Executive Master Imagineering

Do you want to build and strengthen your expertise to innovate, participate and lead processes of collaboration and creativity? Then choose the Imagineering approach!

Innovation from a human-centred approach

Do you want to learn more about much-needed social and business innovations? The Imagineering approach fits in a range of new emerging complexity-based approaches aiming at innovation by empowering collective creativity. This executive master’s programme focuses on the specifics of designing strategic narratives through engaging people in a creative manner. By appealing to the imagination, stakeholders are involved as co-designers of the future.

BUas also offers the regular master's programme in Imagineering.

Why study Executive Master Imagineering at BUas?

  • Hybrid international classroom where your peers with diverse professional and cultural backgrounds experiment in continuous learning processes
  • Great international network of companies, universities and alumni from diverse fields providing real-life projects, experiences, and practices 
Why Buas?
What is Imagineering?
Programme content
Master thesis



'A mindset to see the world in a new way.'

Anne-Loes, alumna

Bachelor vs master
Judith tells her story

Study overview

The world is in need of new, complementary approaches and methods as society is growing ever more complex. We see the depletion of natural resources running alongside the vast growth of connectivity, creativity and innovation. As Imagineering stems from and is embedded in the complexity paradigm of open systems, nonlinearity and dynamics of growth, in its core it goes beyond just design, innovation, business modelling or change management.

What it actually does, is enabling societies, businesses and organisations to consciously develop in a strategic direction with the mind-set of building upon self-organisation and emergence. Here, we dare to say, that the Executive Master Imagineering fits into this context of strategic design. Aiming to realise organisational transformation that is in favour of value creation in society at large.

The Executive Master Imagineering offers you a deeper theoretical insight into issues of organisational design in the context of enterprise logic transformation. It enables you to develop analytical, proactive, problem-solving attitudes and design skills towards these issues. In addition, you will develop knowledge and skills required to design and implement professional advice in an organisational and cross-cultural setting. Furthermore, you will build and strengthen your expertise to innovate, participate and lead processes of collaboration and creativity through this master’s programme.

During the Executive Master Imagineering you will be going on an 'expedition'. On this journey you will explore the main principles of the collaborative and complexity-driven essence of Imagineering as a design approach.

The programme consist of three blocks of classes and the fourth block is dedicated to performing a research-based Imagineering project in the field. Each block of classes lasts six weeks and is finalised with an exam/design week. Within the blocks, interactive theoretical classes, along with workshops, activities and assignments are delivered.

The programme (60 ECTS credits) is a one-year programme for regular students and 18 months for part-time executive students:

Block 1: Inspiration

This first block about ‘Inspiration’ focuses on the broad theoretical framework of the master’s programme. Studying processes of value creation and change/innovation/emergence from the complexity/experience perspective. Complex adaptive systems and complexity thinking play a central role in block 1, to open up a different academic perspective of reality. The perspective of complexity gives rise to a different dynamic view of change and innovation in human systems which we have developed in the design methodology of Imagineering.

Block 2: Ideation

Within the framework of the second block ‘Ideation’, the programme aims to explore creative processes within organisations and possibilities for transformation. The block is divided into theoretical, material, practical examples and activities that fuel discussion and invite reflection on creativity, innovation and meaning; the basic components for organisational, business and social transformation. The students immerse themselves into the world of co-creation, imagination and dialogue; having a strong impact on transformative processes. Furthermore, the students will get the opportunity to learn how the Imagineering design methodology is applied and how to design for social systems. Applying theoretical frameworks from several disciplines and formulating a critical opinion about the complexity of organisational, business and social development, for example during our hackaton project.

Block 3: Implementation

The third block of the programme ‘Implementation’, aims to offer an understanding of the management issues that arise when ‘continuous creative business development’ has to be a core competency of the organisation. Following the Inspiration and Ideation phases,  the Implementation phase focuses on the design of the organisation in such a way that the realisation of the experience concept can be optimally executed.

By means of real business cases, the students are exposed in this block to actually applying Imagineering as a methodology and process to help organisations/businesses/society move away from their fixation in the industrial logic, transforming towards functioning in the networked co-creative logic.

Block 4: Performing the research-based Imagineering project

The fourth block is dedicated to performing the research-based Imagineering project at or in cooperation with an application company. This means that through the final deliverables the students need to demonstrate that they are professional masters in Imagineering. This means the student needs to be able to facilitate, (co)create and (re)design business and social processes aiming at igniting a transformative organisational change in an imaginative, informative and social-mediated way.  In employing an Imagineering way of thinking in this final project, the student needs to take three clear roles: that of the researcher, co-creative catalysts and designer.

Throughout the entire programme, self-development is encouraged via various workshops. Students are also challenged to design and facilitate workshops themselves to gain experiences.

The Executive Master Imagineering offers students a small-scale academic environment as the number of students admitted into the master’s programme is limited and lecturers are always there to offer help. For questions on the content of the programme, lecturers can be easily reached. What’s more, the programme coordinator is available to help with day-to-day issues.


We asked several alumni what Imagineering means to them and if they would recommend studying this master’s programme in Breda.

Watch the videos to find out.


Students are eligible if they hold at least a bachelor's degree and have relevant work experience. 

Please check out the full admission requirements and the additional criteria. 


If you meet the admission requirements, you are invited to apply for this programme. Please check out the application procedure.


In addition to the tuition fee, you will need to take into account additional costs for the purchase of study materials such as textbooks. Read more about study costs.

Your career

As a graduate of the Executive Master Imagineering in Breda you will generally find employment in innovation-related positions, marketing and branding roles, or as a business consultant. After your graduation you are entitled to the degree of Master in Business Administration. 

BUas is commited to forging long-lasting relationships with its graduates. In this video alumni of the Master Imagineering explain why they want to stay connected to us as well.