Breda University / Master in Imagineering

Breda University / Master in Imagineering

14 May 2009 at 05:50

NHTV Breda University of Applied Science offers a new programme "Master in Imagineering" for creative, active and enthusiastic students.

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 the possibility of a new kind of convergence between consumers’ desires, technological capabilities and organisational innovations. These three elements will be combined to form new enterprise logic.

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 pattern, by means of their choices they create their own identity. In our society, consumption is an absolute necessity, not a luxury. It is what people must engage in to survive – much the same as hunting was in earlier societies. This ‘psychological individuation and self-determination through consumption’ is a totally new historical phenomenon. 
 
Organisations
Business organisations (whether profit or non-profit) 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, a century during which consumption was prompted by survival and values related to possession. Business organisations do not easily change from within. 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. The ‘transaction crisis’ will pave the way for major transformations within the enterprise logic of many kinds of organisations and institutions. 
 
Admission requirements
Bachelor degree
The regular master programme is aimed at students with a bachelor 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. 
 
Other requirements
Furthermore, proficiency in English is required. If you are not a native English speaker, a language test can be required.
 
Apart from educational background and language skills, criteria for admission are personal qualities and motivation. Short listed candidates will be called for an intake interview.
 
Work experience in any field is also 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 to be admitted to the programme.

Diploma

Upon succesfull completion of the course you will receive the official degree "Master of Imagineering. Master of Business Innovation from the experience perspective".

More information can be found by visiting a web-site: NHTV Breda