BA Sports Studies and Marketing
About this course
Sports studies and marketing is a combination that reflects the commercial and cultural significance of sport in modern society. Sport is not simply an arena of physical contest: it is a global industry, a vehicle for sponsorship and media revenue, a platform for community engagement, and a subject of serious academic inquiry. Understanding both the social, historical, and scientific dimensions of sport and the marketing strategies and commercial frameworks through which it is organised and promoted prepares you for careers at the intersection of these two fields. The University of Stirling's four-year full-time Sports Studies and Marketing programme draws on Stirling's long-standing strength in sport-related education and research. You will study the sociology and history of sport, sports psychology, policy and governance, and the role of sport in public health and community development alongside core marketing principles including consumer behaviour, brand management, digital marketing, communications strategy, and market analysis. The programme takes both subjects seriously, ensuring you develop real analytical depth in sports studies and genuine marketing competence, rather than treating either as superficial background to the other. The programme includes a year abroad, giving you the opportunity to study sport and marketing in a different national context, which is particularly valuable in a sector where international events, global sponsorship deals, and cross-border media rights are central commercial realities. A typical entry tariff of 168 points reflects the programme's academic expectations, and you will graduate with a portfolio of applied marketing projects alongside your academic knowledge of the sports sector. Graduates pursue careers in sports marketing, sponsorship, event management, sports media, brand management within sports organisations, public relations, and community sport development. The combination of sector knowledge and marketing expertise is particularly valued by sports clubs, governing bodies, agencies, broadcasters, and sponsors. Postgraduate study in sports management, marketing, or business is also a natural next step.
Syllabus & Modules
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