Course details
This course aims to equip you with a basic understanding of franchise operations via a combination of theoretical explanations of franchising and practical applications of franchising structure and management issues.
By completing this course you will understand the stages of marketing development required for franchise initiation and expansion.
The course will introduce you to the history of franchising as a means of distribution of goods and services and applies theoretical frameworks such as
- agency theory,
- transaction cost economics and signalling theory, and
- franchising contractual relationships.
Franchise management issues such as franchisee recruitment, selection and training, initial and ongoing franchise support services, franchisee performance monitoring, and franchise fee structures are explored in detail.
Franchise development structures such as
- pilot operations,
- mobile and home-based franchises,
- multiple units,
- multiple systems,
- multiple concepts, and
- co-branding
are explored. Expansion into international markets is analysed in terms of
- market entry,
- preparation,
- ownership and fee structures, and
- control of units and brands.
More about the course
- What you will be studying and doing week-by-week
- Details of the seminars and workshops you will take part in
- What you can expect to learn when you have completed the course
- The textbook and study materials you will use in the course
- The level of study that you are undertaking
- Where and when you will study