Executive MBA in Imagineering

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 in 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.

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 programme in 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 in 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.