Sports Studies and Marketing

BA, BA (Hons)


What role does sport play in society? Who plays sport and why? How is sport managed and delivered? How does psychology enhance elite sports performance? What are the physical and mental benefits of sport and physical activity? Why are some elite sports stars so well paid? How did sport develop? What’s the legacy of events like the Olympics and the Commonwealth Games? These are the type of questions that a degree in Sports Studies will help you answer.

Sports Studies is a multi-disciplinary subject area – grounded in theory but with a strong emphasis on applied contexts.

The Honours degree is designed around three specific knowledge pathways: Sports Policy and Management; Physical Activity and Health; and Sport, Culture and Society, offering a breadth of knowledge content and study from which students can then choose to specialise.

Key information

  • Qualification: BA, BA (Hons)
  • Course Director: Brian Minikin
  • Partner: Singapore Institute of Management
  • Location: Singapore
Download course leaflet

Mr See Leng Ng

C/O SIM Global Education (HE3)
SIM Headquarters
Block A, Level 5, Room 5.03G
461 Clementi Road

Entry requirements

Academic requirements

All applications are considered on a case-by-case basis.

Those with the following qualifications will be given advanced standing and are eligible to apply for direct entry into Year 3 of the Bachelor of Arts (Hons) Sports Studies & Marketing.

Institution Programme

Nanyang Polytechnic

  • Diploma in Sports & Wellness Management

Republic Polytechnic

  • Diploma in Sports Coaching
  • Diploma in Sports & Exercise Science
  • Diploma in Sports & Leisure Management

Application procedure

To apply for the Singapore Institute of Management (SIM)’s academic courses, please download a copy of the application form from SIM GE’s website:

Download Application Form

Structure and teaching

Structure and content

The Bachelor of Arts (Hons) Sports Studies & Marketing course is structured to ensure that core advanced modules in Sports Studies & Marketing.

You will take the following modules:

  • Sports Policy 
  • Understanding Consumers
  • Understanding Supply Chains
  • Digital and Experiential Marketing
  • Managing the Business of Sport
  • Sports Work Experience 
  • Sport Marketing
  • Sport Goverence 
  • Professional Development and Practice
  • Dissertation
  • Research Project in Sports Studies

Delivery and assessment

The course is offered on a full-time or part-time (flexible) basis over a two-year period. A structured curriculum of nine modules is delivered by faculty from the University of Stirling and supported by local tutors over two semesters per year. Classes are conducted in the day and/or during the evenings.

Each module will comprise of 25 hours of lectures and 15 hours of tutorials.


Year 3 (Semester 5 and 6)

  • Sports Policy 
  • Understanding Consumers
  • Understanding Supply Chains
  • Digital and Experiential Marketing
  • Managing the Business of Sport
  • Sports Work Experience 

Year 4 (Semester 7 and 8)

  • Sport Marketing
  • Sport Goverence
  • Professional Development and Practice
  • Dissertation


  • Research Project in Sports Studies

Recommended reading

A detailed reading list is provided to students at the beginning of each module.

Example timetable

The timetable below is a typical example, but your own timetable may be different.

Timetabled classes typically take the form of lectures, workshops and seminars. Lectures and briefing sessions are intended primarily to provide you with background information (sometimes working through examples and case studies), and a starting point and guide to further reading.  Workshops and seminars are held in small groups and involve group and individual tasks, active discussion and debate. These sessions are designed to enable you to develop both intellectual and practical skills.

There is an exam period at the end of each semester. While exams do form part of the assessment for most modules, no module is assessed exclusively by examination (usually exams account for 50 percent or less of the final grade).

Semester Module 1 Module 2 Module 3
Semester 5 Sports Policy Understanding Supply Chains Understanding Consumers
Semester 6 Managing the Business of Sport Sports Work Experience Digital and Experiential Marketing
Semester 7 Sport Goverence  Sport Marketing  Dissertation *
Semester 8 Professional Development and Practice Dissertation * 60 Credits
Semester 7 Research Methods in Sports Studies Sport Goverence  Sport Marketing 
Semester 8 Research Project in Sports Studies

Study abroad opportunities

You may spend Semester 7 studying at the University of Stirling campus. Students take the same modules at the Stirling campus as they would in Singapore. This is an invaluable opportunity for students to experience and become immersed in British culture, and to add value to their educational learning experience through a firsthand appreciation of the different domestic and international activities undertaken by sports and marketing.

Career opportunities

Careers in the sports sector account for around three percent of all jobs in Scotland according to a recent study by Cambridge Econometrics. This is set to increase even further with major sporting events, including the Glasgow 2014 Commonwealth Games and the Ryder Cup 2014 providing a number of exciting opportunities for well-qualified students.

Our graduates are prepared for a wide variety of roles and many have gone on to work as sports coaches, teachers, consultants, managers and administrators.

Employers who have benefitted from Stirling graduate expertise include local authorities, commercial and voluntary sports organisations and governing bodies of sport.

© University of Stirling FK9 4LA Scotland UK • Telephone +44 1786 473171 • Scottish Charity No SC011159
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