Media & Communication

Bachelor of Applied Communication

The Bachelor of Applied Communication is a practice-oriented programme that prepares students for careers in advertising, broadcasting, journalism, and public relations. Students study core modules including communication theory, media law and ethics, news writing and reporting, broadcast production, advertising principles, public relations strategies, digital media production, organisational communication, and research methods.

Kenya's media and communication sector is dynamic, with expanding opportunities in digital media, corporate communications, advertising, and public relations. The programme is delivered over eight semesters with an industrial attachment in the third year.

Students build a professional portfolio throughout the programme, culminating in a final-year project. Graduates work as communications officers, public relations practitioners, broadcast journalists, advertising executives, media planners, copywriters, and social media managers.

This programme suits students with strong writing and interpersonal skills, curiosity about current affairs, and interest in media production. The ability to work under pressure, meet deadlines, and adapt to rapidly changing digital platforms is essential.

Proficiency in English and Kiswahili is advantageous for multimedia roles in Kenya's bilingual media landscape. Skills RequiredNews Writing and ReportingBroadcast ProductionPublic Relations StrategyAdvertising and CopywritingDigital Media ProductionMedia Law and EthicsSocial Media ManagementCorporate CommunicationAudience Research and AnalyticsMultimedia StorytellingKey SubjectsCommunication TheoryMedia Law and EthicsNews Writing and ReportingBroadcast ProductionAdvertising Principles and PracticePublic Relations StrategiesDigital Media ProductionOrganisational CommunicationMedia Research MethodsSocial Media Strategy and AnalyticsCertificationsPublic Relations Society of Kenya (PRSK) MembershipMedia Council of Kenya (MCK) AccreditationGoogle Digital Marketing CertificationSpecializationsBroadcast ProductionFocus on radio and television production, including news casting, programme production, studio operations, and broadcast technology for media houses and production companies.

Public Relations and Corporate CommunicationFocus on managing organisational reputation, media relations, crisis communication, stakeholder engagement, and corporate communications strategy for businesses and NGOs.

Duration: 4 years
Public, up to: Ksh 204,000
Private, up to: Ksh 242,800
Job market: High

The programme

What you study, how long it takes, and how it is delivered.

Practicalities

Study mode: Full-time
Attachment: 3 months
Average class: 40 students
Award: Bachelor

What you study

10 subjects

Communication Theory
Media Law and Ethics
News Writing and Reporting
Broadcast Production
Advertising Principles and Practice
Public Relations Strategies
Digital Media Production
Organisational Communication
Media Research Methods
Social Media Strategy and Analytics

Modules

12 in the programme

Communication Theory
Year 1Semester 13 creditsCore
Foundational theories of communication including linear, interactive, and transactional models. Covers mass communication theories, audience theory, and effects research.
News Writing and Reporting
Year 1Semester 13 creditsCore
Principles of news writing, interviewing techniques, news values, story structure, and beat reporting. Students produce news articles for print and digital platforms.
Media Law and Ethics
Year 1Semester 23 creditsCore
Kenyan media law, constitutional provisions on press freedom, defamation, copyright, privacy, and media regulation. Ethical frameworks for journalism and communication practice.
Broadcast Production
Year 2Semester 14 creditsCore
Radio and television production techniques, including studio operations, audio recording, video editing, programme formatting, and on-air presentation skills.
Public Relations Strategies
Year 2Semester 13 creditsCore
PR theory and practice, including media relations, press release writing, event management, crisis communication, and reputation management for organisations.
Advertising Principles and Practice
Year 2Semester 23 creditsCore
Advertising fundamentals, campaign planning, creative strategy, media buying, and consumer behaviour. Students develop advertising campaigns for real or simulated clients.
Digital Media Production
Year 3Semester 13 creditsCore
Digital content creation including podcasting, video production for web, multimedia storytelling, and content management systems for online publishing.
Organisational Communication
Year 3Semester 23 creditsCore
Internal communication strategies, corporate culture, change communication, employee engagement, and communication audits for organisations.
Media Research Methods
Year 3Semester 23 creditsCore
Quantitative and qualitative research methods for media studies, including audience research, content analysis, surveys, and focus groups.
Social Media Strategy and Analytics
Year 4Semester 13 creditsCore
Social media campaign planning, platform-specific content strategies, community management, social listening, and performance analytics using industry tools.
Crisis Communication
Year 4Semester 13 creditsCore
Crisis communication theory, risk communication, issue management, media training, and development of crisis communication plans for organisations.
Final Year Project
Year 4Semester 26 creditsCore
Independent project producing a comprehensive communication campaign, investigative report, or media production, culminating in a public presentation and defence.

Specialisations

Broadcast Production
Focus on radio and television production, including news casting, programme production, studio operations, and broadcast technology for media houses and production companies.
Public Relations and Corporate Communication
Focus on managing organisational reputation, media relations, crisis communication, stakeholder engagement, and corporate communications strategy for businesses and NGOs.
Advertising and Marketing Communication
Focus on advertising campaign development, copywriting, media planning, brand communication, and consumer behaviour analysis for advertising agencies and marketing departments.
Journalism and News Media
Focus on news writing, investigative reporting, multimedia journalism, and digital news production for print, broadcast, and online media platforms.
Digital Media and Social Media Strategy
Focus on digital content creation, social media management, audience analytics, online community management, and digital campaign strategy for organisations and agencies.
Development Communication
Focus on using communication for social change, health communication, advocacy campaigns, and development messaging for NGOs, government agencies, and international organisations.

A day as a student

A typical day begins with a morning lecture on communication theory or media law, followed by a practical studio session where students produce news content, radio broadcasts, or advertising materials. Afternoons may involve group projects, editorial meetings, or field assignments gathering stories. Students often spend evenings editing content, preparing presentations, or managing social media projects for class assignments.

The trade offs

In its favour

Broad curriculum covering advertising, broadcasting, journalism, and PR gives graduates flexibility across multiple media and communication career paths.
Every organisation needs communication professionals, ensuring consistent demand across corporate, NGO, government, and media sectors.
Practical studio work and industrial attachment provide hands-on experience that employers value, building a professional portfolio before graduation.
Digital media growth has expanded opportunities in content creation, social media management, and online publishing beyond traditional media roles.

Against it

Only offered at one public university (MMU), limiting geographic choice and creating admission competition.
Entry-level salaries in Kenya's media sector are modest (KES 30,000–50,000/month) compared to finance or tech roles.
The media industry is highly competitive, with limited positions in top media houses and advertising agencies.

What it costs

Tuition at both ends of the market, and how to pay for it.

What it costs, and where

Against 106 media & communication courses

Public189k to 204k

189k at University of Nairobi204k at Kenyatta University

Private171k to 243k

171k at St. Paul's University243k at Daystar University

Annual tuition in Kenyan shillings, rounded. The upright tick is the median for this field, so a bar sitting entirely to its right is an expensive programme by the standards of its own subject.

The fine print

KU 204K, UoN 189K/yr (KUCCPS). Daystar 243K (KUCCPS), St Paul's 171K/yr (eafinder).

Students can access HELB loans, county government bursaries, and the Media Council of Kenya Journalism Training Fund for media-related studies.

Funding options

HELB Undergraduate Loan
County Government Bursaries
Media Council of Kenya Journalism Training Fund

Scholarships

5 recorded

Higher Education Loans Board (HELB) Loan
LoanKsh 60,000Kenyan
Needy Kenyan students placed through KUCCPS in public universities.
Higher Education Fund (HEF)
BursaryKenyan
Kenyan undergraduate students placed by KUCCPS in public universities
Nation Media Group Journalism Graduate Trainee Programme
ScholarshipKenyan
Recent journalism, media and communication graduates with strong digital skills
Media Council of Kenya Journalism Training Fund
GrantKsh 100,000Kenyan
Kenyan students pursuing journalism and media-related courses, applied through the Media Council of Kenya.
County Government Bursaries
BursaryKsh 30,000Kenyan
Students from the respective county, applied through county education offices.

Getting in

The grades, the alternatives, and who accredits the award.

What you need

KCSE mean grade: C+
Alternative entry: A-Level with two principal passes and one subsidiary pass in relevant subjects, or a relevant diploma in mass communication, journalism, or public relations from a recognised institution with at least a credit pass. Diploma holders may join in the second year of study.

How you are assessed

4 components

Practical Studio Projects
Coursework35% of the mark
Hands-on production work including news articles, broadcast segments, PR campaigns, and advertising materials assessed on professional quality and creativity.
Continuous Assessment Tests
Coursework20% of the mark
Written tests covering communication theory, media law, ethics, and professional knowledge across taught modules.
Industrial Attachment Report
Coursework15% of the mark
Supervised industry placement with a media house, PR firm, or communications department, assessed through a report and supervisor evaluation.
Final Year Project
Examination30% of the mark
Comprehensive communication project producing a media campaign, investigative report, or production portfolio, assessed by a panel including industry practitioners.

Accreditation

Accredited by the Commission for University Education (CUE). The programme is offered at Multimedia University of Kenya, a chartered public university.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
Statutory accreditation for all Kenyan universities offering degree programmes.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

5 roles

Communications Officer
High demandKsh 35,000 to Ksh 65,000
Manages internal and external communication for organisations, including press releases, newsletters, website content, and stakeholder communications.
Public Relations Officer
High demandKsh 30,000 to Ksh 60,000
Manages media relations, organises events, writes press releases, and maintains organisational reputation at PR firms or corporate communications departments.
Broadcast Journalist
Moderate demandKsh 35,000 to Ksh 70,000
Researches, writes, and presents news and feature stories for radio and television stations, including field reporting and studio production.
Advertising Copywriter
Moderate demandKsh 35,000 to Ksh 65,000
Creates advertising copy for print, broadcast, and digital media at advertising agencies, including taglines, scripts, and campaign content.
Social Media Manager
High demandKsh 30,000 to Ksh 60,000
Manages social media accounts, creates content, engages with audiences, and analyses performance metrics for brands, organisations, and agencies.

Graduate outcomes

Graduates work as communications officers, PR practitioners, broadcast journalists, advertising executives, and social media managers across Kenya's media, corporate, and NGO sectors.

Where these fields lead

8 careers

Tools you will learn

Adobe Premiere Pro
SoftwarePrimary
Video editing software used for broadcast production, news editing, and digital video content creation.
Adobe Audition
Software
Audio editing software for radio production, podcasting, and sound design for broadcast media.
WordPress
Software
Content management system used for online publishing, news websites, and organisational blogs.
Hootsuite
Software
Social media management platform for scheduling posts, monitoring engagement, and analysing performance across multiple platforms.
Google Analytics
Software
Web analytics tool for tracking website traffic, audience behaviour, and content performance for digital media strategy.
Canva
Software
Graphic design platform for creating social media graphics, presentations, marketing materials, and visual content for communication campaigns.

Certifications

Industry links

Common misconceptions

Applied Communication is just journalism.
The programme covers advertising, public relations, broadcasting, corporate communication, and digital media — a broader scope than journalism alone.
Communication graduates cannot find jobs in Kenya.
Every organisation needs communication professionals. Demand is growing in corporate communications, digital media, PR, and content creation sectors.
You need to be on TV to be successful in communication.
Most communication graduates work behind the scenes in PR, corporate communications, advertising, content production, and digital media management.
Social media has made formal communication training obsolete.
Professional communication requires strategic thinking, media law knowledge, ethical judgement, and production skills that self-taught social media users typically lack.
Communication is an easy course for students who cannot do sciences.
The programme involves rigorous research, analytical writing, media production, and strategic thinking. It requires strong language skills and creative ability.