Hello,
Both are good, but, in light of the term used 'personalized' I would have to lean more towards Program fees.
For me the reason is simple, if I as a user want to go in for a 'personalized' solution I would like to feel that a special interest is being taken in me, which I doubt I'll feel with a Subscription service.
For the second question, both the points have to be factored in. You have to take into consideration your user base as well as your business model.
In this case I would have to say high earning professionals would be ideal candidate for 'personalized' online training. If it aligns with your go to market strategy that will be perfect.