Imagineering, MBA

  • Application Deadline
  • 12 months
  • Tuition
    Tuition (Year)
    Tuition (Year)
  • English
  • 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 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.

Programme Structure

This master’s programme covers 12 months and is made up of three main phases:

  • Strategic Innovation
In the course inspiration you learn how to translate ‘transaction thinking’ into ‘transformation thinking’. The course ideation learns you how to translate the company’s DNA into a high-involvement experience concept.
  • Organisational Transformation
In the course implementation you learn how to design a platform based on the new situation and how to rethink management.
  • Final Project
After the first two phases, you will apply the contents to the professional practice of an organisation by writing a business report, a paper and develop a practical inspiration guide for an organisation.
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.


Challenging and inspiring education with different cultures

Your study programme will cover some focus areas which are very unique to NHTV. These focus areas are cross-cultural understanding, social responsibility, imagineering and entrepreneurship. In a cross-cultural context you learn to look at other cultures. The aim is to learn to understand different views looking at a problem from several perspectives. You will set off to uncover hidden information, you won’t think twice about asking questions, and you will learn to innovate based on a social responsibility, or in other words, based on certain values, such as sustainability and business ethics. Out-of-the-box thinking and imagineering are the connecting thread that runs through all of NHTV’s study programmes. You learn how to let go of obvious ideas and develop your own values, allowing you to create a product or service that appeals to the target market’s imagination. Entrepreneurship and graduation projects with own companies are encouraged and facilitated.

Detailed Programme Facts

  • Full-time duration 12 months
  • Study intensity Full-time
  • Credits
    60 ECTS
  • Languages
    • English
  • Delivery mode
    On Campus, Blended
  • More information Go To The Course Website
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Academic Requirements

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.

Test Of English as a Foreign Language

As a non-native speaker of English, you must also show sufficient results of one of these tests:

  • TOEFL test (minimum score 80 internet-based and minimum sub score for Speaking 20)
  • IELTS test (minimum overall band score 6.0 and a minimum sub score for Speaking 6.0)
  • CAE, Cambridge Advanced Certificate or CPE, Certificate of Proficiency in English
Exemption from taking the English test

You do not need to take an English language test to be allowed to attend an English-language master’s programme if:

  • English is your native language;
  • you have attended a study programme in a country whose official native language and language of instruction is English;

Tuition Fee Per Year

  • EUR 9388 International
  • EUR 9388 EU/EEA

Students must apply through Studielink and the Student Office of NHTV.

Step 1: if you meet the admission requirements, please register with Studielink. This is the national administration system for higher education in the Netherlands. Please note: We won’t start processing your application until you are registered in Studielink.

Step 2: fill in the application form. Please make sure to upload all additional documents requested in the application form and submit you application.


Check the programme website for information about funding options.

StudyPortals Tip: Students can search online for independent or external scholarships Students can 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.

The Global Study Awards: Expand Your Horizons

The award recognises studying abroad as a positively life changing experience for many students as well as promoting intercultural understanding and tolerance. Successful candidates will receive up to £10,000 to be applied toward the cost of tuition fees.

Testimonial Registration Module

The Global Study Awards: get funded with up to £10,000 to study abroad

Together with the ISIC Association and British Council IELTS, StudyPortals offers you the chance to receive up to £10000 to expand your horizon and study abroad. We want to ultimately encourage you to study abroad in order to experience and explore new countries, cultures and languages.