Loyalty Programs: The Complete Masterclass, the world’s leading loyalty course
Loyalty Programs: The Complete Masterclass Overview
Loyalty Programs: The Complete Masterclass is the world’s leading loyalty education course.
The course draws on content from textbook, Loyalty Programs: The Complete Guide (2nd Edition), academic research, and decades of combined loyalty industry experience across the team of educators.
The course is certified by The CPD Certification Service (UK). All graduating students are recognised as a Certified Loyalty Expert™ and invited to join the Masterclass alumni.
Loyalty Programs: The Complete Masterclass comprehensively covers all aspects of best-practice loyalty programs which can be immediately applied within your own career and company.
What you’ll learn: the full course curriculum
Across 15 modules, the course moves from foundational strategy through to psychology, data, technology, commercial rigour and the future of the industry.
Day one
- Module 1 — Program objectives: Loyalty program definitions, why companies run loyalty programs, and how to set objectives that drive the right outcomes.
- Module 2 — Loyalty program designs: A review of 10 primary design frameworks, 26 sub-frameworks, and hybrid models, plus how to select the right design for your business.
- Module 3 — Existing program critique: Loyalty & Reward Co’s Essential Eight framework and real-world program examples assessed against best-practice principles.
- Module 4 — Loyalty psychology: Key consumer psychology theories applied to loyalty program design and how to influence desired member behaviours.
- Module 5 — Rewards & benefits: Types of rewards, benefits and reward aggregators, and how to match reward types to the behaviours you want to drive.
- Module 6 — Gamification: Gamification vs games, mechanics that drive deeper member engagement, and real-world examples.
- Module 7 — Differentiation: Why loyalty programs commoditise and how to design a program that creates sustainable competitive advantage
- Module 8 — Data strategy: The loyalty data value chain and how to collect, store and activate member data to drive deeper engagement.
Day two
- Module 9 — Marketing & promotions: Member lifecycle management, promotions strategy, and omnichannel personalisation across communications, offers and experiences.
- Module 10 — Technology: The loyalty technology landscape, core platform capabilities, and how to evaluate and select the right tech.
- Module 11 — Commercial modelling: How loyalty programs generate, and cost, money, plus the key financial metrics every loyalty professional needs to understand.
- Module 12 — ROI optimisation: How to measure true program ROI, frameworks for proving the business case, and isolating the loyalty effect.
- Module 13 — Security & fraud: Common fraud vectors, how programs are exploited, and strategies to detect, prevent and remediate.
- Module 14 — The future of loyalty: Emerging global trends, AI and agentic commerce, and what the loyalty landscape looks like from here.
- Module 15 — Bringing it all together: Synthesising two days of learning and how best-practice programs combine design, psychology, technology, data and commercial rigour to deliver success.
Become a Loyalty & Reward Co Certified Loyalty Expert™
Loyalty Programs: The Complete Masterclass has received CPD certification. This signifies that our comprehensive loyalty course meets the Continuing Professional Development (CPD) framework, ensuring participants gain valuable knowledge and skills directly applicable to their careers.
What are the benefits of becoming a Certified Loyalty Expert™?
- Enhanced credibility: The CPD certification signifies expertise and commitment to the field
- Career advancement: Helps professionals stand out in a competitive job market
- Demonstrated expertise: The certification validates knowledge and skills
- Stay current with industry trends: The course delves into the latest trends and innovations in loyalty marketing
¿Qué opinan los asistentes?
"A pesar de tener 25 años de experiencia en CRM, lealtad y marketing, hubo información realmente interesante y muy avanzada que usaré a mi trabajo".
Debbie Royale, Directora Adjunta, Nottingham Society
“The BAU usually takes over and we lost sight of the strategic goals that we should focus on, so this course has been a good reminder of the key principles of what makes great loyalty. Philip's lectures have been absolutely fascinating and really helps sort out the focus of how we think about loyalty and helped me to identify some easy wins and some good gap closers, every minute was gold dust."
Louisa Evans, Directora de Fidelización y Retención, Hornby Hobbies
"Me encantó el curso. Una de las cosas que más disfruté fue la oportunidad de conectar y colaborar con otros líderes en lealtad de diversas industrias, además de aprender sobre la psicología que sustenta los programas."
Michelle Williams, Directora de Fidelización, Vodafone
“It has been amazing, the chance to digest some of the knowledge that is in Loyalty Programs: The Complete Guide which is my go-to desk reference for all things loyalty but also to be in the room with great brands to talk about what is working and where we're stuck on our respective programs. It was a chance to talk across the industry, share best practices and navigate challenges together is really valuable."
Sam Panzer, Director de Estrategia Industrial, Talon.One
“I took the course to fill in gaps in our knowledge and found out we had a lot more gaps than we thought. It has been really insightful, Phil and Tom really know their stuff and it has been great to meet other solution providers. I really recommend it.”
Tom Holt, cofundador de Payment Loyalty
"This course gave me a new lens on loyalty marketing—grounded in real strategy, data, and behavioral psychology. Following along with the book Loyalty Programs: The Complete Guide, the course bridged theory and practice through hundreds of global case studies and dynamic discussions. As someone working in CRM at a major fashion brand, I walked away more confident, inspired, and equipped with fresh, actionable ideas. A must for anyone serious about building smarter, more effective loyalty programs."
Anusha Singh, Digital Marketing – CRM, Calvin Klein
"The course was great and provided content geared to solve real world Loyalty program issues with detailed information on strategy, workflows and the tech stack!"
Larry Gray, VF Corporation
Upcoming courses
Baltimore July 2026
WHEN:20 July 2026 9:00 am – 22 July 2026 5:00 pm
WHERE:Baltimore Marriott Waterfront 700 Aliceanna Street Baltimore, MD 21202 UNITED STATES
Join hundreds of the world's top incentive and recognition professionals at the IMA Summit 2026.
This conference is the ultimate hub for collaboration, networking, education, and business. You'll have the chance to engage with experts, thought leaders, industry pioneers, and peers. Discover new research, emerging trends, and the best strategies to improve your programs. Stay ahead of the curve with our diverse range of sessions, covering everything from the incentive market to timeless best practices. You'll leave with a competitive edge and actionable takeaways that you can implement immediately.
The course will be presented by Philip Shelper, Scott Harrison and Federico Couret from Loyalty & Reward Co.
Mexico City September 2026
WHEN:29 September 2026 9:30 am – 30 September 2026 5:30 pm
LOMA | Loyalty Marketing es el evento especializado en estrategias de lealtad B2C, B2B y B2E más importante de América Latina. Está dirigido a líderes de lealtad, marketing, experiencia del cliente, ventas, trade marketing, recursos humanos, transformación digital e innovación, interesados en evolucionar sus programas de fidelización, incentivos y engagement.
LOMA | Loyalty Marketing is the most important event in Latin America focused on loyalty strategies across B2C, B2B, and B2E. It is aimed at leaders in loyalty, marketing, customer experience, sales, trade marketing, human resources, digital transformation, and innovation who are looking to evolve their loyalty programs, incentives, and engagement strategies.
The course will be presented by Philip Shelper, Scott Harrison and Federico Couret.
London October 2026
WHEN:5 October 2026 9:00 am – 6 October 2026 5:00 pm
WHERE:Runway East Bloomsbury, 24-28 Bloomsbury Way, London WC1A 2SN
Welcome to Loyalty Programs: The Complete Masterclass™ London Course.
Join us for an exciting two days filled with insightful sessions and hands-on workshops hosted in London. Learn from industry experts, network with like-minded loyalty professionals, and discover the latest trends in loyalty programs. Don’t miss this opportunity to enhance your knowledge and skills in customer loyalty.
Reserve your spot today.
The course will be presented by Philip Shelper, Hunter Murray and Kate Pay. Sponsored by TLC Worldwide and Loyalty Juggernaut.
Can’t make it to the course? Interested in us coming to you?
Register your interest for upcoming workshops
¿Para quién es el curso?
If you are an employee, a business owner, or a marketing industry professional looking to grow and engage your customer base, drive repeat purchases, and differentiate from competitors, then Loyalty Programs: The Complete Masterclass is for you.
'Tras cuatro años trabajando en el diseño de programas de lealtad en Qantas Frequent Flyer, en 2013 lancé Loyalty & Reward Co.
Over more than eleven years we have been engaged as loyalty consultants by over 120 major brands globally. This course presents the combined knowledge of the Loyalty & Reward Co team and other industry professionals.
Drawing on content from our book Loyalty Programs: The Complete Guide (2nd Edition), the course will provide you with a thorough understanding of loyalty programs, which can be immediately applied within your own career and company.’
Philip Shelper, CEO de Loyalty & Reward Co.