Sport Management and Marketing
MSc
Pathway of Sport Management (MSc)
Application options include:
Course Overview
Our MSc Sport Management and Marketing is designed to give you the skills and expertise you need to compete in the sport industry and related businesses and organisations, by providing specialist teaching about the principles and practice of sport management and marketing.
The course will help you to develop a deeper understanding of management, governance and regulatory issues within the business of sport. It also provides an understanding of the relevance of marketing for sports organisations.
Discover the career opportunities available by taking Sport Management and Marketing (MSc).
Key information and modules
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Sport Management and Marketing MSc: 1 year full-time, on campus, starting October 2025
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Sport Management and Marketing MSc: 2 years part-time, on campus, starting October 2025
Other Pathways for Sport Management (MSc)
This course has additional Pathways to offer you the chance to specialise depending on your interests and career goals.
Find another course:
Highlights
- The course provides a comprehensive review of the theory and practice of the business and management and marketing of sport.
- Birkbeck is an internationally recognised centre of excellence in teaching, research and consultancy in the broad field of management.
- Our academic staff are active researchers as well as enthusiastic teachers, and regularly publish cutting-edge articles in the world's leading journals. We engage in significant collaborative research and have excellent contacts with many public and private sector organisations, professional bodies and researchers at other academic institutions.
- Accredited by the Chartered Institute of Marketing (CIM) which is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. Birkbeck has joined forces with CIM to give our students the opportunity to gain CIM professional qualifications through their Multi-Award Pathway (MAP). CIM qualifications are highly sought after by employers, and MAP, alongside our own degrees, ensures we are equipping our students with the best opportunities for a successful marketing career.
- Linked to Birkbeck's Sport Business Centre, one of the world's leading centres for sport business and football research, teaching, training, consultancy and policy advice.
- The Birkbeck Women in Sport Scholarship is offered to an excellent and deserving female student.
Birkbeck makes all reasonable efforts to deliver educational services, modules and programmes of study as described on our website. In the event that there are material changes to our offering (for example, due to matters beyond our control), we will update applicant and student facing information as quickly as possible and offer alternatives to applicants, offer-holders and current students.
Most of our courses are taught in the evenings, however some of our courses offer a daytime timetable. Where there is an option to attend daytime teaching sessions, this is stated in the Key Information section under Attendance.
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Entry Requirements
Our standard postgraduate entry requirement is a second-class honours degree (2:2 or above) from a UK university, or an equivalent international qualification.
Please find details of entry requirements and equivalencies for over 120 countries worldwide.
Applications are reviewed on their individual merits and your professional qualifications and/or relevant work experience will be taken into consideration positively. We actively support and encourage applications from mature learners.
On your application form, please list all your relevant qualifications and experience, including those you expect to achieve.
Apply now to secure your place and allow enough time for the application and enrolment process. You do not need to have completed your current qualification to start your application.
English language requirements
If English is not your first language or you have not previously studied in English, our usual requirement is the equivalent of an International English Language Testing System (IELTS Academic Test) score of 6.5, with not less than 6.0 in each of the sub-tests.
If you don't meet the minimum IELTS requirement, we offer pre-sessional English courses and foundation programmes to help you improve your English language skills and get your place at Birkbeck.
Visa and funding requirements
If you are not from the UK and you do not already have residency here, you may need to apply for a visa.
The visa you apply for varies according to the length of your course:
- Courses of more than six months' duration: Student visa
- Courses of less than six months' duration: Standard Visitor visa
International students who require a Student visa should apply for our full-time courses as these qualify for Student visa sponsorship. If you are living in the UK on a Student visa, you will not be eligible to enrol as a student on Birkbeck's part-time courses (with the exception of some modules).
For full information, read our visa information for international students page.
Please also visit the international section of our website to find out more about relevant visa and funding requirements by country.
Please note students receiving US Federal Aid are only able to apply for in-person, on-campus programmes which will have no elements of online study.
Credits and accredited prior learning (APL)
If you have studied at university, you may have accumulated credits through the modules you studied. It may be possible to transfer these credits from your previous study to Birkbeck or another institution.
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Fees
Sport Management and Marketing MSc: 1 year full-time or 2 years part-time, on campus, starting in academic year 2025-26
Academic year 2025–26, starting October 2025
To be confirmed
Students are charged a tuition fee in each year of their course. Tuition fees for students continuing on their course in following years may be subject to annual inflationary increases. For more information, please see the College Fees Policy.
If you’ve studied at Birkbeck before and successfully completed an award with us, take advantage of our Lifelong Learning Guarantee to gain a discount on the tuition fee of this course.
Discover the financial support available to you to help with your studies at Birkbeck.
International scholarships
We provide a range of scholarships for eligible international students, including our Global Future Scholarship. Discover if you are eligible for a scholarship.
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Teaching
At Birkbeck, most of our courses are taught in the evening and all of our teaching is designed to support students who are juggling evening study with work and other commitments. We actively encourage innovative and engaging ways of teaching, to ensure our students have the best learning experience.
Teaching may include formal lectures, seminars, and practical classes and tutorials. Formal lectures are used in most degree programmes to give an overview of a particular field of study. They aim to provide the stimulus and the starting point for deeper exploration of the subject during your own personal reading. Seminars give you the chance to explore a specific aspect of your subject in depth and to discuss and exchange ideas with fellow students. They typically require preparatory study.
In addition, you will have access to pastoral support via a named Personal Tutor.
Methods of teaching on this course
Each module is taught via lectures and seminars lasting one academic term. You will have access to Moodle, our online learning resource where all information and materials relating to your modules are available.
Some lectures will include presentations by guest lecturers and speakers. Visiting speakers have included experts from the legal profession, football clubs and regulatory authorities. You will also have the opportunity to attend the Birkbeck Sport Business seminar series.
Teaching hours
Our evening hours are normally between 6pm and 9pm (6-7.30pm and 7.30-9pm). Some programmes also offer teaching during the day and this will be clearly signposted to you where it is available.
On our taught courses, you will have scheduled teaching and study sessions each year. Scheduled teaching sessions may include lectures, seminars, workshops or laboratory work. Depending on the modules you take, you may also have additional scheduled academic activities, such as tutorials, dissertation supervision, practical classes, visits and field trips. On our taught courses, the actual amount of time you spend in the classroom and in contact with your lecturers will depend on your course, the option modules you select and when you undertake your final-year project (if applicable).
Alongside your contact hours, you will also undertake assessment activities and independent learning outside of class. The amount of time you need to allocate to study both for taught sessions (this might include online sessions and/or in-person sessions) and personal study will depend on how much you are studying during the year and whether you are studying full time or part time.
Birkbeck’s courses are made up of modules and allocated ‘credit’. One credit is equivalent to ten hours of learning time. Modules are usually in 15, 30 or 60 credit units. A 15-credit module will mean around 150 hours of learning, including taught sessions and independent study or group work. This is spread out over the whole period of that module and includes the time you spend on any assessments, including in examinations, preparing and writing assessments or engaged in practical work as well as any study support sessions to help you in your learning.
On our distance-learning and blended-learning courses, discussion, collaboration and interaction with your lecturers and fellow students is encouraged and enabled through various learning technologies.
Timetables
Timetables are usually available from September onwards and you can access your personalised timetable via your My Birkbeck Profile online (if you have been invited to enrol).
Indicative class size
Class sizes vary, depending on your course, the module you are undertaking, and the method of teaching. For example, lectures are presented to larger groups, whereas seminars usually consist of small, interactive groups led by a tutor.
Independent learning
On our taught courses, much of your time outside of class will be spent on self-directed, independent learning, including preparing for classes and following up afterwards. This will usually include, but is not limited to, reading books and journal articles, undertaking research, working on coursework and assignments, and preparing for presentations and assessments.
Independent learning is absolutely vital to your success as a student. Everyone is different, and the study time required varies topic by topic, but, as a guide, expect to schedule up to five hours of self-study for each hour of teaching.
Study skills and additional support
Birkbeck offers study and learning support to undergraduate and postgraduate students to help them succeed. Our Learning Development Service can help you in the following areas:
- academic skills (including planning your workload, research, writing, exam preparation and writing a dissertation)
- written English (including structure, punctuation and grammar)
- numerical skills (basic mathematics and statistics).
Our Disability and Dyslexia Service can support you if you have additional learning needs resulting from a disability or from dyslexia.
Our Counselling Service can support you if you are struggling with emotional or psychological difficulties during your studies.
Our Mental Health Advisory Service can support you if you are experiencing short- or long-term mental health difficulties during your studies.
Assessment
Assessment is an integral part of your university studies and usually consists of a combination of coursework and examinations, although this will vary from course to course - on some of our courses, assessment is entirely by coursework. The methods of assessment on this course are specified below under 'Methods of assessment on this course'. You will need to allow time to complete coursework and prepare for exams.
Where a course has unseen written examinations, these may be held termly, but, on the majority of our courses, exams are usually taken in the Summer term, during May to June. Exams may be held at other times of the year as well. In most cases, exams are held during the day on a weekday - if you have daytime commitments, you will need to make arrangements for daytime attendance - but some exams are held in the evening. Exam timetables are published online.
Find out more about assessment at Birkbeck, including guidance on assessment, feedback and our assessment offences policy.
Methods of assessment on this course
A combination of examinations, coursework and a 12,000-word dissertation.
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Careers and employability
Graduates can pursue career paths in sports administration for sport governing bodies, professional sport clubs such as football clubs, and public bodies involved in the administration of sport policy. Possible professions include:
- consultant
- business/administrative manager
- customer service manager
- marketing manager
- sports administrator
- sports development officer.
See our sport jobs bulletin for details of current vacancies.
We offer a comprehensive careers service - Careers and Enterprise - your career partner during your time at Birkbeck and beyond. At every stage of your career journey, we empower you to take ownership of your future, helping you to make the connection between your experience, education and future ambitions.
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How to apply
You apply directly to Birkbeck for this course, using the online application link.
You will need to prove your identity when you apply - read more about suitable forms of identification.
When to apply
You are strongly advised to apply now, to ensure there are still places on your chosen course and to give you enough time to complete the admissions process, to arrange funding and to enrol.
You don't need to complete your current programme of study before you apply - Birkbeck can offer you a place that is conditional on your results.
You will also receive information about subject-specific induction sessions over the summer.
Help and advice with your application
Get all the information you need about the application, admission and enrolment process at Birkbeck.
Our online personal statement tool will guide you through every step of writing the personal statement part of your application.
Apply for your course
Apply for your course using the apply now button in the key information section.
Other pathways for Sport Management (MSc)
Course structure
Course structure listing
Course structure and modules for Sport Management and Marketing MSc: 1 year full-time or 2 years part-time, on campus, starting October 2025
You must complete modules worth a total of 180 credits, consisting of:
- eight compulsory modules (15 credits each)
- a 12,000-word dissertation on any aspect of marketing in the sport industry (60 credits).
Compulsory modules
- Advertising and Promotion
- Marketing Analytics
- Relationship Marketing
- Research Methods in Management (Postgraduate)
- Sport and Society
- Sport Economics and the Design of Competitions
- Sport Governance
- Sport Marketing