Elaborating a new Master program at university is always an adventure since it entails reflecting on the mutations of the professional world, on the one hand, and the future of students, on the other. How can we provide the latter with the best opportunities to enter the active workforce by investing in work which they enjoy, and which will mark the first milestone in a career that every educator hopes will be rich and fulfilling? The opening of a Master M2 in Innovation Management in the Arts and Creative Industries (IM A&IC) which we, my colleague Florent Pratlong and I2, direct at the Paris 1 Panthéon-Sorbonne university intends to address these challenges. To maximize the chances of success, this degree offers a professionalizing work-study sandwich course in which students spend half their time at university and the other half in the firms or bodies employing them. This article is composed of nine stages relating the motivations, nature, forming, formalization, objectives and even the commercial space—a competitive environment—of such an enterprise.