Undergraduate study
Sports Management and Marketing

BA (Hons) Sports Management and Marketing

UCAS code: N885 BA/SMM

This course is commercially focused, academically challenging and vocationally relevant to a dynamic and evolving sports industry.

Course information


  • Length: 3 years (or 4 including a work placement year)

More full-time details


  • Typically 5 years

More part-time details

  • Daytime
  • Enrolment date: September
  • Admission enquiries: 01642 342807

Contact details

Further information


In working together with Middlesbrough Football Club we add unprecedented value to your degree and learning experience, through teaching collaboration, guest lectures, live projects and case studies.

Study on this programme to gain both theoretical and real world skills within the business of sports management and marketing. When you graduate, you will possess knowledge, understanding and competencies that will enable you to take advantage of the new employment opportunities that are arising in this dynamic and vibrant business environment.

Course structure

Year 1 core modules

Introduction to Research Methods

You are provided with an introduction to research in sport. Using contemporary issues in sport, the module outlines how ‘mixed methods’ research attempts to enhance knowledge related to sport issues and inform practice.

Introduction to Sports Business Economics

This module will introduce you to the major principles of economics and their applications to decision making within the sports industry.

Introduction to Sports Events

This module provides you with an introduction to planning, managing and implementing a range of sport events. It includes a discussion of ‘event legacy’ using a variety of high profile global case studies.

Introduction to Sports Management

This module introduces the core concepts, functions and environments of sport management, and develops your understanding of this discipline through the application of theory to practice via contemporary sport themes.

Introduction to Sports Marketing

You gain an understanding of the processes, strategies and techniques involved in global sport marketing by identifying links between theory and current practice. Importantly, the module considers the evolution of marketing practices and focuses on the unique nature of the sport industry.

Personal and Professional Development

This module introduces you to personal, academic and career development skills required within the sports industry. You will have the opportunity for volunteering and personal reflection on the implications for your own learning.

This module will also act as a stimulus for the development of ‘Student Volunteer Internships’ (SVI) experiences, which are embedded within the sports management, sports marketing and sports events modules of years 2 and 3.


Year 2 core modules

Digital Media in Sport

You gain a theoretical and practical understanding of how sport organisations use digital media, social media and technology to engage with fans and attract new customers and spectators through digital platforms.

Organisational Behaviour and HRM in Sport

You gain an understanding of the unique nature of sport organisations in regards to culture and organisational strategy, as well exploring the complex nature of Human Resource Management in Sport.

Research Methods

Building on prior learning within various stage 1 modules, this module develops your understanding and awareness of the principles and practicalities underpinning ethical and rigorous research. Through interactive seminar sessions with research-active academic staff, the module develops the practical skills you require for conducting a rigorous and ethical research study. The skills developed and knowledge gained will link to the stage 3 Dissertation module.

Sport Finance and Economics

You explore the rapidly changing national and international environment of Sport Finance and Economics. It is important for Sport business leaders to take account of the political, social and ethical implications of their decisions. Sport Business success requires efficient financial economic performance in an age of new financial restrictions in the industry.

Sports Event Management

This module presents you with the opportunity to learn and develop the relevant theory and skills to plan, stage and evaluate your own community based sport event. You will consider event operations, finance, audience, risk, health and safety etc.


and one optional module

Contemporary Football Business

The ongoing professionalisation and use of football as a commodity brings its own issues. In this module, you explore the current issues in football business, including strategy, ethics, corporate social responsibility and governance.

Legal issues: Sports Industry

Within an increasingly complex legal landscape, this module allows you to develop an understanding of key sport policy, and how UK and international law impacts the development and management of the UK sports industry.

Sponsorship: Elite Sport

You gain an understanding of the use of sponsorship as part of Integrated Marketing Communications (IMC). As sport becomes more of a commodity or product, sport and non-sport organisations are using sport to promote their own products, therefore, an understanding of Sport Sponsorship activation is key


Final-year core modules


The final year dissertation is an opportunity to conduct an independent piece of research, demonstrating that you know how to take a systematic approach to research, analysis and evaluation within a structured business-orientated framework. It also encourages you to reflect and critically evaluate your personal development.

Strategic Events and Leisure Management

The importance of major sports events has taken on a new meaning as they help to develop other areas of society. In this module you consider the role of sport events in the planning of sport policy and wider political agendas.

Strategic Issues in Leadership and Management

You develop an understanding of the challenges faced by organisations in relation to Leadership and Management. The module provides a deep understanding of the nature of effective leadership and management at a strategic level, within sport organisations.

Strategic Sports Business Marketing

This module is about how to take a strategic approach in marketing planning to achieve competitive advantage. The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans


and one optional module

Football Club Management

Whilst the year 2 football module considers football as a business, this module encourages you to critique football club management and leadership. The module provides a ‘real world’ insight into the strategic management of football clubs in the 21st century.

Law and Sport: Contemporary Issues

The module provides you with an opportunity to investigate and critically evaluate the key role sport plays in society, from a social, moral, and legal context, exploring key issues such as doping in sport.

Sport Branding

Firstly, you consider the context, value and concepts of contemporary sport brands, before critiquing the influence and meaning of sport brands in regards to their economic, social and cultural impact.


Modules offered may vary.

How you learn

This degree integrates theory and practice by a variety of means. Learning and teaching methods include lectures, seminars, workshops, field work, guided learning, business mentoring and live or ‘real world’ independent research projects.

You learn from practising managers and marketeers, entrepreneurs and other stakeholders throughout the curriculum (e.g. guest lectures), which is vital in adding value to your educational experience.

You are assessed through a combination of individual written assignments, group or individual presentations and individual or group projects.

Work placement year
Between Year 2 and your final year you have the opportunity to spend a year in industry on placement or study abroad at one of our partner institutions. Alternatively you could proceed to the final year.

Timetabling information
As a full-time student your timetabled hours are between Monday to Friday, 9.00am - 6.00pm. On Wednesdays the latest you will be timetabled is until 1.00pm. Hours of attendance vary between 12 hours and 20 hours per week. Part-time undergraduate students are required to attend during the same days and times as full-time students but for only a proportion of the time, dependant on the modules being taken. Module choices are discussed with course tutors during the enrolment and induction period. Further details are automatically sent to applicants due to enrol this year.

Your full teaching timetable for Semester 1 of the 2018/19 academic year should be available from 1 September 2018. Standard University term dates can be found here.

Our Disability Services team helps students with additional needs resulting from disabilities such as sensory impairment or learning difficulties such as dyslexia
Find out more about our disability services

Find out more about financial support
Find out more about our course related costs

Career opportunities

Graduates from this programme are well prepared for careers in sports management, marketing and events with national governing bodies of sport, local authorities or other similar organisations.

Typical vocational destinations include sport business roles in a range of public, private and not-for-profit organisations. This course is also a prerequisite qualification for a range of postgraduate courses within the sports and leisure industry.

Employability is an integral component of the Sports Management and Marketing programme. It allows you to access experiences that cannot be offered within the lecture theatre. You have multiple opportunities to undertake a series of ‘volunteer internships’ on this degree. When we speak to employers in the sports industry, they underline the importance of a good degree, but also place huge emphasis on relevant experience and evidence of transferable skills.

Therefore, the volunteer internships are an opportunity for you to apply taught content to the workplace, and also provide an opportunity for you to gain exposure to the industry and network with potential employers throughout your time studying the programme.

Entry requirements

A typical offer is 80-104 tariff points from at least two A levels (or equivalent) and GCSE grade 4 (grade C) or equivalent in English and maths.

We welcome applications from mature students without conventional entry requirements. We will take into account any alternative qualifications or other experience you may have, and you may wish to take an Access course.

For additional information please see the entry requirements in our admissions section

International applicants can find out what qualifications they need by visiting Your Country

You can gain considerable knowledge from work, volunteering and life. Under recognition of prior learning (RPL) you may be awarded credit for this which can be credited towards the course you want to study.
Find out more about RPL


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Course information


  • Length: 3 years (or 4 including a work placement year)

More full-time details


  • Typically 5 years

More part-time details

  • Daytime
  • Enrolment date: September
  • Admission enquiries: 01642 342807

Contact details

Further information