Media & Communication

Bachelor of Arts in Mass Media and Communication

The Bachelor of Arts in Mass Media and Communication is a four-year degree programme offered at Mount Kenya University. The programme prepares students for careers in journalism, broadcasting, public relations, advertising, and digital media.

The curriculum covers mass communication theory, news writing, media ethics, radio and television production, print media, photojournalism, digital media, public relations, advertising, script writing, broadcast news production, and media research.

Teaching combines lectures, seminars, workshops, and practical sessions in media labs and studios. Students develop competencies in news writing, editing, broadcasting, media production, public relations, advertising, script writing, and digital storytelling.

Graduates pursue careers as journalists, broadcasters, public relations practitioners, advertising executives, media producers, content developers, and corporate communications officers. Employment opportunities exist in media houses, advertising agencies, PR firms, corporate communications departments, government ministries, and digital media companies.

The programme is offered at Mount Kenya University, a private university with campuses in Thika and Nairobi. Admission requires a KCSE mean grade of C+ or equivalent, or a relevant diploma with at least C plain in KCSE. The programme runs for eight semesters with January, May, and September intakes.

Accreditation is provided by the Commission for University Education (CUE). Annual tuition fees are approximately KES 105,000 for government-sponsored students and KES 120,000 for self-sponsored students. HELB loans and university bursaries are available for eligible students.

Duration: 4 Years
Public, up to: Ksh 283,000
Private, up to: Ksh 105,000
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

Mass Communication Theory
News Writing
Media Ethics
Radio and Television Production
Print Media
Photojournalism
Digital Media
Public Relations
Advertising
Script Writing

Modules

12 in the programme

Introduction to Mass Communication
Year 1Semester 13 creditsCore
Foundational concepts of mass communication, including communication models, media systems, and the role of mass media in society.
Communication Skills
Year 1Semester 13 creditsCore
Principles of effective communication, including written, oral, and interpersonal communication skills for media professionals.
History of Mass Communication
Year 1Semester 23 creditsCore
Historical development of mass communication from print to digital media, including key milestones and figures in media history.
Media Ethics
Year 1Semester 23 creditsCore
Ethical principles governing media practice, including accuracy, fairness, privacy, and professional codes of conduct.
News Writing and Reporting
Year 2Semester 13 creditsCore
Techniques of news gathering, writing, and reporting for print and digital media platforms.
Script Writing for Television
Year 2Semester 13 creditsCore
Principles and techniques of writing scripts for television programmes, including news, documentaries, and drama.
Broadcast News Production
Year 2Semester 23 creditsCore
Techniques of broadcast news production, including studio operations, field production, and newsroom management.
Critical Thinking in Communication
Year 3Semester 13 creditsCore
Analytical and critical thinking skills for evaluating media content, communication strategies, and information quality.
Public Relations and Advertising
Year 3Semester 13 creditsCore
Principles and practices of public relations and advertising, including campaign strategy, media relations, and brand communication.
Digital Media Production
Year 3Semester 23 creditsCore
Digital media production techniques, including online journalism, social media content creation, and multimedia storytelling.
Media Research Methods
Year 4Semester 13 creditsCore
Research design and methodology for studying media audiences, content, and effects, including qualitative and quantitative approaches.
Media Project and Internship
Year 4Semester 29 creditsCore
Industry internship in a media organisation, plus a final media production project demonstrating practical competencies in the chosen specialisation.

Specialisations

Electronic Media
Focus on radio and television production, including presentation, scripting, and broadcast production techniques.
Print Media
Focus on newspaper and magazine journalism, including news writing, editing, layout, and print production.
Public Relations
Focus on managing organisational communications, media relations, stakeholder engagement, and corporate reputation.
Advertising
Focus on advertising strategy, creative development, campaign management, and media planning across platforms.

A day as a student

A typical day combines lectures, seminars, and practical media production sessions. Morning sessions cover mass communication theory, media ethics, or news writing, while afternoons focus on radio production workshops, television studio practicals, or digital media labs. Students engage in news writing exercises, video editing projects, script writing workshops, and advertising campaign development. Group projects involve producing news bulletins, radio programmes, television segments, and digital content. Students participate in the campus radio station, contribute to university publications, and attend media industry forums.

The trade offs

In its favour

Programme offers four specialisation options in Electronic Media, Print Media, Public Relations, and Advertising.
Kenya's expanding media landscape and digital communication sector create strong job demand.
Practical training in media labs and studios provides hands-on experience with industry-standard equipment.
Mount Kenya University has multiple campuses and flexible study modes, providing accessibility for students.

Against it

Programme is offered at only one university, limiting institutional choice.
Entry-level salaries in media are often modest, with career growth depending on experience and networking.
Media industry can be highly competitive and demanding, with irregular hours and deadline pressure.
Rapid technological change requires continuous skills upgrading throughout one's career.

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 283k

204k at Kenyatta University283k at University of Nairobi

Private105k to 105k

105k at Mount Kenya University105k at Mount Kenya 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

UoN Journalism 283K, KU Comm 204K/yr. MKU 105K/yr. Kabarak unverified. KUCCPS

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

Funding options

HELB Undergraduate Loan
Loan
Kenyan citizens enrolled in accredited undergraduate programmes
KUCCPS Government Sponsorship
Scholarship
Students placed by KUCCPS in recognised universities
Mount Kenya University Financial Aid
Scholarship
Academically outstanding and financially needy students

Scholarships

5 recorded

Higher Education Loans Board (HELB) Loan
Government loanKsh 60,000Kenyan
Kenyan students admitted to recognised universities. Must demonstrate financial need.
Higher Education Fund (HEF)
Government subsidyKenyan
Kenyan students who meet KUCCPS cluster cut-off points for participating universities.
Mount Kenya University Financial Aid
University bursaryKenyan
Registered students demonstrating financial need at Mount Kenya University.
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 KCSE mean grade C plain with a diploma in a relevant area from a recognised institution; OR KACE with two principal passes and a subsidiary pass; OR a degree from a recognised university with minimum Second Class Honours.

How you are assessed

4 components

Continuous Assessment Tests
Coursework30% of the mark
Regular written tests, news writing assignments, media production practicals, and seminar presentations during the semester.
End of Semester Examinations
Examination70% of the mark
Comprehensive written examinations covering communication theory, media ethics, journalism, and production techniques.
Media Production Project
Project100% of the mark
Final-year media production project demonstrating practical competencies in the chosen specialisation area.
Industry Internship Assessment
Practical100% of the mark
Assessment of industry internship in a media organisation, including supervisor evaluation and internship reports.

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.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

6 roles

Journalist
High demandKsh 35,000 to Ksh 120,000
Reports and writes news stories for print, broadcast, and digital media organisations.
Broadcaster
Moderate demandKsh 30,000 to Ksh 150,000
Presents radio or television programmes, including news, talk shows, and entertainment content.
Public Relations Practitioner
High demandKsh 35,000 to Ksh 130,000
Manages public relations activities for organisations, including media relations and corporate communications.
Advertising Executive
Moderate demandKsh 35,000 to Ksh 120,000
Develops and manages advertising campaigns for clients in advertising agencies and corporate marketing departments.
Media Producer
Moderate demandKsh 40,000 to Ksh 140,000
Produces media content including radio programmes, television shows, and digital content for media organisations.
Communications Officer
High demandKsh 35,000 to Ksh 100,000
Manages internal and external communications for organisations, including newsletters, reports, and digital content.

Graduate outcomes

Graduates work as journalists, broadcasters, PR practitioners, and advertising executives. Demand is high with Kenya's expanding media and digital communication sector.

Where these fields lead

8 careers

Tools you will learn

Adobe Premiere Pro
Video editingPrimary
Professional video editing software for television and digital media production.
Adobe Audition
Audio editingPrimary
Audio editing software for radio production and podcast creation.
Adobe InDesign
Publishing
Desktop publishing software for newspaper and magazine layout and design.
WordPress
Content management
Content management system for online journalism and digital media publishing.
Canva
Graphic design
Graphic design platform for creating social media content, advertisements, and marketing materials.

Certifications

Industry links

Common misconceptions

Mass Media and Communication is just about reading news on television.
The programme covers journalism, broadcasting, public relations, advertising, and digital media production across multiple platforms with four specialisation options.
Media careers are disappearing due to digital disruption.
Digital platforms have created new roles in digital content creation, social media management, data journalism, and multimedia storytelling.
Mass Media graduates can only work in traditional media houses.
Graduates work in corporate communications, public relations, advertising agencies, government, NGOs, and digital media companies across diverse sectors.
The programme does not require academic rigour.
The programme includes communication theory, research methods, media law, ethics, and analytical coursework alongside practical skills training.