Course Objectives
This course is design with the aim to:
- Equipping learners with the essential knowledge and skills to articulate the franchise brand’s unique value propositions, target markets, brand identity, marketing mix and brand performance metrics for franchising success.
- Guiding learners to map its business model canvas to gain insights into its brand and marketing priorities and strategies.
- Helping learners to develop the franchise brand identity and guidelines to be observed and replicated in the franchise business.
- Empowering learners to brand with consistency to enhance brand equity.
- Offering learners a good understanding of brand intellectual property so that they are more discerning in protecting their brand from marketing disputes and conflicts.
- Empowering learners with the knowledge and abilities to integrate its franchise marketing mix with its brand value across different communication touch points with consistent messaging.
- Teaching the learners to incorporate and analyse marketing performance metrics to assess brand equity and marketing effectiveness achieved by the franchise.