MBA in Imagineering

During the 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, the co-creative catalysts and the 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 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.

What can you do after MBA imagineering?

Imagineers from BUas are spread across the globe. With this master’s focused on strategic management, our alumni contribute to most industries by uniting their own prior expertise with the Imagineering mindset and skills.

Strategic innovation is at the core of their positions. With an upgraded CV, graduates are ready to design thinking processes, as well as facilitate and lead them. Common career paths sought by an Imagineering graduate are Business Transformation Consultant and Innovation Management. 

What does the MBA imagineering entail?

A Master of Business Administration (MBA; also Master in Business Administration) is a postgraduate degree focused on business administration. In this MBA programme, the core is Imagineering, which is focused on strategic management, social innovation within businesses and organisations, purpose-driven design, and the co-creation of value in networks in the Experience and Transformation Economy era. 

Within which fields will you operate with an MBA in imagineering?

Imagineering is above all a mindset on how to approach more complex and wicked problems in businesses and organisations. The skills that you will develop are valuable in most industries, especially in positions of management and leadership. Our student cohort comes from the most diverse fields, such as Advertisement, Design, Education, Engineering, Health Care, Human Resources, Hospitality, Information Security, Marketing, Psychology, and Tourism. In this melting pot of diversity, a multidisciplinary approach is experienced, where co-creation and collaboration are at the core of your individual development.