Imagineering
Creative industries are companies and organizations that make their living from imagination. Companies like Cirque du Soleil are primarily creative content providers. The ‘high concept’, a typical mechanism from Hollywood, is starting point for all business.
In the creative knowledge-economy, all kind of companies need imagination. ‘People have changed more than the companies on which they rely’ (Zuboff & Maxmin). Bridging the gap between ‘old’ organizations and ‘new’ consumers asks for changing existing industry logic. This can not be done with just ‘creative thinking’ or ‘tactical innovation’. Companies stuck in ‘red oceans of bloody competition’ (Kim & Mauborgne) need ‘strategic innovation’ to become serial, inspiring innovators in a ‘flat world’. Creativity of employees can be as good as is the imagination of the strategists of their organizations.
But innovation is difficult let alone strategic innovation. There is a growing need for high level professionals who can create and innovate value using their imagination while ‘images’ provide meaning to experience and understanding to knowledge. Imagination is a fundamental facility through which people make sense of the world. Unlike creative thinking and ‘fancy’, imagination is a shaping and modifying power able to let grow ideas exponentially. In the end, we understand Einstein: ‘Imagination is more important than knowledge’.
Imagineering, value creation and value innovation from the experience perspective, is an approach towards value creation attuned to the creative economy. It is a way to create a new, appealing ‘lens’ to find ‘a blue ocean of uncontested market space’ that inspires all stakeholders to co-create.
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Tuition fees Start dates Length |
Area of study Last update |
Length
12 months
Start dates
Each year in August
Application Deadline
1st of July (European students)
1st of June (non-European students)
Teaching Language
English
Exams Required
A Bachelor degree, preferably a Bachelor in Business Administration (BBA).
Other Requirements
Apart from educational background and language skills, criteria for admission are personal qualities and motivation. Eligible candidates will be invited for an intake interview. Prospective students are required to eliminate any deficiences through self-study.
Application form
Can be downloaded from www.nhtv.nl or requested at [email protected].