Part-time Master in Imagineering

In a creative economy there is a growing need for high level professionals who can create and innovate value from the experience perspective. This English-taught master’s programme in Imagineering is designed as a methodology for that new ‘outside-in enterprise logic’.

Imagineering

Imagineering, value creation and value innovation from the experience perspective is a new approach towards the trinity of branding. It is a way to discover a new kind of convergence between consumers’ desires, technological capabilities and organisational innovations. Imagineering, value creation and value innovation are the fundamental processes of the creative economy. They are methods of finding ‘a blue ocean of uncontested market space’ - a space that inspires stakeholders to co-create.

Focus

The Master’s programme in Imagineering focuses on the specific concept of designing for organizational emergence using the imagination to involve other stakeholders as co-designers of the future. The Master’s programme offers you a deeper theoretical insight in issues of organizational design in the context of enterprise logic transformation. It enables you to develop analytical, pro-active, problem-solving attitudes and design-skills towards these issues. Next to this, you develop knowledge and skills required to design and implement professional advice in an organizational and cross-cultural setting. Further, expertise to innovate, participate and lead processes of collaboration, creativity, and emergence are built and strengthened through this master’s programme in Imagineering.

For whom?

The executive master in Imagineering programme is designed for professionals who are responsible for strategic matters, e.g. innovation managers, marketing managers, communication managers, human resources managers, general directors and entrepreneurs. The programme has been set up to educate business innovation oriented professionals to become imagineering experts who:

  • understanding conditions in which organizations may require a design intervention;
  • increasing awareness of multiple ways for orchestrating organizational development;
  • developing the personal competencies needed to design an imaginative narrative for adaptive management;
  • reflexive understanding of your own approaches and responses to development.

Increase your effectiveness as a designer in dealing with multiple aspects of organizational (and societal) development.

After your Master

Job possibilities

Graduates of the master in Imagineering generally find employment in innovation related positions, marketing and branding roles or as business consultants.

Examples of titles our alumni currently hold are:

  • specialist Policy & Innovation at one of the largest energy suppliers in the Netherlands
  • manager Strategic Brand Innovations manager at a world renown leader in software
  • project assistant at one of the leading consultancy companies in Europe
  • programme management officer at a world renowned Dutch bank
  • assistant head of Corporate Identity Europe at an international automobile supplier from Germany
  • consultant co-creation at an up-and-coming agency
  • specialist Social Care and Monitoring at an up-and-coming agency

Why study Imagineering at NHTV Breda

  • international classroom
  • lecturers from across academic and commercial communities in the field of imagineering
  • close cooperation with international partners, such as Innovation-Point (USA), University of Sao Paulo Ribeirao Preto & Federal University of Uberlandia (Brazil) and University of Pretoria (South Africa)
  • contributing to the quality of life by integrating themes such as sustainability
  • recognised by the World Leisure Organization as the first World Leisure Centre of Excellence in Europe, and the third one in the world

Admission requirements

To be eligible for the executive master in Imagineering the following aspects will be considered:

  • at least a bachelor’s degree is required
  • a record of relevant work experience
  • a strong personal motivation, not only based on career motives

Preferably, the candidate is supported by his/her employer, and this employer also endorses the process of Imagineering.

According to Dutch law, non-EU students are unfortunately not permitted to attend a part-time or executive study programme in the Netherlands. That is why we would like to refer you to our full-time study programme.

Test of English as a foreign language

As an international applicant, you will also be required to demonstrate sufficient results of one of these tests:

  • CAE (Cambridge Advanced Certificate) or CPE (Certificate of Proficiency in English)
  • IELTS test (minimum overall band score of 6.0, and minimum subscore of 6.0 for speaking)
  • TOEFL test (minimum score of 80 internet-based, and minimum subscore of 20 for speaking)

Exemptions from taking the English test

You do not need to submit English language test results to be allowed to attend an English-language programme if:

  • you are a Dutch havo or vwo graduate
  • the language of instruction of the secondary school or university you attended or are attending is English in a native English-speaking country (i.e. one of the following countries: Australia, Canada (Quebec excluded), Ireland, New Zealand, the United Kingdom or the United States of America)
  • you have obtained a diploma that is included in the list of diplomas compiled by Nuffic and one of your exam subjects was English. Check the list of diplomas (pdf)

Eligible candidates will be invited for an interview.

Programme

New consumers

Nowadays, people are driven much more by values of self-expression rather than those of rudimentary survival. They have a deep need to make sense of their lives in ways that are unique and personal. One of the most distinct ways in which this is manifested, is the new individual’s consumption and participation pattern, by means of their choices they create their own identity.

Organisations

Business organisations continue to answer these new consumption patterns with the standard logic of traditional enterprise. This logic, called ‘managerial capitalism’ helped businesses to be successful in the past century. Now, the chasm between today’s individuals and today’s commercial organisations leads to a 'transaction crisis'. The fundamental changes in the nature of consumption today will be tomorrow’s changes in the nature and purpose of business. This change will affect the underlying logic of capitalism itself and it will pave the way for major transformations within the enterprise logic of many organisations.

Aim of the programme

The executive master in Imagineering is designed for professionals who are responsible for strategic matters, e.g. innovation managers, marketing managers, communication managers, human resources managers, general directors and entrepreneurs. The programme has been set up to educate business innovation oriented professionals to become imagineering experts who:

  • understanding conditions in which organizations may require a design intervention;
  • increasing awareness of multiple ways for orchestrating organizational development;
  • developing the personal competencies needed to design an imaginative narrative for adaptive management;
  • reflexive understanding of your own approaches and responses to development.

Course details

This master's programme covers 17 months and is made up of three main phases:

  • Strategic Innovation
    This phase has been made up of two terms: 'Inspiration' and 'Ideation'
  • Organisational Transformation
    This phase has been made up of two terms: 'Implementation' and  the ‘Field trip’
  • Final project
    You apply the course contents to the professional practice of an organisation by writing a business report, a paper and develop an inspiration guide. Watch the video of Ricky, Joana, Care and Engelbert: they tell you about their graduation project.

Field trip

Given that experiences are culturally dependent, phase 2 is completed with a field work trip abroad. During this trip students will work together in groups on an assignment in a different cultural setting. Every year, the field trip is in another part of the world. In the past we visited: South Africa, Brazil, United States, Malta and Sicily.

Phase 1: Strategic Innovation

1 Inspiration

Output: appreciative diagnosis
The first term of the programme revolves around the changing societal reality and the strategic consequences for companies and organisations of what is also called the creative economy. Using design thinking, complexity thinking and narrative thinking, you will analyse and brood on the changes in society, an industry and an individual company in order to translate 'transaction thinking’ into ‘transformation thinking’. Based on experience research you work with the creation of new meaning.

New context:
How should strategists deal with the increasing speed of change in society?

New consumer:
Understanding consumers who have changed more than the organisations on which they depend.

New research:
A new economy asks for another research paradigm, experience research in particular.

2 Ideation

Output: experience concept
The focus of this term is on imagination and meaning, sense-making and sense-giving, creativity and design, generative metaphor and high concept. In a creative process the company’s DNA will be translated into a high-involvement experience concept. Knowledge and understanding of the creative process and management of creativity is essential.

New perspective:
How to create meaning and how to use the latest creative techniques and design methodology to get a grip on the company’s DNA?

New creativity:
How to make a company creative and how to manage creativity for lasting results?

New tools:
New theories and tools to help the process of ideation develop in an organisation.

Phase 2: Organisational Transformation

3 Implementation

Outputs: experiential platform and organisational model
If we understand how to develop a new experience concept, and why, the focus changes to the transformation of an organisation. In the third term you will learn how to design a platform based on the new situation and how to rethink management. You set about creating an original business model focusing on new products, services, technology, logistics and network.

New business model:
The experience concept is translated into a new business model which has to be implemented while conventional business operations continue.

New technology:
Why are new technologies important in the design of a new experience platform and how do we integrate them into an Imagineering concept?

New leadership:
What is the best way to lead the new experience and new situation? The experience asks for people with a different mentality.

New organisation:
The secret to future success is found in a perfect organisation of the business from the experience perspective.

Phase 3: Master's thesis

You apply the course contents to the professional practice of an organisation. This process leads to a written dissertation: the master’s thesis and the creation of a practical Inspiration guide for the organisation.

Study costs

The tuition fee for the academic year 2018-2019 is € 11,784.

More information about tuition fees can be found in the tuition fee regulations (pdf)

Additional costs

Apart from the tuition fee you should take into account the costs for textbooks, readers (approximately € 250), the mandatory study trip (approximately € 1,500 - € 2,000) and a laptop.