Sport Management BA (Hons)

 

Course Code

UCAS Code: N285
International Code: FBLU052

Location

Coventry University (Coventry)

 

Study mode

Full-time
Sandwich

Duration

3 years full-time
4 years sandwich

Start date

September 2022


Course overview

Study level: Undergraduate

Combine your passion for sport with management knowledge and skills to kick-start your career in the dynamic and exciting sports industry.

The sports industry is dynamic, constantly changing and is focused upon by people and organisations all around the world. Blending the areas of sport and management, this course seeks to explore the policy, planning, management and delivery of sport-related services, products and activities.

  • Engage with local, national and international sports organisations*, to help you gain practical experience and have the chance to learn from practitioners and the opportunity to develop your industry networks.
  • Study a variety of specialised sport related modules to help you develop expertise in some of the unique challenges and issues facing the sport industry, alongside the core principals of business management.
  • Utilise our extensive network of sport organisations in both the UK and throughout the world to gain work placement opportunities, hear from practitioner speakers, participate in site visits and carry out consultancy-based project work*.
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Global Ready

An international outlook, with global opportunities

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Teaching excellence

Taught by lecturers who are experts in their field

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Employability

Career ready graduates, with the skills to succeed

Why you should study this course

  • Real world experience - This course focuses on ensuring that students get the full sport management experience. Current students are working with a range of sport organisations*, from local football clubs such as Coventry United, to international federations such as the Asian E-Sport Federation. Previous students have also had the opportunity to work at real sport events, such as the World Cup Rugby Sevens and the Coventry Festival of Running.
  • Industry insight - Students gain insight from industry experts from across the world*. This has previously included visits to sport organisations such as the Amsterdam Arena, Tottenham Hotspur Stadium and Croke Park. We also invite experts to speak to our students, most notably through our annual Guest Lecture Week*, which welcomes a variety of speakers, many of whom are Coventry University alumni, who are now leaders in industry.
  • Prepare for your future - Prepare for a future career in sport management with a work placement*. Past students have worked for several different types of sport organisations including sport teams (Tottenham Hotspur FC, Wasps Rugby Club, Leicestershire Cricket Club), governing bodies (FIFA), sport venues (Ascot Racecourse), sport marketing agencies (Oaks Consultancy, Octagon, MB Partners) and many more.
  • CMI accreditation - As well as sport, this course has a focus on business management modules. These modules are taught by the Sport Management teaching team and so are tailored specifically to cover the management of sport. The course is accredited by the Chartered Management Institute (CMI), and you will have the option to register and gain a Level 5 Certificate in Leadership and Management, which can help to enhance your employability skills (please see accreditation section for further information).
  • Network and volunteer - Take part in a variety of informal volunteering opportunities*, with previous opportunities covering events such as the Tour de Yorkshire and the BBC Sports Personality of the Year.

Accredited by

CMI Chartered Management Institute

Chartered Management Institute (CMI)

This course is currently accredited by the Chartered Management Institute (CMI) offering you the option to register and gain a Level 5 Certificate in Leadership and Management, which can help to enhance your employability skills with a professional qualification (fees apply to become a registered CMI student, and securing a professional qualification is subject to competitive application, additional costs and meeting any applicable requirements as outlined by the CMI). If any changes occur with respect to our accreditation related to this course, we will seek to notify applicants and students as soon as possible. Please visit the CMI website for full details on the CMI accreditation.


Memberships and Collaborations

Chartered Association of Business Schools (CABS) 

Coventry Business School is currently an active member of the Chartered Association of Business Schools, which has a membership of over 120 business schools and higher education providers and supports its members in maintaining world-class standards of teaching and research.  

European Foundation for Management Development (EFMD) 

Coventry Business School is currently an active member of the European Foundation for Management Development, a global membership organisation dedicated to management development, covering over 900 members across 91 countries.  

Coventry Business School is recognised by the above memberships for the 2022/23 intake.

Asian Electronic Sports Federation (AESF)

This challenging business degree seeks to provide hands-on opportunities within the sport industry while also providing a theoretical understanding of how sports companies operate. Coventry University has been delivering learning in this subject area for several years and we are currently ranked 2nd in the Guardian university reviews in the subject area of Leisure, Events and Tourism, and are the top-ranked university to offer Sport Management.

Tom Bason, Course Director, BA Sport Management, quoted in 2021
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What you'll study

The main study themes covered on the course are:

  • Managing sport organisations - You will explore the principles and practices necessary for effective management of sport organisations, drawing on management and organisational theories, the changing nature of the external environment of sport organisations and how this impacts on the internal operations and people.
  • Management of sport - You will cover the core principles and practices of management, in the context of sport and sporting events. On successful completion of the course, you will gain a solid understanding of strategy, marketing, human resource management (HRM), economics and finance, all critically important when managing organisations whether in the sport industry, or outside it.

In the first year, we will introduce you to the modern commercial environment that shapes sport at all levels to get you thinking about how to manage sport businesses and organisations, together with their marketing and events, within this constantly changing business setting. While sharing some modules with our BA (Hons) Event Management course, typically you will be taught in groups made up of solely Sport Management students, so that concepts are explored in the context of sports – however, this also means that topics such as sport event management are delivered by academics with knowledge of the events industry (academic staff are subject to change).

Modules

  • The module aims to assist and prepare you in the transition to Higher Education by developing your academic skills to improve and enhance your personal effectiveness as a learner. The module will look at areas such as academic writing, awareness of learning styles, presentation and referencing skills.

    Compulsory

  • Gain an understanding of the sports industry, both in the United Kingdom and abroad. This module considers the historical development and growth of sport as a major industry, the various sectors of the sports industry and contemporary trends that impact sport.

    Compulsory

  • This module develops your understanding of the fundamental concepts of marketing, with specific relevance to the sport industry. 

    Compulsory

  • This module aims to develop your understanding of the requirements of managing a business organisation, by examining management’s potential impact on the organisation.

    Compulsory

  • This module aims to develop the student’s understanding of the requirements of managing people including employees, contractors and volunteers.

    Compulsory

  • This module introduces you to economic issues and principles affecting sport organisations and develops an understanding of key concepts in financial and management accounting. 

    Compulsory

  • The Add+vantage module* allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

    Compulsory

In your second year, we aim to deepen your knowledge of the trends occurring within the sports industry, such as sport policy and the role of corporate social responsibility. Depending on where your interests lie, you can choose an optional module that best fits your potential future career aspirations.

Modules

  • This module aims to develop your understanding of policy and governance in sport, both of which are becoming increasingly important topics in sport management. Issues of corruption and ‘governance failure’ are becoming more closely scrutinised as sports organisations are required to professionalise and become more transparent and accountable. 

    Compulsory

  • This module aims to introduce the concept of Corporate Social Responsibility, a notion that is growing considerably within the sport business. The primary aim of this module is to develop the understanding of the role of the sport organisation in society. 

    Compulsory

  • This module introduces you to the principles of event management delivered in context with the world of sport events. It introduces you to the event industry itself and expects you to understand the logistics of planning sport events, of all sizes, both on a UK scale and on a global dimension. 

    Compulsory

  • This module aims to enable you to acquire the confidence and appropriate skills to make an effective transition from education to work. The module has a dual focus: Firstly, you are encouraged to know yourself, to know what kinds of employment you are suited to, and secondly, you are encouraged to develop an awareness of employment markets/potential employers.

    Compulsory

  • This module is designed to provide you with the knowledge and skills required to design effective research projects to investigate issues in the management of sport organisations.

    Compulsory

  • The Add+vantage module* allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

    Compulsory

  • Choose one from the following:

    Sport Marketing Insights – 20 credits

    The aim of this module is to develop your expertise in data analysis techniques as used by sport organisations. You will investigate sources of data and evaluate a range of data analysis to evaluate fan intelligence. 

    Sport and Event Tourism - 20 credits

    This module aims to develop your understanding about the dynamics and relations between tourism and sport and events. It provides an exhaustive overview on the basic principles of tourism management and development, related specifically to the production of sports, music and other kind of events.

    Media and Entertainment Law - 20 credits

    The module will guide you to adopt a realistic perspective of the necessary skills and attitudes required when working with celebrities and professional business people in notoriously hazardous and litigious industries.

    Optional

Whilst we would like to give you all the information about our placement/study abroad offering here, it is often tailored for each course every year and depending on the length of placement or study abroad opportunities that are secured. Therefore, the placement and study abroad arrangements vary per course and per student. Request further information about going on a placement or study abroad year.

In your final year, you take a more strategic approach to sport management. You will consider the ways that sport organisations operate and make long-term decisions. You will also have the opportunity to really tailor the course to your interests, through optional modules and your final-year dissertation project which can be on any sport management topic of your choice. Previous students have considered the future of hosting sports mega events, social media at the Olympic Games and World Cup, brand creation in the NFL, the effects of gender inequality within professional tennis and whether F1 is about money rather than talent.

Modules

  • The module aims to provide you with both a theoretical and practical understanding of how business strategy can be formulated in the light of environmental and internal conditions and requirements. More specifically, the module equips you with a framework for understanding business strategy as an activity within the context of competitive sport and event industries, leading to business decision-making.

    Compulsory

  • This module aims to enable you to gain the confidence and the competences needed to make an effective transition from higher education into the world of work. Learning gained on this module will enhance your career prospects and optimise your possibilities for finding fulfilling graduate employment that matches your educational profile. 

    Compulsory

  • The aim of the module is to critically examine the management of facilities in relation to sport and event venues. Aspects include examining operations management, health, safety, and security procedures and the importance of managing such facilities.

    Compulsory

  • This module aims to provide you with an opportunity to apply and develop your research skills and to extend your knowledge, understanding and ability to critically analyse in a specialist area of interest. You will choose an academic area related to your programme of study and apply your independent learning skills to research this area in depth. You will receive academic support through a series of group supervisions and will be allocated a project supervisor. 

    The module includes three routes, and you will be given the opportunity to select your preferred route, although all project titles must be approved by the project supervisor in advance of commencing the project. The three routes are: 

    Route 1: An individual research-based dissertation 
    Route 2: An individual project report 
    Route 3: A group project report. Where work is completed as part of a group, each group may have no more than five members.

    Compulsory

  • The Add+vantage module* allows you to develop your CV by taking credits in an area of study that may not be directly related to your degree, enabling you to demonstrate to prospective employers that you are a well-rounded graduate with a wider knowledge base than just your degree subject. Add+vantage modules are arranged around themes including Global Perspectives; Professional Development; Creativity and Enterprise and Entrepreneurship; Work Experience, Global Experience Field Trips, Projects and Skills; Languages; Professional Accreditation and Research Skills*. These additional skills and experiences give you a wider perspective, develop independence and can set you apart from other graduates. (Add+vantage modules are subject to availability and change.)

    Compulsory

  • Choose two from the following:

    Sport and Event Entrepreneurship – 20 credits

    This module aims to develop your understanding of business enterprise, entrepreneurship, start-up processes, effectual and critical thinking as applied to business innovation and creativity.

    Contemporary Issues in Sport – 20 credits

    Contemporary sports issues are discussed and analysed to provide you with an opportunity to develop an in-depth critical understanding of the key problems facing global sports and develop a resource guide to solving such problems and their subsequent management. 

    Sport Event Legacy - 20 credits

    This module aims to develop your understanding of the legacies and impacts of sport events. You will be challenged to consider both the negatives and positives of bidding for and hosting events, from the initial decision to bid, to the post-event period.

    Sport PR and Media – 20 credits

    The sport industry is increasingly becoming commercial and organisations, whether they are public, private or non-profit, are operated as ‘businesses’. This module focuses on the management of the public and public interests as a key stakeholder in sport organisations.

    Optional

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

I spent 6 months at Promoseven Sports Marketing during my placement year, a sport event organisation based in Dubai. I was involved in the planning and overseeing of many events during my time out there, most notably, the Emirates Airline Dubai Rugby Sevens and the DDF Tennis Championships, two of the largest events in the UAE. My main role for both events was to organise and run the school activation program in which we broke the record of schools that were involved for both events.

Charlie Jones, Sport Management graduate, quoted in 2020
Charlie Jones

How you'll learn

Teaching is based on a series of lectures and workshops, with teaching then typically breaking off into smaller seminar groups which are more interactive and may involve discussion, debate, and problem solving; we also make extensive use of case studies to demonstrate practical, real-life issues. These will often centre on a specific theme or topical issue, such as unethical sponsorship, athlete transgression and managing sport events.

  • Take a problem-solving approach to learning by exploring real world case studies and problems that are specifically related to the sports industry.
  • Network with experts currently working in the sport industry who can share their experiences*. In the past, students have benefited from talks from Oaks Consultancy, Adidas, St. George's Park, The Football Foundation, Professional Darts Association, Opta, Manchester City FC and British Wheelchair Basketball.
  • Gain practical experience by taking part in a variety of informal volunteering opportunities*, with previous opportunities covering events such as the Tour de Yorkshire and the BBC Sports Personality of the Year.
  • Attend sessions from external practitioners, primarily during the course’s guest lecture week in previous years, which sees practitioners and alumni deliver sessions on the industry*. Examples of previous speakers who have given talks during this week include: a sport agent of Premier League footballers, former students who managed the operations, security and volunteer recruitment at the 2019 Cricket World Cup, and the marketing manager for Everton FC.

Teaching contact hours

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the first and second year dropping to around 8 contact hours per week in the third and final year as you become a more independent learner. The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials.

Additionally, you will be expected to undertake significant self-directed study of approximately 12 hours each week, depending on the demands of individual modules. 

As an innovative and enterprising institution, the University may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the University may deliver certain contact hours and assessments via online technologies and methods.

In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2022/2023 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.


Assessment

This course will be assessed using a variety of methods which vary depending upon the module. Assessment methods include formal examinations, coursework, written report, presentations, website creation, professional videos and live projects.

Assessment methods include: 

  • Formal examinations 
  • Coursework 
  • Written report 
  • Presentations 
  • Website creation 
  • Professional videos 
  • Live projects 

The Coventry University assessment strategy aims to ensure that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.


International experience opportunities

Sport is becoming an increasingly global industry, so during your studies we will explore the sports industry in different countries and cultures. We currently have global collaborators in the United States, Brazil, Russia, Europe, Dubai, Qatar, China and Australia, which provide exciting opportunities for volunteering abroad*. For example, we have taken past students to work at the Rugby World Sevens tournament in Moscow and Going Global Conferences in Dubai, Miami and Cape Town.

Throughout the course, we consider sport management within an international context, drawing on case studies from throughout the world, such as the FIFA scandal, management of International Association of Athletics Federations (IAAF), doping in world cycling, Chinese investment into British sport and the global interest in sport and foreign sponsorship deals.

In the past students have had the opportunity to visit international sport venues*, including Croke Park and Aviva Stadium in Dublin, Nanjing Olympic Sports Centre (China), Luzhniki Stadium (Russia), and Dubai International Stadium. We also seek to organise international speakers* from organisations such as Adidas and the International Cricket Council.

I am enjoying the ability to explore different sports and understand concepts that influence the management of sports organisations. The support from staff is amazing. The staff are always available and happy to guide and support students through their studies.

Samuel Ajoku, Sport Management student, quoted in 2020
Samuel Ajoku

Entry requirements

Typical offer for 2022 entry.

Requirement What we're looking for
A level BBC
GCSE Minimum 5 GCSE's graded 9-4 / A* - C including English and Mathematics
BTEC DDM
IB Diploma 29 points

We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.

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Are you eligible for the Fair Access Scheme?

We believe every student should have the opportunity to dream big, reach their potential and succeed, regardless of their background.

Fair Access Scheme

Select your region to find detailed information about entry requirements:


You can view our full list of country specific entry requirements on our Entry requirements page.

If you do not have the typical entry requirements, you may want to consider studying this course with an International Foundation Year. Upon successful completion our International Foundation Year - Business will provide you with the knowledge and skills you need to progress onto this undergraduate degree.

Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.

English language requirements

  • IELTS: 6.5 overall, with no component lower than 5.5 

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course. 

For more information on our approved English language tests visit our English language requirements page.

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Fees and funding

2022/23 Tuition fees

Student Full time Part time
UK £9,250 per year Not available
International £15,300 per year Not available

For advice and guidance on tuition fees and student loans visit our Undergraduate Finance page and see The University’s Tuition Fee and Refund Terms and Conditions.

We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.

Tuition fees cover the cost of your teaching, assessments, facilities and support services. There may be additional costs not covered by this fee such as accommodation and living costs, recommended reading books, stationery, printing and re-assessments should you need them. Find out what's included in your tuition costs.


Facilities

We have a range of facilities available* to support our Sport Management students in putting the theories you are taught into practice.

Person running on track indoors with equipment to either side and a man walking away

Sport and Recreation Centre

Situated in a central location within Coventry University's campus, we offer excellent facilities, an exciting range of exercise classes and a dedicated team of staff on site.

Female student using pen to point at screen with financial data on.

Business Simulation Suite

Coventry Business School's Business Simulation Suite utilises the latest business simulation software to give students the opportunity to improve their business skills.

Lecturer sat with student talking in EEC building.

The Talent Team

Need employability support? Our dedicated Talent Team are on hand to help. They can assist you in applying for work placements, graduate level jobs and offer skills development workshops. They also organise networking events to introduce you to potential employers and industry contacts.


Careers and opportunities

On successful completion of this course, you will have knowledge of: 

  • The development needs and intentions of sport organisations and communities. 
  • Sport policy on a domestic and global basis. 
  • The holistic nature of a business organisation. 

On successful completion of this course, you will be able to: 

  • Apply business principles to a range of sports organisations, including sport clubs and teams, sporting events and governing bodies.
  • Apply appropriate techniques to solve a range of different business and sport management problems. 
  • Analyse and produce appropriate sport management solutions to support business decisions.

Working for sports organisations has become an increasingly popular career sector, with demand for higher level expertise in areas such as the management of sport businesses and engagement with communities through sport. This course provides a foundation to explore potential future career options in this sector, in areas such as sport marketing, sports event management, hospitality management and sport business management and administration.

Past students have found placements in many different types of sport organisations, such as Marketing Assistant at Coventry City FC, Commercial Placement at Birmingham City FC, Sales and Marketing Intern at Bentley Motors, as well as other placements at Tottenham Hotspur FC, Octagon, CONI (Italian National Olympic Committee), Coral, Birmingham City FC, Wasps, Huddersfield Giants RLFC, and Fulham FC. 

Coventry University is committed to preparing you for your potential future career options and giving you a competitive edge in the graduate job market. You will have the support of the faculty’s dedicated Talent Team which has an extensive network of employers with a wide range of internship possibilities*. The Talent Team will also support you (subject to availability) with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centres, as well as putting on frequent employer events, which should allow you to network with potential future employers offering graduate roles, internships and placements in the advertising and marketing sectors*.

Where our graduates work

Some of our previous graduates have gone on to occupy senior management positions in the sport industry, for instance, working within the London Organising Committee of the Olympic Games and Paralympic Games Ltd. (LOCOG), the Aspire Group, Decathlon, Sport New Media and Coventry Blaze Ice Hockey Club. Others have found graduate employment with Tottenham Hotspur FC, Manchester City FC, West Ham United, Huddersfield Giants RLFC, the Italian National Olympic Committee, Wasps RFC, Ricoh Arena, Leicester Tigers, Queens Park Rangers and IMG.

Further study

Upon successful completion of our Sport Management BA (Hons) course, you may wish to continue to further your studies at postgraduate level. You can do that right here at Coventry University, with our Sport Management MSc. You could continue to build on what you have learnt, further preparing you to become a professional sport management practitioner, upon successful completion, with the theoretical knowledge, skills and personal attributes to help you to become a leader in your chosen sport sector. 

We also offer alternative postgraduate degrees if you decide to take a slightly different route. You can explore all of your options using our postgraduate course search tool. You may be entitled to an alumni discount on your fees if you decide to extend your time with us by progressing from undergraduate to postgraduate study. 

This course helped me to achieve and move towards my career goal of working in the marketing department of a rugby or cricket club. It has pushed me to the best I could be and has taught me marketing and management skills needed for the sports industry.

Elizabeth Mustard, BA (Hons) Sport Management graduate, quoted in 2020
Elizabeth Mustard

How to apply


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  • Student Contract

    By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. A copy of the 2021/22 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the university will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the university.

    Tuition fees

    The tuition fee for the course that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For UK and EU students, if Parliament permit an increase in tuition fees, we may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation. Following the UK’s exit from the European Union, EU students should be aware that there may be a change to UK laws following the UK’s exit, this may change their student status, their eligibility to study part time, and/or their eligibility for student finance. We will act in accordance with the UK’s laws in force in relation to student tuition fees and finance from time to time.

    For International students the tuition fee that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For international students, we may increase fees for each subsequent year of study but such increases will be no more than 5% above inflation.

    Accreditations

    The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery. 

    Facilities

    Facilities mentioned on this page may not be relevant for every course. Due to the ongoing restrictions relating to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.

    Placements and study abroad opportunities

    Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.

    Additional costs

    This course may incur additional costs associated with any field trips, placements or work experience, study abroad opportunities or any other opportunity (whether required or optional), which could include (but is not limited to), equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas).