Diploma in Product Management of SDV/ADAS and Feature Monetization
Online postgraduate diploma of 800 hours in SDV/ADAS product management and feature monetisation. 8 modules covering the software-defined vehicle as a product, product discovery, roadmaps and releases, monetisation models, software business cases, legal compliance and go-to-market, with UN R155, UN R156 and Regulation (EU) 2016/679 (GDPR), with an assigned technical tutor.
Diploma in Product Management of SDV/ADAS and Feature Monetization — studying from Ireland
Ireland hosts research and development teams of several global technology and automotive suppliers, with particular strength in software, embedded systems and data engineering for connected mobility. Universities and research centres such as the Insight Research Ireland Centre for Data Analytics and the ADAPT Centre contribute work relevant to perception, machine learning and vehicle software. Engineers in this area develop software architectures, validate ADAS functions and address cybersecurity and over-the-air update requirements. Standards and safety expectations are shaped by European type-approval frameworks and international functional safety and automotive software standards.
Fees for Ireland: €1,290 (Euro), with instalments and employer sponsorship available.
Relevant bodies in Ireland
Typical roles
Questions from Ireland
Is there a recognised Irish body that governs autonomous and ADAS engineering credentials?
There is no separate statutory credential for autonomous or ADAS engineering in Ireland. Engineers Ireland is the main professional body for engineers and sets chartership standards. Road traffic and vehicle safety are overseen by bodies such as the Road Safety Authority. SEIUM's qualifications are private and not accredited by any national body, so their standing rests with employers or the relevant body.
Do Irish employers in software-defined vehicles and ADAS value this type of study?
Ireland has a notable software and technology sector, and some firms work on vehicle software, sensing and connectivity. Employers generally look for demonstrable software skills, project work and experience. A private online qualification may add to a profile, but its value is for each employer to determine. Make sure your portfolio shows what you can actually build.
Is this workable part-time, and do I need to be fluent in English?
Yes, the programme is online, so you can study from anywhere in Ireland without travel, and no student visa is needed. You do need strong English for technical material and assessments. Workload varies by programme: 1,900 hours for a master's, 800 for a postgraduate diplomas and 300 for specialist courses. An assigned technical tutor supports you, fees can be paid in instalments, and employer sponsorship may be available.
Take the controls.
Run a real engineering trade-off from this field. Move the sliders, watch the model react in real time and beat the challenge.
What you will be able to do
Understand the software-defined vehicle paradigm and its impact on the product.
Identify user needs and translate them into ADAS product requirements.
Build release roadmaps coordinated with validation and type approval.
Design monetisation models for on-demand features.
Prepare business cases with sensitivity analysis on adoption.
Assess the legal and regulatory constraints on subscriptions.
Plan the go-to-market and life cycle of a feature.
Who it's for
- ADAS product managers responsible for feature roadmaps.
- Vehicle software product owners working in agile teams.
- Digital monetisation managers building subscription offers.
- Automotive business analysts preparing feature business cases.
- SDV roadmap managers coordinating releases across markets.
- Automotive product strategy consultants.
- Engineering or science graduates looking to enter vehicle manufacturing.
What you'll work with
- UN R155 (vehicle cybersecurity management system)
- UN R156 (software update management system)
- Regulation (EU) 2016/679 (General Data Protection Regulation)
- Regulation (EU) 2023/2854 (Data Act, access to connected product data)
- ISO 26262 (road vehicle functional safety)
- ISO/SAE 21434 (road vehicle cybersecurity engineering)
- ISO 24089 (road vehicle software update engineering)
- Directive (EU) 2019/770 (contracts for digital content and services)
- Jira Product Discovery
- Aha! Roadmaps
- Productboard
- Microsoft Excel
- Figma
8 modules
1.1From the mechanical vehicle to the software-defined vehicle1.2Zonal architectures and centralised computing1.3ADAS functions as a digital product1.4Product life cycle in the automotive industry1.5The role of the product manager versus the systems engineer1.6Stakeholders: OEM, tier 1 and software supplier1.7Safety and type-approval constraints on the roadmap1.8Reference cases: Tesla FSD, Mercedes Drive Pilot, GM Super Cruise1.9The software value chain in the car1.10Case study: stakeholder map of an ADAS function
2.1Jobs-to-be-done of the driver and the fleet operator2.2Interviews and user clinic studies2.3Segmentation by market and level of automation2.4Product requirements versus technical requirements2.5Defining the ODD as a product decision2.6Prioritisation with RICE and Kano2.7The product requirements document in automotive2.8Traceability to system requirements2.9Competitive benchmarking of ADAS functions2.10Workshop: PRD for an automated parking function
3.1Roadmaps by capability and by market3.2Release planning on an SDV platform3.3Feature flags and remote activation3.4Managing variants and configurations3.5Hardware dependencies and computing headroom3.6Coordination with validation and type approval3.7OTA updates compliant with UN R1563.8Withdrawal and deprecation of functions3.9Technical debt and common platforms3.10Practical exercise: three-year roadmap for an ADAS suite
4.1Features on demand and software unlocking4.2Monthly and annual subscriptions4.3One-off payment versus pay-per-use4.4Assistance bundles and premium packages4.5Monetisation in fleets and B2B models4.6Recurring revenue and customer lifetime value4.7Customer acceptance and reputational risks4.8Subscription cases from European and American manufacturers4.9Freemium models and trial periods4.10Case study: business model for a motorway assistant
5.1Software development and maintenance costs5.2Cost of pre-installed hardware versus activation rate5.3Business case and net present value of a feature5.4Revenue sharing with software suppliers5.5Licensing of maps, data and cloud services5.6Accounting for deferred revenue5.7Sensitivity to the adoption rate5.8Pricing scenarios by market5.9Financial metrics for digital products5.10Laboratory: business case for an on-demand feature
6.1Consumer protection in subscriptions6.2Legal guarantee and deactivated functions6.3GDPR and vehicle-generated data6.4The European Data Act and access to vehicle data6.5Type-approval restrictions on activatable functions6.6Cybersecurity of the payment and unlocking channel6.7Commercial communication of ADAS capabilities6.8Liability for misleading advertising of autonomy6.9UN R155 requirements for connected services6.10Case study: legal review of a subscription offer
7.1Positioning and value proposition7.2Channels: dealership, app and vehicle7.3Onboarding and driver education7.4Free trial experience and conversion7.5Managing renewals and churn7.6After-sales support and remote diagnostics7.7Fleet feedback to improve the product7.8Managing the end of life of a feature7.9Pricing strategy by market and channel7.10Workshop: commercial launch plan for a feature
8.1Selecting the feature and target market8.2User research and segmentation8.3Definition of the PRD and the ODD8.4Release roadmap and dependencies8.5Proposed monetisation model8.6Business case with sensitivity analysis8.7Legal and type-approval compliance review8.8Go-to-market plan and success metrics8.9Report and presentation8.10Final project: final review with the tutor
How you'll learn
The programme is delivered 100% online 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 it fits around your job.
Each module combines theory, guided reading of the original standard and applied exercises. You work with Jira Product Discovery, Aha! Roadmaps, Productboard, Microsoft Excel and Figma, in free, academic or evaluation versions. Testing is studied through real procedures: drafting a PRD for a real ADAS function, building a business case for an on-demand feature, and planning a market-by-market OTA launch. Assessment is continuous by module, plus the final project.
Standards covered: UN R155 (cybersecurity), UN R156 (software updates), Regulation (EU) 2016/679 (GDPR), Regulation (EU) 2023/2854 (Data Act), ISO 26262, ISO/SAE 21434, ISO 24089, Directive (EU) 2019/770 on digital content and services.
Build it end to end
Your final project follows the real engineering workflow, step by step, reviewed by your tutor.
Where this takes you
Requirements
- Prior technical training or professional experience in the sector. A university degree is not 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.
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 Jira Product Discovery, Aha! Roadmaps, Productboard, Microsoft Excel and Figma, 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 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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