Opleidingen - Master Imagineering - groen  beeld met lieve heersbeestje

Executive Master Imagineering

In a creative economy there is a growing need for high level professionals who can create and innovate value from the experience perspective. This English-taught master’s programme in Imagineering is designed as a methodology for that new ‘outside-in enterprise logic’.

The Master’s programme in Imagineering focuses on the specific concept of designing for organizational emergence using the imagination to involve other stakeholders as co-designers of the future. The Master’s programme offers you a deeper theoretical insight in issues of organizational design in the context of enterprise logic transformation. It enables you to develop analytical, pro-active, problem-solving attitudes and design-skills towards these issues. 

This Executive Master Imagineering is designed for professionals who are responsible for strategic matters. We also offer a regular Master Imagineering.

After your master

This master's programme is accredited by the Accreditation Organisation of the Netherlands and Flanders (NVAO). Graduates will receive the official degree title of Master of Arts.

Study overview

Nowadays, people are driven much more by values of self-expression rather than those of rudimentary survival. They have a deep need to make sense of their lives in ways that are unique and personal. One of the most distinct ways in which this is manifested, is the new individual’s consumption and participation pattern, by means of their choices they create their own identity.


Business organisations continue to answer these new consumption patterns with the standard logic of traditional enterprise. This logic, called ‘managerial capitalism’ helped businesses to be successful in the past century. Now, the chasm between today’s individuals and today’s commercial organisations leads to a 'transaction crisis'. The fundamental changes in the nature of consumption today will be tomorrow’s changes in the nature and purpose of business. This change will affect the underlying logic of capitalism itself and it will pave the way for major transformations within the enterprise logic of many organisations.

Aim of the programme

The Executive Master Imagineering is designed for professionals who are responsible for strategic matters, e.g. innovation managers, marketing managers, communication managers, human resources managers, general directors and entrepreneurs. The programme has been set up to educate business innovation oriented professionals to become imagineering experts who:

  • understanding conditions in which organizations may require a design intervention;
  • increasing awareness of multiple ways for orchestrating organizational development;
  • developing the personal competencies needed to design an imaginative narrative for adaptive management;
  • reflexive understanding of your own approaches and responses to development.

The programme consists of three phases. In the first phase: Strategic Innovation, you will learn how to turn the DNA of an organisation into an experience concept. The second phase: Organisational Transformation, deals with the implementation of the new concept and management of changes. In the third and final phase you will graduate by writing a business report, a project and a practical inspirational guide.

Different modes of delivery - including lectures, guest lectures by industry leaders and scientists, seminars and workshops - are fully integrated in order to provide a varied and stimulating learning environment.

This programme covers 17 months and is made up of three main phases:

Phase 1 Strategic Innovation

This phase has been made up of the terms Inspiration and Ideation.

Output: an appreciative diagnosis

The first term of the programme revolves around the changing societal reality and the strategic consequences for companies and organisations of what is also called the creative economy. Using design thinking, complexity thinking and narrative thinking, you will analyse and brood on the changes in society, an industry and an individual company in order to translate 'transaction thinking’ into ‘transformation thinking’. Based on experience research you work with the creation of new meaning.

New context: How should strategists deal with the increasing speed of change in society?

New consumer: Understanding consumers who have changed more than the organisations on which they depend.

New research: A new economy asks for another research paradigm, experience research in particular.

Output: an experience concept

The focus of this term is on imagination and meaning, sense-making and sense-giving, creativity and design, generative metaphor and high concept. In a creative process the company’s DNA will be translated into a high-involvement experience concept. Knowledge and understanding of the creative process and management of creativity is essential.

New perspective: How to create meaning and how to use the latest creative techniques and design methodology to get a grip on the company’s DNA?

New creativity: How to make a company creative and how to manage creativity for lasting results?

New tools: New theories and tools to help the process of ideation develop in an organisation.

Phase 2 Organisational Transformation

This phase has been made up of the term Implementation and the field trip.

Output: an experiential platform and an organisational model

If we understand how to develop a new experience concept, and why, the focus changes to the transformation of an organisation. In the third term you will learn how to design a platform based on the new situation and how to rethink management. You set about creating an original business model focusing on new products, services, technology, logistics and network.

New business model: The experience concept is translated into a new business model which has to be implemented while conventional business operations continue.

New technology: Why are new technologies important in the design of a new experience platform and how do we integrate them into an imagineering concept?

New leadership: What is the best way to lead the new experience and new situation? The experience asks for people with a different mentality.

New organisation: The secret to future success is found in a perfect organisation of the business from the experience perspective.

Field trip
Given that experiences are culturally dependent, phase 2 is completed with a field work trip abroad. During this trip you will work together with your fellow students on an assignment in a different cultural setting. Every year, the field trip takes place in another part of the world. In the past we visited South Africa, Brazil, the United States, Malta and Sicily.

Phase 3 Final project

You apply the course contents to the professional practice of an organisation. This process leads to a master’s thesis and the creation of a practical Inspiration guide for the organisation.

Study load

The programme corresponds to a total of 60 ECTS, including the dissertation.