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Postgraduate

MA Applied Imagination

An close-up on a large screen of a person's upturned face and arms stretched out with red sleeves
Multiverse, MAAI Festival 2024. Photo: Jolly Thompson
College
Central Saint Martins
Start date
January 2026
Course length
One year full-time (45 weeks)

This course is for people who want to move beyond the predictable.

Course summary

Applying for more than 1 course

From October 2024, you can only apply for a maximum of 3 postgraduate courses each year at UAL (excluding online or low-residency courses and Graduate Diplomas). Find out more in the Apply Now section.

MA Applied Imagination will help you become a problem-finder and change-maker. You will apply your imagination and question existing assumptions in the creative disciplines. This course is part of the Creative Enterprise programme.

Why choose this course at Central Saint Martins

  • Leadership and career driven: prepare for roles like Innovation Consultant, Entrepreneur, Creative Director, Strategic Planner and Creative Consultant, with the skills to lead in today’s creative industries.
  • Collaborative ethos: work across fields and cultures, connecting ideas, industries, and people to create real impact.
  • Real world application and testing of ideas: use action research and interventions to refine your projects through direct engagement with users, stakeholders, and industry experts.
  • Build long-term creative agency: we encourage students to become independent thinkers, developing your own projects while cultivating  a strong professional network and gaining the skills and connections to thrive in the creative industries.
  • An incubator for creating change: what’s the change you want to see? This course equips you to turn vision into action, whether launching a business, shaping policy, or redefining industries.

Open days

There are currently no open days scheduled for this course, please check back at a later date.

Recordings

Watch a recording of the recent MA Applied Imagination open day.

Scholarships, bursaries and awards

Course overview

MA Applied Imagination is a non-disciplinary, student-centred course directing your development as a confident and responsible creative practitioner capable of achieving change.   

We are an active course community who recognise the cross-disciplinary nature of contemporary global challenges. Students engage in original, self-directed research journeys, forming their own external networks and experimenting with new forms of knowledge production. Starting from problem solving and provocation, the course asks you to pose questions that spring from your individual concerns and sit across or outside traditional disciplinary boundaries. These may be questions that challenge the dominant parameters of our cultural, economic and political landscape. In forming new connections and networks and applying your skills and knowledges, you will gain an enhanced sense of agency over your creative and professional future.     
 
We are committed to developing ethical applied imagination practices. To achieve this, we are working to embed UAL's Principles for Climate, Social and Racial Justice into the course.  

What to expect

  • A transformative learning journey: built around curiosity, research, testing, reflection, action and external verification from experts and other stakeholders. 
  • Empowerment:  you will establish your own external networks and develop your professional courage as you surface and invest in your chosen creative imperative 
  • Direct creative engagement with society: growing your capacity to conceive and create change, and practice with professional confidence and capability.  

Industry experience and opportunities 

The external research process is scaffolded by a network of supporting structures: a multi-disciplinary course team of creative practitioners; a diverse cohort of visiting academic and industry experts; a dynamic global alumni network, and established relationships with organisations and pressure groups engaged in professional practice, social entrepreneurship, activism and trans-disciplinary learning.
 

Contact us

to receive information and updates about studying at UAL.

Contact us to make an enquiry.

Course units

MA Applied Imagination uses a four-step strategy to enable you to develop and apply your new creative knowledge. Unit One is designed to open and inform your imagination, using both individual projects and teamwork. You will work with your peers in rotating groups, responding to projects devised to stimulate and reinvigorate the imagination. Unit Two provides opportunities for co-operation and collaboration with students from other postgraduate courses. In Unit Three you will commence your personal research journey. Unit Four comprises the conclusion of this project, your reflections on your learning, and the steps you take to share your outcomes with others.  

Unit 1: Imagination 

In Unit 1, you will be immersed in a series of short, individual and team-based projects, designed to interrogate contemporary global agendas. Your peers will act as primary sources of knowledge and you will develop your skills through interaction with external experts and other collaborations. The projects in this unit pose questions that defy predictable answers – for example, we might ask you to construct and test a fully operational time machine. The projects are intended to take you outside of the familiar conventions of creativity and to investigate your potential for changemaking through the lenses of social justice, climate crisis, health and wellbeing, identity and technology. This “unpacking” process helps to locate resistance to change, often established through specific disciplinary backgrounds and cultural conditioning. We build awareness of personal and collective resistances which may inhibit the creation of new paradigms. The unit concludes with your drafting of a research proposal, to be further developed into your personal project during Units Three and Four.

Unit 2: The Collaborative Unit

This unit is nested within Unit One and addresses the theme of collaboration through co-operation with other postgraduate courses within the University. By working co-operatively with fellow students from parallel and contrasting courses, you will experience at first hand the value of cross-disciplinary thinking and problem-solving that is central to the MA Applied Imagination learning journey.  

Unit 3: Application 

In Unit 3, you will start to develop your research proposal into a viable project. You will also be required to establish networks for stakeholder engagement and external verification. You will be expected to demonstrate an understanding of the methodologies of action research and testing via intervention, in order to embody your research question and obtain new knowledge. You will plan and carry out your research in an ethical and inclusive way and be responsive to questions of social justice.  In this unit, the course team will support you in finding your way forward, without predicting or prescribing your next steps. 

Unit 4: Applied Imagination 

Unit 4 requires you to complete the external verification of your research question. The unit comprises the completion of, and reflection on, your research outcomes as well as their presentation for assessment.

Important note concerning academic progression through your course: 

If you are required to retake a unit you will need to cease further study on the course until you have passed the unit concerned. Once you have successfully passed this unit, you will be able to proceed onto the next unit. Retaking a unit might require you to take time out of study, which could affect other things such as student loans or the visa status for international students.  

CSM Academic Support is delivered by a team of academics and practitioners working alongside your course to help you progress and achieve your maximum potential as a student. Academic Support can help you to develop your skills in different areas, including critical thinking, research and writing, time management, presentations and working independently and collaboratively. These may be offered as part of your timetabled classes or as bookable tutorials and workshops. 

Mode of study

MA Applied Imagination is offered in Full Time mode which runs for 45 weeks over 12 months. You will be expected to commit 40 hours per week to study, which includes teaching time and independent study.

Credit and award requirements

The course is credit-rated at 180 credits.

On successfully completing the course, you will gain a Master of Arts (MA degree). 

Under the Framework for Higher Education Qualifications, an MA is Level 7. All units must be passed in order to achieve the MA but the classification of the award is derived from the mark for the final unit only. 

If you are unable to continue on the course, a Postgraduate Certificate (PG Cert) will normally be offered following the successful completion of 60 credits, or a Postgraduate Diploma (PG Dip) following the successful completion of 120 credits.

Learning and teaching methods

The learning and teaching methods devised for this course include: 

  • Unit and project briefs 
  • Tutorials (individual and group) 
  • Lectures, seminars and workshops 
  • Peer learning and peer-led assessment sessions 
  • Facilitated interaction with external stakeholders 
  • Team working, including external speaker presentations and debates, facilitated by students 
  • Immersive ‘Labs’ and hacks: intensive project incubation workshops
  • Visiting Practitioner and alumni mentor input 
  • Use of the library and other College facilities as a critical resource 
  • Independent research 
  • Learning log and reflective journal keeping 
  • Development and iterative external testing of action research interventions 
  • Reflection and self-evaluation of testing process and evidence gained 
  • The development of an appropriate form of presentation 

Assessment methods

The following assessment methods are employed to support the integrated achievement of the course outcomes: 

  • Individual and team-based projects 
  • Proposal for independent study 
  • Research reports 
  • Presentations 
  • Learning logs and reflective journals 
  • Evaluative reports

UAL Showcase

Explore work by our recent students on the UAL Showcase

  • Unpacking Creativity
    Unpacking Creativity, Carolina Rodriguez Baptista, 2023 MA Applied Imagination, Central Saint Martins, UAL
  • Everyday Encounter with Windows
    Everyday Encounter with Windows, Arielle Trang Anh Ta, 2023 MA Applied Imagination, Central Saint Martins, UAL
  • Eat well
    Eat well, Shuang Zheng, 2023 MA Applied Imagination, Central Saint Martins, UAL
  • Flag the gap, design beyond average
    Flag the gap, design beyond average, Carolina Gonzalez Garcia, 2024 MA Applied Imagination, Central Saint Martins, UAL
  • Falling Pieces
    Falling Pieces, Lu Wang, 2024 MA Applied Imagination, Central Saint Martins, UAL
  • Constructive Connections: Dialogue Through Design
    Constructive Connections: Dialogue Through Design, Iris Lin, 2024 MA Applied Imagination, Central Saint Martins, UAL

Facilities

  • A room with people working at computers
    Image courtesy of Central Saint Martins,
  • Students working at tables inside Central Saint Martins' Library
    Image courtesy of Central Saint Martins,
  • Rows of seats facing a screen in the LVMH Lecture Theatre at Central Saint Martins
    Image courtesy of Central Saint Martins,

Staff

Tutor: Sasha Damjanovski
Tutor: Diana Donaldson
Tutor: Cvetana Ivanova
Tutor: Jasminka Letzas
Tutor: Cecilia Mezzi
Tutor: David Mills 
Tutor: Georges Sidaoui 
Tutor: Elizabeth Wright
Tutor:

Fees and funding

Home fee

£14,000

This fee is correct for entry in January 2026 and is subject to change for entry in January 2027.

Tuition fees may increase in future years for new and continuing students on courses lasting more than one year. For this course, you can pay tuition fees in instalments.

Home fees are currently charged to UK nationals and UK residents who meet the rules. However, the rules are complex. Find out more about our tuition fees and determining your fee status.

International fee

£29,990

This fee is correct for entry in January 2026 and is subject to change for entry in January 2027.

Tuition fees may increase in future years for new and continuing students on courses lasting more than one year. For this course, you can pay tuition fees in instalments.

Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

Additional costs

You may need to cover additional costs which are not included in your tuition fees, such as materials and equipment specific to your course. For a list of general digital equipment you may need (and how you can borrow equipment), visit our Study costs page.

Accommodation

Find out about accommodation options and how much they will cost, and other living expenses you'll need to consider.

Scholarships, bursaries and awards

If you’ve completed a qualifying course at UAL, you may be eligible for a tuition fee discount on this course. Find out more about our Progression discount.

You can also find out more about the Postgraduate Masters Loan (Home students only) and scholarships, including £7,000 scholarships for Home and International students. Discover more about student funding.

If you’re based in the UK and plan to visit UAL for an Open Event, check if you’re eligible for our UAL Travel Bursary. This covers the costs of mainland train or airline travel to visit UAL.

How to pay

Find out how you can pay your tuition fees.

Scholarship search

Entry requirements

The standard entry requirements for this course are as follows:

  • An honours degree
  • Or an equivalent EU/international qualification.

AP(E)L – Accreditation of Prior (Experiential) Learning

Exceptionally applicants who do not meet these course entry requirements may still be considered. The course team will consider each application that demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by:

  • Related academic or work experience
  • The quality of the personal statement
  • A strong academic or other professional reference

Or a combination of these factors.

Each application will be considered on its own merit but we cannot guarantee an offer in each case.

English language requirements

IELTS level 6.5 with at least 5.5 in reading, writing, listening and speaking (please check our main English language requirements webpage).

Selection criteria

We select applicants according to potential and current ability in the following areas:

  • Self-motivation, ambition, courage, and a commitment to the postgraduate programme
  • A readiness to engage with trans-disciplinary interactions with a wide variety of peers, experts and external stakeholders 
  • A readiness to engage in transformative self-directed learning, and in externally-targeted action research

What we are looking for

MA Applied Imagination is aimed at graduates with a background in any creative discipline. This includes all the established areas of design, the fine arts, performance art, curation and art business, journalism, advertising and marketing, management, economics, as well as science and technology. We are looking for talented, ambitious and open-minded students who enjoy working with others, but who are also capable of planning and completing a major self-directed project, working and researching across and outside traditional disciplinary boundaries.

Above all, we are looking for courageous and creative thinkers and changemakers who are ready to channel their talents to achieve their personal goals – and are ready to accept the challenge of a student-centred curriculum in which they define and pursue their own programme of study. 

Our cohort reflects this, and represents a very broad cultural, educational and professional mix.

Information for disabled applicants

UAL is committed to achieving inclusion and equality for disabled students. This includes students who have:

     
  • Dyslexia or another Specific Learning Difference
  • A sensory impairment
  • A physical impairment
  • A long-term health or mental health condition
  • Autism
  • Another long-term condition which has an impact on your day-to-day life

Our Disability Service arranges adjustments and support for disabled applicants and students.

Read our Disability and dyslexia: applying for a course and joining UAL information.

Apply now

Application deadline

Deadline

Round 1:

Not applicable

Round 2:

22 October 2025

Video task deadline

Round 1:

Not applicable

Round 2:

7 days after digital portfolio and/or video task request

Decision outcome

Round 1:

Not applicable

Round 2:

19 December 2025

Round 1
Round 2
Deadline
Not applicable
22 October 2025
Video task deadline

Not applicable

7 days after digital portfolio and/or video task request
Decision outcome

Not applicable

19 December 2025

If there are places available after 22 October 2025, the course will remain open to applications until places have been filled.

Read more about deadlines

Apply to UAL

Apply now

Application deadline

Deadline

Round 1:

Not applicable

Round 2:

22 October 2025

Video task deadline

Round 1:

Not applicable

Round 2:

7 days after digital portfolio and/or video task request

Decision outcome

Round 1:

Not applicable

Round 2:

19 December 2025

Round 1
Round 2
Deadline
Not applicable
22 October 2025
Video task deadline

Not applicable

7 days after digital portfolio and/or video task request
Decision outcome

Not applicable

19 December 2025

If there are places available after 22 October 2025, the course will remain open to applications until places have been filled.

Read more about deadlines

Apply to UAL

or

Apply with a UAL Representative

Based across the world, our local UAL representatives can support you with your application from your home country. Check to see if there is a representative available in your country currently.

Find your representative

How to apply

Follow this step-by-step guide to apply for this course

Step 1: Initial application

You will need to submit an initial application including your personal statement and CV.

Personal statement advice

Your personal statement should be maximum 500 words and include:

  • your reasons for choosing the course
  • your current creative practice and how this course will help you achieve your future plans
  • any relevant education and experience, especially if you do not have any formal academic qualifications.

Visit our personal statement page for more advice.

CV advice

Please provide a CV detailing your education, qualifications and any relevant work or voluntary experience. If you have any web projects or other media that you would like to share, please include links in your CV. If English is not your first language, please also include your most recent English language test score.

Step 2: Video Task

We will review your initial application. If you have met the standard entry requirements, we will ask you to submit a video task.

You’ll need to submit this via PebblePad, our online portfolio tool.

Video task advice

We’d like you to submit a 2-3 minute video to help us learn more about you. When recording your task, please face the camera and speak in English.

Read our guidance for how to submit your video task and which file types we accept.

What to include in your video task

In two to three minutes, explain how you think creativity can make the world a better place, and how this course will help you achieve this.

Please feel free to inset images of any kind into the video, if you feel they will support your argument, whilst ensuring you remain visible throughout the video.

Step 3: Interview

You may be invited to an interview following our review of your application. All interviews are held online and last 15 to 20 minutes.

For top tips, see our Interview advice.

You also need to know

Communicating with you

Once you have submitted your initial application, we will email you with your login details for our .

Requests for supplementary documents like qualifications and English language tests will be made through the applicant portal. You can also use it to ask questions regarding your application. Visit our After you apply page for more information.

Applying to more than 1 course

From October 2024, you can only apply for a maximum of 3 postgraduate courses each year at UAL. This excludes online or low-residency courses and Graduate Diplomas, which you can apply to in addition to 3 other postgraduate courses.

If you apply for more than 3 postgraduate courses between October 2024 and August 2025, we won’t accept the 4th application. It’s not possible to withdraw an application to replace it with another.

You need to tailor your application, supporting documents and portfolio to each course, so applying for many different courses could risk the overall quality of your application. If you receive offers for multiple courses, you'll only be able to accept 1 offer.

Visas and immigration history check

All non-UK nationals must complete an immigration history check. Your application may be considered by our course teams before this check takes place. If your course requires a portfolio and/or video task, we may request these before we identify any issues arising from your immigration history check. Sometimes your history may mean that we are not able to continue considering your application. Visit our Immigration and visas advice page for more information.

External student transfer policy

UAL accepts transfers from other institutions on a case-by-case basis. Read our Student transfer policy for more information.

Alternative offers

If your application is really strong, but we believe your strengths and skillset are better suited to a different course, we may make you an alternative offer. This means you will be offered a place on a different course or at a different UAL College.

Deferring your place

We do not accept any deferral requests for our postgraduate courses. This means that you must apply in the year that you plan to start your course and you will not be able to defer your place to start at a later date.

Application deadlines

Most of our postgraduate courses have 2 rounds of deadlines: one in December and one in March.

As long as you apply ahead of each deadline we will consider your application alongside all the other applications in that round. We always make sure to hold enough places back for round 2 to make sure we can consider your application fairly, no matter which round you apply in.

If there are still places available after the second deadline, the course will remain open to applications until all places have been filled.

Careers

Students graduating from MA Applied Imagination have taken up employment in almost every part of the creative sector in the world economy. Our alumni have diversified to become actors, architects, broadcasters, creative managers, entrepreneurs, film-makers, inventors, journalists, musicians, social innovators, web designers – and academics. Many have also moved on to PhD programmes. Others have returned to – or entered for the first time – fields such as advertising, curation, exhibition and museum design, film and television, fashion design and retailing, graphic design, marketing, product design, public relations, publishing (both print and digital), and web design.

The course has links with outstanding practitioners across the spectrum of the creative sector. These include: architecture and interior design; advertising and branding; design against crime; film; fashion design; furniture and textile design; graphic and communication design; the music business; photography; product design; museums and galleries; television.

Numerous leading international companies and institutions have been collaborators with, or sponsors of, MA Applied Imagination. These include: AiG; The Big Issue; Calvin Klein; Camberwell College of Arts and Design; Cosmopolitan; Camden Council; Cranfield University; The Design Museum; Dolce & Gabbana; Gloss Interior Design; Ideo; Jam Design; Kingston University; Nokia; Pentagram; PKF International; RIBA (The Royal Institute of British Architects); St Lukes; Swatch; Tangerine Design – and many others.