This MSc produces graduates who are competent, practised and experienced in three key areas the​ job market requires: project management, new technologies and web-marketing, and the development of new business ideas.
 The MSc achieves this by redefining the role of the student: students take on the role of junior consultants from the beginning of the year. At the start of the year companies come to SKEMA to present projects they would like students of this MSc to manage. They are real life assignments with expected deliverables, budget and deadlines to respect. Students choose the project they would like to work on, and start working immediately.
 The programme is structured so that students are presented with relevant web-marketing and project management concepts in class. Students then apply the concepts taught in class to the projects they are working on. All the while, they are guided by the professor-coaches who monitor their work, giving feedback and calling for revisions when needed.