Media & Communication

Bachelor of Arts in Communication and Media Studies

The Bachelor of Arts in Communication and Media Studies is a four-year interdisciplinary degree programme that provides comprehensive education in communication theory, media analysis, journalism, public relations, and digital media. Students study communication theory, media analysis, journalism, public relations, digital media, media ethics and law, research methods, film and theatre studies, development communication, and strategic communication.

The programme is offered at Kenyatta University and Rongo University, both CUE-accredited public institutions. Graduates pursue careers as journalists, media analysts, PR officers, communication officers, digital content creators, media researchers, film and theatre practitioners, and development communication officers.

The programme is delivered over eight semesters through in-person lectures, seminars, workshops, and practical sessions in media labs and studios. Students engage in fieldwork, research projects, and internships to gain industry experience.

Entry-level salaries for communication and media studies 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 critical analysis of media in society.

Skills RequiredCommunication Theory and AnalysisNews Writing and JournalismMedia Production and BroadcastingPublic Relations and Corporate CommunicationDigital Media and StorytellingMedia Ethics and LawResearch Methods in CommunicationStrategic Communication PlanningFilm and Theatre StudiesDevelopment CommunicationKey SubjectsCommunication TheoryMedia AnalysisJournalismPublic RelationsDigital MediaMedia Ethics and LawResearch MethodsFilm and Theatre StudiesDevelopment CommunicationStrategic CommunicationCertificationsMedia 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. 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.

Digital Media and StorytellingFocus on digital communication — covering social media management, digital content strategy, online journalism, multimedia storytelling, digital marketing, and the use of digital platforms for communication.

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: 45 students
Award: Bachelor

What you study

10 subjects

Communication Theory
Media Analysis
Journalism
Public Relations
Digital Media
Media Ethics and Law
Research Methods
Film and Theatre Studies
Development Communication
Strategic Communication

Modules

12 in the programme

Introduction to Communication and Media Studies
Year 1Semester 13 creditsCore
Foundational introduction to communication and media studies — covering models of communication, mass media theory, media history, the role of media in society, and the development of communication...
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 Journalism
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.
Media Production and Broadcasting
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 and Strategic Communication
Year 2Semester 23 creditsCore
PR theory and strategic communication — covering PR principles, media relations, PR strategy, campaign planning, 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...
Film and Theatre Studies
Year 3Semester 23 creditsCore
Film and theatre as communication media — covering film theory, film production, theatre studies, performance, scriptwriting, and the critical analysis of film and theatre as forms of communication.
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.
Strategic Communication and Campaign Management
Year 4Semester 13 creditsCore
Strategic communication for organisations and campaigns — covering communication strategy, campaign design, message development, audience segmentation, media engagement, and communication evaluation.
Research Project or Media Production
Year 4Semester 26 creditsCore
Final-year research project or media production — demonstrating mastery of communication and media studies theory and practice through original research or a comprehensive media production project.

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.
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 Storytelling
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.
Film and Theatre Studies
Focus on film and theatre as communication media — covering film theory, film production, theatre studies, performance, scriptwriting, and the critical analysis of film and theatre as forms of communication.
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.
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.

A day as a student

A typical day combines morning lectures on communication theory, media analysis, or film studies with afternoon practical workshops in media production, news writing, or digital storytelling. Students engage in media labs, studio sessions, research projects, and critical media analysis. Industry attachments in media houses and corporate communication departments provide hands-on experience, with students producing media content, conducting audience research, and developing communication strategies. Research papers and media portfolios are regular assignments.

The trade offs

In its favour

Interdisciplinary curriculum — the programme combines communication theory, media analysis, journalism, PR, digital media, and film studies, providing a comprehensive education across media disciplines.
Strong university backing — Kenyatta University has one of the largest communication and media departments in Kenya, with media labs, studios, and industry connections.
Versatile career paths — graduates work in journalism, PR, digital media, corporate communication, film, development communication, and education across multiple sectors.
Growing demand — every organisation needs communication professionals, with increasing demand for digital media, content creation, and strategic communication skills.

Against it

Competitive job market — the media and communication sector is competitive, with many graduates from various programmes competing for similar 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.
Broad curriculum means less specialisation — covering many areas in four years means less depth in any single area, though specialisation options in later years help address this.

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

Higher Education Loans Board (HELB) Loan
LoanKsh 60,000Kenyan
Needy Kenyan students enrolled in accredited university programmes.
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
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+ with B- in English/Kiswahili, or KCSE C plain with a Diploma (credit pass) in a relevant field from a recognised institution, or KACE with two principal passes and one subsidiary.

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 and Projects
Coursework30% of the mark
News writing, media production, PR campaign design, digital content creation, and film/theatre projects — assessed through portfolio review and practical evaluation.
Industry Attachment and Internship 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 Research Project
Examination25% of the mark
End-of-semester written examinations and a final-year research project or media production demonstrating mastery of communication and media studies theory and practice.

Accreditation

Accredited by the Commission for University Education (CUE) at Kenyatta University and Rongo University. The programme is offered through the School of Creative and Performing Arts, Film and Media Studies at Kenyatta University.

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 Studies is CUE-accredited at Kenyatta University and Rongo 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.
Communication Officer
High demandKsh 40,000 to Ksh 65,000
Manages internal and external communication for organisations — covering corporate messaging, internal communication, media liaison, and brand communication.
Media Researcher / Analyst
Moderate demandKsh 35,000 to Ksh 55,000
Conducts research on media audiences, content, and effects — covering audience analysis, content analysis, media monitoring, and research reporting for media houses and organisations.

Graduate outcomes

Graduates work as journalists, media analysts, 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 research papers, Excel for media research data, and PowerPoint for campaign presentations and pitches.
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.
Social Media Management Tools (Hootsuite, Buffer)
Software
Social media management platforms for scheduling posts, monitoring engagement, analysing performance, and managing multiple social media accounts.
University Media Labs and Studios
Resource
Kenyatta 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 Studies is just about reading news on TV.
The programme covers communication theory, media analysis, research methods, film and theatre studies, digital media, and strategic communication — it is a rigorous interdisciplinary academic discipline.
Media Studies graduates can only work in media houses.
Graduates work in corporate communication, PR, digital media, NGOs, government communication, education, film, and consulting — with diverse career paths across all sectors requiring communication expertise.
Communication and Media Studies is the same as Mass Communication.
Communication and Media Studies is broader and more analytical — covering media theory, critical analysis, film studies, and strategic communication, while Mass Communication focuses on practical news production and broadcasting.
There are no jobs in media studies 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, critical media analysis, and interdisciplinary study — it is a demanding academic discipline requiring both analytical and creative skills.