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Master’s in Motorcycle Industry Strategy and Retail Engineering

Online master's programme of 1,900 hours in motorcycle industry strategy and retail engineering. 12 modules covering the global motorcycle industry, competitive strategy, product portfolio, distribution networks, retail formats, dealership management, sales and CRM, digital channels, demand forecasting and new business models, with an assigned technical tutor.

Duration1900 h
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 competitive structure of the global motorcycle industry.

02

Formulate product portfolio and positioning strategies.

03

Design distribution networks and retail formats.

04

Manage dealerships using commercial and financial indicators.

05

Integrate digital channels into motorcycle sales.

06

Forecast demand and plan sales by segment and market.

07

Develop a strategic and retail plan for a motorcycle brand.

Profile

Who it's for

  • Product strategy managers
  • Dealership managers
  • Network development managers
  • Motorcycle market analysts
  • Sales directors
  • Automotive retail consultants
  • Engineering or science graduates looking to join motorcycle manufacturers
Standards & tools

What you'll work with

  • Regulation (EU) 2022/720 (vertical agreements block exemption)
  • Law 15/2007 on the Defence of Competition (Spanish competition law)
  • Royal Legislative Decree 1/2007 (Spanish consumer and user protection law)
  • Regulation (EU) 2016/679 (General Data Protection Regulation)
  • ISO 9001 (quality management systems)
  • ISO 10002 (customer satisfaction — complaints handling)
  • Regulation (EU) 168/2013 (approval and market surveillance of L-category vehicles)
  • Directive (EU) 2019/2161 (better enforcement and modernisation of EU consumer protection rules)
  • Salesforce
  • Power BI
  • Tableau
  • SAP
  • Advanced Excel
Syllabus

12 modules · 1900 h

  1. 1.1Volumes by region
  2. 1.2Japanese, European and Asian manufacturers
  3. 1.3Emerging motorcycle markets
  4. 1.4Market segments
  5. 1.5Value chain
  6. 1.6Sector profitability
  7. 1.7Impact of electrification
  8. 1.8Barriers to entry
  9. 1.9Alliances and acquisitions
  10. 1.10Case study: five forces analysis of the sector
  1. 2.1Internal and external analysis
  2. 2.2Sources of competitive advantage
  3. 2.3Premium brand strategies
  4. 2.4Volume strategies
  5. 2.5Shared platform strategy
  6. 2.6Internationalisation strategies
  7. 2.7Diversification into micromobility
  8. 2.8Electrification strategy
  9. 2.9Strategic scenario planning
  10. 2.10Workshop: strategic plan for a European manufacturer
  1. 3.1Product life cycle
  2. 3.2Range management
  3. 3.3Positioning by segment
  4. 3.4Pricing and margins
  5. 3.5Product launches
  6. 3.6Special and limited editions
  7. 3.7Management of mature models
  8. 3.8Product and type approval
  9. 3.9Customer research
  10. 3.10Practical exercise: portfolio matrix for a brand
  1. 4.1Distribution channels
  2. 4.2Importers and subsidiaries
  3. 4.3Distribution contracts
  4. 4.4Vertical agreements block exemption
  5. 4.5Competition law
  6. 4.6Dealer selection
  7. 4.7Brand standards
  8. 4.8Network territorial coverage
  9. 4.9Sales through multi-brand outlets
  10. 4.10Case study: redesign of a national network
  1. 5.1Traditional dealership format
  2. 5.2Urban store format
  3. 5.3Brand spaces
  4. 5.4Shopping-centre corners
  5. 5.5Experience stores
  6. 5.6Sale of rider gear and equipment
  7. 5.7In-store workshop
  8. 5.8Space design
  9. 5.9Customer experience
  10. 5.10Workshop: urban store concept
  1. 6.1Profit and loss account
  2. 6.2Stock turnover
  3. 6.3Inventory financing
  4. 6.4Used vehicle sales
  5. 6.5Customer finance
  6. 6.6Insurance and services
  7. 6.7After-sales as a source of margin
  8. 6.8Dealership commercial indicators
  9. 6.9Sales team management
  10. 6.10Practical exercise: financial analysis of a dealership
  1. 7.1Sales process
  2. 7.2Test rides
  3. 7.3Commercial negotiation techniques
  4. 7.4Opportunity management in CRM
  5. 7.5Customer after-sales follow-up
  6. 7.6Customer loyalty programmes
  7. 7.7ISO 10002 complaints handling
  8. 7.8Customer satisfaction
  9. 7.9Data protection
  10. 7.10Lab: sales funnel in a CRM
  1. 8.1Online motorcycle sales
  2. 8.2Online product configurators
  3. 8.3Digital booking and payment
  4. 8.4Omnichannel sales integration
  5. 8.5Sales through marketplaces
  6. 8.6Pre-contractual information for buyers
  7. 8.7Online consumer rights
  8. 8.8Web analytics for the online channel
  9. 8.9Digital buying experience
  10. 8.10Case study: launch of online sales
  1. 9.1Demand forecasting
  2. 9.2Registration time series
  3. 9.3Macroeconomic demand factors
  4. 9.4Demand seasonality
  5. 9.5Sales and operations planning
  6. 9.6Production allocation
  7. 9.7Stock management
  8. 9.8System usage scenarios
  9. 9.9Accuracy indicators
  10. 9.10Lab: registration forecasting
  1. 10.1Subscription model
  2. 10.2Motorcycle leasing
  3. 10.3Direct sales by the manufacturer
  4. 10.4Agency model
  5. 10.5Paid connected services
  6. 10.6Sale of electric motorcycles
  7. 10.7Certified second-hand market
  8. 10.8Flexible financing schemes
  9. 10.9Sustainability of the model
  10. 10.10Practical exercise: evaluation of the agency model
  1. 11.1Market data sources
  2. 11.2Registration data
  3. 11.3Market research
  4. 11.4Competitive market intelligence
  5. 11.5Commercial dashboards
  6. 11.6Customer segmentation
  7. 11.7Dynamic pricing strategies
  8. 11.8Decision-making
  9. 11.9Data governance
  10. 11.10Case study: commercial dashboard
  1. 12.1Sector analysis
  2. 12.2Brand diagnosis
  3. 12.3Formulation of the competitive strategy
  4. 12.4Portfolio plan
  5. 12.5Distribution plan
  6. 12.6Retail format
  7. 12.7Digital channels plan
  8. 12.8Five-year financial plan
  9. 12.9Master's Thesis report
  10. 12.10Master's Thesis: defence before a panel
Methodology, software & labs

How you'll learn

100% online programme 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 you can combine it with your job.

Each module combines theory, guided reading of the original standard and applied exercises. The working software is Salesforce, Power BI, Tableau, SAP and advanced Excel, in free, academic or evaluation versions. Real procedures are studied: strategic analysis of a motorcycle manufacturer against Asian competitors, design of an urban dealership format, and a sales forecasting model by segment. Assessment is continuous by module, plus the final Master's Thesis.

Standards covered: Regulation (EU) 2022/720, Spanish Competition Act 15/2007, Royal Legislative Decree 1/2007, Regulation (EU) 2016/679, ISO 9001, ISO 10002, Regulation (EU) 168/2013, Directive (EU) 2019/2161.

Assigned technical tutor:every module ends with a deliverable that your tutor marks individually.
Standards-based learning:guided reading of Regulation (EU) 2022/720, the Spanish Competition Act 15/2007 and Royal Legislative Decree 1/2007 applied to real cases, not as a theoretical annex.
Industry software:Salesforce, Power BI, Tableau, SAP and advanced Excel, in free, academic or evaluation versions.
Master's Thesis with defence:Strategic and retail plan for a motorcycle brand, defended before a panel.
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.

Sector and brand diagnosis
Analyse the sector and diagnose the brand's competitive position.
Competitive strategy and portfolio
Formulate the competitive strategy and the product portfolio plan.
Distribution and retail format
Design the distribution network and the retail format.
Digital channels and financial plan
Plan the digital channels and build the five-year financial plan.
Master's Thesis
Present the complete strategic and retail plan for the brand, defended before a panel.
Career opportunities

Where this takes you

Product strategy managerDealership managerNetwork development managerMotorcycle market analystSales directorAutomotive retail consultant
Admissions & scholarships

Requirements

  • University degree in engineering, science or architecture, or equivalent demonstrable professional experience.
  • Internet connection and a computer able to run the programme's 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 1,900 hours over 12–14 months. You set your own pace within each intake, and your tutor helps you plan the workload around your job.

You work with Salesforce, Power BI, Tableau, SAP and advanced Excel, 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 Master's Thesis. 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 in a course or postgraduate diploma in the same area are recognised in the higher programme. Ask about the recognition policy when you enrol.

A university degree in engineering, science or architecture (or equivalent professional experience), 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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