Media & Communication

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 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.

Duration: 4 years
Public, up to: Ksh 240,000
Private, up to: Ksh 364,900
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 Studies
Journalism
Broadcasting
Public Relations
Digital Media
Media Ethics and Law
Research Methods
Development Communication
Media Production

Modules

12 in the programme

Introduction 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

Multiple public university options — the programme is offered at four public universities (Egerton, Kisii, Laikipia, Maseno), making it accessible and affordable across Kenya.
Versatile career paths — graduates work in journalism, PR, broadcasting, digital media, corporate communication, and development communication across media, corporate, NGO, and government sectors.
Growing demand — every organisation needs communication professionals, with increasing demand for digital media, content creation, and strategic communication skills.
Flexible study modes — the programme is offered through full-time, part-time, e-learning, and distance learning modes at various universities, accommodating working students.

Against it

Competitive job market — the media and communication sector is competitive, with many graduates from various programmes competing for entry-level positions.
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.
Variable facilities across universities — some offering universities may have limited media production facilities compared to specialised media institutions.

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

Public153k to 240k

153k at Kenyatta University240k at University of Nairobi

Private105k to 365k

105k at Mount Kenya University365k at USIU-Africa

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 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 recorded

University 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.

Getting in

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

What you need

KCSE mean grade: C+
Alternative entry: 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.

How you are assessed

4 components

Continuous 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

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.

Accredited by

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.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

5 roles

Journalist / 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

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.