Research in teaching innovation encourages leveraging the evolution of digital technologies from using the device to learning with the device, which means a change from using information and communicational technologies to learning and knowledge technologies. Nevertheless, although the feasibility of implementing active and interactive methodologies to improve education is widely recognised, more research is needed to obtain evidence on the subjects and contents with the most significant potential for success. In addition, the most recent literature claims greater attention to the improvement of transversal skills, as they are critical in the student's professional future. Thus, the main objective of this study is to contribute to the development of immersive learning aimed at improving the cross-cutting skills of university students. Developing a teaching activity where the student acts as an entrepreneur in electronic distribution channels faces the research question. The student-company-university collaboration is the basis for enhancing the transversal skills of the Degree in Marketing and Market Research at the University of Zaragoza (Spain). The student participates in each step of the program as an active agent. The teacher tutors the work teams in each process step, and the Palbin Company provides the necessary technical support. The students give the information to analyse the success of the experience through two surveys -pre and post-workshop, following the methodology used in previous literature. While the activity planning is complex, the students show an excellent mood during the experience. The comparison between expectations and performance offers significant success from the student's point of view. As a result, the student improves cross-cutting competencies and gains confidence, satisfaction with their learning at university, and professional experience.