MBA Imagineering
Empowering business innovation
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International Classroom
You will work with students from diverse (international) backgrounds.
Co-creation
Learn how to make people look through a different lens.
Strategic creativity
Learn how to tackle a complex issue.
Community
You will have close contact with students, lecturers, alumni, and industry professionals.
Study overview
In the ever-changing world we work in, with challenges such as digitalisation, sustainability and inclusivity, there is a growing need for creative solutions that truly make a difference. This requires agile thinkers who dare to push boundaries and know how to create impact within organisations and society at large.
MBA Imagineering trains you to become a transformation specialist – someone who brings fundamental change to organisations and society. You will learn to embrace complexity and achieve long-lasting results by applying creative working methods.
It is the art of 'imagining the possible' and making that vision a reality. With us, you will learn to:
- Use stories as a powerful tool for change
- Understand and transform systems
- Develop strategies that truly make a difference
- Create new value by combining different perspectives
This unique blend of imagination, systems thinking, and practical execution makes Imagineering the go-to approach for tackling tomorrow's challenges. You will become not just a thinker, but above all a doer who drives real change.
- The programme
During the MBA 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
In this block, you will take the modules of Organisational Development and Co-creative Design. You will also start with the first chapter of the Imagineering Design Expeditions, namely The Expert, in which you will apply the knowledge and skills acquired in these modules in a group assignment.
- Block 2
In this block, you will complete the Interventionist Research and Transformative Leadership modules. You will now work on the second chapter of the Imagineering Design Expeditions, namely The Strategist, in which you will build on the knowledge and experience gained in chapter 1 and apply the knowledge and skills acquired in the modules of block 2 in practice.
- Block 3
In this block, you will attend the Value Creation Strategy module. In addition, you will go on a field trip in the Imagineering Design Expeditions, chapter: The Detour, and you will work on the third chapter of the Imagineering Design Expeditions, namely The Alchemist, in which you will apply all the knowledge and experience you have gained previously in national and international practice.
- Block 4
The fourth block is devoted to carrying out the research-oriented Imagineering project at or in collaboration with an application company. This means that you have to demonstrate through the final products that you are a professional Master in Imagineering. In other words, you should be able to facilitate, create or co-create, as well as design or re-design business and social processes with the aim of bringing about transformative organisational change in an inventive, informative and socially mediated way.
When applying an Imagineering mindset in this graduation project, you as a student will take on the five roles of Organisational Developer, Co-Creative Designer, Interventionist Researcher, Transformative Leader, and Value Creation Strategist.
Throughout the entire programme, self-development is encouraged via various workshops. Students are also challenged to design and facilitate workshops themselves to gain experiences.
During the programme, you will engage in a variety of workshops, develop a project plan and portfolio, and complete ‘design’ assignments. Collaboration is key, as you will often work in groups, yet individual growth – for instance, through self-evaluation - is equally important. Additionally, you will attend classes and guest lectures. To enrich your learning experience, the programme also features a field trip.
The MBA 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.
- A typical week
Below, you will find an example of a typical week. Keep in mind that this schedule may vary each week, and this example serves as an indication.
Monday:
- 09.00 – 10.00 hrs: Checking in: what are the upcoming tasks, how did last week go?
- 10.00 – 12.00 hrs: Guest lecture by an external company
- 12.00 – 13.00 hrs: Lunch
- 13.00 – 15.00 hrs: Workshop/working on your assignment
- 15.00 – 16.00 hrs: Checking out: what will the rest of the week look like, do you have any questions?
Wednesday:
- 11.00 – 13.00 hrs: Group work
- 14.00 – 15.00 hrs: Evaluation with your group and lecturer
Thursday:
- 11.00 – 12.00 hrs: Feedback session, in which you give a presentation on your project
- 13.00 – 15.00 hrs: Guest lecture by a former student
Tuesday and Friday:
Independent study
Student well-being
BUas encourages and helps you to make the most of yourself, whatever your circumstances. Maybe you have a chronic illness, are a family carer, a competitive athlete, or juggle your studies with running your own business? Our study coaches, student counsellors and student psychologists are here to help. Do you need extra support or advice? Or extra facilities? Then take a look at the options here.
Your programme includes an extensive field trip, lasting one to two weeks, to destinations such as Malta, Berlin or South Africa. During this trip, you will visit other universities, notable buildings, various organisations and significant locations. Additionally, you will collaborate with your fellow students on a study assignment, making the most of this immersive educational experience.
During your programme, you will also visit companies in the Netherlands. For instance, you will undertake a research and work project for the Concertgebouw in Amsterdam or for a hospital. This project involves visiting the organisation to gain a thorough understanding of the situation and engage in discussions with the staff.
The main difference between the full-time master’s programme (1 year) and the executive programme (1.5 years) is the duration of studies.
As an executive student, you will work on individual study assignments alongside your job and have different deadlines than full-time students. However, you will also collaborate on group assignments with full-time students through what are called design sprints (short design projects). You will attend classes on campus one day a week.
The rest of the week consists of independent study, course preparation, working with your project team, and fulfilling your professional job responsibilities.
At BUas, you develop your entrepreneurial skills in all programmes. You can also join BUas Startup Support (BUSS), where you attend networking meetings and receive guidance from a startup coach.
Would you like to graduate with your own company? You can do that at any academy, although a selection procedure may apply. Whether you are already generating revenue or just have an initial idea, BUas Startup Support will help you.
Read more about starting your own business.
- What concrete added value do I bring to my organisation after completing an MBA?
After completing an MBA, you will bring immediate and measurable added value to your organisation:
- Strategic thinking ability: You will gain the ability to analyse complex business issues from multiple perspectives – financial, strategic, operational, HR – and translate these into actionable solutions. This leads to better decision-making and problem-solving capability at management level.
- Directly applicable knowledge: Throughout an MBA, you will work on real-life cases and apply new insights directly to challenges within your organisation. Many MBA students implement improvement projects during their studies that deliver tangible returns.
- Extensive professional network: You will build a valuable network with fellow students from diverse sectors, as well as lecturers and guest speakers. This network opens doors for partnerships, benchmarking opportunities, and knowledge sharing that benefit your organisation.
- Innovation and transformation: With up-to-date knowledge of digital transformation, sustainability, and innovation management, you can help your employer stay ahead in rapidly changing markets.
- Leadership development: You will develop essential leadership skills that empower you to lead teams, drive change, and inspire others.
What makes this study programme unique
Collaboration with universities
We work together with other national and international universities, where we gain inspiration. This provides you with new insights and offers you a national and international network.
Alumni network
We have a small-scale and involved network of students, alumni and lecturers. You will always stay in touch with the programme and build a large network.
Admission & application
What are the admission requirements?
You are eligible if you hold a bachelor’s degree (or equivalent) in a relevant field of study, such as tourism management, leisure management, sports management, culture management, business management, or economics. This qualifies you for admission to the MBA Imagineering programme. If you do not meet these requirements, you can have a look at the options available to you.
Information about admission requirements
What does this study programme cost?
For the academic year 2026-2027 the institution tuition fee is €17,250. In addition, you should take extra costs for software, excursions, etc. into account.
How can I apply?
If you meet the admission requirements, you can apply for this study programme. Application is open until 15 August, but we strongly recommend applying before 1 July to avoid delays due to the summer holidays.
Find out if this study programme suits you
Seeking a master’s programme in tourism, leisure, or imagineering? Take this short quiz to discover the best match for you.
What others say about Imagineering
Imagineering changes your perspective for a lifetime
Diversity as a power for innovation
This master’s has broadened my frame of mind
What can you do after your studies?
Graduates of the MBA Imagineering generally find employment in innovation-related positions, marketing and branding roles, or as business consultants. Upon successful completion they receive a Master in Business Administration degree.
After your graduation you are entitled to the degree of Master of Business Administration.
Virtual campus tour
Have a virtual look and discover the Ocean building where you’ll be studying and what more the campus has to offer.
Get inspired!
Read more about projects, research and insights in the field of Imagineering
Help with choosing your study programme
Do you want to continue after your bachelor's or further develop your professional skills and are you looking for a master's? Discover, compare and choose your master's programme at BUas.