How long does this certification take?

The programme takes 11 Weeks and can be completed self-paced or with live virtual sessions.

Is this certification globally recognised?

Yes. GLI certifications carry CPD credits and are internationally recognised.

What level is this certification?

This is a Advanced Level certification.

Email info@certifications.ac, WhatsApp +254 722 223 084, or fill in the enrolment form on this page.

What is included in the fee?

All study materials, study guide, examination, digital certificate and badge. Live option adds tutor sessions and priority support.

Certified Franchise and Retail Expansion Advisor in DR Congo

Q: What is the Certified Franchise and Retail Expansion Advisor?

The Certified Franchise and Retail Expansion Advisor is a globally recognised professional certification by the Global Leadership Institute (GLI), designed to equip professionals with advanced competencies in Strategy & Business Development.

Course Curriculum

Programme Modules

Click any module to explore the detailed curriculum topics included in this certification.

Foundations and Strategic Context of Certified Franchise and Retail Expansion Advisor

Certified Franchise and Retail Expansion Advisor: industry context, trends and professional standards
Marketing and sales: scope, roles and value
The marketing concept and customer orientation
The marketing mix and the 7 Ps
Buyer behaviour and the customer journey
The sales function and revenue engine
Aligning marketing and sales (smarketing)
Professional standards and ethics
Digital disruption and modern go-to-market
Brand and reputation as strategic assets
Career pathways and professional development

Marketing Strategy, Segmentation and Positioning

Preparing financial statements
Market analysis and environmental scanning
Financial reporting frameworks (IFRS/GAAP)
Customer personas and insight
Value proposition design and messaging
Competitive analysis and differentiation
Assets, liabilities and equity reporting
Product and portfolio strategy
Go-to-market and channel strategy
Marketing planning and budgeting
Setting objectives and marketing KPIs

Brand Management and Communications

Ratio and trend analysis
Brand strategy, identity and architecture
Brand equity and positioning
Integrated marketing communications (IMC)
Cost and profitability analysis
Advertising and creative development
KPIs and performance reporting
Psychodynamic and psychoanalytic approaches
Reputation and crisis communications
Brand guidelines and consistency
Measuring brand health
Attachment and developmental theory
Professional roles, boundaries and settings

Digital Marketing and Content

Managing boundaries and dual relationships
Digital marketing strategy and channels
Content marketing and editorial planning
Peer support and consultation
Sustaining ethical, effective practice
Social media and community management
Email marketing and automation
Influencer and affiliate marketing
Ethical frameworks and codes of practice
Marketing technology and the stack
Campaign planning and execution
Duty of care and risk management

Sales Process and Pipeline Management

Record-keeping and data protection
The sales process and methodology
Complaints, accountability and fitness to practise
Legal responsibilities and professional bodies
Discovery and needs analysis
Consultative and solution selling
Presenting, demonstrating and proposing
Client feedback and satisfaction
Negotiation and closing techniques
Pipeline and opportunity management
Sales forecasting and territory planning
Evidence-based improvement

Account Management and Customer Growth

Managing risk and difficult cases
Key account management strategy
Building strategic customer relationships
Account planning and whitespace analysis
Lessons learned and development
Customer success and retention
Driving effective, ethical outcomes
Managing large and complex accounts
Customer lifetime value and profitability
Renewals and churn management
Partnering and co-creation with customers
Designing and facilitating groups

Marketing Technology, Data and Analytics

Psychoeducation and workshops
CRM and marketing automation platforms
Customer data platforms and segmentation
Marketing analytics and attribution
Web, campaign and funnel analytics
Working with organisations on wellbeing
Dashboards and performance reporting
AI and personalisation in marketing
Data privacy, consent and compliance
Sales analytics and forecasting tools
Data-driven decision-making

Customer Insight and Market Research

Designing an intervention or programme
Market research design and methods
Qualitative and quantitative research
Voice of the customer and feedback
Customer experience and journey mapping
Competitive and market intelligence
Trend analysis and foresight
Segmentation and needs analysis
Ethical, risk and feasibility considerations
Professional case study and presentation
Translating insight into strategy

Specialised Selling and Channels

Evidence-based practice
Risk assessment and safety planning
Goal setting and contracting
Treatment planning and review
E-commerce and marketplace selling
Managing complexity and comorbidity
Field sales and territory management
Tender and bid management
Sponsorship and negotiation selling
Workplace and organisational contexts
Change talk and readiness
Goal setting and action planning

Stakeholder Engagement and Communication

Habit change and behaviour design
Stakeholder mapping and engagement
Cross-functional collaboration with product and service
Influencing and persuasion
Professional presentation and pitching
Negotiation with clients and partners
Managing difficult customers
Reporting to leadership
Media and public communication
Leading campaigns and sales projects
Team leadership in sales and marketing

Leading Growth, Innovation and Transformation

Accountability and follow-through
Growth strategy and demand generation
Sales and marketing transformation
Digital and data-driven go-to-market
Innovation and new product launch
Change management and adoption
Sales enablement and coaching
Wellbeing and resilience coaching
Agile marketing and experimentation
Managing resistance and capability building
Measuring growth and transformation impact
Measuring coaching outcomes

Professional Ethics, Standards and Governance

Strengths, flow and engagement
Marketing and sales ethics
Meaning, purpose and values
Outcome and process measures
Data privacy, consent and compliance
Brand safety and responsible marketing
Evidence-based practice and research literacy
Sustainability and responsible marketing
Governance of campaigns and spend
Conflicts of interest and transparency
Continuing professional development

Retail and Consumer Commerce Specialisation: Stores, Merchandise and Shoppers

Data, records and confidentiality tech
The retail landscape: formats, channels and the informal market
Practice management systems
Range planning and category management
Psychometric and screening tools
Pricing, promotions and markdowns in retail
Ethics of technology in practice
Emerging tools and innovation
Working with referrers and multidisciplinary teams
Communicating with families and carers
Professional writing and reports
Customer loyalty and repeat purchase in retail
Retail performance metrics: sales densities, conversion and basket
Psychoeducation and public communication
Workforce and shift management in retail

Pricing, Revenue and Commercial Management

Managing difficult conversations
Building trust and engagement
Value-based and dynamic pricing
Leading groups and workshops
Revenue management and yield
Collaboration and teamwork
Project governance frameworks
Stakeholder and sponsor management
Forecasting revenue and demand
Managing price and discount governance
Commercial negotiation and value capture
Reporting to boards and executives
Managing organisational politics

Advanced Professional Practice: Consulting and Advisory Excellence

Compliance and regulatory projects
The consulting mindset and trusted advisor positioning
Diagnosing client problems before prescribing solutions
Structuring engagements: scope, deliverables and expectations
Discovery interviews and evidence gathering
Root cause analysis frameworks in advisory work
Change control and configuration
Writing advisory reports that drive decisions
Presenting recommendations to senior decision-makers
Leading project governance
Pricing, value articulation and professional fees
Ethics and independence in advisory relationships
Managing engagement risk and professional liability
Organisational change management

Data, AI and Digital Tools for the Modern Professional

Change and adoption in projects
Innovation and continuous delivery
Agile and digital transformation projects
Managing resistance and readiness
Scaling delivery capability
Building project management maturity
Sustaining benefits and change
Measuring change and project impact
Professional ethics and responsibility (PMI)
Conflicts of interest and procurement ethics
Sustainability and social impact in projects
Bridging business and technology
Digital accessibility and inclusion
Health, safety and compliance in delivery
Automation, RPA and straight-through processing
Digital and alternative-data credit
Digital procurement roadmaps
Stakeholder rights and fair treatment
Project KPIs and performance metrics
Digital HR and the employee experience platform
Earned value and forecasting
Reporting automation
Quality and delivery metrics
Continuous improvement and retrospectives
Lessons learned and knowledge management
Project management maturity assessment

Professional Communication, Influence and Negotiation

Driving measurable delivery improvement
Communication and interpersonal skills
Developing the project business case
Cross-cultural communication
Cost-benefit and investment appraisal
Presentation and public speaking
Facilitation skills and presence
Executive communication and presence
Communication planning and management
Stakeholder communications
Internal communications
Negotiation strategy and planning
Negotiation tactics and behaviours
Difficult conversations and feedback
Crisis communications
Ethics in communications
Communications strategy and planning
Message development and testing
Facilitation and workshops
Managing expectations and influence

Leadership, People and High-Performance Teams

Project budgeting and financial control
Theories and models of leadership and management
Leadership versus management and when each is needed
Values, purpose and authentic leadership
Self-awareness and the leader's identity
Funding, cash flow and financing
Situational and adaptive leadership
Team formation and effectiveness models (Tuckman, Lencioni)
Setting goals, roles and accountability
Value and benefits management
Motivation theories and engagement
Managing team performance and dynamics
Delegation and empowerment
Leading remote and hybrid teams
Cross-functional and matrix teams
High-performance team rituals and cadence
Coaching models and frameworks (GROW)
Mentoring and sponsorship
Ethics and responsible leadership

Talent, Culture and the Modern Workplace

Financial risk in projects
The employee lifecycle and HR value chain
HR's role in culture, values and employer brand
Strategic workforce planning and demand forecasting
Competency framework development
Procurement and contract value
Onboarding and induction programme design
Employee engagement models and drivers
Performance management systems and cycles
Continuous feedback and performance conversations
Training needs analysis and learning strategy
Learning cultures and the learning organisation
Succession planning and talent pipelines
High-potential identification and talent reviews
Reward strategy and total reward frameworks
The business case for diversity and inclusion
Value engineering and optimisation
Employment relationship and the psychological contract
Ethics, confidentiality and professional conduct in HR
Realising and measuring project value

Customer, Market and Stakeholder Value

Capstone scoping: a real project or programme
The value of customer-centricity
Customer service and experience principles
Customer expectations and satisfaction
The customer experience (CX) discipline
Customer journey mapping
Net Promoter Score and satisfaction metrics
Reducing customer effort
De-escalation and difficult customers
Business case and requirements
Stakeholder engagement strategy
Key account management
Strategic customer relationships
Customer experience strategy
Ethics and fair customer treatment
Designing the project plan and schedule
CRM systems and customer data
Customer effort and sentiment analysis
Delivery, quality and stakeholder plan

Financial and Commercial Acumen for Professionals

Monitoring, control and reporting
The role of finance in organisations and value creation
Financial statements and the accounting equation
Financial, management and cost accounting distinguished
Interpreting financial statements
Professional documentation and presentation
Stakeholders and users of financial information
Cost concepts, classification and behaviour
Costing methods: absorption, marginal and activity-based
Cost-volume-profit and break-even analysis
Budgeting techniques and the budgeting cycle
Budget vs actual and variance
Forecasting and planning
Business case and strategic alignment
Capital budgeting: NPV, IRR and payback
Cost of capital and WACC
Total cost of ownership
Communicating financial results
Ethics and professional standards in finance

Evidence, Measurement and Decision Quality

Requirements gathering and management
Evidence, judgement and scepticism
Stakeholder identification and analysis
Analytical techniques and bias
Project management plan development
Data quality and governance
Performance measurement and KPI dashboards
Baseline setting and change control
Decision support and insight
Strategic decision-making under uncertainty
Structured problem-solving and root-cause analysis
Influencing and presenting insights
Data ethics, privacy and responsible analytics
Metrics and reporting
Earned value management
Return on investment and impact
Sensitivity, scenario and what-if analysis
Data visualisation for finance
Management accounts and dashboards
Continuous risk monitoring
Time and cost control

Strategy, Innovation and Leading Change

Risk identification and analysis
Strategic analysis: PESTLE, SWOT and Porter’s Five Forces
Vision, mission and strategic intent
Setting strategic priorities and choices
Competitive strategy and positioning
Scenario planning and foresight
Business model design and innovation
Strategy execution and the balanced scorecard
Turning strategy into results
Measuring strategic progress
Aligning teams around strategy
Communicating vision and telling stories
Digital transformation and IT strategy
Thought leadership
Supply analysis, gaps and scenario planning
Regulatory change management
Real options and strategic investment
Learning strategy and business alignment
Category management and strategy

Project and Programme Delivery Essentials

Qualitative and quantitative risk analysis
Project management principles and lifecycle
Projects, programmes and portfolios
Project roles and the project manager
The project environment and stakeholders
Project management standards (PMI, PRINCE2)
Project initiation and chartering
Risk response and contingency
Vendor selection and management
Integrated project planning
Schedule development and optimisation
Resource planning and levelling
Cost estimation and budgeting
Managing schedule and budget performance
Issue and problem management
Risk registers and reporting
Procurement and contract management
Project governance and assurance
Contract law and formation
Integrated risk and quality control

Quality, Process Excellence and Continuous Improvement

Backlogs, user stories and prioritisation
Quality management and standards
Quality planning and assurance
Quality control and continuous improvement
Business process mapping
Process and control documentation
Process improvement and lean thinking
Servant leadership and self-organising teams
Productivity and efficiency improvement
Continuous improvement of delivery
Journey and process redesign
Data quality and master data management
Reporting quality and governance
Supplier development and improvement
Continuous improvement of programmes
Knowledge management and capability building
Quality assurance and standards
Design review and quality
Quality assurance of audit
Agile metrics and velocity

Governance, Risk, Ethics and Compliance

Reporting and dashboards
Corporate governance principles and purpose
Governance and organisational value
Public, private and non-profit governance
Negotiation and conflict management
Committees: audit, risk, remuneration
Governance frameworks and codes
Governance, risk and compliance (GRC)
Virtual and distributed teams
Control environment and risk assessment
Escalation and decision-making
Likelihood, impact and risk rating
Governance and the three lines model
Compliance frameworks and programmes
Compliance monitoring and testing
Fraud risk and controls
Ethical principles and codes of practice
Conflicts of interest management
The regulatory and legal environment
Building project relationships
Team leadership and motivation

Sustainability, Safety and Responsible Practice

Project management software and tools
Trends: ESG, transparency and stakeholder capitalism
ESG principles and frameworks
Sustainability strategy and materiality
Environmental governance and climate risk
Scheduling and planning tools
Embedding responsible business
Governance of ESG and reporting
Sustainability standards (GRI, ISSB)
Sustainability reporting and disclosure
Integrated and sustainability reporting
Sustainability, ESG and integrated value
Long-term value creation and stewardship
Sustainable procurement principles and standards
Project data, reporting and analytics
Portfolio and resource management systems
Automation in project delivery
Resilience, wellbeing and stress management
Responsible and sustainable governance
AI and predictive project analytics

Certification Recap and Integrated Review

Your Certification in Action: 90 Days to Recertification

Document and configuration management
Designing your first 90 days after certification
Your one-year professional development trajectory
The two-year horizon: expertise, leadership and professional standing
Emerging project technologies
Building your professional portfolio and evidence of practice
Mentorship, networks and the community of practice
Programme management principles

Capstone Project and Certification Readiness

Portfolio management and prioritisation
Capstone scoping: a real growth or brand challenge
Market and customer analysis
Designing a marketing or sales strategy
Budget, ROI and feasibility analysis
Campaign or go-to-market plan
Value management and business value
Programme governance and assurance
Professional report and presentation
Managing interdependencies
Capacity and resource optimisation
Strategic alignment of investments

Frequently Asked Questions

Common Questions

What is the CFRA2 certification?

The Certified Franchise and Retail Expansion Advisor (CFRA2) is a Advanced-level professional certification awarded by the Global Leadership Institute (GLI). It is designed to equip professionals in marketing strategy, brand management and sales performance with practical skills, internationally recognised frameworks, and the credentials needed to advance their careers.

Who should enrol in the CFRA2?

This certification is ideal for Sales and Marketing Executives, Brand and Product Managers, Business Development Professionals and Account and Media-Relations Managers, and other professionals seeking to formalise their expertise in marketing strategy, brand management and sales performance with a globally recognised credential.

How long does the CFRA2 certification take to complete?

The programme is structured over 11 Weeks and offers flexible learning modes. Self-paced learners can progress at their own schedule, while live virtual participants follow a structured cohort schedule with facilitator-led sessions.

Is the CFRA2 internationally recognised?

Yes. GLI certifications are recognised across 100+ countries and are aligned with recognised marketing, brand and sales professional standards. Graduates receive a digital certificate, a physical certificate and CPD credits recognised by employers worldwide.

What is the cost of the CFRA2 certification?

The Certified Franchise and Retail Expansion Advisor is offered in two formats: Self-Paced at USD 399 and Live Virtual at USD 599. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the CFRA2 certification include?

Enrolment includes all study materials and study guides, access to GLI's online learning portal, online examination, digital certificate and badge, physical certificate (posted), CPD credits, GLI alumni network membership, and ongoing facilitator support.

What is the assessment format for the CFRA2?

The Certified Franchise and Retail Expansion Advisor is assessed through an online examination consisting of multiple-choice questions, case study analysis, and practical application assignments. The assessment is designed to evaluate real-world competency, not just theoretical recall.

What CPD credits do I earn from the CFRA2?

The Certified Franchise and Retail Expansion Advisor carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the CFRA2 while working full-time?

Absolutely. The self-paced option is designed for busy working professionals and allows you to study when and where it suits you. Live virtual sessions are typically scheduled in the evenings or on weekends to accommodate professional commitments.

What career outcomes can I expect from the CFRA2?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CFRA2 strengthens your expertise in marketing strategy, brand management and sales performance and positions you for advancement across brands, agencies, corporates and growth-stage enterprises.

Certified Franchise and Retail Expansion Advisor