Bachelor of Arts in Communication and Media
The Bachelor of Arts in Communication and Media is a four-year degree programme that provides comprehensive training in communication theory, media analysis, journalism, public relations, and digital media. Students study communication theory, media studies, journalism, broadcasting, public relations, digital media, media ethics and law, research methods, development communication, and media production.
The short answer
- What it costs
- Up to Ksh 240,000 a year at a public institution, Ksh 960,000 for the whole course. Up to Ksh 364,900 a year at a private one.The detail
- Who can get in
- A KCSE mean grade of C+ or above. There is another way in without it.The detail
- How long, and when
- Takes 4 years, full-time, with 3 months of attachment. Next intake January 2027, at 9 institutions.The detail
- Where it leads
- 8 careers in the catalogue. The least exposed to AI is Crisis Communication Director, at 18 out of 100.The detail
The programme
What you study, how long it takes, and how it is delivered.
Overview
The programme is offered at multiple CUE-accredited public universities including Egerton University, Kisii University, Laikipia University, and Maseno University. Graduates pursue careers as journalists, media producers, PR officers, communication officers, digital content creators, media researchers, and development communication officers.
The programme is delivered over eight semesters through lectures, seminars, practical workshops, media production sessions, and industry attachments. Students engage in news writing, media production, research projects, and campaign design.
Entry-level salaries for communication and media graduates in Kenya range from KES 35,000–65,000/month depending on the role and organisation. The programme suits students passionate about media, communication, and storytelling in both traditional and digital contexts.
Skills RequiredNews Writing and JournalismMedia Production and BroadcastingPublic Relations and Corporate CommunicationDigital Media and Content CreationMedia Research and AnalysisMedia Ethics and LawDevelopment CommunicationEditing and PublishingStrategic Communication PlanningMultimedia StorytellingKey SubjectsCommunication TheoryMedia StudiesJournalismBroadcastingPublic RelationsDigital MediaMedia Ethics and LawResearch MethodsDevelopment CommunicationMedia ProductionCertificationsMedia Council of Kenya (MCK) AccreditationPublic Relations Society of Kenya (PRSK) MembershipGoogle Digital Marketing CertificationSpecializationsJournalism and News MediaFocus on news gathering, reporting, and editorial work — covering news writing, investigative journalism, multimedia journalism, editorial management, and the ethical and legal frameworks of news media. Broadcasting and Media ProductionFocus on radio and television production — covering broadcast journalism, studio production, video editing, audio production, programme planning, and the technical and creative aspects of broadcasting.
Public Relations and Corporate CommunicationFocus on strategic communication for organisations — covering PR strategy, media relations, corporate reputation management, crisis communication, internal communication, and stakeholder engagement.
What you study
10 subjects- Communication Theory
- Media Studies
- Journalism
- Broadcasting
- Public Relations
- Digital Media
- Media Ethics and Law
- Research Methods
- Development Communication
- Media Production
Modules
12 in the programmeIntroduction to Communication and Media Studies
Year 1Semester 13 creditsCore
Foundational introduction to communication and media — covering models of communication, mass media theory, media history, the role of media in society, and the development of communication as an a...
Media and Society
Year 1Semester 13 creditsCore
Role of media in society — covering media effects, media and democracy, media and culture, media ownership and control, and the social, political, and economic impact of mass media in Kenya and glo...
News Writing and Reporting
Year 2Semester 13 creditsCore
Journalism fundamentals — covering news values, news writing, reporting techniques, interviewing skills, feature writing, and the practical skills of print and online journalism.
Broadcasting and Media Production
Year 2Semester 13 creditsCore
Radio and television production — covering studio operations, video production, audio production, scripting, directing, editing, and the technical and creative aspects of broadcast media.
Public Relations Principles
Year 2Semester 23 creditsCore
PR theory and practice — covering PR principles, media relations, PR strategy, campaign planning, press releases, corporate communication, and the role of PR in organisational reputation management.
Media Ethics and Law
Year 2Semester 23 creditsCore
Ethical and legal frameworks for media practice — covering media ethics, codes of conduct, defamation law, copyright, privacy, freedom of expression, and the regulatory framework for media in Kenya.
Digital Media and Online Communication
Year 3Semester 13 creditsCore
Digital media theory and practice — covering social media management, digital content strategy, online journalism, multimedia storytelling, digital marketing, and the use of digital platforms for c...
Research Methods in Communication
Year 3Semester 13 creditsCore
Research methodology for communication and media — covering quantitative and qualitative research, content analysis, survey design, audience research, and the application of research methods to med...
Development Communication
Year 3Semester 23 creditsCore
Communication for social change — covering development communication theory, participatory communication, health communication, advocacy campaigns, and the use of media for community development.
Media Management and Entrepreneurship
Year 3Semester 23 creditsCore
Management of media organisations — covering media business models, media entrepreneurship, content management, audience engagement, digital media monetisation, and the business aspects of media.
Media and Cultural Studies
Year 4Semester 13 creditsCore
Cultural dimensions of media — covering media and identity, representation, globalisation, African media systems, cultural imperialism, and the critical analysis of media content and cultural produ...
Media Project or Research Thesis
Year 4Semester 26 creditsCore
Final-year media project or research thesis — demonstrating mastery of communication and media theory and practice through a media production project, communication campaign, or original research s...
Specialisations
Journalism and News Media
Focus on news gathering, reporting, and editorial work — covering news writing, investigative journalism, multimedia journalism, editorial management, and the ethical and legal frameworks of news media.
Broadcasting and Media Production
Focus on radio and television production — covering broadcast journalism, studio production, video editing, audio production, programme planning, and the technical and creative aspects of broadcasting.
Public Relations and Corporate Communication
Focus on strategic communication for organisations — covering PR strategy, media relations, corporate reputation management, crisis communication, internal communication, and stakeholder engagement.
Digital Media and Content Creation
Focus on digital communication — covering social media management, digital content strategy, online journalism, multimedia storytelling, digital marketing, and the use of digital platforms for communication.
Development Communication
Focus on communication for social change — covering development communication theory, participatory communication, health communication, advocacy campaigns, and the use of media for community development.
Media Research and Analysis
Focus on research in media and communication — covering content analysis, audience research, media effects research, survey design, and the application of research methods to media studies and communication practice.
A day as a student
A typical day combines morning lectures on communication theory, media law, or journalism with afternoon practical workshops in news writing, media production, or digital media. Students engage in newsroom simulations, video production, social media management, and research projects. Industry attachments in media houses and corporate communication departments provide hands-on experience, with students writing articles, producing content, and conducting media research. Media portfolios and research papers are regular assignments.
The trade-offs
| In its favour | Against it |
|---|---|
| Multiple public university options — the programme is offered at four public universities (Egerton, Kisii, Laikipia, Maseno), making it accessible and affordable across Kenya. | Competitive job market — the media and communication sector is competitive, with many graduates from various programmes competing for entry-level positions. |
| Versatile career paths — graduates work in journalism, PR, broadcasting, digital media, corporate communication, and development communication across media, corporate, NGO, and government sectors. | Rapidly changing industry — the media landscape is evolving quickly with digital disruption, requiring graduates to continuously update their skills in digital media and emerging technologies. |
| Growing demand — every organisation needs communication professionals, with increasing demand for digital media, content creation, and strategic communication skills. | Variable facilities across universities — some offering universities may have limited media production facilities compared to specialised media institutions. |
| Flexible study modes — the programme is offered through full-time, part-time, e-learning, and distance learning modes at various universities, accommodating working students. | — |
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 coursesAnnual 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 153K, UoN Journalism 240K/yr; MKU 105K, USIU ~365K/yr (educationnewshub; UoN booklet; USIU).
Students can access HELB loans, university internal scholarships, and county government bursaries. Some media organisations offer internship-to-sponsorship pathways for promising students.
Funding options
HELB Undergraduate Loan
University Scholarships and Bursaries
County Government Bursaries
Scholarships
5 recordedUniversity Internal Bursaries
ScholarshipKsh 50,000Kenyan
Merit-based and need-based scholarships offered by individual universities, applied through the financial aid office.
Higher Education Fund (HEF)
BursaryKenyan
Kenyan undergraduate students placed by KUCCPS in public universities
Media Council of Kenya Journalism Training Fund
BursaryKenyan
Journalism and communication students accredited by the Media Council of Kenya
Nation Media Group Journalism Graduate Trainee Programme
ScholarshipKenyan
Recent journalism, media and communication graduates with strong digital skills
County Government Bursaries
BursaryKsh 30,000Kenyan
Bursaries provided by county governments for needy students from their respective counties.
Scholarships you could apply for
12 usable where it is taught- Equity Group Foundation Wings to Fly
Closes 28 February 2027FullEquity Bank
Full secondary + university
- Aga Khan Foundation Scholarship
Closes 31 March 2027FullAga Khan Foundation
Full university study
- KCB Foundation Scholarship
Closes 31 March 2027FullKCB Bank
Full tuition + stipend
- Egerton University TAGDev 2.0 Scholarship
Closes 1 May 2027FullEgerton University / Mastercard Foundation
Full tuition + living expenses
- Mombasa Cement Scholarship
Closes 31 May 2027PartialMombasa Cement Ltd
KES 100,000 per year
- Safaricom Foundation ICT Scholarship
Closes 30 June 2027FullSafaricom Foundation
Full tuition + internship
- Family Bank Foundation Education Support
Closes 30 June 2027PartialFamily Bank
KES 80,000 per year
- HELB Undergraduate Scholarship
Closes 31 July 2027PartialHigher Education Loans Board
KES 40,000 to 60,000 per year
Getting in
The grades, the alternatives, and who accredits the award.
What you need
KCSE mean grade C+ or equivalent, or Diploma in communication, media, or related field with at least a credit pass from a recognised institution, or KACE with two principal passes.
When it next starts
Taught at 9 institutionsIncluding Maseno University, Kisii University, Laikipia University.
Including Maseno University, Kisii University, Laikipia University.
Including Maseno University, Kisii University, Laikipia University.
How you are assessed
4 componentsContinuous Assessment Tests
Coursework25% of the mark
Written tests covering communication theory, media law, journalism, and PR — assessed through mid-semester and end-of-semester examinations.
Practical Media Assignments
Coursework30% of the mark
News writing, media production, PR campaign design, digital content creation, and broadcast production — assessed through portfolio review and practical evaluation.
Industry Attachment Reports
Coursework20% of the mark
Reports from industry attachments in media houses, PR firms, or corporate communication departments — documenting practical experience and professional reflection.
Final Examinations and Media Project
Examination25% of the mark
End-of-semester written examinations and a final-year media project or research thesis demonstrating mastery of communication and media theory and practical skills.
Accreditation
Commission for University Education (CUE)
Academic accreditationRequired
Statutory accreditation for all Kenyan universities offering degree programmes. The Bachelor of Arts in Communication and Media is CUE-accredited at Egerton University, Kisii University, Laikipia University, and Maseno University.
Accredited by the Commission for University Education (CUE) at Egerton University, Kisii University, Laikipia University, and Maseno University. The programme is offered through faculties of arts and social sciences at these public universities.
Where it leads
The roles it opens, and what you leave with.
Where graduates go
5 rolesJournalist / Reporter
Moderate demandKsh 35,000 to Ksh 60,000
Gathers, writes, and reports news for print, broadcast, or online media — covering news stories, conducting interviews, writing articles, and producing content for media houses.
Public Relations Officer
High demandKsh 40,000 to Ksh 65,000
Manages communication between organisations and their publics — covering media relations, press releases, PR campaigns, corporate reputation management, and stakeholder engagement.
Digital Content Creator
High demandKsh 35,000 to Ksh 65,000
Creates digital content for organisations and media platforms — covering social media management, content strategy, multimedia production, and online engagement.
Broadcast Producer / Media Producer
Moderate demandKsh 35,000 to Ksh 60,000
Produces radio, television, or online media content — covering programme planning, scripting, studio production, video editing, and the creative and technical aspects of media production.
Development Communication Officer
Moderate demandKsh 35,000 to Ksh 55,000
Uses communication for social change in NGOs and development organisations — covering advocacy campaigns, health communication, community media, and participatory communication initiatives.
Graduate outcomes
Graduates work as journalists, media producers, PR officers, communication officers, digital content creators, and development communication officers — in media houses, corporate organisations, NGOs, and government agencies.
Where these fields lead
8 careers- Crisis Communication DirectorMedia & Communication18Low exposure
- Documentary Impact ProducerMedia & Communication19Low exposure
- Livestream Broadcast ProducerMedia & Communication19Low exposure
- Applied EthicistArts & Humanities20Low exposure
- ChoreographerArts & Humanities20Low exposure
- Interfaith Dialogue FacilitatorArts & Humanities20Low exposure
- Health Communication SpecialistMedia & Communication21Low exposure
- Corporate SpeechwriterMedia & Communication22Low exposure
Tools you will learn
Adobe Creative Suite (Premiere Pro, Photoshop, InDesign)
SoftwarePrimary
Media production software for video editing, graphic design, and print layout — essential for media production, content creation, and visual communication projects.
Microsoft Office Suite
SoftwarePrimary
Productivity tools including Word for news writing and press releases, Excel for media research data, and PowerPoint for campaign presentations and pitches.
Social Media Management Tools (Hootsuite, Buffer)
Software
Social media management platforms for scheduling posts, monitoring engagement, analysing performance, and managing multiple social media accounts.
SPSS (Statistical Package for the Social Sciences)
Software
Statistical analysis software for communication research — covering audience research, content analysis, survey data, and media research statistics.
University Media Facilities
Resource
University media facilities including radio studios, television production facilities, editing suites, computer labs, and media library resources.
Certifications
Industry links
Common misconceptions
Communication and Media is just about reading news on TV.
The programme covers communication theory, media law, research methods, digital media, PR, development communication, and media production — it is a rigorous academic discipline combining theory with practical skills.
Media graduates can only work in media houses.
Graduates work in corporate communication, PR, digital marketing, NGOs, government communication, education, and consulting — with diverse career paths across all sectors that require communication expertise.
Communication and Media is the same as Journalism.
Communication and Media is broader — covering PR, digital media, development communication, organisational communication, and media studies, while Journalism focuses specifically on news gathering, reporting, and editorial work.
There are no jobs in media in Kenya.
Demand for communication professionals is growing — every organisation needs communication officers, content creators, and media specialists, with digital media creating new opportunities.
Media studies is not academically rigorous.
The programme involves communication theory, research methods, statistical analysis, media law, and critical media analysis — it is a demanding academic discipline requiring both analytical and creative skills.