Bachelor of Arts (Honours) in Sports Studies and Marketing


Programme Overview

Developed and awarded by University of Stirling, UK.

University of Stirling is ranked 7th in the UK for graduate employability with 97% of graduates in employment, or further study, within 6 months of graduating (Telegraph/HESA, 2016).

It has 5-star ranking for teaching, employability, internationalisation, facilities and inclusiveness in the QS World University Rankings (2016). Stirling is ranked as one of the top 150 most international universities in the Times Higher Education World University Rankings (2016).

Graduates can look forward to diverse, interesting careers in organising competitive sports and outdoor recreational events, co-ordinating school sports and fitness programmes, and managing sports facilities. 

Awarded by:

Course Start Date & End Date

The programme has one intake in August each year.

Preparatory Course in Sports Studies & Marketing
6 June 2018 - 18 August 2018 

Bachelor of Arts (Honours) in Sports Studies & Marketing:
30 Aug 2018 – 31 Jul 2020



Course Fee

Preparatory Course in Sports Studies and Marketing: S$642.00 per module

Programme fee: S$38,520.00

Application Fee applies

All fees inclusive of prevailing GST and exclude textbooks.

Scholarships & Awards

SIM GE Scholarships available


Application Closing Date for August 2018 Intake:


Preparatory Course in Sports Studies & Marketing:

04 Apr 2018

Bachelor of Arts (Honours) in Sports Studies & Marketing:

04 Jul 2018

Events & Programme Briefings

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Prepare yourself for a rewarding sports management career

Sports is big business, from the Olympics watched by a world audience, to a charity run on the East Coast. In Singapore alone, the government estimated it is worth S$2 billion.

There is a demand for professionals who understand the sports and recreational sector and can use their knowledge of sports management and marketing to conceptualise, plan and organise sports, recreational and leisure events.

This degree programme teaches you knowledge and skills in two disciplines necessary for a successful career: managing sports, and marketing sports. It is taught on SIM campus by academics from the University of Stirling, and you have the option of spending one semester studying in Scotland.

Further Education

Students can proceed to attain a higher qualification from the University of Stirling after completing this degree.

The University offers Master of Science, Postgraduate Diploma and Postgraduate Certificate in Sport Management.

Career Prospects

Graduates will be equipped with the skill, knowledge and aptitude to fill job positions in:

  • Marketing & Promotion of sports events
  • Planning and organising outdoor and recreational programmes for schools, companies and the public
  • Managing facilities in a sports centre for schools and institutions
  • Managing a sports events business

Teaching Faculty

Lectures – Teaching faculty from University of Stirling

Tutorials – Local tutors

Mode of Delivery

Two semesters a year. Classes conducted in the days and/or evenings with a structured curriculum of nine modules and a dissertation/ Research Project in Sports Studies.

Mode of Study

Teaching centres on lectures and tutorials, with case study analysis. Theory in lectures is complemented with site visits and presented by guest speakers from industry.

Lectures may be scheduled from 12pm to 6.30pm or 3.30 – 10pm on given days over two weeks per module, with breaks in between sessions. Part-time students who are unable to attend the full lectures will have access to the e-learning platform. The lecture schedule is subject to availability.

Tutorials for the same module will be conducted by local tutors over three weeks, scheduled between Monday and Friday at three hours per session, from 7pm to 10pm.


Year 1 Compulsory

  • Digital Marketing (20 credits)
  • Managing the Business of Sport (20 credits)
  • Sports Policy (20 credits)
  • Sports Work Experience (20 credits)
  • Understanding Consumers (20 credits)
  • Understanding Supply Chains (20 credits)

Year 2 choose one of the following pathways:

Pathway 1

  • Sport Marketing (20 credits)
  • Sport Governance (20 credits)
  • Professional Development and Practice (20 credits)
  • Dissertation (60 credits)

Pathway 2

  • Sport Marketing (20 credits)
  • Sport Governance (20 credits)
  • Research Methods in Sports Studies (20 credits)
  • Research Project in Sports Studies (60 credits)


A supervisor will be assigned to guide with the dissertation which focuses on a particular sports studies or marketing topic.

Module Synopses

Exchange Semester at Stirling

Students can choose to attend 1 semester (3rd semester) at the University of Stirling home campus in the UK, to take advantage of the excellent sporting teaching and research facilities at the University. Students are expected to complete modules equivalent of 60 credits in the UK.

The programme fee is exclusive of air fares and accommodation for the exchange semester at Stirling.

Duration/Candidature Period

Duration of programme: Two years

Candidature: Four years

Students who did not complete the programme by the candidature period will not be entitled to any recourse or refund.

Minimum Class Size

Minimum to commence: 50 students

If take-up rate does not meet the minimum to commence, students will be informed within one month before class starts.

Entry Requirements

All admissions (direct & non-direct entries) are based on merit and are subject to the final approval of the University.

Applicants with the following diplomas may be eligible for advanced standing to the programme, including:

Nanyang Polytechnic 

  • Diploma in Sports & Wellness Management

Republic Polytechnic

  • Diploma in Sports Coaching
  • Diploma in Sports and Exercise Sciences
  • Diploma in Sports and Leisure Management

Note: All admissions (direct & non-direct entries) are based on merit and are subject to the final approval of the University. Other qualifications deemed relevant may be considered.

Applicants with a non-Marketing and/or non-Sports related diploma may be admitted into the programme subject to the approval of the University. Applicants may be required to pass a 3-month Preparatory Course in Sports Studies and Marketing.

English Proficiency Requirement

Students must have acceptable level of competency in English Language and meet one of the following in addition to an approved diploma:

  • Minimum C6 pass in English as First Language at GCE ‘O’ Level; or
  • TOEFL 567 (paper-based) or 87 (iBT) with Reading 22, Writing 21, Listening 21, Speaking 23; or
  • IELTS 6.0 overall (no band less than 5.5); or
  • Successful completion of a recognized approved Diploma, where the language of instruction was English 

Preparatory Course in Sports Studies and Marketing comprises:

  • Introduction to Marketing
  • Sports Studies

Preparatory Course – Module Synopses


Course Fee

Preparatory Course in Sports Studies and Marketing: S$642.00 per module 

Programme fee: S$38,520.00 

Per 20-credit module fee: S$3,210.00

Per 60-credit module fee: S$9,630.00 

Application Fee applies

All fees inclusive of prevailing GST and exclude textbooks.
Valid for 2016 intake and fees are payable prior to commencement of the course.

Scholarships & Awards

SIM GE Scholarships available

Exemption Eligibility



Lecturers & their Teaching Modules

Average teacher-student ratio 1:50

Assessments & Teaching Methods

Assessment is based on combination of coursework and exams.

End-of-semester main exam is normally in December and May.The assessment schedule is subject to change by the University.

Attendance Requirement

Local students – 75%


Students are allowed to progress through each semester till they satisfactorily complete the graduation requirements.

Award & Graduation

To successfully complete nine modules and a Dissertation or Research Project to obtain a Bachelor of Arts (Honours) in Sports Studies and Marketing Degree.