Customer Loyalty: Strategy and Application

Improve retention and lifetime value to increase revenues

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Course Dates


August 22, 2024

Course Duration


6 weeks, online
4-6 hours/week

Course Fee
Course Fee

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A Strategic Approach to Customer Loyalty

Customers sit at the heart of every company. The organizations that create intelligently designed customer loyalty programs enjoy a critical advantage over their competitors. For loyalty managers, marketing consultants, general managers, and sales/business development leaders, this program will provide you with new and emerging tools to develop a leading-edge customer loyalty program and the strategic framework for growing that loyalty over time. You’ll learn new ways to stay current and add value for your organization.

Key Takeaways

In this program, you will build on your current knowledge of customer loyalty and learn to apply innovative strategies for designing or improving your organization’s loyalty program. Learn to:

  • Design or enhance a customer loyalty program using strategies that incorporate the latest tactics, tools, and best practices to create value across the lifecycle
  • Improve sales, retain customers, and increase lifetime value by using segmentation and targeting to increase customer value
  • Conceptualize, measure, and understand what drives customer loyalty
  • Analyze the economics of customer loyalty and develop a business case for a customer loyalty program

Kellogg is ranked No. 1 among business schools for marketing education, according to the U.S. News & World Report, 2022.

Our Students

Our cohorts include a wide diversity of students from many industries and every corner of the globe with whom you can share perspectives, discuss new learnings, and gain a comprehensive understanding of the subject matter.

Program Curriculum

The curriculum enables you to create a competitive advantage for your organization through the development of strategic frameworks, analysis tools, and examination of best practices that all come together in your final capstone project.

Program Experience

Self-Paced Video Lectures

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Live Webinars with Faculty

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Office Hours with Industry Practitioners

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Renowned Guest Speakers

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Real-World Case Studies

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Peer-to-Peer Learning

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Capstone Project

“The flow of learning made sense and enabled the brain to step through the process exactly the way you should do it in business.”

— Paul Zadolinnyj, National Operations Manager, Operations, X-Golf

“The combination of comprehensive theoretical frameworks and real-life examples made it easier to understand the concepts.”


“I enjoyed how relevant it was to real-life experience. While I was learning, I was able to practice and put my education to use in tandem with what I am doing at work.”

— Sarah Sams, Digital Director, Sales and Business Development, Bungalow LLC

Guest Speakers

Profile picture of course faculty JESS HUANG


Partner, McKinsey & Co.

Partnering with executives in the retail, consumer technology, and travel sectors to boost company growth and drive commercial effectiveness, Huang focuses on the value that can come from customer analytics, fostering loyalty, and investing in digital marketing. She leads McKinsey Loyalty service line and is a research leader and a driving force behind McKinsey’s Women in the Workplace research, and publishes frequently on trends in retail, loyalty and gender and diversity in the workplace.

Profile picture of course faculty PRAVEEN SHARMA


Vice President, Digital Products and Analytics, United Airlines

Praveen Sharma is Vice President of Digital Products and Analytics for United. In this role, Praveen is responsible for United’s customer-facing digital products, growing digital commerce and merchandising, performance marketing, enterprise data platforms and advance analytics COE. Previously as Vice President of Loyalty and President of MileagePlus Holdings, Praveen was responsible for all aspects of United’s loyalty program. He has an MBA from the University of Chicago and multiple degrees from Penn State and Indian Institute of Technology.

Profile picture of course faculty GANNON JONES


Founder & Partner, Dunning House Consulting LLC

Throughout his 25-year career at Allstate, PepsiCo, Kraft and MillerCoors, Gannon has consistently transformed brands to accelerate their growth. Recently, he led consumer marketing for Allstate. At MillerCoors, he oversaw a $7B portfolio. He and his team orchestrated a turnaround of the Miller Lite business, returning it to growth after more than five years of declines. Earlier, Gannon was Global CMO of PepsiCo's Nutrition Group. He is a graduate of the Smith School of Business at Queen’s University in Canada.

Profile picture of course faculty JEFF ZIDELL


SVP & Customer Experience Officer, RoomIt by CWT

Jeff Zidell is RoomIt’s Senior Vice President and Chief Experience Officer. With a focus on customer experience across distribution channels, Jeff provides leadership for RoomIt strategy, product development and integrated marketing. He has over 25 years of experience in the travel industry and has held leadership positions with Sabre, American Airlines, Google, Hyatt and CorePoint Lodging. Jeff has an MBA from Washington University’s John M. Olin School of Business and a B.S. in accountancy from the University of Missouri.

Profile picture of course faculty JOSHUA KANTER


Global Chief Marketing Officer, International Cruise & Excursions Inc.

With a combination of marketing, technology, strategy, and analytics expertise, Kanter’s leadership roles have included executive positions with PetSmart, Caesars Entertainment, McKinsey & Co., and Novantas.

Profile picture of course faculty MARGARET BREYA


Executive Vice President and Chief Marketing Officer, 8x8 Inc.

With more than 20 years of global expertise in technology B2B marketing, Breya has served in executive roles with MicroStrategy, Informatica, BEA SAP, and Hewlett-Packard.

Program Faculty

Profile picture of course faculty THOMAS (TOM) O’TOOLE


Associate Dean, Executive Education, Clinical Professor of Marketing, Kellogg School of Management

Professor O’Toole’s work at Kellogg focuses on connecting data science to business value creation, data-driven marketing, customer strategy, customer value management, loyalty programs and related subjects. He developed and teaches a popular MBA course on Customer Loyalty strategy… More info



Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

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Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management. After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.


  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email, and a dedicated program advisor will follow-up with you very shortly.

    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at the ID mentioned above.

    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.

    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.

    What other dates will this program be offered in the future?

    Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.

    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:

    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.

    What is it like to learn online with the learning collaborator, Emeritus?

    More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please email us if you need further clarification on any specific program requirements.

    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile.
    The digital certificate will be sent approximately two weeks after the program, once grading is complete.

    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.

    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.

    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.

    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.

    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.

    I was not able to use the discount code provided. Can you help?

    Yes! Please email us with the details of the program you are interested in, and we will assist you.

    How can I obtain an invoice for payment?

    Please email us your invoicing requirements and the specific program you’re interested in enrolling in.

    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.

    How can I obtain a W9 form?

    Please connect with us via email for assistance.

    Who will be collecting the payment for the program?

    Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.

  • What is the program refund and deferral policy?

    For the program refund and deferral policy, please click the link here.

Financing Options

Climb Credit*

We offer financing options with our partner, Climb Credit*. Click here to learn more.
*Applicable for US Residents

Flexible Payment Options For All

Flexible payment options allow you to pay the program fee in installments. Click here to see payment schedule.

Didn't find what you were looking for? Write to us at or Schedule a call with one of our Academic Advisors or call us at +1 315 502 3308 (US) / +44 128 291 1923 (UK) / +65 3129 4131 (SG)

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Flexible payment options available. Learn more.