Sport and Marketing

Sport offers a wide range of exciting career opportunities. The sport sector supports 1.25 million jobs in the UK and has performed more strongly than the UK economy as a whole in recent years. (Department for Culture, Media and Sport, 2024).

At Stirling, we help prepare you for the diverse sports job market. By studying sport combined with another subject, you can focus in on a blend of skills to support your unique ambitions.

As you study your chosen specialism, you’ll get a firm grounding in all aspects of sport. Your sports modules will include:

• the role sport plays in society and how it impacts health and community;

• the psychology of physical activity;

• sport as a global phenomenon – including the role of sporting organisations and major events.

You’ll also complete a major project in your final semester. This will give you an opportunity to do extensive research on a topic you choose and produce a final piece of work that might take the form of a coaching resource, a journal article or a research report. The creative and analytical skills you gain on the project will be ideal preparation for the types of challenges you may encounter in your future workplace.

What makes Stirling one of the best places to study combined sports courses?

Learn from experts accredited by organisations like the British Psychological Society. Our cutting-edge sport research helps to ensure you’re gaining the latest knowledge in the field. As Scotland’s University for Sporting Excellence, we also have strong connections to partner organisations such as sportscotland.

These links create valuable networking and learning opportunities as you study. You’ll benefit from guest lectures from representatives of organisation such as the Scottish Institute for Sport and the Scottish Professional Football League Trust. We also host a career event that brings together former students and professional partners to talk about your next steps.

Our campus is also home to elite athletes competing in multiple disciplines worldwide. You’ll benefit from the same world-class facilities as them, including our 50 metre swimming pool, athletics tracks, grass and artificial pitches, tennis courts, multiple fitness suites and more.

Merging creative thinking with strategic analysis, marketing is the vital connection between any organisation and its potential consumer base. With more marketing platforms than ever before and boundless avenues for creative communication, good marketing skills have never been more in demand or more vital to an organisation’s success.

The University of Stirling’s Marketing course is ranked within the top 10 in the UK for Marketing and Public Relations (Guardian University Guide 2024). This is thanks to our research-led teaching and close ties with the industry. We understand the need to prepare you for the rapidly shifting landscape of marketing in a digital age of 24/7 connectivity, whilst still exploring the timeless truths that have always underpinned the discipline. You’ll experience how marketing works in a “live” environment, deepen your understanding of what makes businesses tick, and sharpen your skills in research and communication.

With graduates working for organisations like Adidas, the BBC and Next, Marketing at Stirling is all about ensuring you can truly be the difference in this diverse, fast-paced and infinitely-relevant arena.

We are AACSB accredited

The University of Stirling is accredited by AACSB International in recognition of our excellence in business education. This puts the University of Stirling Business School among the top 6% of business schools globally.

Professionally accredited courses provide industry-wide recognition of the quality of your qualification.

• AACSB International