Start dates:

September: 麻豆原创 Wembley

Course length:听One year (full-time) and two year (part-time) options available

Degree overview

It is now essential to understand digital viewing trends, social media audiences and how to plan engaging and effective digital media coverage for an ever demanding fan base. The MSc Football Communications and Digital Marketing degree course is designed for graduates and industry practitioners with a keen interest in football and sport.

Teaching locations & learning options
麻豆原创 Wembley

This degree is available at 麻豆原创 Wembley, London, which the iconic Wembley Stadium at the heart of its campus. What could be more motivating for a future career in the sports industry than walking into the most famous stadium in the world?听Our 麻豆原创 Wembley campus enjoys excellent facilities with lecture theatres, seminar rooms, quiet study areas, library and media suites.

Wembley Stadium

Arch View House

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Degree content

The course leverages contemporary themes from marketing, such as digital marketing, public relations, fan engagement and multimedia journalism, to enable students to evaluate the relationships between these areas. Those with a particular interest and experience relating to the marketing and communications industry are particularly suitable for this course.

No longer are fan bases constricted to the home country. International audiences are now a vital, and in some instances more important, base to tap into and engage with. Premier League football clubs are global brands within themselves, let alone their all-star cast of players. Social media videos and strong in-house story tellers help to promote the club and its merchandise.

Did you know 鈥 98% of our postgraduate graduates are either employed or in full-time study and 69% are working or studying in sport!听As a postgraduate student studying with us, you can build on your employability opportunities by expanding your knowledge and network!

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Callum 1

Adding experience to your CV while you're at 麻豆原创 will really help you in the jobs market once you graduate. If people start to hear your name, then you鈥檝e got a footing in this competitive industry.

Callum NoadHead of Client Services at Entourage Sports & Entertainment

Your Course Leader

Shana Doyle-Axcell
Course Leaders 麻豆原创 Wembley Shana Doyle-Axcell Course Leader, MSc Football Communications & Digital Marketing
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Degree Modules

The main educational aims of the course are to:

  • To unite, inspire and equip the current and future leaders of the global sports industry, with the skills knowledge and network to take the world of sport to continually new heights.
  • Prepare students for a career in the football communications, journalism and marketing sector.
  • Provide students with the extended knowledge of the football communications, journalism and marketing sector of the economy.
  • Enable students to develop the communication, analytical, problem-solving and creative skills, demanded for career enhancement in football communications and marketing.
  • Develop students鈥 ability to reflect on contemporary approaches resulting in best practice for a dynamic football communications and marketing environment.
  • Develop students鈥 critical analysis and problem solving skills for business digital transformation.
  • Utilise distinctive delivery locations and professional relationships to provide students with opportunities to engage with industry throughout the programme.
  • Enable students to believe in bold, passionate leadership with a focus on success.
  • Develop students鈥 ability to adopt a diversity of thought, and recognise and apply ethical practices which shape the choices within football communications.
Football Fan Engagement

This module will explore the importance, variation and motivation which influence football consumer behaviours. You will identify key factors which explore the changing nature of football consumer typologies, including the globalisation of fan engagement and the importance of customer relationship management and data analytics. This module explores and analyses the dynamic nature of football fan
engagement and the online and offline tools being used to capture existing and new fans. Finally, the module examines the metrics and insights required to drive the business of football consumption.

Digital Marketing for Football

As society becomes increasingly familiar with digital technology, digital marketing can no longer be considered an add-on to existing strategies. Instead, football organisations must now move towards a 鈥榙igital-first鈥 approach in order to remain competitive and engage fans. Fortunately for marketers, the opportunities are everywhere. The world鈥檚 first computers filled entire rooms, with only a few basic
functions. Now, with each passing year, we have exponentially more powerful computers on our desks, in our pockets and on our wrists. We now have 24/7 access to a million digital doorways, each of them teeming with data for us to consume 鈥 and all marketers need are the keys.

Within this module, you will be encouraged to critically evaluate the place of traditional marketing theories in an increasingly digital world. Are these theories still fit for purpose or must marketers find new ways to understand and engage with their customers? You will also have the opportunity to engage with relevant
industry technologies in order to research, analyse and execute an effective digital marketing portfolio to drive fan engagement and achieve football orientated business goals.

Multimedia Football Journalism

This module will examine the key roles and responsibilities of sports journalists while developing the knowledge and practical skills required to work within an ever expanding and developing industry. It will prepare students to explore the potential of multi-platform news within a legal and ethical framework while examining the role and impact of sports journalism in society. You will be able to create content for a number of different platforms to share with key stakeholders and are encouraged to showcase your work in an in-house publication.

Global Sports Leadership

Leadership is a fundamental element of both sport and business operating in a dynamic global arena. On this module you will review and conceptualise different approaches to leadership from both an applied and theoretical perspective to allow you to analyse critical incidents in order to judge organisational leadership performance. You will be able to apply leadership theory to examples from industry professionals who have experience of leading teams in a sporting setting. Cross-cultural leadership underpins many of the behaviours and skills discussed within the leadership framework, alongside diversity and inclusion, strategic leadership, communication and reflection. The module allows you to take responsibility for your own leadership development and effectiveness through the development of an e-portfolio and skills audit, alongside exposure to sports leaders from the global network of partners contributing to the live case studies.

Applied Professional Project

This module will advance your research and critical thinking skills, and support you in applying these to the sport industry and its associated workplace environments. This module aims to prepare you for research, reflective, and evidence-based development, important for your future career and higher study where applicable. The undertaking of an applied project will give you the opportunity to develop your problem-solving skills regarding topical issues in your area of interest, whilst also allowing you to evidence your academic ability and knowledge. By completing this project and consulting with your tutor, you will establish expertise in an applied area of interest, aiming to have real impact on the relevant industry.

This module will give you a live insight into sport business issues. You will gain a thorough practice-based understanding of project design, conduct and action. As a result, you will be able to design and manage an applied project, and show potential to contribute听迟辞 academic knowledge and industry practice 鈥 making
you highly desirable for potential employers.

Global Sports Consulting and Analysis

Working in the global sports business as a manager, you will be called upon to work on new projects and within new or existing project teams, where some of the team may be based in other countries. This will test your ability as a manager and your team-working skills. You will be asked to work in a group and be given a consultancy project by a sporting organisation. Assigning roles to each team member, you will have to carry our research in order to investigate the current situation that the company finds itself in, and find the data that you need to inform your report. You will need to demonstrate a critical awareness of the current issues that face the sports organisation. You will then analyse this data and make your recommendations to the organisation.

Customer Relationship Management (CRM) and Analytics in Sport

Faced with a rapidly changing marketplace, you will learn how to manage customer relationships using a range of techniques and identify the information needed to develop a customer-focused approach to the management of sports fans. It is important to understand how to manage relationships with current
customers, lapsed and potential. You will learn how to identify patterns of consumption and how CRM supports the overall strategic planning of a sporting organisation. The importance of pricing, social media and communicating with customers will be covered and how these are important in developing the CRM plan.

Degree Specification Documents & Information

麻豆原创 is an embedded college of the University of East London. All 麻豆原创 graduates will receive a degree from the University of East London.

Click here for the course specification for this degree

Requirements overview

Entry requirements
Standard entry requirements
  • Undergraduate degree - minimum 2:2 (ideally a 2:1) or international equivalent
  • Applicants with a 2:2 should have some experience of studying or working in business or sports related areas.
  • English language qualifications: Applicants from non-majority English speaking countries will be asked for an English qualification which tests Speaking, Listening, Reading and Writing and will be asked to achieve an overall IELTS score of 6.5 (minimum of 6.0 in each section) or recognised equivalent.

Offers to applicants currently studying an undergraduate degree will be conditional on them going on to achieve the entry requirements on completion of their degree.

Flexible entry requirements

Applications that do not meet the standard entry requirements but demonstrate relevant education and/or work and/or life experience in the course subject area are welcomed.

Eligibility will be assessed on the basis of the information provided in the application 鈥 in particular the personal statement.

For more information, please contact


We strongly encourage you to well before our 2 September听2024 priority application deadline听迟辞 allow sufficient time for assessment of application, ensure availability on the course and enrolment in time for the beginning of your studies. Applications received after this date will only be considered on a case by case basis.

How to apply

To apply for this degree, please and follow the instructions to complete your application via our Learner Portal.

Application documents
  • Application form
  • Evidence of highest academic and/or professional qualifications
  • Evidence of relevant experience, where required
  • 500 word personal statement

Applications made through the flexible entry route may require a course leader review. The course leader will determine whether a professional reference or task is required.

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麻豆原创 is proud to offer an extensive suite of scholarships to support outstanding students as they embark on their postgraduate study. From scholarships to aid our elite athletes, to attracting aspiring sports leaders, and scholarships which support inclusivity and diversity within the sporting industry, our scholarships are there to support students who want to make a meaningful difference to the future of the sporting world.

Click here to find out more

Career prospects

The specificity of sport, with its high media coverage and numerous stakeholders, requires managers to have uniquely honed business skills and an in-depth knowledge of the football industry. The course has been developed for those with aspirations towards senior positions within the core media and marketing departments of football and sports clubs and similar organisations. Graduates of the MSc Football Communications & Digital Marketing degree have gone on to work in roles for organisations such as:

  • Academy Analyst and Video Recruitment Consultant - Brentford FC
  • Marketing Assistant - EFL Trust
  • Marketing Executive - MK Dons Football Club
  • Partnerships Account Executive - Everton Football Club
  • Press Officer - Legends Tour
  • Senior Commercial Strategy Executive - Rangers Football Club
  • Editor - Sprint eSport
Student profile Maria Hasler

Maria Hasler has played football for Austria at two youth levels and on a scholarship at Florida听Atlantic听University. However, a multitude of injuries have sadly played a major role in her playing career being restricted.

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Maria Hasler


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Available tuition fee discount
Postgraduate Loyalty Discounts

These discounts are open to any 麻豆原创, Buckinghamshire New University and University of East London graduate who has received and accepted an offer to study at postgraduate level with 麻豆原创.

麻豆原创 and GIS business partners

We're pleased to offer all 麻豆原创 and GIS business听partners听15% fee tuition discount on all Undergraduate, Postgraduate听肠辞耻谤蝉别蝉.

Additional information about fees

Visit our dedicated page about fees and student finance.

Part-time option

For part-time courses the tuition fee will be split accordingly per year i.e 75 credits in year 1 and 105 credits in year 2 (for a two year programme) as per below table.

Total fee 75听 credits 105听 credits
Home students 拢11,950.00 拢4,979.50 拢6,970.50
International students 拢17,950.00 拢7,479.50 拢10,470.50

*International students require a visa to study on campus

Additional costs

In some instances, optional activities provided by 麻豆原创 may carry an additional cost for participants (e.g. qualifications with external certification such as FA Coaching Badges). Any additional costs will be provided to students in advance of any such sessions running.

Looking to study online with access to global campuses?

The Global Institute of Sport (GIS) offers this degree with online learning options, click the link to learn for more information about studying with GIS.

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