MBA Imagineering

Business Innovation from an experience perspective

Master
1 year
Full-time
English
MBA

Due to challenges related to sustainability, inclusivity, and the rise of digital technologies, we are faced with increasingly complex issues. This sparks a necessity for change within organisations. Will you tackle these complex issues and help organisations solve them?  

The MBA Imagineering can offer you and your organisation strategies to successfully initiate and facilitate these transitions. In this programme, you will learn how to develop expertise in designing and facilitating co-creative processes towards transformation. 

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What is Imagineering?

Why choose the MBA Imagineering at BUas?

  • The multicultural composition of the international classroom with many different nationalities is the best learning environment you could wish for
  • Hybrid international classroom where your peers with diverse professional and cultural backgrounds experiment in continuous learning processes

Zoom in on the MBA Imagineering

Study overview

Course content

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.

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 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 MBA 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.

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: 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.

 

To video presentation

Teaching method

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.  

Study load and coaching

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.

Field trips, company visits and guest lectures

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.   

What makes this study programme unique

Admission & application

What are the admission requirements?

With a bachelor’s degree in a relevant field of study, e.g. tourism management, leisure management, sports management, culture management, business management or economics, you can be admitted to the master's programme MBA Imagineering. 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 2025-2026 the institution tuition fee is €16,650. In addition, you should take extra costs for software, excursions, etc. into account.

Information about study costs

 

How can I apply?

If you meet the admission requirements, you can apply for this study programme. If you do so before 1 May, you can certainly start your studies.

More information about applying

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.


Take the quiz

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.

Martina

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.

Rouaida

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

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. 
 

More information about options after your studies