The University for Applied Management is a semi-virtual institution widely using blended learning as an integrated approach of face-to-face instruction and e-learning. Virtual action learning is offered in all bachelor and master programmes. The module is transfer orientated and aims at encouraging reflection and supporting students to develop a holistic view of their tasks. In doing so it differs from ordinary university instruction. Implementing action learning in university programmes was and is a learning process in itself. This article will present the chosen approach, review a case and discuss the learnings. (Contains 2 figures.)