An emerging curriculum innovation within UK Higher Education is MSci Integrated Masters with Industrial Experience. However, we know little about how such programmes may be designed based on feedback and insights from its three main stakeholders: employers, students, and academics. In this paper we reflect on our ongoing work for curriculum development and evaluation, focusing on the MSci Computer Science at Lancaster University. We report on 15 interviews with employers offering placements, MSci students, and academics supervising them. We focus on the critical issue of matching interests and competencies across the three stakeholders to construct industry placements, while allowing for the negotiation of their mutual benefits. Findings also highlight stakeholders’ perceived placement’s challenges and ways of addressing them. We conclude with several suggestions for the MSci curriculum development including mechanisms for managing stakeholders’ expectations, recognising companies’ contributions, strengthening academics’ engagement during placements, and ensuring effective matching process among companies providing placements, students and academics.