Customer Loyalty: Strategy and Application

Improve retention and lifetime value to increase revenues

Get Your Brochure

Course Date


June 30, 2022

Course Duration


6 weeks, online
4-6 hours/week

Course Fee


US$2,600 US$2,288 or get US$260 off with a referral

Course Information Flexible payment available
Round 1

US$2,288 / program fee

Application Deadline

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.

Schedule a call with one of our Academic Advisors

Apply Now

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

Learn from the best
Kellogg’s MBA program is consistently ranked #1
in marketing by U.S. News & World Report.

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

Decorative image relating to text that follows

Live Webinars with Faculty

Decorative image relating to text that follows

Office Hours with Industry Practitioners

Decorative image relating to text that follows

Renowned Guest Speakers

Decorative image relating to text that follows

Real-World Case Studies

Decorative image relating to text that follows

Peer-to-Peer Learning

Decorative image relating to text that follows

Capstone Project

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.

Schedule a call with one of our Academic Advisors

Apply Now

“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


Example image of certificate that will be awarded after successful completion of this program


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.

Schedule a call with one of our Academic Advisors

Apply Now

Download Brochure

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.

Apply Now

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Learn more.