In response to the acute demand of the labor market, Ural Federal University, based on the experience of implementing distance learning by introducing online courses, in 2021 launched a new educational product that has no analogues in the Russian education market - the first online Master’s program in the development of territories "Smart Region: sustainable development in the digital economy”. The program is implemented in Russian language within the "Management" direction. The relevance of designing this educational product consists in a new approach to the formation of a Master’s program in an entirely online format on the Coursera platform in accordance with international standards for the development of online courses and material visualization, high requirements for practice-oriented and interactive content. The implementation of the program in a blended learning model using our own and third-party online courses on the Coursera platform required changes to the organizational model of the educational process. To ensure the quality of education, the new organizational model was reduced to the specific tasks of the participants in the educational process with the consolidation of their areas of responsibility. The implementation of educational programs in an online format by the university without the involvement of online program management (OPM) companies is possible subject to a clear planning of all team members’ actions, coordination of inter-departmental interaction and organization of communication with students in a virtual environment.