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Industry-ready skills

Develop in-demand skills aligned with industry best practice you can apply immediately.

Taught by leading experts

Learn from internationally recognised academics and professionals with years of on the ground experience.

Shareable digital certificate

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What you will learn

Gain contemporary skills and knowledge for your job now.

Customer loyalty drives growth for many businesses. If you devise incentives to attract and retain prospects, your company is more likely to succeed.

Designed for anyone seeking essential strategies to build and improve customer loyalty in their organisation, this Melbourne MicroCert is particularly useful for professionals in customer experience and marketing-related roles.

Customer Loyalty: Create and Calculate its Value is a 100% online self-paced course. Enrol anytime, you'll have up to 12 months to complete all assessments.

Your total time commitment will be approximately 42 hours, and you'll have regular opportunities to connect online with your course facilitator and subject matter expert.

Be introduced to essential customer loyalty concepts

Explore key concepts in customer loyalty, such as Customer Lifetime Value (CLV). Understand how this marketing metric accurately forecasts revenue growth to help drive long-term business success. You'll gain essential skills to calculate and monitor CLV in your organisation to enhance customer loyalty and retention.

Explore the key drivers of customer loyalty

Examine the key drivers of customer loyalty and gain essential insights to turn your customers into repeat buyers. Consider core elements of the customer journey and learn to use service recovery strategies to identify and solve customer pain points that can negatively impact your brand.

Analyse innovative real-world examples of customer loyalty

Critically analyse and contrast real-world marketing campaigns and initiatives that support customer loyalty. Identify and discuss their strengths and weaknesses, consider ways they could be improved, and begin to apply what you've learned to your organisation's future business strategies.

Develop a business case that justifies the value of loyal customers

Apply your new knowledge to an industry case study that uses the CLV formula to justify investment in customer loyalty to business leaders. Use your new skills to analyse and interpret data collected throughout the customer journey, present your findings to your peers, and gain expert professional feedback.

View this short video to learn more about this course.

Who you will learn from

Learn from skilled academics and professional experts who will share invaluable knowledge you can use in your job.

Professor Simon Bell

Professor of Marketing, University of Melbourne

Simon is a professor of marketing at the University of Melbourne. He previously worked at the Judge Business School at Cambridge University where he remains a fellow. Simon has worked extensively with industry for the purposes of research, consulting and executive education, working with firms such as Goldman Sachs, Telstra, Shell, Agricultural Bank of China, and IBM. He writes and consults on a range of issues, including sales force management and customer satisfaction and loyalty.


For individuals

To take Customer Loyalty: Create and Calculate its Value as a stand-alone Melbourne MicroCert, you'll pay the normal course price.

$990.00 AUD (inc GST)

Please contact Student Support to discuss discounts and payment options for University of Melbourne staff or alumni, or to pay by invoice.

For teams

If you have three or more team members who are keen to upskill with Customer Loyalty: Create and Calculate its Value, get in touch to discuss pricing. For large groups, we can also deliver and contextualise this course exclusively for your organisation.

Pricing on request


Start anytime from March 2023.

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Course details

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