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Postgraduate DiplomaDesign, HMI & Product Applications open

Diploma in Feature Monetization and Value Design

Online postgraduate diploma of 800 hours in feature monetisation and value design: 8 modules covering feature value, willingness-to-pay research, monetisation models, offer architecture, the feature purchase experience, the legal and economic framework and feature business metrics, with an assigned technical tutor.

Duration6–8 months
ModeOnline
LanguageEnglish
Start datesSet by the faculty
AwardSEIUM Institute diploma
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Learning outcomes

What you will be able to do

01

Analyse the perceived value of product features using the Kano model.

02

Measure willingness to pay with methods such as conjoint analysis.

03

Compare factory-fit, subscription and on-demand monetisation models.

04

Design consistent offer architectures and value ladders.

05

Create transparent purchase experiences free of dark patterns.

06

Apply the consumer protection framework for digital content.

07

Build business cases with adoption and retention metrics.

Profile

Who it's for

  • Digital feature product managers who need to turn functions into revenue.
  • Pricing managers working with subscriptions and features on demand.
  • Product analysts measuring adoption, retention and willingness to pay.
  • Purchase experience designers building in-car and app-based flows.
  • Product planners defining versions, trims and option packages.
  • Strategy consultants advising on connected-service business models.
  • Engineering or science graduates seeking to enter the automotive industry.
Standards & tools

What you'll work with

  • Directive (EU) 2019/770 (contracts for the supply of digital content and services)
  • Directive 2005/29/EC (unfair commercial practices)
  • Regulation (EU) 2022/2065 (DSA) (Digital Services Act)
  • Directive 2011/83/EU (consumer rights)
  • Regulation (EU) 2016/679 (GDPR) (General Data Protection Regulation)
  • UNECE R156 (software updates and software update management systems)
  • IFRS 15 (revenue from contracts with customers)
  • Sawtooth Software
  • Qualtrics
  • Excel
  • Tableau
  • Amplitude
Syllabus

8 modules

  1. 1.1Functional, emotional and social value
  2. 1.2Hierarchy of customer needs
  3. 1.3Kano model and satisfaction attributes
  4. 1.4Willingness to pay and price perception
  5. 1.5Differentiating features versus hygiene features
  6. 1.6Equipment benchmarking across competitors
  7. 1.7Brand value and positioning
  8. 1.8Software-defined vehicle and new features
  9. 1.9Feature life cycle
  10. 1.10Case study: Kano classification of an equipment catalogue
  1. 2.1Direct and indirect valuation methods
  2. 2.2Van Westendorp and price sensitivity
  3. 2.3Choice-based conjoint analysis
  4. 2.4MaxDiff and feature prioritisation
  5. 2.5Design of pricing experiments
  6. 2.6Market simulators
  7. 2.7Value-based segmentation
  8. 2.8Limitations and biases of surveys
  9. 2.9Interpretation for product decisions
  10. 2.10Practical exercise: conjoint study of equipment packages
  1. 3.1Factory-fit sales, packages and options
  2. 3.2Features on demand and subscription
  3. 3.3Pay-per-use and free trials
  4. 3.4Paid OTA updates
  5. 3.5Bundling and package strategies
  6. 3.6Dynamic and regional pricing
  7. 3.7Freemium models in connected services
  8. 3.8Cannibalisation between versions
  9. 3.9Customer acceptance and reputational risk
  10. 3.10Case study: analysis of a heated-seat subscription
  1. 4.1Version and trim matrix
  2. 4.2Value ladder and upselling
  3. 4.3Designing perceived quality
  4. 4.4Value engineering and function analysis
  5. 4.5Target cost and target price
  6. 4.6Hardware enablement and software activation
  7. 4.7Configurator and presentation of options
  8. 4.8Communicating benefits
  9. 4.9Consistency with brand DNA
  10. 4.10Workshop: version architecture for an electric model
  1. 5.1In-vehicle feature discovery
  2. 5.2Vehicle app stores
  3. 5.3Purchase and trial flows
  4. 5.4Subscription management and cancellation
  5. 5.5Transfer of features on resale
  6. 5.6Dark patterns and ethical design
  7. 5.7Transparency and trust
  8. 5.8Customer service for digital purchases
  9. 5.9Conversion measurement
  10. 5.10Practical exercise: in-car purchase flow with a free trial
  1. 6.1Consumer rights in digital content
  2. 6.2Directive (EU) 2019/770 on digital content and services
  3. 6.3Directive 2005/29/EC on unfair commercial practices
  4. 6.4Digital Services Act and dark patterns
  5. 6.5Data protection in personalisation
  6. 6.6Taxation of digital services
  7. 6.7Revenue recognition under IFRS 15
  8. 6.8Cybersecurity and updates under UNECE R156
  9. 6.9Liability and warranties
  10. 6.10Case study: legal review of a subscription offer
  1. 7.1Adoption and activation rate
  2. 7.2Recurring revenue and ARPU
  3. 7.3Retention, churn and lifetime value
  4. 7.4Development cost and payback period
  5. 7.5Revenue forecasting models
  6. 7.6Pricing experimentation
  7. 7.7Product dashboards
  8. 7.8Feature portfolio governance
  9. 7.9Continue-or-retire decisions
  10. 7.10Practical exercise: business case for a feature on demand
  1. 8.1Selection of the feature
  2. 8.2Value research with customers
  3. 8.3Proposed monetisation model
  4. 8.4Purchase flow design
  5. 8.5Legal and ethical analysis
  6. 8.6Business case and forecast
  7. 8.7Experimentation plan
  8. 8.8Launch plan
  9. 8.9Report and presentation
  10. 8.10Final project: final review with the tutor
Methodology, software & labs

How you'll learn

100% online training on the SEIUM campus, with downloadable material, recorded classes and an assigned technical tutor. There are no fixed timetables: you progress at your own pace within each intake, so the programme is compatible with work.

Each module combines theory, guided reading of the original standard and applied exercises. The working software is Sawtooth Software, Qualtrics, Excel, Tableau and Amplitude, in free, academic or evaluation versions. Cases are studied on real procedures for willingness-to-pay studies with conjoint analysis, testing purchase flows on prototypes and modelling business cases for digital features. Assessment is continuous by module, plus the final capstone project.

Standards covered: Directive (EU) 2019/770, Directive 2005/29/EC, Regulation (EU) 2022/2065 (DSA), Directive 2011/83/EU, Regulation (EU) 2016/679 (GDPR), UNECE R156, IFRS 15.

Assigned technical tutor:every module ends with a deliverable that your tutor marks individually.
Standards-based learning:guided reading of Directive (EU) 2019/770, Directive 2005/29/EC and the DSA applied to real cases, not as a theoretical annex.
Industry software:Sawtooth Software, Qualtrics, Excel, Tableau and Amplitude, in free, academic or evaluation versions.
Final project:a monetisation project for a selected feature, from customer value research and purchase flow design to the business case and launch plan, reviewed by your tutor.
Flexible format:100% online, no fixed timetables, compatible with full-time work.
Capstone project

Build it end to end

Your final project follows the real engineering workflow, step by step, reviewed by your tutor.

Select the feature
Choose a product feature and research its value with customers.
Propose the monetisation model
Define the pricing and monetisation approach based on willingness-to-pay data.
Design the purchase flow
Build a transparent purchase flow and review it from a legal and ethical standpoint.
Build the business case
Forecast revenue and define the experimentation and launch plans.
Final project
Present the report and presentation, reviewed by your tutor.
Career opportunities

Where this takes you

Digital feature product managerPricing managerProduct analystPurchase experience designerProduct plannerStrategy consultant
Admissions & scholarships

Requirements

  • Prior technical training or professional experience in the sector. No university degree is required.
  • An internet connection and a computer capable of running the programme software.
  • English sufficient to read technical standards.

Ready to start?

Send your application today. Our admissions team replies within 72 hours with your study plan and funding options.

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FAQ

Frequently asked questions

The programme totals 800 hours over 6–8 months. You set your own pace within each intake, and your tutor helps you plan the workload around your job.

You work with Sawtooth Software, Qualtrics, Excel, Tableau and Amplitude, using free, academic or evaluation versions. Your tutor indicates the free alternative wherever one exists.

A SEIUM Institute diploma, awarded on passing the continuous assessment and the final project. It is SEIUM's own qualification, not an official state degree; its recognition depends on the programme completed and the regulations of each country.

Yes. Modules passed are recognised in a higher programme in the same area (postgraduate diploma or master's). Ask about the recognition policy when you enrol.

Prior technical training or professional experience in the sector (no university degree required), a computer able to run the programme software and English sufficient to read technical standards.

Start dates are set by SEIUM's faculty for each intake. Our admissions team will confirm the next available date when you apply.

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