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Do you want to learn more about much-needed social and business innovations? The Imagineering approach fits in a range of new emerging complexity-based approaches aiming at innovation by empowering collective creativity, in a strategically envisioned direction. The Imagineering programme includes aspects of design thinking, appreciative inquiry and complexity theory.
The master’s programme of Imagineering focuses on the specifics of designing strategic narratives through engaging people in a creative manner. It is built upon the concept of designing for organisational societal emergence. By appealing to the imagination, stakeholders are involved as co-designers of the future.
In addition to this regular Master Imagineering we also offer the Executive Master Imagineering, designed for professionals who are responsible for strategic matters, e.g. innovation managers, marketing managers, communication managers, human resources managers, policy-makers, general directors and entrepreneurs.
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. The blocks of classes each last six weeks and are finalised with an exam/design week. Within the blocks, interactive theoretical classes, along with workshops, activities and assignments are delivered.
The programme (60 ECTS) is a one-year programme for regular students and 18 months for part-time executive students:
Block 1: Inspiration
This first block about ‘Inspiration’ focuses on the broad theoretical framework of the master’s programme. 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. The students immerse themselves into the world of co-creation, imagination and dialogue; having a strong impact on transformative processes. Furthermore, the students 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 a critical opinion 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 realisation of the experience concept can be optimally executed.
By means of real business cases, the students 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 the students need to demonstrate that they are professional masters in Imagineering. This means the student needs 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, the student needs to take 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.
Graduates of the Master Imagineering generally find employment in innovation related positions, marketing and branding roles or as a business consultant.
Examples of titles our alumni currently hold are:
Breda University of Applied Sciences
Mgr. Hopmansstraat 15
4817 JT Breda