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  • Take a course where every lecture incorporates discussion of relevant real-world examples and employability is an integral goal from Year 1
  • Gain an understanding of the complex and varied sports industry combined with a sound knowledge of key areas in business and marketing
  • Previous graduates have worked at Wimbledon, the Australian Open and national rugby unions, as well as at Premier and Championship football teams

Over the past five years, the business of sport had become a £20 billion-a-year industry in the UK, supporting some 450,000 jobs. From the Premier League to the Women’s Cricket World Cup, sport builds into a global and expanding industry. As such, the world of sport provides not only potentially lucrative opportunities but also a diverse and rewarding context within which to apply your business and marketing skills.

Our Sports Business and Marketing course focuses on current issues such as the growth and importance of sponsorship, the building of the sports brand in its many guises, and a critical analysis of the use of digital channel distribution. It also takes an in-depth look at innovation in products and stadia and the power of social media, underpinned by a strong understanding of business and marketing principles and practice.

This programme has been designed with employability firmly in mind and the contemporary nature of the modules, structure and teaching strongly reflect this. Ambitious and motivated students will have opportunities to contribute directly into areas of staff and departmental research that continually provide subjects for debate at the cutting edge of the study of sport and exercise.

There are four key strands as well as optional modules and a final-year dissertation gives you the chance to build extra knowledge in specialist areas.

The Sports Marketing strand examines sport as big business. You consider how to build a valuable brand; the use of social media as part of a marketing implementation and the evolving nature of sponsorship.

In the Sports Studies strand you look at the complex interactions of sport within society; its relationship with the media and other major issues impacting sport.

The Management, Marketing and Events strand is delivered in collaboration with the Winchester Business School. You focus on a range of specific factors including management and leadership, sports and mega events, relationship marketing, consumer behaviour, strategic marketing, digital marketing and financial management. Its aim is to boost your employability options within business overall, as well as within sport.

Finally, in the Research Methods strand you develop a familiarity with both quantitative and qualitative research methodologies and apply these to various sporting and exercise contexts as well as to your dissertation.

Exciting opportunities exist for graduates with an understanding of the complex and varied sports industry combined with knowledge of marketing, branding, business, finance, organisation and management. Graduates pursue careers within sport, leisure, tourism, business, management, education, research, health, sponsorship, hospitality, events and marketing.


Graduates pursue careers within sport, leisure, tourism, business, management, education, research, health, sponsorship, hospitality, events and marketing.

Students develop a wide range of transferable employability skills including the ability to communicate effectively and work both independently and collaboratively. These skills are valued in a range of graduate careers, including those not directly related to sport and fitness. Many students also continue on to study for postgraduate qualifications to further enhance their employability. New innovative master's level programmes are constantly reviewed to ensure that they are at the forefront of contemporary study.

94.4% of our 2015/16 graduates (first degree and other undergraduate courses) were in employment and/or further study six months after completing their course (Destinations of Leavers from Higher Education survey).

Pre-approved for a Masters

If you study a Bachelor Honours degrees with us, you will be pre-approved to start a Masters degree at Winchester. To be eligible, you will need to apply by the end of March in the final year of your degree and meet the entry requirements of your chosen Masters degree.


Suitable for applicants from:

UK, EU, World

Study abroad

Our sports business and marketing course provides an opportunity for you to study abroad in the USA.

Learning and teaching

The University aims to shape 'confident learners' by enabling students to develop the skills to excel in their studies here and be transferable to further studies or the employment market. Staff and students form a community of learners who, together and independently, seek to generate and exchange knowledge. Over the duration of each course, students develop independent and critical learning skills, as well as building their confidence and expertise progressively through independent and collaborative research, problem solving, and analysis with the support of staff. Students take responsibility for their own learning and are encouraged to make use of the wide range of learning resources available.

Our aim is to shape 'confident learners' by enabling you to develop the skills needed to excel in your studies here and as well as onto further studies or the employment market. 

You are taught primarily through a combination of lectures and seminars, allowing opportunities to discuss and develop your understanding of topics covered in lectures in smaller groups.

In addition to the formally scheduled contact time such as lectures and seminars etc.), you are encouraged to access academic support from staff within the course team, your personal tutor and the wide range of services available to you within the University.

Independent learning

Over the duration of your course, you will be expected to develop independent and critical learning, progressively building confidence and expertise through independent and collaborative research, problem-solving and analysis with the support of staff. You take responsibility for your own learning and are encouraged to make use of the wide range of available learning resources available.

Overall workload

Your overall workload consists of class contact hours, independent learning and assessment activity.

While your actual contact hours may depend on the optional modules you select, the following information gives an indication of how much time you will need to allocate to different activities at each level of the course.

Year 1 (Level 4): Timetabled teaching and learning activity*

Teaching, learning and assessment: 324 hours
Independent learning: 876 hours

Year 2 (Level 5): Timetabled teaching and learning activity*

Teaching, learning and assessment: 312 hours
Independent learning: 888 hours

Year 3 (Level 6): Timetabled teaching and learning activity*

Teaching, learning and assessment: 276 hours
Independent learning: 924 hours

*Please note these are indicative hours for the course


Taught elements of the course take place on our King Alfred Campus or at our West Downs Campus (Winchester).


Our validated courses may adopt a range of means of assessing your learning. An indicative, and not necessarily comprehensive, list of assessment types you might encounter includes essays, portfolios, supervised independent work, presentations, written exams, or practical performances.

We ensure all students have an equal opportunity to achieve module learning outcomes. As such, where appropriate and necessary, students with recognised disabilities may have alternative assignments set that continue to test how successfully they have met the module's learning outcomes. Further details on assessment types used on the course you are interested in can be found on the course page, by attending an Open Day or Open Evening, or contacting our teaching staff.

Percentage of the course assessed by coursework

Year 1 (Level 4)*:

87% coursework
13% written exams
0% practical exams

Year 2 (Level 5)*:

90% coursework
0% written exams
10% practical exams

Year 3 (Level 6)*:

77% coursework
13% written exams
10% practical exams

*Please note these are indicative percentages and modes for the programme.


We are committed to providing timely and appropriate feedback to you on your academic progress and achievement in order to enable you to reflect on your progress and plan your academic and skills development effectively. You are also encouraged to seek additional feedback from your course tutors.

Further information

For more information about our regulations for this course, please see our Academic Regulations, Policies and Procedures.



2018 Entry: 96-112 points

A GCSE A*-C or 9-4 pass in Mathematics and English Language is required.

International Baccalaureate: 25 points

If English is not your first language: Year 1/Level 4: IELTS 6.0 overall with a minimum of 5.5 in writing

Course Enquiries and Applications

Telephone: +44 (0) 1962 827234
Send us a message

International Students

If you are living outside of the UK or Europe, you can find out more about how to join this course by emailing our International Recruitment Team at or calling +44 (0)1962 827023

Visit us

Explore our campus and find out more about studying at Winchester by coming to one of our Open Days.

Year 1: Level 4

Modules Credits

Introduction to Research Methods 30

This module introduces some of the essential study skills required to perform well in all modules and assessments in a sport and exercise context. The study skills element of this module will place a particular emphasis upon transferable skills. The module will also introduce students to the scientific philosophies that underpin quantitative and qualitative research. Students will then be introduced to a variety of specific quantitative and qualitative research methodologies appropriate for the interdisciplinary study of sport and exercise. This module will also introduce the concepts of reliability and validity.

Sports Industry Skills 15

This module has been designed to prepare students for work in the sports industry (and related areas). It is a progression from the wider skills coverage provided by BS1965 Introduction to Academic and Professional Studies with a more specific industry focus. By building a blend of generic (e.g. time and self-management) and specific (e.g. knowing the sports marketplace) skill development, this module will seek to enhance students’ (graduate) employability prospects. This explicit model of skills development will provide a solid foundation for the development of skills implicit in all other modules at all levels of study. Through this approach students will develop a clearer idea of how key transferable skills are learned and developed – and how they link with future academic development and career opportunities.

Understanding Markets 15

An understanding of markets is central to the study of business.  This module takes a sociological perspective of markets and market economics, encouraging discussion of how individual consumers, industrial firms, governments, and other networks and organisations affect consumer culture and shape market dynamics. Students will consider current consumer trends and the circumstances in which markets succeed or fail.  Consumer dependence on social and economic structures will be explored, along with trends towards increasing consumer power, consumer participation and political consumerism.  The implications of new and emerging markets will also be discussed, as will historical and cultural aspects of the move towards consumerism.  The module provides an introduction to a range of data sources and analytical tools concerning market and consumer trends.

Foundations of Sports Development 30

The aim of this foundation module is to introduce students to the process of sports development and the role and function of key organisations in sport. Students will identify the challenges facing those seeking to promote sport participation in the community. Similarly, the promotion and support for those seeking to improve their sporting performance, perhaps leading to elite participation, will be discussed within the various frameworks of sports development. In this sense, an understanding about the government’s role in strategic sports leadership will give a greater understanding about the role key relevant organisations. From this baseline of understanding, the role and function of sports development will be more easily identified, examined and discussed.

Foundations of Sports Business 30

Competitive sport has existed for thousands of years, but commercialization and professionalization in the last half century have resulted in significant changes in the operation of many sports, clubs and their governing bodies. Governments have also embraced a more professional approach to sport funding within the public sector. This module provides the foundations of knowledge that will be added to and tested increasingly in the second and third years of study. The interaction of marketing and sport in terms of communication, promotion and the legal dimensions of sports management are also considered. Case studies will be used to place academic ideas into a more recognisable form for those whose ambition is to be employed in the sector and who must know how to apply what they have learned – academic understanding is seen here as a stepping-stone to employment.

Year 2: Level 5

Modules Credits

Integrated Marketing Communications 15

This module considers both the theoretical and practical aspects of integrated marketing communications.  Theories of communication influence are explored, with emphasis on how the communication tools (advertising, personal selling, public relations, sales promotion, direct marketing and digital marketing) can be synthesised to enable the delivery of consistent brand messages across multiple marketing channels.   Students will be encouraged to identify the salient characteristics of target audiences to facilitate the utilisation of relevant communication tools in order to amplify vital marketing messages.

Research Methods in Sport and Exercise 30

This module seeks to develop a greater appreciation of how to research more complex and interdisciplinary issues in sport/exercise. Students will develop and extend their knowledge of quantitative and qualitative research design and methodologies as well as considering research that adopts a blend of both paradigms. In this way students will be challenged to consider mixed methodological approaches (‘triangulation)’ to produce more meaningful findings and to consider the ethical issues surrounding the undertaking of research. Through the development of a greater sensitivity to research methods, students will then carry out a small-scale research project.

Management and Leadership 15

The pressures on managers and leaders in today’s complex organisations are immense. The emphasis on performance, efficiency and effectiveness together with the global competition for managerial jobs places a premium on managerial and leadership skills.  This module introduces some of the latest ideas in the field whilst simultaneously evaluating them from a practical, ethical and international perspective. Students will explore the role of power in organisations and critically evaluate how power and influence is exercised in the managerial role. The module is also aimed at helping students to develop some of the skills involved in managing and leading people, thereby cultivating the self-awareness that characterises outstanding managers and leaders. The aim of the module therefore is to develop informed, critical and responsible managers who have the confidence to lead others in a way that is effective, ethical and consistent with their values.

Planning for Sports Organisations 15

Planning is a rather amorphous subject that is often studied as part of a wider topic such as business management. Whilst this is valid in that planning is indeed a central theme in business, it does not fully recognise how truly significant it is to sports organisations. Many sports organisations and national governing bodies of sport are not as proficient at strategic planning or project management as they perhaps should be. Better preparation and planning (e.g. goal setting) provides a better understanding of the task ahead, greater clarity with regards to how that task could be achieved.

At the level of professional sports teams planning is often very short-term and might only be applied to a part of a game or a season. For the club as a whole there are many more strategic aspects of planning to be considered such as the selling of merchandise from web-site to warehouse or the brokering of sponsorship deals or making arrangements to ensure sustainability. Planning does not in itself ensure success, but no planning is simply to gamble and trust to luck. Through the use of examples from many aspects of the wide field of sport the importance of planning and how it is often overlooked will be considered and reflected upon.

Key Resources in the Development of Sport 15

This module examines how sports development is resourced. In this respect, the study of key sports development organisations (from the public, private and voluntary sectors) will give students greater understanding about their purpose, aims and objectives in terms of their standing as national, regional or local sports organizations. Essential to the module is the recognition and understanding of the continual evolution of sports funding schemes and initiatives. Since much of sports development and sports coaching involves working with other partners, the module will include matters relating to the management of volunteers and professionals working in sports development. The module deals with the different range of fund-raising possibilities and how best to first acquire and then utilise resources for sport at grass-roots/community and elite performance level.

Building the Sports Brand 30

Contemporary sport marketing is rich with brand imagery. In most of the world it is easy to find evidence of sport brands, be they individuals such as Usain Bolt or Lionel Messi, clubs such as Manchester United or the Dallas Cowboys or sporting goods by Adidas or Nike (who have an estimated brand value of over $15 billion). Branding is ubiquitous - it is certainly not confined to sport. But is there something in the passionate sport fan that might bring about a different level of loyalty as a consumer? This module will investigate the purpose and nature of sport brands in a case-rich context. What are the intangible and tangible elements that combine to bring overall value? People (celebrity players) as well as products, teams, media channels, drinks and venues will all be considered and analysed.

Optional Credits

Optional Modules

Sports and Mega Events 15 Credits          

Relationship Marketing 15 Credits


Year 3: Level 6

Semester 1 Credits

Optional Credits

Optional Modules

Marketing Ethics 15 Credits

Digital Marketing 15 Credits

Project Management 15 Credits

Managing Change 15 Credits

Study Abroad (Sport) 15 Credits

Please note the modules listed are correct at the time of publishing, for full-time students entering the programme in Year 1. Optional modules are listed where applicable. Please note the University cannot guarantee the availability of all modules listed and modules may be subject to change. For further information please refer to the terms and conditions at
The University will notify applicants of any changes made to the core modules listed above.

Course Tuition Fees 

UK/EU/Channel Islands and Isle of Man

If you are a UK or EU student starting your degree in September 2018, the first year will cost you £9,250. Based on this fee level, the indicative fees for a three-year degree would be £27,750 for UK and EU students. Remember, you don't have to pay any of this upfront if you are able to get a tuition fee loan from the UK Government to cover the full cost of your fees each year. If finance is a worry for you, we are here to help. Take a look at the range of support we have on offer. This is a great investment you are making in your future, so make sure you know what is on offer to support you.

Full-time £9,250 p/a

Total Cost: £27,750 (3 years) | £28,450 (sandwich option)

UK/EU Part-Time fees are calculated on a pro rata basis of the full-time fee for a 120 credit course. The fee for a single credit is £77.08 and a 15 credit module is £1,156. Part-time students can take up to a maximum 90 credits per year, so the maximum fee in a given year will be the government permitted maximum fee of £6,938

International Students

Full-time £12,950** p/a
Total Cost: £38,850** (3 years) | £39,550** (sandwich option)

International part-time fees are calculated on a pro rata basis of the full-time fee for a 120 credit course. The fee for a single credit is £107.92 and a 15 credit module is £1,620. Fees for students from Vestfold University College in Norway (who receive a 10% reduction) and NLA are £11,655.



As one of our students all of your teaching and assessments are included in your tuition fees, including, lectures/guest lectures and tutorials, seminars, laboratory sessions and specialist teaching facilities. You will also have access to a wide range of student support and IT services.

There might be additional costs you may encounter whilst studying. The following highlights the optional costs for this course:


  • Core texts: Core Texts are available from the University Library; however some students prefer to purchase their own copies. Some Core Texts can be bought second hand, or as an ebook which can often reduce this cost. Cost £70 - £200 per academic year.
  • Volunteering and placements: Students may incur travel costs on optional volunteering placements or part time work placements in the third year of study. Cost £5 - £30 per day.


We have a variety of scholarship and bursaries available to support you financially with the cost of your course. To see if you’re eligible, please see our Scholarships and Awards.

Key course details

UCAS code
3 years full-time; 6 years part-time
Typical offer
96-112 points
King Alfred or West Downs, University of Winchester