Course DescriptionAll organizations aspire to create deep and meaningful connections with their customers to create true customer loyalty. And while having a loyalty program was once required for an organization to create and maximize customer loyalty benefits, the availability of new techniques and digital technologies means that organizations can use loyalty as a business tool even if they don’t manage a “program”. Importantly, these tools and techniques can be applied to engage an organizations customers, partners, or employees. This course will provide an overview of the foundational elements, considerations, and trends impacting the development, implementation and on-going management of an organization’s loyalty efforts including a focus on loyalty-related programs.
Course ObjectivesUpon successful completion of the course, students will:
• Understand Loyalty and Loyalty Program Management strategies, best practices, design-and management-considerations;
• Know how to apply these Loyalty-related strategies and best practices in their organization; and
• Be able to critique and provide recommendations to improve existing Loyalty-related efforts and programs.
NotesThis course is an open enrollment course. No application is required and registration is available by clicking "Add to Cart." Current students must register with their Georgetown NetID and password. New students will be prompted to create an account prior to registration.
Course PrerequisitesPrevious academic coursework in marketing or some professional experience. Participants with limited training or experience in marketing are strongly encouraged to take Principles of Marketing first.
Applies Towards the Following Certificates
- Certificate in Digital Marketing : Elective