Bachelor of Business (Sport Marketing and Management)

3 Years On Campus Bachelors Program

University of Melbourne

Program Overview

Program Overview:
The Bachelor of Business (Sport Marketing and Management) at the University of Wollongong gives you the chance to combine solid business knowledge with a deep understanding of the sports industry. It’s ideal for students who are passionate about sport, marketing, and leading sports organisations. The program prepares you to take on roles in sports sponsorship, branding, event management, and organisational leadership, all while building a strong foundation in core business principles.

Curriculum Structure:

Year 1:
You’ll start by exploring the essential areas of business. Units like Accounting for Decision Making, Economic Essentials for Business, and Statistics for Business give you a broad understanding of how organisations operate. This foundational year sets you up for success as you move into your specialised area.

Year 2:
This is when you begin focusing on Sport Marketing and Management. You’ll study units like Sport Marketing and Management, which explore the business of sport from both B2B and B2C perspectives. You’ll also dive into how marketing principles apply specifically to sport organisations and learn about consumer behaviour in a sports context.

Year 3:
In your final year, you’ll bring everything together through a capstone project and/or an internship with a sporting organisation. Advanced units cover topics such as sport‑organisation strategy, sport sponsorship, and leadership in sport. This year is all about applying your knowledge in real-world settings and preparing for your career in the sport sector.

Focus Areas:

Sport marketing and business management
Sponsorship and brand relationships in sport
Leadership in sporting organisations
Consumer behaviour in sport
Event and venue management

Learning Outcomes:
Graduates of this program will be able to:

Analyse and lead business functions within sport organisations
Develop and apply marketing strategies tailored to sport and sponsorship
Manage and promote sporting brands and events effectively
Combine business knowledge with sports-industry insights to become capable managers and leaders

Professional Alignment:
The UOW Business School is accredited by the Association to Advance Collegiate Schools of Business (AACSB), putting it in the top 6% of business schools worldwide.

Reputation and Employability:
Over 90% of UOW business graduates find employment after graduation, highlighting the strong career relevance of this degree.

Experiential Learning (Research, Projects, Internships etc.)

If you’re thinking about the Bachelor of Business (Sport Marketing and Management) at the University of Wollongong, you’re picking a degree that goes beyond theory—it’s designed to give you hands-on experience that builds real professional confidence.

From day one, you’ll step into environments that let you apply business and sport knowledge in practical, real-world settings. You’ll benefit from UOW’s strong business faculty, well-connected industry partners, and structured programs that give you opportunities to work on actual projects and internships. By your final year, everything you’ve learned comes together in a capstone subject, where you collaborate across disciplines to tackle challenges just like those in the real world. With a major in Sport Marketing and Management, you’ll go beyond marketing theory to understand how the sport sector operates, how sponsorships are managed, how athlete careers are developed, and how sports organisations function day-to-day.

Here’s how experiential learning is woven into the program:

Internship opportunity: You can choose to take the internship subject (BUS 395), which is a 20‑day placement in a business or sports organisation aligned with your major. You earn credit while gaining valuable real-world experience.

Capstone subject in final year: In your last year, you’ll complete a subject that brings together all your learning, collaborating with students from different majors. This cross-discipline teamwork mirrors the kinds of challenges you’ll face in your career.

Major-specific professional experience: If you’re in the Sport Marketing & Management major, you can also gain hands-on experience with a sporting organisation or work on a research project addressing real issues in the sports industry.

Industry connections: The UOW Business Faculty has an active internship team and strong partnerships with industry. They help match you with placements that suit your major and your career goals.

Strong business foundation: In your first year, you’ll cover core business subjects across marketing, management, finance, and more. Later, you’ll specialise, giving you both a broad understanding and deep expertise in your chosen field.

Progression & Future Opportunities

Graduate Outcomes in Brief
Graduates of this program are well-prepared for roles across a variety of business functions and within sporting organisations. Typical positions include Business Analyst, Sales Manager, Venue Manager, and Entrepreneur. Thanks to the program’s strong business-school accreditation and industry-focused approach, you’ll step into the workforce with a real competitive edge.

Progression & Future Opportunities
UOW’s Careers Central and the Business School offer dedicated support to boost employability, including credit-bearing internships and networking events through their business discipline hub.

Recent employment statistics highlight the program’s effectiveness: 80.2% of UOW graduates secured full-time employment after graduation (up from 65.5% in 2021), with a median full-time salary of AUD 67,800 in 2022.

Industry Partnerships
UOW works closely with leading organisations such as KPMG, Mercer, NAB, and Accor Hotels, as well as a strong local business network including Liverpool City Council and the Liverpool Innovation Precinct. These connections provide valuable industry exposure and practical experience.

Long-term Accreditation Value
The UOW School of Business is accredited by AACSB International, an elite recognition that places the school among the top ~6% of business schools worldwide.

Graduation Outcomes
Graduates can pursue a wide range of career paths, including Business Analyst, Business Development Consultant, Sales Manager, Venue Manager, and more.

Further Academic Progression
After completing the Bachelor of Business, you have options to continue your studies with a Master of Business Administration (MBA), a specialised Master in Sport Management or Marketing, or research-based postgraduate programs. The degree is also designed to form the first three years of an Integrated Master’s (IM) at UOW, allowing you to transition into a combined bachelor-plus-master program in just four years.