104 – Loyalty Program Business Models

This course introduces students to one of the key decisions of loyalty program design: selecting the loyalty business model that will deliver program objectives and KPIs. Students will learn the pros and cons of each business model, understand the features and benefits of each model, and understand how the issues of market vertical, frequency of transactions, funding rates and the customer value proposition affect the decision of which business model to implement. Various examples of proprietary, coalition and player loyalty models are included in this course.