Media & Communication

Bachelor of Arts in Communication Studies

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

The programme is offered at Chuka University, a CUE-accredited public university in Tharaka-Nithi County. Graduates pursue careers as journalists, communication officers, PR officers, media producers, digital content creators, researchers, and development communication officers.

The programme is delivered over eight semesters through lectures, 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 studies graduates in Kenya range from KES 35,000–60,000/month depending on the role and organisation. The programme suits students passionate about media, communication, and critical analysis of communication in society.

Skills RequiredCommunication Theory and AnalysisNews Writing and JournalismMedia Production and BroadcastingPublic Relations and Corporate CommunicationDigital Media and Content CreationMedia Ethics and LawResearch Methods in CommunicationOrganisational CommunicationDevelopment CommunicationStrategic Communication PlanningKey SubjectsCommunication TheoryMedia StudiesJournalismPublic RelationsBroadcastingDigital MediaMedia Ethics and LawResearch MethodsDevelopment CommunicationOrganisational 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.

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.

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: 35 students
Award: Bachelor

What you study

10 subjects

Communication Theory
Media Studies
Journalism
Public Relations
Broadcasting
Digital Media
Media Ethics and Law
Research Methods
Development Communication
Organisational Communication

Modules

12 in the programme

Introduction to Communication Studies
Year 1Semester 13 creditsCore
Foundational introduction to communication studies — covering models of communication, mass media theory, media history, the role of media in society, and the development of communication as an aca...
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.
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 — covering quantitative and qualitative research, content analysis, survey design, audience research, and the application of research methods to media and com...
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.
Organisational Communication
Year 3Semester 23 creditsCore
Communication within organisations — covering internal communication, change communication, leadership communication, corporate culture, intercultural communication, and communication audit and ass...
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 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.
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.
Digital Media and Content Creation
Focus on digital communication — covering social media management, digital content strategy, online journalism, multimedia storytelling, 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.
Organisational Communication
Focus on communication within and between organisations — covering internal communication, change communication, leadership communication, intercultural communication, and communication audit and assessment.

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. Research papers and media portfolios are regular assignments.

The trade offs

In its favour

Multiple study modes — the programme is offered through full-time, part-time, and ODEL modes, accommodating working students and those in remote locations.
Multiple campuses — the programme is available at Chuka Main Campus, Embu, Igembe, and Chogoria campuses, making it accessible across the region.
Versatile career paths — graduates work in journalism, PR, digital media, corporate communication, development communication, and education across multiple sectors.
Affordable for self-sponsored students — at KES 50,000/semester, the programme is accessible for self-sponsored students compared to private university alternatives.

Against it

Single university offering — the programme is only offered at Chuka University, limiting choice for students who prefer other locations or institutions.
Competitive job market — the media and communication sector is competitive, with many graduates from various programmes competing for similar positions.
Limited media production facilities — as a multi-campus university, some campuses 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 240K/yr; MKU 105K, USIU ~365K/yr (educationnewshub; UoN; USIU fees).

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

County Government Bursaries
BursaryKsh 30,000Kenyan
Bursaries provided by county governments for needy students from their respective counties.
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 Chuka University, applied through the financial aid office.
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

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 C+ in English or Kiswahili, or KACE with two principal passes and a subsidiary, or Diploma in Communication Studies or equivalent from a Senate-recognised institution.

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 Research Project
Examination25% of the mark
End-of-semester written examinations and a final-year research project or media production demonstrating mastery of communication studies theory and practice.

Accreditation

Accredited by the Commission for University Education (CUE) at Chuka University. The programme is offered through the Department of Communication Studies with full-time, part-time, and ODEL modes across multiple campuses.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
Statutory accreditation for all Kenyan universities offering degree programmes. The Bachelor of Arts in Communication Studies is CUE-accredited at Chuka 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 55,000
Gathers, writes, and reports news for print, broadcast, or online media — covering news stories, conducting interviews, writing articles, and producing content for media houses.
Communication Officer
High demandKsh 40,000 to Ksh 65,000
Manages communication for organisations — covering corporate communication, media relations, content creation, internal communication, and stakeholder engagement.
Public Relations Officer
High demandKsh 40,000 to Ksh 60,000
Manages PR activities for organisations — covering media relations, press releases, PR campaigns, event management, and corporate communication.
Digital Content Creator
High demandKsh 35,000 to Ksh 60,000
Creates digital content for organisations and media platforms — covering social media management, content strategy, multimedia production, and online engagement.
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.

Graduate outcomes

Graduates work as journalists, communication officers, PR officers, media producers, 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, and managing social media content across platforms.
University Media Facilities
Resource
Chuka University media facilities including computer labs, media production equipment, and library resources for communication studies students.

Certifications

Industry links

Common misconceptions

Communication Studies is just about talking and presenting.
The programme covers communication theory, media analysis, research methods, media law, digital media, and organisational communication — it is a rigorous academic discipline combining theory with practical skills.
Communication Studies graduates can only work in media houses.
Graduates work in corporate communication, PR, digital media, NGOs, government communication, education, and consulting — with diverse career paths across all sectors requiring communication expertise.
Communication Studies is the same as Journalism.
Communication Studies is broader — covering PR, organisational communication, development communication, and media analysis, while Journalism focuses specifically on news gathering, reporting, and editorial work.
There are no jobs in communication in Kenya.
Demand for communication professionals is growing — every organisation needs communication officers, content creators, and media specialists, with digital media creating new opportunities.
Communication 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.