The Certified Franchise Executive Program (CFE) is a career development program offered by the Institute of Certified Franchise Executives of the International Franchise Association Education Foundation. It offers franchise professionals the opportunity to learn, grow professionally and reach a recognized standard of excellence in the franchise community.

The Certified Franchise Executive Program (CFEP) was brought to the country by Chairman Emeritus Samie Lim as a means to make the Philippines the Franchise Hub of Asia by professionalizing the country’s franchise sector. While the program was already held in the country as early as 2001, it was only in 2002 when the PFA formally affiliated with the US-based Institute of Certified Franchise Executives (ICFE) to allow PFA to conduct the said program at discounted rates. This happened when Mr. Samie Lim, then PFA Chairman, together with Ms. Bing Limjoco, then PFA President, met with Cheryl Babcock and John Reynolds, President of the Institute of Certified Franchise Executives (ICFE) during the International Franchise Expo 2002 held in New Orleans. From this, the PFA and ICFE partnership was born, successfully bringing the mini-MBA on Franchise Management to the Philippines.

• Expanded Knowledge:
• Industry Recognition:
• A Professional Standing:
• Peer-level Networking:

Becoming a Certified Franchise Executive begins with the strong commitment and desire to develop your expertise and broaden your knowledge base. Once you have made the resolution to acquire this recognized credential, the process is easy. CFE Program Structure

As a CFE candidate, you build expertise and program credits through participation in ongoing ICFE sponsored educational programs. These ICFE programs include:


ICFE Certification Requirements A minimum of 3500 credits is required to earn the Certified Franchise Executive (CFE) designation. CFE candidates earn credits that are applied toward certification. These credits are earned in the following four areas:

1. Core Curriculum
2. Elective Curriculum
3. Participation
4. Experience

1. Core Curriculum (1600 credits minimum)
   This area will provide fundamental skills and knowledge that are essential for a franchise executive, CFE candidates attend and earn credits at ICFE approved courses or sessions that build skills and knowledge. CFE candidates must earn a minimum of 200 credits in each of the * Core discipline areas. Participating in ICFE approved courses or sessions in the following areas earn core credits
   
   • Diversity (DIV) Economics, Accounting or Financing (FIN) Franchisee Recruitment and Training (RED) Franchisor/ Franchisee Relations (RELS) Franchise Law Regulations (LEG) Human Resource Management (HR) Management and Operations (MGMT)
   • Marketing (MKTG)
2. Elective Curriculum (900 credits minimum)
   This area will provide information and knowledge in areas of special interest to the CFE candidate. CFE candidates attend and earn credits in ICFE approved courses or sessions in special interest in this area. CFE candidates must earn a minimum of 900 credits in this area. Participating in ICFE approved courses or sessions in the following areas earn elective credits:
   
   • Dual Concepts in Franchising (DUCON) Franchise Conventions (FRCONV) Franchising Trends (FRTRN) Insurance (INS) International Franchising (INTFR) Public Relations/ Communication (PRCOM) Real Estate and Site Selection (RESS) Resource Management (RESMGMT) Technology (TECH)
   • Other Interest Areas (OTH)
3. Participation (500 credits maximum)
   This area will provide practical experience gained from participation in events conducted by the International Franchise Association (IFA). CFE candidates must attend at least one IFA approved event each year. CFE candidates may earn a maximum of 500 credits by attending the following events
   
   • Annual Convention (300) IFA Franchise Business Network (50) IFA Franchise Development Seminars (150) Other IFA exhibits, shows and meetings (50)
   • Philippine Annual Franchise Conference-PIFCE (300)
4. Experience (500 credits maximum)
   This area allows credit for past experience gained through work or training experience in the area of franchising. CFE candidates will earn 100 credits (to a maximum of 500) for each year of work experience in franchising. Participation and completion of approved franchisee training programs earns 250 credits. If a university or college also accredits the approved franchisee training program, 100 additional credits are granted. CFE candidates may earn a maximum of 500 credits for experience in the following areas
   
   • Career/work experiences as a franchisor, franchisee or other franchising professional
   • Approved franchisor-sponsored franchisee training programs

Mini-MBA on Franchise Management

The Asian Institute of Management (AIM) has been the permanent venue for this franchise executive course, which saw international franchise experts as speakers. The course has four modules. Module 1 was held on September 23-25, 2001 and had Mr. George Heenan as speaker. Module II featured Mr. Charles Weeks and was conducted from September 9-10, 2002 featured Mr. Charles Weeks. Module III took place on July 13-14, 2004 with no less than the founding Director of International Institute for Franchise Education, Ms. Cheryl Babcock. Module IV took place on July 12-13, 2005 with the husband and wife team of Mr. Philip K. Shunk, CFE and Ms. Linda Shunk, CFE, Executive Director, Information Technology and President and Chief Executive Director of Cookies by

Designs, Inc. the second cycle of the program was kicked off with the “Father of US Franchising and Small Businesses” and the Director of the International Franchise Forum, Mr. Robert Justis, Ph.D. conducting Module 1 on July 11-12, 2006. Ms. Jennifer Roberts, founder of Roberts Consulting Services & Franchise Operations.Com, USA presented “Exporting your Franchise System & Building Strong Operations, Training and Support Programs” as Module II on July 2-3, 2007. This year, Module III will be conducted on July 7-8 by Mr. Christopher Simnick, President and founder of Synergy Franchise Group, LLC, which also operates over 250 portal sites under the landing page domain: www.Fsites.com a website portal just for franchisors. Their “Furthering Franchising Through Communication and Education” is more than a phrase; it is the heart of SFG’s core values.

The Philippine Franchise Association (PFA), the pioneer franchise organization in the Philippines, affiliated with the World Franchise Council (WFC) and Asia Pacific Franchise Confederation (APFC), proudly brings you the MINI MASTER IN FRANCHISE MANAGEMENT (Module I - IV) that will earn you credits for the Certified Franchise Executive (CFE) designation. The Mini Master in Franchise Management is duly accredited by the Institute of Certified Franchise Executive (ICFE), USA.

Among the Franchise leaders, the CFE has become known and appreciated. It is a mark of distinction and offers you a wide range of important benefits: