Programme Overview

Academic Level

Bachelor's Degree, Double Major

Awarded by

University of Stirling, UK

Programme type

Full-time & Part-time, 2 to 3 years | Part-time (not open for applications)

Campus location

SIM Campus

Application Dates

This programme is not open for application

Estimated Fees
(incl. GST)*

S$50,750.40 to S$53,758.80

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* Exclude application fee, preparatory or bridging course fee, and other fees. Refer to the Fees & Financial Aid section for details.

Programme Outline

Awarded and developed by: University of Stirling, UK

In the lead-up to the national sports strategy of Vision 2030, there is growing attention on the sports scene in Singapore. Singapore plays host to high-profile sporting events such as the F1 Singapore Grand Prix and Standard Chartered Singapore Marathon, and is poised to become one of the premier sports hubs in Southeast Asia. The Kallang (formely known as the Singapore Sports Hub) further cements Singapore’s influence in the sporting arena by being the most significant large-scale development to-date.

Aligned with Singapore’s vision to build its sport standing at the world level, the programme is designed to meet the growing demand for qualified professionals and to fulfil your career aspirations in sports management.

Students can choose to attend only one semester of study at the University of Stirling home campus in the UK, subject to global conditions and travel restrictions.
The University of Stirling Business School is recognised by the Association to Advance Collegiate Schools of Business (AACSB) International for their focus on excellence in all areas, including teaching, research, curriculum development, and student learning. The AACSB accreditation puts the school among the top 6% of business schools globally.

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Learning Outcomes

The programme aims to:

Provide you with knowledge and critical understanding of sports policy, planning, management, and delivery of sporting opportunities to the community
Enable you to develop an understanding of the unique features of marketing in a sports environment
Allow you to apply core sports marketing principles in the delivery of customer values

Equip you with the appropriate skills to excel in decision-making positions
Provide you with a critical understanding of contemporary issues in sport and marketing
Provide you with awareness of the extensive contribution of sport in historical, social, political, economic, and cultural forces

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Further Studies & Career Prospects

Your opportunities include management positions in marketing, sales, planning, sports events management and sport administration.

Organisations that offer these positions include professional sport clubs, sport governing bodies, health and leisure clubs, sport public agencies, sport community recreation departments, sport event’s organisers and athletic service organisations.

Graduates can apply for University of Stirling’s taught postgraduate programmes, including MSc Sport Management (with internship).

View the University’s postgraduate programmes

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Hear from our students

The Good, the Bad and the Ugly Side of Sport Marketing

Sport today is more than competition — it’s a global industry worth billions. This feature delves into the strategic and ethical dimensions of sport marketing, from sponsorship and image rights to celebrity endorsements and media influence. With Singapore positioning itself as a regional hub for sports and events, understanding how marketing shapes the game is more relevant than ever.

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Why study at SIM x University of Stirling

SIM is the leading private education institution in Singapore.

University of Stirling (Stirling) is ranked 1st in Scotland and 2nd in the UK for Marketing and Public Relations (The Guardian University Guide 2023).

Sports University of the Year (The Times and Sunday Times Good University Guide 2020)

5-Star Rating for Teaching, Employability, Research, Internationalisation, Facilities and Inclusiveness (QS World University Rankings 2023).

Learn more about University of Stirling

Intake Dates

Aug 2024 Intake

PROGRAMME DURATION

This programme is not open for application.

APPLICATION PERIOD

This programme is not open for application.

If you are currently serving National Service (NS) and you are unable to complete your NS by programme induction and commencement, please contact SIM GE for further advice before application submission.
Date & period is subject to change by the University.

Duration of programme: Two to three years

Candidature:

Year 2 – 4 years

Year 3 – 6 years

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

Curriculum

Structure

Two semesters a year with a structured curriculum of fifteen (15) modules and a work-based project
Classroom learning comprising:
- Activities
- Lab work
- Lectures
- Tutorials
- Workshops

Teaching centres on face-to-face lectures and tutorials delivered on block teaching basis.
- Lectures: Teaching faculty from University of Stirling and local lecturers
- Tutorials: Local tutors
  View a list of lecturers’ teaching modules (PDF 546 KB)
Average teacher-student ratio: 1:50
Weekly schedule: Typically 12.00pm to 6.30pm on weekdays over two weeks per module, with breaks in between sessions. Saturday classes may occasionally be scheduled if required
Tutorials: Typically conducted over three weeks, scheduled on weekdays at three hours per session
Class timing: 8.30am / 12.00pm / 3.30pm, held on SIM campus unless otherwise stated
Minimum class size to commence: 50 students
If the class fails to commence due to low take-up rate, students will be informed within one month before programme commencement with the refund of application fee.

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Assessment & Attendance

Attendance requirement:
- Local students: 75%
- International students: 90%
Assessments:
- Continuous assessments such as:
  - Presentations
  - Tutorial exercises
- Individual/group assignments
- Written exams
- Dissertation

The assessment schedule is subject to change by the University

End-of-semester main exams: December and May
Students are allowed to progress through each semester till they satisfactorily complete the graduation requirements.

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Requirements to Graduate

Students are required to meet the programme requirements to obtain a Bachelor of Arts (Honours) Sports Studies and Marketing Degree.

The degree awarded and degree certificate is the same as that awarded in the UK.

Modules

The modules to be offered would be pre-determined by the university.

The modules listed here and on the University’s website may occasionally be subjected to change.

Fundamentals of Sustainability in Management (20 credits)
Fundamentals of Marketing (20 credits)
Global Retailing in Society (20 credits)
The Organisation of Business (20 credits)
Understanding Global Sport (20 credits)
Socially Responsible Marketing (20 credits)

Digital and Experiential Marketing (20 credits)
Managing the Business of Sport (20 credits)
Sports Policy (20 credits)
Sport Marketing (20 credits)
The Business of eSports (20 credits)
Understanding Consumers (20 credits)

Applied Marketing Strategy
Delivering Value in the Digital Age (20 credits)
Sport Governance (20 credits)
Dissertation (60 credits)

Students can choose to attend one semester (Year 3 first semester) at the University of Stirling home campus in the UK. The experience also enhances the global outlook and mind-set of students, and prepares them to work better in a global economy.

Students are expected to complete modules equivalent of 60 credits in the UK.
The programme fee is exclusive of airfares, accommodation and expenses related to the exchange semester at Stirling.
Exchange semester is contingent on global conditions and travel restrictions.

View list of modules and descriptions (PDF 464 KB)

Note: Students are required to own a laptop equipped with at least Microsoft Windows 10 or Apple MacOS Catalina (10.15) and 8GB RAM (recommended).

Admission Criteria

Entry Qualifications

Admission to Year 1 of the programme

GCE ‘A’ level passes; or
International Baccalaureate (IB) Diploma or other equivalent pre-university certificates

Admission to Year 2 of the programme

Applicants with the relevant diplomas may be eligible for direct entry to Year 2 of the programme
Applicants with a Non-Sports and/or Non-Marketing related diploma may be admitted into the programme subject to the approval of the University. Applicants may also be required to complete and pass a 3-month SIM Preparatory Course in Sports Studies and Marketing for entry into the Year 2 programme.
All other qualifications will be evaluated on a case-by-case basis and may be subject to interview
All admissions are based on merit and are subject to the approval of the University

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English Language Requirements

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 recognised approved Diploma, where the language of instruction was English

Preparatory Course in Sports Studies and Marketing (If Required)

Developed and awarded by SIM, Singapore.

2024 intake (Full-Time)*
Programme Duration: 20 May 2024 to 31 Jul 2024
Application period: Now till 1 Apr 2024 (local & international applicants)

*Dates are subject to change

Applicants with a Non-Sports and/or Non-Marketing related diploma are required to complete and pass a three-month SIM Preparatory Course in Sports Studies and Marketing for entry into Year 2 of the Bachelor’s programme.

All other qualifications will be evaluated on a case-by-case basis and may be subject to interview
All admissions are based on merit and are subject to the approval of the University
The preparatory course, comprising two compulsory modules, will cover the essential foundation concepts to prepare students for undergraduate study with University of Stirling.
- Introduction to Marketing
- Sports Studies

University of Stirling may require students to complete a minimum of one and up to a maximum of two modules.
Mode of delivery: Blended learning, a combination of face-to-face lectures and e-learning components
Class duration: Typically 3 to 6 hours on weekdays, some lessons may also take place on Saturdays if required
Assessments: Either by written exams, continuous assessments^ or a combination of both
Written exams are typically held at the end of the preparatory course in July. These exams may take place on weekday mornings and there are no re-sits.
Minimum class size to commence: 25 students
If the class fails to commence due to low take-up rate, students will be informed within one month before programme commencement with the refund of application fee.
Certificate of Completion: Awarded upon successfully passing the Preparatory Course in Sports Studies and Marketing, there will not be any refund or recourse should students fail to complete the course within the course duration

View preparatory modules and descriptions (PDF 86 KB)

^Continuous assessments may include in-class tests, assignments, online quizzes, etc.

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Fees & Financial Aid

Payment to SIM can be made through SIMConnect using Credit Card (Visa or Master), PayNow, eNETS, OCBC Interest-free Instalment Plan (min. S$500) and cheques.

Programme Fees - Not Applicable

Preparatory Course in Sports Studies and Marketing* (if applicable)

S$708.50 per module

* Fees are inclusive of 9% GST and are payable in full before course commencement. Fees do not include textbook.

Bachelor’s Programme Fees*

Local students
Year 1: S$9,417.60
Year 2 & 3: S$41,332.80
Total: S$50,750.40

International students
Year 1: S$9,810.00
Year 2 & 3: S$43,948.80
Total: S$53,758.80

*Fees are inclusive of 9% GST and are payable before the commencement of each semester. Fees do not include textbooks, repeat fees and expenses related to the exchange semester at Stirling. Valid for 2024 intake only.

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Mandatory Fees - Not Applicable

All fees inclusive of prevailing GST.

Student Development Fee

Applicable to all students embarking on a full-time Diploma or Undergraduate programme at SIM. This fee goes towards activities that will help in students’ personal growth and equip them with functional skills that enhance their employability.

Payable with the programme fee’s first instalment.

S$512.30

International Student Induction Fee

A one-time fee payable by new full-time international students. This fee covers pre-arrival and arrival support, including activities to enhance the international student learning experience.

As applicable, payable with the programme fee’s first instalment.

S$436.00

Application Fee

Payable for each application form that is submitted. Fee is non-refundable and non-transferable. The fee will be refunded fully only if the intake does not commence. Unpaid applications will not be processed.

Local applicants: S$98.10

International applicants: S$490.50 (This does not include all fees related to Student's Pass application)

Scholarships & Bursaries

SIM GE Bursary

The SIM GE Bursary aims to provide financial assistance to needy students studying at SIM GE. This award is given based on our eligibility criteria, as well as the assessed level of neediness of the applicants.

Learn more

SIM GE Bursary

SIM GE Scholarship

The SIM GE Scholarship is given to students with exemplary academic results or achievements in sports and arts. It is applicable to Singapore citizens, permanent residents and international students.

Learn more

SIM GE Scholarship

Upcoming Events

Events

SIM Open House Mar 2026

7 & 15 Mar 2026

View More Events

Bachelor of Arts (Honours) Sports Studies and Marketing (Teach-out by June 2027)

Programme Overview

Academic Level

Awarded by

Programme type

Campus location

Application Dates

Estimated Fees
(incl. GST)*