Executive MBA Imagineering

1,5 year
Part time

Imagineering explained

Imagineering, derived from the combination of "imagination" and "engineering," is a strategic approach to experience design that injects creative and transformative capabilities into businesses and organizations.

In this executive MBA programme, participants gain insights into innovative practices through a people-centric lens. The programme emphasises the power of imagination and encourages individuals to become co-designers of their own narratives, companies, or organisations. The part-time Master Imagineering in Breda fosters collective creativity as a means to drive innovation and change. 

Why study the Executive MBA Imagineering at BUas?

  • The multicultural composition of the international classroom with many different nationalities is the best learning environment you could wish for
  • You will benefit from a large and international network of organisations, universities and alumni, with whom you will collaborate in real-life projects and share experiences
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

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Study overview

Study programme

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.

Course details

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. 

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

Block 1: Inspiration

This first block about ‘Inspiration’ focuses on the broad theoretical framework of the master’s programme. It involves 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. You will immerse yourselve into the world of co-creation, imagination and dialogue; having a strong impact on transformative processes. Furthermore, you 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 critical opinions 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 experience concept can be developed in the most optimal fashion.

By means of real business cases, you 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, you need to demonstrate that you are a professional Master Imagineering. This means that you have 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, you will fulfil 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.

Study load and coaching

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 master's coordinator is available to help with day-to-day issues.


Below you can find some of the most frequently asked questions about this MBA. If you have any other questions concerning this programme, please do not hesitate to contact us.

What does the curriculum of an MBA Imagineering involve?

The MBA Imagineering programme encompasses a Master of Business Administration degree, emphasising business administration in a postgraduate setting. Its core elements include imagineering, strategic management, social innovation within businesses and organizations, purpose-driven design, and the co-creation of value in the Experience and Transformation Economy era.

What opportunities are available after completing an MBA Imagineering?

Potential career paths after completing an MBA in Imagineering include Business Transformation Consultant and Innovation Management. BUas alumni with expertise in strategic management and the imagineering mindset make valuable contributions across various industries worldwide. These professionals possess the ability to facilitate and lead design thinking processes, with a focus on strategic innovation.

In which industries or sectors does imagineering operate?

Imagineering transcends specific fields and is primarily a mindset applicable to solving complex and challenging problems in diverse business sectors and organizations.

The skills cultivated through this programme are particularly beneficial for management and leadership roles. The student cohort represents a wide range of backgrounds, including advertising, design, education, engineering, healthcare, human resources, hospitality, information security, marketing, psychology, and tourism. c a multidisciplinary approach, the programme fosters an environment of co-creation and collaboration, facilitating individual development within this diverse melting pot.



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.

Imagineering changes your perspective for a lifetime

Just like the birds, we are born into this world with certain instincts. Imagineering felt like my first flight out of the bird’s nest. Spreading my wings and bringing new life to the world of organisat ions is just the thing my instincts tell me to do now. It is not only a master’s degree, it is a process that changes your perspective for a lifetime. And it doesn’t stop there! Facilitating changes in people’s perspectives is a part of the Imagineering  path towards innovation.


Graduate | Partner at NRG Flow

Diversity as a power for innovation

The Imagineering year has introduced me to embrace this VUCA world by focusing more on the process of design and adaptation to unexpected circumstances rather than jumping into solutions. By looking at things in a more appreciative way, I started seeing challenges as opportunities, diversity as a strength, co-creation as a must for better outcomes that result in higher impact. Imagineering has taught me to see diversity as a power for innovation, and to be more empathetic in the way I observe, understand and analyse situations.


Graduate | Team Facilitator & Program Developer at Forward Inc.

Portretfoto Marc van Kaam

This master’s has broadened my frame of mind

Since my start as director at the Luxor Theater in Rotterdam, our team has been looking for the theatre’s role in the constantly changing city. Just offering high-quality performan ces didn’t seem to be enough. We discovered we hadn’t filled one position that turned out to be very important, the position of an Imagineer. Every time Imagineering came up again, I became more curious. Time to become an Imagineer myself! I found out that BUas (internationally) had the best credentials. With this master’s I broadened my frame of mind, I learned at a later age that being really transparent and reflective is very valuable.

Marc van Kaam

Director at the Luxor Theater in Rotterdam


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.