Study programme
Participant Testimonials
Here are some opinions of the alumni of the Executive Master in Imagineering. They reflect on the course and on imagineering in general.
Mark van Nieuwkerk: Manager Marketing and Sales, TUI Nederland
What's Imagineering to you?
“Imagineering to me is a customer-driven mindset that allows for a different perspective on how to structure your current organisation. Instead of relying on age-old industry assumptions, Imagineering challenges you to rethink traditional business strategies and it encourages you to discover new customer value that is out there to be co-created together with customers”.
How can we see the results of Imagineering at TUI in the future?
“Instead of pre-configuring holiday packages, TUI has come to realize that it should put customers upfront to take the lead in co-creating their own unique experience based on personal preferences and lifestyle. This insight has led towards the development of a new high- involvement experience concept that redefines TUI's distribution channel, the way it creates holidays, and the way it communicates and interacts with customers”.
What did the Executive Master bring to you?
“The Executive Master provided me with new creative insights supported by a strong practical and theoretical knowledge base. These newly acquired insights have been put into practice while creating a Business Transformation Plan that contains a unique high-experience concept that makes travel experiences truly special. In addition to practical academic enrichment I have made new friends throughout the programme and expanded my professional network. The programme was a great experience that I can highly recommend to anyone involved in marketing and value creation”.
Murli Poonath: Director of Strategic Innovation, KLM
What is Imagineering to you?
“The world is changing. In much of the world there is little left to be desired materially - hence the increased need for meaning, purpose and emotional appeal. Imagineering is a way to transform your business from a conventional industrial logic into an emotionally appealing, experience-based logic”.
What is the position of KLM in this process?
“KLM is one of the oldest and most prominent brands of the world. We want to remain relevant and genuine, and we want to keep pace with changes in the world. We also acknowledge our responsibilities towards society and the environment. As an airline company we are pre-eminently suited to the task of bringing peoples and cultures together. This contributes to the development of mutual understanding; a global benefit”.
How did you experience the Executive Master programme?
Very valuable. An excellent interaction between a knowledge institution and experts from the industry.
