Media & Communication

Bachelor of Arts in Journalism and Digital Media

The Bachelor of Arts in Journalism and Digital Media is a degree programme that combines traditional journalism skills with digital media competencies.

The curriculum covers history of mass media, news writing and reporting, photojournalism, video camera operations, radio production, social media and digital storytelling, communication theories, advertising, public speaking, print media editing, and digital media production.

Students develop competencies in news writing, digital storytelling, video production, radio production, photography, social media management, media analysis, and communication skills. The programme combines face-to-face and blended learning methods on a full-time basis.

Graduates pursue careers as digital journalists, content producers, social media managers, broadcast journalists, photojournalists, media consultants, and communications officers. They find employment in media houses, digital media companies, PR firms, corporate communications departments, NGOs, and content creation agencies.

The programme is offered at KCA University (private, KUCCPS code 1103649) and Murang'a University of Technology (public, KUCCPS code 1246649). KCA University offers the programme over three trimesters per year with a duration of four years for government-sponsored students and three years for self-sponsored students.

Accreditation is provided by the Commission for University Education (CUE). Admission requires a KCSE mean grade of C+ or equivalent. The programme includes a practical attachment component in the media industry, ensuring graduates gain hands-on experience before entering the job market.

Duration: 4 Years
Public, up to: Ksh 204,000
Private, up to: Ksh 267,795
Job market: Moderate

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

History of Mass Media
News Writing and Reporting
Photojournalism
Video Camera Operations
Radio Production
Social Media and Digital Storytelling
Communication Theories
Advertising
Print Media Editing
Digital Media Production

Modules

12 in the programme

History of Mass Media
Year 1Semester 13 creditsCore
Historical development of mass media from print to digital, including key milestones and transformations.
English for Mass Communication
Year 1Semester 13 creditsCore
English language skills specific to mass communication, including news writing style and media vocabulary.
Introduction to Journalism and the Digital Age
Year 1Semester 13 creditsCore
Foundational concepts of journalism in the digital era, including digital migration and online media.
Photography and Photojournalism
Year 1Semester 23 creditsCore
Visual storytelling through photography, including news photography and image editing.
News Writing, Reporting and Presentation
Year 1Semester 23 creditsCore
News Writing, Reporting and Presentation: Skills for gathering, writing, and presenting news across media platforms. Covers theoretical foundations, practical applications, and industry-relevant sk...
Video Camera Operations
Year 2Semester 13 creditsCore
Technical skills for video camera operation in broadcast and digital media production.
Writing, Reporting and Editing for Print Media
Year 2Semester 13 creditsCore
Print journalism skills including news writing, feature writing, editing, and layout.
Media Law and Ethics
Year 3Semester 13 creditsCore
Legal and ethical frameworks governing media practice in Kenya, including defamation, privacy, and press freedom.
Graphic Design and Motion Graphics
Year 3Semester 13 creditsCore
Visual design principles, desktop publishing, motion graphics, and visual content creation for digital media.
Digital Project Management
Year 3Semester 13 creditsCore
Project management principles applied to digital media projects, including planning, budgeting, and team coordination.
Research Methods
Year 3Semester 13 creditsCore
Research methodology for media studies, covering qualitative and quantitative approaches and data analysis.
Industrial Attachment and Final Project
Year 4Semester 26 creditsCore
Supervised industrial attachment in a media organisation, plus a final-year project producing a digital media portfolio.

Specialisations

Digital Journalism
Focus on online news production, social media journalism, and digital content creation for web and mobile platforms.
Broadcast Production
Focus on radio and television production, including camera operations, editing, and studio management.
Print and Photojournalism
Focus on print media writing, editing, and visual storytelling through photography. This specialisation equips graduates with discipline-specific competencies for professional practice in Kenya and the East African region, with pathways to postgraduate study and professional certification.
Social Media and Digital Storytelling
Focus on social media content strategy, digital narrative techniques, and audience engagement. This specialisation equips graduates with discipline-specific competencies for professional practice in Kenya and the East African region, with pathways to postgraduate study and professional certification.
Advertising and Public Relations
Focus on advertising principles, public speaking, and strategic communication in digital media contexts.
Public Relations and Corporate Communication
Equips students with skills in media relations, corporate communication, crisis management, and brand communication.
Graphic Design and Motion Graphics
Covers visual design principles, desktop publishing, motion graphics, and visual content creation for digital media.
Advertising and Media Strategy
Focuses on advertising principles, media planning, digital marketing, and commercial content production.
Print and Editorial Journalism
Focuses on news writing, feature writing, editing, and editorial management for print and online publications.

A day as a student

A typical day combines classroom learning with practical media production. Morning sessions cover mass media theory, communication skills, or journalism fundamentals, while afternoons focus on studio work, video camera operations, radio production, or digital storytelling labs. Students engage in field assignments, photography exercises, and news reporting projects. The programme emphasises hands-on digital media skills with students producing content for social media, web, and broadcast platforms. Group projects and presentations develop collaborative and communication skills essential for the media industry.

The trade offs

In its favour

Curriculum designed for the digital media era, covering social media, digital storytelling, and online content production.
Available at both public and private universities, offering students a choice of institution and fee structure.
Strong practical orientation with studio facilities, field assignments, and industrial attachment.
Growing demand for digital media professionals in Kenya's expanding online media and corporate communication sectors.

Against it

Rapidly changing digital landscape requires continuous self-learning beyond the formal curriculum.
Entry-level salaries in traditional media houses can be modest, though digital and corporate roles offer better compensation.
High competition for positions in established media houses with many graduates competing for limited roles.
Programme availability is limited to only two universities, restricting geographic choice for prospective 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 courses

Public204k to 204k

204k at Murang'a University of Technology204k at Murang'a University of Technology

Private268k to 268k

268k at KCA University268k at KCA 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

KCA 268K/yr (3 trimesters, official). Murang'a UT 204K/yr (educationnewshub)

Government-sponsored students receive fee subsidies through KUCCPS. HELB loans are available for eligible students. KCA University offers financial aid for needy students.

Funding options

Higher Education Loans Board (HELB)
KUCCPS Government Sponsorship
KCA University Financial Aid

Scholarships

5 recorded

Higher Education Loans Board (HELB) Loan
Government loanKsh 60,000Kenyan
Kenyan students admitted to recognised universities. Must demonstrate financial need.
KCA University Financial Aid
University bursaryKenyan
Registered students demonstrating financial need at KCA University.
Higher Education Fund (HEF)
Government subsidyKenyan
Kenyan students who meet KUCCPS cluster cut-off points for KCA University or Murang'a University of Technology.
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+ (Plus)
Alternative entry: KCSE mean grade C+ or equivalent; OR relevant Diploma from a recognised institution; OR equivalent qualifications recognised by the university.

How you are assessed

5 components

Practical Production Assignments
Practical30% of the mark
Hands-on production of news reports, radio segments, video packages, and multimedia content assessed for quality.
End of Semester Examinations
Examination40% of the mark
Written examinations covering theoretical aspects of communication, media law, and journalism principles.
Industrial Attachment Report
Practical100% of the mark
Assessment of supervised field placement in a media organisation, including a written report and supervisor evaluation.
Continuous Assessment Tests
Coursework30% of the mark
Regular written tests, media projects, practical assignments, and seminar presentations during the trimester.
End of Trimester Examinations
Examination70% of the mark
Comprehensive written examinations covering journalism theory, digital media, and communication studies.

Accreditation

The programme is accredited by the Commission for University Education (CUE), the statutory body responsible for quality assurance and regulation of university education in Kenya.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
CUE is the statutory body responsible for the accreditation and quality assurance of university programmes in Kenya.
Media Council of Kenya
Professional accreditation
Statutory body that regulates media practice and accredits journalists working in Kenya.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

8 roles

Digital Journalist
Moderate demandKsh 30,000 to Ksh 85,000
Produces news content for digital platforms, including articles, videos, and social media posts.
Content Producer
High demandKsh 30,000 to Ksh 80,000
Creates multimedia content for media houses, brands, or digital platforms.
Social Media Manager
High demandKsh 35,000 to Ksh 90,000
Manages social media presence and content strategy for organisations and brands.
Broadcast Journalist
Moderate demandKsh 35,000 to Ksh 100,000
Produces and presents news content for television or radio, including reporting and production.
Photojournalist
Low demandKsh 25,000 to Ksh 70,000
Captures and edits news photographs for print, broadcast, and digital media outlets.
Communications Officer
Moderate demandKsh 35,000 to Ksh 90,000
Manages internal and external communications for organisations, including digital content.
Reporter / News Writer
High demandKsh 30,000 to Ksh 70,000
Reports and writes news stories for print, online, or broadcast media organisations.
Digital Editor
High demandKsh 40,000 to Ksh 100,000
Edits and manages digital content for online publications, ensuring quality, accuracy, and audience engagement.

Graduate outcomes

Graduates work as digital journalists, content producers, social media managers, and broadcast journalists. Demand is moderate with Kenya's growing digital media landscape.

Where these fields lead

8 careers

Tools you will learn

Adobe Premiere Pro
Video editingPrimary
Professional video editing software for broadcast and digital media production.
Adobe Photoshop
Image editingPrimary
Image editing software for photojournalism and visual content production.
WordPress
Content management
Content management system for online journalism and digital publishing.
Audacity
Audio editing
Audio editing software for radio production and podcast creation.
Hootsuite
Social media management
Social media management platform for scheduling and analysing social media content.
Adobe After Effects
Motion graphics
Motion graphics and visual effects software for creating animated content and title sequences.

Certifications

Industry links

Common misconceptions

Digital media journalism is just about social media posting.
The programme covers professional journalism skills including news writing, investigation, ethics, and multimedia production across all digital platforms.
Traditional journalism skills are obsolete in the digital age.
The programme combines traditional journalism foundations with digital skills, as core reporting and writing skills remain essential.
Journalism and digital media graduates can only work in media houses.
Graduates work in diverse fields including corporate communications, NGOs, digital marketing, content creation, and public relations.
Anyone can do digital journalism without formal training.
Professional digital journalism requires skills in ethics, media law, research, multimedia production, and strategic communication that formal training provides.