The Philippine Franchise Association, with the Asian Institute of Certified Franchise Executives (AICFE) as partner, will host the certified franchise executive (CFE) program from 22 to 23 April at the AIM Conference Center in Makati City.

Dr. Ben Litalien, a Georgetown University professor and distinguished expert in global franchising, will facilitate the event.

Litalien has over two decades of experience in the franchise community, with expertise in strategic planning, organizational development and franchise system growth. He has developed and expanded multiple franchise concepts. He is also the founder and principal of Franchise Well, LLC, a consulting practice specializing in franchising.

Franchising’s gold standard

The CFE Program, an internationally recognized certification, is the gold standard in franchise management education.

It is a mini master’s in franchising designed to equip professionals with advanced knowledge and skills.

“Thousands of franchise executives worldwide have accelerated their careers and business success after earning their CFE certification,” PFA vice chairperson Ma. Alegria Sibal-Limjoco, the 1st Filipina to get the said certification.

The CFE Program provides participants with in-depth knowledge of franchise management, expansion strategies, legal frameworks and emerging industry trends.