University College Birmingham’s Sports Management degree has become the first course of its kind in the world to be accredited by the Digital Marketing Institute (DMI).


DMI is the global certification body that sets the standard of digital marketing education, operating in more than 100 countries and with over 100,000 members around the globe.


Following a revamp of the University’s BA (Hons) Sports Management degree, students enrolling from September 2021 will receive a range of benefits on the newly-accredited course, including widely-recognised DMI certification to help boost their employability.


Students will also receive DMI membership for the duration of their studies and access to a wealth of industry-focused learning resources, as well as becoming ‘digital marketing associates’ on completion of the mapped modules.


John Doran, Head of University Partnerships at DMI, said: “We are delighted to announce our unique partnership with University College Birmingham.


“Although DMI accredits many university programmes globally, this is the only Sports Management course that we accredit. We look forward to working with University College Birmingham to offer their students the benefits of our certification and membership, ultimately increasing student satisfaction and employability.


“DMI looks forward to a long, successful partnership with the University for many years to come.”


University College Birmingham lecturer Marc Brady said: “Having our new Sports Management degree endorsed by the Digital Marketing Institute will provide our students with real industry knowledge to support their future career paths into the sports industry.


“At University College Birmingham, we are dedicated to providing our students with industry-relevant experiences and we are looking forward to working with the DMI to support our student experience.”


Our Sports Management course provides a range of pathways covering key career areas within the sport sector, including marketing and communications, with students having the chance to apply their learning on residential visits and an optional paid placement.


Students enrolling on the degree are also entitled to membership of the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA).


Thanks to the University’s excellent links with industry, students are boosted further by insight from experts from the world of sport. Recent guest speakers on the course have included:


  • Richard Bevan – CEO of League Managers Association (LMA)
  • Eniola Aluko – former England women’s international footballer, now Sporting Director at Aston Villa WFC
  • Brian Caldwell – CEO of Shrewsbury Town FC
  • Matt Kidson – Director of Sport for Birmingham 2022 Commonwealth Games
  • Nicola Turner – Director of Legacy for Birmingham 2022 Commonwealth Games
  • Jon Doig – CEO of Team Scotland


University College Birmingham offers a variety of courses at college, undergraduate and postgraduate level for anyone looking to work in the sport industry, covering topics ranging from coaching, nutrition and fitness instruction to sport therapy, strength and conditioning. Training is supported by outstanding practical facilities, including our new Human Performance Centre, gyms and sports injury clinics on campus.

Find out more about our range of courses within the Department of Sport and Nutrition here.