University of Wollongong

Bachelor of Business (Sport Marketing and Management)

Sports are an integral part of life for many. From community building local sports clubs to the elite athletes idolised by many, sport is a key part of our social fabric. It has also evolved into a big business where major brands are produced, promoted and consumed. The application of marketing and management skills in the sports industry can grow teams, events, and companies into competitive and profitable entities.

Sport Marketing and Management examines the sports industry from behind the scenes, looking at business and consumer relationships, the leadership and promotion of sporting careers and the organisation and advancement of sporting businesses.

This degree

You will undertake a foundation year that covers all core disciplines of business, giving you a solid understanding of issues facing organisations today. From your second year, you will major in Sport Marketing and Management and develop the skills to understand the business of sport and succeed in a career in sports administration, sports leadership and management, and sports marketing and public relations.

You will also undertake a final-year capstone subject where you will collaborate with students from other disciplines to demonstrate all that you have learned. You’ll also have opportunities to gain valuable professional experience through an internship as part of your degree.

What you will study

In this major you will develop the skills to lead and manage sporting careers and businesses, and gain insights into how successful sport management organisations should be designed and run. You will learn how marketing principles can develop the operations of sport organisations and how sport is used by sponsors to enhance their brand. You will also explore the perception of the role of sport in a healthy, active society and examine sport practices from a historical, physiological, sociological and philosophical perspective to understand some of the ethical challenges that can emerge.

You will have the opportunity to gain professional experience through an internship with a sporting organisation, or work on a research project to solve a real-world business issue presented by one of our sports industry partners.

After completing the Bachelor of Business (Sport Marketing and Management), you may enrol in a postgraduate business Master’s degree and be eligible for up to 4 subjects credit, reducing your master’s degree to 1 year. This degree trajectory means you can graduate with your bachelor’s and master’s degree in just 4 years.