Course Curriculum




The Loyalty Academy Core Curriculum represents the courses required for a student to earn the distinction as a Certified Loyalty Marketing Professional (CLMP™) through the Loyalty Academy. To receive Certification, students must compete 15 units of coursework – 12 core units and any 2 elective/guest lecture courses of their choice. The final unit in the certification process culminates in a final exam (course 113), in which the student must demonstrate mastery of the Core Curriculum through a case study financial model and exam questionnaire. Note that Core Curriculum courses can be taken in any order; they do not need to be taken in consecutive order to complete certification.

101 – Introduction to Loyalty Marketing

An in-depth assessment of the current state of the loyalty marketing industry from a global perspective.


102 – The Psychology of Customer Loyalty

This course provides an introduction to the psychological foundation of customer loyalty.


103 – Best Practices in Loyalty Marketing

This course provides a complete overview of the strategic principles and foundations of loyalty marketing.


104 – Loyalty Program Business Models

This course introduces students to the selection of a loyalty business model that will deliver program objectives and KPIs.


105 – Introduction to Loyalty Financial Modeling

This course provides a thorough overview of the key financial considerations in planning and managing a customer loyalty program.


106 – Creating a Customer Value Proposition

Learn the best practices and proven models for designing the core of any loyalty marketing effort: the value proposition.


107 – Introduction to Loyalty Analytics

Learn the fundamentals of customer segmentation within a loyalty program context.


108 – Loyalty Reward Strategies

Learn the fundamentals of effective reward design for customer loyalty programs.


109 – Introduction to Loyalty Technologies

Learn the considerations necessary to identify the optimal technology to support loyalty program operation.


110 – Introduction to Loyalty Communications

Learn the best practices for digital communication within a loyalty program context.


111 – Introduction to Loyalty Operations

Learn the key requirements, tools, platforms, staffing, and resources required to run a modern digital, multi-channel loyalty program.


112 – Key Success Factors in Loyalty Marketing

Learn the key strategic elements required for operation of a successful, profitable customer loyalty initiative.


113 – Final Exam and Case Study

This course is designed as the “final exam” for all students who have completed the Core Curriculum and desire to receive their certification as a Certified Loyalty Marketing Professional™ (CLMP) from the Loyalty Academy.

DATESRegister Here. Course Date: Specific to each finalist


Loyalty Academy Elective Courses are presented on a variety of subjects for students who desire a deeper dive into various loyalty marketing topics not covered in the Core Curriculum. Only 2 of these elective courses are required for CLMP™ status.When courses are purchased individually, elective courses may be taken at any time, regardless of whether or not that student has completed the Core Curriculum. However, when purchasing CLMPTM On Demand, access to the elective courses will follow completion of the Core courses.

201 – The Future of Loyalty Marketing

This course, refreshed annually, provides an in-depth look at the macro-trends in technology, market forces, demographics, regulatory forces, and economics shaping the customer loyalty industry. Based on the 2018 Delphi Panel report.


202 – Principles of Soft Benefit Design

Learn how to incorporate soft-benefit recognition elements into your loyalty program.


203 – The Intersection of Loyalty and Engagement

Learn how to apply the principles and best practices of loyalty marketing to drive customer engagement at the enterprise level.


204 – Building Blocks for Predictive Analytics

This course provides a detailed overview of predictive modeling in the field of loyalty marketing.


205 – Member Care for Loyalty Marketers  

Learn best practices for member care within a loyalty program context. Students will receive an overview of the Member Care and contact center requirements to support loyalty program needs with practical discussion of agents, operations, metrics, reporting and technology.


206 – Advanced Customer Engagement & Gamification: Techniques, Tools and Tips

Learn how to measure and influence the engagement health of your community to build unbreakable brand-customer relationships using advanced principles of motivational psychology and game mechanics.


207 – Best Practices in Employee Loyalty and Engagement

Learn how the core principles of loyalty marketing can improve employee engagement and loyalty.


208 – Introduction to Loyalty Promotions

This course provides insights into loyalty promotions and how to define their objectives, recommendations for high percentage participation, best practices, as well as outline the advantages and disadvantages of promotions.


209 – Introduction to Loyalty Liability Management

This course provides an in-depth assessment of issues involving the management of loyalty program liability in currency-based or deferred reward loyalty models.


210 – Best Practices in Coalition Loyalty

This course provides an overview of best practices in a multi-partner loyalty coalition environment.


211 – Introduction to Loyalty Partnerships

This course provides a comprehensive overview of the types of partnerships used in loyalty marketing and how to apply each to any program.


212 – Introduction to Sustainability in Loyalty

Learn what sustainability means in the context of loyalty programs and how to build sustainability into your loyalty strategy and approach.



Often, we invite CLMPs from around the world to develop a new course on a specific topic of interest.

Loyalty Academy Guest Lecture Courses count towards the 2 elective courses required for CLMPTM status. When courses are purchased individually, guest lecture courses may be taken at any time, regardless of whether or not that student has completed the Core Curriculum. However, when purchasing CLMPTM On Demand, access to the guest lecture courses will follow completion of the Core courses.

301 – The Mobile Loyalty Landscape

The purpose of the module is to provide delegates with an high level appreciation of what to consider when launching a customer loyalty program based on a mobile platform.


302 – The Intersection of Loyalty and Payments

This course will provide a clear understanding of how payments systems and loyalty programs are related. As the payments landscape undergoes rapid global transformation, basic understanding of how such transformation affects loyalty, what technologies are common, and what the future looks like will be at the core foundation of this module.


303 – Advanced Liability Management

This module will offer an advanced assessment of the issues involving loyalty program liability. Focus will be on estimating and anticipating changes in points breakage and overall management of the program liability


304 – Introduction to Loyalty Fraud

The purpose of this module is to provide a high-level framework for understanding loyalty fraud, its potential impact on your program and members and what you can do to mitigate the problem.