The IFA Certificate in Franchise Marketing is designed to build foundational knowledge of how marketing in a franchise system functions, identify the various roles and responsibilities of those working in marketing, explain how marketing is funded, and delineate the difference between national, regional, and local marketing programs. The course dives into specifics regarding Franchise Digital Marketing and more traditional advertising venues. Specific marketing efforts, including customer loyalty programs, cause marketing, grassroots marketing, employee marketing, and in-store campaigns are reviewed. In addition, one module details the marketing approaches franchisors may use to recruit franchisees, and future trends in marketing are highlighted.

Learning Objectives:

1. Define franchise marketing and distinguish between franchisor and franchisee roles
2. Compare and contrast the three different types of franchise marketing programs (national, regional, and local)
3. Explain the franchise advertising / marketing fund
4. Summarize best practices for a Franchise System’s website
5. Explain and differentiate a franchise SEO strategy at the national versus local levels
6. Identify methods to measure the effectiveness of digital marketing at the national and local level
7. Identify how to purchase traditional media
8. Delineate ways to measure the effectiveness of traditional advertising
9. Identify which other types of marketing efforts are driven by the franchisor or franchisee
10. Describe key elements of the marketing mix used by franchisors to generate leads for recruiting new franchisees

Provided in partnership with the University of Louisville.

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