing children from 5 to 13 years old to the outside world such as: Little Artists. Moreover, international training academies also invest more in their brand identity, such as ANI international training academy invests more in staff uniforms, but in general, the activities in Hue as well as the branding, training academies and foreign language centers in Hue have not been highlighted and carefully.
This shows that international English training institutes in Vietnam are growing more and more. All are trying to build their brands and create their own positions through many ways to leave the most thorough impression on customers.
CHAPTER 2: MEASURING THE LEVEL OF AWARENESS OF HUE CITY CUSTOMERS FOR THE BRAND OF ANI INTERNATIONAL TRAINING ACADEMY
2.1. Overview of ANI international training academy
2.1.1. Company Overview
Company name: ANI International Training Academy
English trading name: Academy Of Network and Innovations
Abbreviation: ANI
Address: 04 Le Hong Phong, Phu Nhuan ward, Hue city Phone: 0234.3627.999
Email: anihue01@ani.edu.vn Website: https://ani.edu.vn/
Business: English education and training services
ANI International Training Academy Logo
Figure 2.1: Logo of ANI International Training Academy
(Source: Fanpage of ANI International Training Academy)
2.1.1.1. History of formation and development
On June 19, 2019, the Academy officially came into operation and officially received the decision on permission to organize foreign language training and fostering from the Director of the Department of Education and Training of Thua Thien Hue province.
2.1.1.2. The company's formation and development process
ANI International Training Academy was established with the mission of becoming a unit
Top quality foreign language teaching in Thua Thien Hue province and the Central region. At ANI, students learn foreign languages and participate in extracurricular activities and skills to exchange knowledge and develop thinking with friends around the world.
With the motto of providing a comprehensive English learning environment, along with the newest and most suitable teaching methods for students and working people. ANI Academy is gradually affirming its quality and position through many activities and opening many new facilities:
Facility 1: No. 04 Le Hong Phong - Hue City
Facility 2: No. 103D Truong Chinh - Hue City
Facility 3: University of Law - Vo Van Kiet - Hue City
Facility 4: School of Tourism, Hue University - Lam Hoang - Hue City
Organizational structure
Figure 2.2: Organizational structure of ANI International Training Academy
(Source: Accounting and Human Resources Department, ANI International Training Academy)
Marketing Department
Design marketing ideas, organize implementation and supervise marketing activities.
Implement weekly and monthly plans to build visual content.
Send photos and videos of assigned work during events or activities of the Academy.
Manage ANI International Training Academy Page and ANI FOR KIDS page.
Organize events.
Admissions consulting department
Receive, get acquainted, and understand customer needs.
Introduce and advise on study programs, tuition fees, and training methods of courses that customers are interested in.
Save customer information and provide consultation via phone and email.
Training Department
Manage and implement training programs including program plans, learning materials, teaching organization and ensuring teaching quality according to regulations set forth by the Ministry of Education and the Academy.
Manage courses and programs, student lists, student management
Build a library for the Academy and directly provide additional textbooks and learning aids.
Build mock test sets, input test sets,...
Accounting and human resources department
Perform related accounting operations: taxes, salaries, tuition fees, etc.
Manage facilities, manage interns and staff.
2.1.1 Products and services of ANI International Training Academy
Basic English Course
Table 2.1: Basic English Course
BASIC
Lock | Input | Output | Duration | Tuition |
Basic focus | Beginner | Elementary | 36h (2 months) | 1,445 million VND |
Pronounciation- focus | Beginner | Elementary | 24h (2 months) | 1,445 million VND |
Maybe you are interested!
-
Factors affecting the level of Internet Banking usage of customers in Ho Chi Minh City - 1 -
Research on Factors Affecting Hue City Customers' Behavior towards Printing Services of Thuan Phat Printing Joint Stock Company -
Assessing the level of awareness of Austdoor rolling door brand in Da Nang city - 2 -
Measuring the level of satisfaction of individual customers with ATM card services at Vietnam Joint Stock Commercial Bank for Investment and Development, Tay Nam Branch - 1 -
Research on factors affecting the decision to purchase gypsum board of Huy An private trading enterprise from institutional customers in Ho Chi Minh City - 13
(Source: Accounting and Human Resources Department, ANI International Training Academy)
Basic-Focus: Equips students with a foundation in grammar topics and at the same time accumulates a vocabulary of at least 3000 words to develop their own language. Participants are students who do not have a foundation in English. Learning materials about
grammar and grammar exercises and take advantage of the supplementary App tool English Central.
Pronunciation-Focus: Provide a foundation in pronunciation. Participants are students who have never been trained in standard IPA pronunciation and students who want to be trained in American and British English pronunciation. Study materials on standard pronunciation and use of the English Central supplementary App.
English Communication
Table 2.2: English Communication Course
ENGLISH COMMUNICATION
Lock | Input | Output | Duration | Tuition |
Focus | Elementary | Intermediate | 36h (2 months) | 1,360 million VND |
Level up | Intermediate | Upper Intermediate | 36h (2 months) | 1,530 million VND |
(Source: Accounting and Human Resources Department, ANI International Training Academy)
Communication-Focus: In the first month, students will learn and practice conversation patterns revolving around daily life. At the end of the month, students will practice outdoors under the guidance of teachers to get mid-term assessment scores. The target audience is students who do not have a foundation in English, are limited in English, and are slow in vocabulary and grammar. Using the App tool to support students to study more effectively.
Communication-Level Up: After the course, students can communicate in English in simple, familiar situations, but their vocabulary and grammar are still limited and they may have difficulty communicating in new situations. There are supplementary Apps and learning materials for students.
IELTS
Table 2.3: IELTS Course
IELTS
Lock | Input | Output | Duration | Tuition |
Pre Ielts | Beginner | Elementary English | 36h (2 months) | 1,785 million VND |
IELTS Bronze | 2.0+ | 4.0 – 4.5+ | 54h (3 months) | 3,060 million VND |
Ielts Silver | 3.0+ | 5.0 – 5.5+ | 54h (3 months) | 3,315 million VND |
IELTS Golden | 4.0+ | 6.0 – 6.5+ | 54h (3 months) | 3,570 million VND |
Ielts Diamond | As needed |
(Source: Accounting and Human Resources Department, ANI International Training Academy)
Pre IELTS: This is the first basic level of English, students can only speak and understand English to a very limited extent, and are almost unable to communicate in English outside of some basic communication situations. Use the lectures provided by ANI with mid-term and final exams for students. Use the App to supplement students' learning at ANI.
IELTS Bronze: For students with a Placement Test score of 30/50 in both Grammar and Writing. Support tools are English Central and study materials from band 4-5 plus writing.
IELTS Silver: For students with a Placement Test score in IELTS format from 5.0-5.5 for each skill: Speaking, Writing, Reading and Listening. Teaching and learning materials are fully provided for teachers and students according to the Cambridge curriculum from band 5-6.5. Use the supporting App for students, IELTS Speaking Assistant.
IELTS Golden: For students with Placement Test scores for BAND 6.0-6.5 for each skill and students who have completed the IELTS Silver course at the Academy. Providing quality teaching and learning materials by the ANI team. And using information technology in teaching.
IELTS Diamond or IELTS Express: Tuition fee from 2,500,000 or more and depending on the needs of the students, ANI Academy will open a teaching class to meet.
TOEIC
Table 2. 4: TOEIC course
TOEIC
Lock | Input | Output | Duration | Tuition |
Toeic Bronze | 300+ | 550+ | 54h (3 months) | 2,168 million VND |
Toeic Silver | 500+ | 650+ | 54h (3 months) | 2,678 million VND |
Toeic Golden | 600+ | 750+ | 54h (3 months) | 3,188 million VND |
(Source: Accounting and Human Resources Department, ANI International Training Academy)
The test is suitable for 2 skills: Listening and Reading. Teaching materials are provided by the training team with appropriate curriculum and using information technology in teaching.
ANI offers TOEIC courses from basic to advanced, according to the scale of 450+, 550+, 650+,... There are corresponding courses such as Toeic Bronze, Toeic Silver, Toeic Golden,...
English for kids
Table 2.5: English course for children
OUR DISCOVERY ISLAND COURSE
Tuition | 2,250 million VND |
Duration | 54h (3 months) |
Other | Because of the characteristics of children, the curriculum should be taught in 6 lessons throughout 3 years. months to develop children's skills in which ANI focuses on foreign languages for children studying at ANI Academy |
(Source: Accounting and Human Resources Department, ANI International Training Academy)
English A2- B1
Practice time is within 3 months. In the first month, review the grammar of 12 topics according to the European reference framework. In the second month and beyond, practice skills according to the set of 10 predictions from Hue University of Foreign Languages, focusing on solving each test-taking skill and introducing effective test-taking techniques. In the last month, focus on 9 sessions to review 10 sets of questions with predicted accuracy closest to the real test, the last 3 sessions specialize in CV writing skills, document drafting, and job interviews in English from experts.
The target audience here is students who do not have a foundation in English at this level, the first basic English, students can only speak and understand English in a very limited way and are almost unable to communicate in English outside of some basic communication situations. Students who have not mastered the necessary grammar topics while learning English. Students who want to review the main grammar topics according to the B1 orientation. Students who have not met the requirements of the B1 class.
2.1.2 Business performance of the Academy from 2019-2020
Profit is the final indicator reflecting the business performance of the enterprise, reflecting the efficiency of capital use of the enterprise. To reflect and compare each development period of ANI, the business performance is divided into three periods:
Period I: From establishment to the end of 2019
Period II: Early 2020 to June 2020
Period III: From June 2020 to the end of 2020
Below are the business performance results at ANI International Training Academy:
Table 2.6: Business performance in Period I
Month
Revenue | Expense | |
5/2019 | 0 | 62,570,000 |
6/2019 | 6,372,000 | 57,337,500 |
7/2019 | 13,650,000 | 83,500,000 |
8/2019 | 152,000,000 | 94,700,000 |
9/2019 | 407,700,000 | 113,209,000 |
10/2019 | 246,800,000 | 101,351,000 |
11/2019 | 272,350,000 | 93,142,000 |
12/2019 | 89,450,000 | 76,470,000 |
Total | 1,188,322,000 | 682,279,500 |
Profit | 506,042,500 | |
(Source: Accounting - Human Resources Department of ANI International Training Academy) According to the table above, the company's revenue in the past 8 months from May to December has fluctuated significantly. May is the time when the Academy is busy with the opening ceremony, so the expenses here are also quite large. In early August, the number of students increased sharply thanks to promoting marketing, promoting through websites, running ads, hanging banners, ... and connecting collaborators at schools. Therefore, revenue in August increased by 138,350,000 VND, equivalent to 11 times higher than the previous month. Customers have gradually become aware of the ANI International Training Academy brand. However, organizing marketing programs to advertise course products and reach students also costs a lot of money. Expenses in August increased from VND 83,500,000 to VND 94,700,000. Revenue continued to increase sharply in September until December, when there was a decrease due to student exam purchases and the arrival of winter.
Total profit of period I is 506,042,500 VND, positive profit shows that the activity
Business is going quite well.
After more than 8 months, the revenue has gradually increased, which means the number of students has also increased. Up to now, the number of students has continued to increase, partly thanks to short-term promotional programs that attract students, students, and working people. In addition, the Academy also regularly organizes workshops that attract many customers to participate and exchange and learn.