Imagineering, MBA

  • Overview
  • Programme outline
  • Key facts
  • Admission requirements
  • Fees and funding



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.

The Imagineering programme is delivered by NHTV Breda University of Applied Sciences.


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.

Your career?

This master’s programme has been set up to educate business innovation oriented students 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.

Programme Structure

This master's programme covers 12 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 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.


Detailed Programme Facts

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This master’s programme is aimed at students with a bachelor’s degree, preferable a Bachelor in Business Administration, in a relevant field of study, e.g. tourism management, leisure management, sports management, culture management, business management or economics.

Personal experience, qualities and motivation

Apart from educational background and language skills, criteria for admission are also personal qualities and motivation. Work experience in any field is preferred, though a study-related work experience (e.g. work placement) may be accepted as an alternative. Depending on your test results, work experience and the field of study of your first degree, an additional course may be required for admittance to the programme. Shortlisted candidates will be called for an intake interview.

Tuition Fee Per Year

  • EUR 9737 International
  • EUR 9737 EU/EEA


Check the programme website for information about funding options.

StudyPortals Tip: Students can search online for independent or external scholarships that can help fund their studies. Check the scholarships to see whether you are eligible to apply. Many scholarships are either merit-based or needs-based.

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