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Potential Student on MSc Sports Marketing & Promotion Course | University of the West of Scotland


The MSc in Sports Marketing & Promotion will give a unique insight into principles of marketing and promoting sporting organisations, events and products and how sporting organisations and events can be used as cultural marketing and promotional tools.

The course will focus on how the marketing of sporting organisations, events and products differs to other product and service sectors and incorporates live projects where you have the opportunity to work with real-life sporting organisations.

Career Prospects

This MSc is valuable to those involved in the promotion of sport (health sciences, sports development, sports coaching). But it is also relevant to those coming from a sports business and sports studies background (sports management, recreation management, sports studies).

The MSc is designed to meet the needs of applicants who wish to work in the field of sports marketing for brands, teams and organisations directly involved in sport as well as organisations who utilise sport in order to achieve organisational goals, e.g. social, health and tourism providers.

International Flags | MA Policy Analysis & Global Governance | University of the West of Scotland

Importance of Sports Marketing

In the last ten years, the global sports market has grown from $107bn per year to $145bn (Statista, 2016). Most recent estimates suggest that sport contributes to over 50,000 jobs in the Scottish economy (SportScotland, 2014) and 620,000 in the UK overall (UK Sport, 2017). In addition, as evidenced by the focus upon the development and delivery of major sporting events in the UK in the last ten years (e.g London 2012, Glasgow 2014), sport has taken centre stage within national policy debates with the national sports strategy, Reaching Higher (SportScotland, 2007), articulating a vision for sport in which it is used for the promotion and delivery of a wide range of positive externalities across both the economy and civil society.

More than ever, sport is central to the UK economy and our everyday lives. At a global level, nations across the Middle East (Qatar), South East Asia (Japan, China, Korea) and South American (Brazil) are turning to sport as a tool for tourism development, economic re-profiling and cultural diplomacy (see Foley et al, 2012; Kuper, 2011; Grix and Houlihan, 2014). Forbes (2017) highlight China’s national fitness plan which seeks to use sport to advance all aspects of Chinese life and Deloitte (2015) highlights the growing importance of sport to the development of Middle Eastern nations such as the United Arab Emirates.

Entry Requirements

What qualifications do you need?

We welcome Scottish, UK and international students and consider all applicants on an individual basis.

Don’t worry if you do not possess the qualifications listed here or have alternative, equivalent qualifications, we take a range of factors into account when assessing your application and are happy to consider other alternative combinations of qualifications and experience.

If you are applying with an EU or non-EU qualification, please check our Postgraduate Entry Requirements page which gives more information about country-specific entry requirements.

Academic Requirements

Bachelor degree or relevant academic, vocational or professional qualifications also must including significant work experience in the digital marketing/marketing sector.

English Language Requirements

English language requirements for most courses

For applicants whose first language is not English, the University sets a minimum English Language proficiency level. The qualifications below must have been gained within two years of the start of your course.

General English language requirements at UWS: International English Language Testing System (IELTS) Academic module (not General Training)

  • overall score 6.0
  • no sub-test less than 5.5

Common equivalent English language qualifications

All stated English tests are acceptable for admission for both home/EU and international students for this programme:

  • CAE (Cambridge Certificate of Advanced English): 176 overall; no sub-test less than 169
  • CPE (Cambridge Certificate of Proficiency in English): 176 overall; no sub-test less than 169
  • Trinity College London Integrated Skills in English: ISEII with the minimum of a Pass in all sub-tests
  • PTE Pearson Academic English: An overall score of 54 with no element below 51 (for programmes that require IELTS 6.0 with no element below 5.5). An overall score 61 with no element below 51 (for programmes that require IELTS 6.5 with no element below 6.0)


IELTS Score Exceptions (DBA, Certificate of Higher Education, PhD, etc.)

For our research degrees (MRes, MPhil, PhD, DBA, DProf), applicants are required to have an IELTS score as follows:

  • overall score of 6.5
  • no sub-test less than 6.0

For Health, Nursing & Midwifery courses that lead to professional registration with the Nursing & Midwifery Council, applicants are required to have an IELTS score as follows:

  • overall score of 7.0
  • no sub-test less than 7.0

For our Certificate of Higher Education courses, applicants are required to have an IELTS score as follows:

  • overall score of 5.0
  • no sub-test less than 4.5



TOEFL IBT*: 78; no sub-test less than:

  • Reading: 17;
  • Listening: 17;
  • Speaking: 17;
  • Writing: 17

* Please note that TOEFL is still acceptable for admission to this programme for both home/EU and international students.
For international students, the Home Office has confirmed that the University can choose to use TOEFL to make its own assessment of English language ability for visa applications to degree level courses. We therefore still accept TOEFL tests taken in the last two years for admission to this programme.


West African Senior School Certificate of Education (WASSCE)

West African Senior School Certificate of Education (WASSCE) including acceptance of WAEC Scratchcard*

  • C6 or above in English

*UWS will accept a WAEC scratchcard confirming that an applicant has achieved C6 or above as evidence of meeting English language requirement from Nigeria if the student graduated within the last 5 years. After 5 years applicants would be required to provide the WAEC Certificate.


Pre-sessional courses

Applicants who do not meet the minimum English language requirements have the option to study one of our preparatory and pre-sessional English courses. The UWS courses available are:

  • 10 week pre-sessional - entry criteria UKVI IELTS 5.0 with no element below 4.5.
  • 5 week pre-sessional - entry criteria UKVI IELTS 5.5 with no element below 5.5.
  • English Language for University Study - entry criteria UKVI IELTS with score of 4.0 in all elements (10 month course), or 4.5 with no score below 4.0 (7 month course).

Course details

You will study modules which will let you explore what sport means in contemporary life and how it contributes to a range of social and cultural practices.

  • Critical Sport Studies (20 credits)
  • Integrated Marketing Communications (20 credits)
  • Principles of Sports Marketing (20 credits)
  • Creative Research (20 credits)
  • Sports Policy and Development (20 credits)
  • Strategic Sports Marketing Project (20 credits)

Students who successfully complete the taught element of the course (PgDip) will be eligible to proceed to the Master's dissertation:

  • Marketing, Events and Tourism Dissertation (60 credits)


Teaching & Assessment

You will be taught via an innovative learning, teaching and assessment strategy making use of video lectures, recorded conversations with academic and industry experts, and face- to-face tutorials. This, alongside assignments enabling you to demonstrate your knowledge in settings closely related to practical situations and contexts, will help you to transforming the industry they serve.


  • Online learning content
  • Face-To-Face discussions and tutorials
  • Independent study and supporting material
  • Opportunities for Work-Based Learning


Multiple assessment methods will be used including:

  • Digital Portfolios
  • Essays
  • Reports
  • Case Study
  • Scenario Planning

Course Structure

Tuition Fees

Class-based (Scottish campuses) 2019/20

Scottish & EU

£5,500 per year of study

English, Northern Irish & Welsh

£5,500 per year of study

Channel Islands & Isle of Man

£5,500 per year of study

International (Non-EU)

£12,600 per year of study

More on current & future tuition fees

Postgraduate fees for this course 2020/21

Scottish & EU

£6,500 cost of study

English, Northern Irish & Welsh

£6,500 cost of study

Channel Islands & Isle of Man

£6,500 cost of study

International (Non-EU)

£13,000 cost of study

More on current & future tuition fees

Student Awards Agency Scotland (SAAS) postgraduate tuition fee and living cost loans may be available for eligible (Scottish/EU) students. Check SAAS website for more information.

How to apply

Postgraduate courses (MA, MSc, MEd, MBA, DBA, PG Cert, PG Dip, etc.) & some Post-experience courses (CertHE, BA, Grad Cert, Grad Dip, etc.)

All students should apply directly to the University through our online application system. Before you apply, you should check that you meet our entry requirements and you should have all your supporting documents ready.

The first stage of the process is to create a profile; you don't have to complete the application in one session - you can complete it in stages by saving each section and return to complete it at a later date.

You will need to upload documents with your applications, which may include transcripts and degree certificates.

Most courses don't have a formal closing date, but they will close when they are full; apply early to avoid disappointment. There may also be funding deadlines that apply to you.

Before you begin your application, it is important to read the Postgraduate & Post-Experience application step-by-step guide for a smooth process.


An ATAS certificate is not required for overseas students applying for this course.

We will always try to make sure that we publish accurate course information but we do not accept responsibility for any mistakes or omissions. We will also try to make sure that we deliver our courses in line with our published information. However, we may not always be able to do so and you can find further information about this in our enrolment terms and conditions.