Digital Marketing Course:
Loyalty Programs Masterclass

Learn from Australia’s leading customer loyalty consultants and become a loyalty program and member engagement expert.

Learn live online. Course commences Tues 9th February 2021.

Lessons will be available on-demand if you miss a session.

‘After four years working on loyalty program design at Qantas Frequent Flyer, in 2013 I launched Loyalty & Reward Co. Over more than seven years we have been engaged as loyalty consultants by over 50 major brands globally. This course presents the combined knowledge of the Loyalty & Reward Co team and other industry professionals. Drawing on content from our new book Loyalty Programs: The Complete Guide, 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, Loyalty & Reward Co.


Group: $495.
ADMA member $545.
Non-member $595.
Group price is per person for group bookings of 10 or more.

Enrol today and receive a FREE digital copy of Loyalty Programs: The Complete Guide,
the definitive textbook on loyalty programs globally.
Loyalty Programs: The Complete Guide
                                            Enrol Nowourse format

Loyalty Programs Masterclass provides expert theory gained from decades of combined exposure to all aspects of loyalty. Drawing on content from Loyalty Programs: The Complete Guide, the course uses illustrative case studies and module exercises to ensure you can easily absorb complex concepts. In just 8 lessons, across 4 weeks, you will know more about loyalty programs than many loyalty industry professionals. The course commences on Tuesday 3rd November.  Live classes will run each Tuesday and Thursday from 12-1:30pm AEST, for 4 weeks.  The final session for the course is Thursday 26th November.

8 live online lessons, 2 sessions per week, covering all aspects of loyalty program strategy, pyschology and execution.
Access to over 150 current loyalty program case studies from all over the world.
A bonus copy of Loyalty Programs: The Complete Guide (digital edition).
Fun weekly exercises to apply new learnings.
ADMA accreditation certificate and digital badge.

Who is the Loyalty Programs Masterclass for?

  • Marketers and brand professionals looking for ways to grow their marketing database, drive repeat purchases, learn more about customers, capture and use data, and build emotional connections with customers.
  • Loyalty industry professionals looking to improve their understanding of key loyalty concepts, explore future trends, and access a broad range of global, best-practice case studies.
  • Small and medium-sized businesses looking to better understand and reward customers, and differentiate from competitors.
  • Corporate employees looking to upskill and develop loyalty expertise within their company.


Gain an applied, advanced education in all aspects of loyalty program design, implementation and operation from Australia’s leading loyalty consultants.

These 8 live online lessons draw on content from Loyalty Programs: The Complete Guide, providing a broad and deep understanding of the theory and application of successful loyalty programs. It will provide you with everything you need to become an expert in loyalty programs, and will boost both your career and the success of your company’s loyalty program.

  1. Week 1 - Session 1: Introduction to loyalty programs

    When did loyalty programs begin? What defines a great loyalty program?
    In this introductory session we define what a loyalty program is. We explore when loyalty programs first emerged, and how they have evolved over time. We review a wide range of academic research which has attempted to determine whether loyalty programs actually work. We examine the elements of best-practice loyalty programs which enable them to succeed.

  2. Week 1 - Session 2: Psychology, biases and heuristics

    How does loyalty psychology influence loyalty program design?
    Loyalty psychology has heavily influenced the design of loyalty programs. In this session, we review a comprehensive body of psychological theories, biases & heuristics, and illustrate how they are applied within different loyalty programs to influence desired behaviours.

  3. Week 2 - Session 3: Rewards, program designs and gamification

    Which rewards work best? What loyalty program designs exist? What is gamification?
    Different reward types are suited for different circumstances and situations. In this session, we investigate reward-type classifications, before diving into a review of twenty-six different loyalty program designs. We then explain how games and gamification can drive deep member engagement.

  4. Week 2 - Session 4: Member personal data

    What role does member personal data play in best-practice loyalty programs?
    This session reveals how loyalty programs can play a key role in the entire data value chain; facilitating the collection of member personal data, utilising loyalty platforms to analyse the data and harnessing the insights generated to stimulate deeper member engagement. Consumer attitudes towards data collection are also explored.

  5. Week 3 - Session 5: Loyalty technology and program innovation

    What type of technology is used in the loyalty industry? What innovation does this enable?
    Loyalty technology plays an increasingly critical role in the execution of best-practice loyalty programs. This session will review the core capabilities which leading platforms deliver, and explore some amazing innovations which the technology solutions are enabling.

  6. Week 3 - Session 6: Loyalty Marketing

    How do best-practice loyalty programs execute marketing to their member base?
    A significant advantage loyalty programs provide is the ability to track the engagement of an individual member over a period of time. This session explores how best-practice loyalty programs recognise where members are within their lifecycle and utilise relevant communications and offers to stimulate increased transactions, higher satisfaction and referrals.

  7. Week 4 - Session 7: Loyalty program returns on investment (ROI)

    How do loyalty programs make millions of dollars profit? How is program ROI measured?
    Some loyalty programs make hundreds of millions of dollars profit. This session details how they achieve this, and explores other ways loyalty programs generate revenue. For a loyalty program to be effective, it must deliver a positive ROI. A range of models are presented which can be used to measure financial benefits.

  8. Week 4 - Session 8: Fraud risks, and the future of loyalty

    What are the main fraud risks for a loyalty program? What does the future hold?
    Fraudulent activity and database breaches are extensive in loyalty programs. This session details the strategies program operators should apply to mitigate risks. We also explore what the future of loyalty looks like globally from the perspective of the Loyalty & Reward Co team.

Loyalty & Reward Co Fact file

Combined years of loyalty experience:


Major clients:

McDonald's, CBA, HOYTS, Dan Murphy's, Lendlease, Optus, ACCC, El Al Airlines, Macquarie, Sumo Salad, Rest Super.


Loyalty Programs: The Complete Guide (1st Edition, 2020)
Blockchain Loyalty: Disrupting loyalty and reinventing marketing using blockchain and cryptocurrencies. (2nd Edition, 2019)
Australian Loyalty Schemes - A Loyalty and Reward Co report for the ACCC (2019)
Unify Rewards - A Cryptocurrency Loyalty Program (2018)


The live online course starts on Tuesday 9th February at 12pm AEST. Live lectures are each Tuesday and Thursday from 12-1:30pm AEST, for 4 weeks. The first lecture is Tuesday 9th February. The last lecture is Thursday 4th March. If you miss a session, the lessons are available on demand, after the live lesson is complete.

The Loyalty Programs Masterclass is an international course, offered to marketers from many countries. It is developed for marketers, loyalty industry professionals and business professionals of all backgrounds, educational levels and nationalities, who strive to grow their marketing database, drive repeat purchase, learn more about their customers, build an emotional connection between customers and brand, and differentiate their company from competitors.
The special ADMA price is available to members of the ADMA community.

The Loyalty Programs Masterclass is an 4-week course comprising of 2 live online lectures per week and weekly exercises. Each participant will be provided with a complimentary e-book of Loyalty Programs: The Complete Guide, the definitive textbook on loyalty programs globally.

ADMA, Australia’s leading industry body for marketers, has partnered with Loyalty & Reward Co, Australia leading loyalty consulting agency, to offer the Loyalty Programs Masterclass. The course has been developed by Loyalty & Reward Co, and is supported by their new book, Loyalty Programs: The Complete Guide.

Yes, the sessions will be livestreams and then available for the rest of the week in recorded form. You can access the sessions from anywhere that has a wireless connection.

ADMA are offering a Special Covid-19 launch price. Group: $495. ADMA member $545. Non-member $595
Book directly with ADMA by clicking the Enrol Now button.

Plus receive bonus Loyalty Programs: The Complete Guide, the definitive textbook on loyalty programs globally (digital edition).

The live lectures will be held every Tuesday and Thursday between 12-1:30pm AEST. 48 hours prior to commencement of the first lecture, you will receive a unique access token to your email provided at registration. Please ensure you check your junk folder and your company firewall restrictions to ensure the email is not blocked. If you miss a session, the lessons are available on demand, after the live lesson is complete.

Immediately following the live sessions, there will be recorded on-demand videos of the sessions along with details of the week’s post-session exercise.

The first four weeks of the program will be released sequentially at the completion of each week. Following the final session in week 4, the entire course will be available on demand for additional an 4 weeks.

ou will receive an Amazon gift voucher as part of your registration information, which can be used to purchase the book from Amazon (Kindle edition). You will need either a Kindle or the Kindle app on your smart device to access the e-book. You may also choose to purchase a hard copy of the book (you will need to self-fund the difference in price).

At the completion of this course you will receive an ADMA Loyalty Programs Masterclass Digital Badge. Digital badges symbolise your achievements in a way that can be displayed, accessed, verified and shared online.

As this is a live streamed lecture, you may at times experience quality issues due to your bandwidth. Optimal bandwidth range for live streaming is 25mbps-100mbps, to check your bandwidth please visit'

Please refer to our FAQ and if you still require assistance please email us at [email protected]