Business

Bachelor of Business Administration (Marketing)

The Bachelor of Business Administration in Marketing is a four-year programme that combines business management foundations with specialised marketing knowledge and skills. Students study marketing principles, consumer behaviour, marketing research, digital marketing, brand management and sales management, preparing for dynamic careers in marketing and sales. The programme develops both strategic thinking and practical marketing competencies.

Students develop competencies in market analysis, marketing strategy, consumer research, digital marketing, brand management, advertising and sales management. They learn to analyse markets, develop marketing plans, create digital campaigns, manage brands and drive sales growth. The programme covers traditional marketing principles alongside emerging digital marketing practices including social media marketing, content marketing and data analytics.

In Kenya, marketing is a dynamic field with growing opportunities in FMCG, telecommunications, banking, technology and services sectors. Digital marketing has transformed the landscape, with social media platforms, e-commerce and mobile marketing creating new channels. Companies increasingly seek marketing professionals who understand both traditional and digital marketing. Graduates find roles in corporate marketing departments, advertising agencies, digital marketing firms, media houses and consulting firms.

Teaching is delivered through lectures, case studies, marketing simulations, campaign projects and industrial attachment. Students develop marketing plans, create digital content, analyse market data and undertake internships in marketing departments or agencies. The programme includes a final-year research project.

Graduates pursue careers as marketing managers, brand managers, digital marketing specialists, marketing research analysts, sales managers and advertising executives. Some work in corporate marketing departments or agencies. Others establish marketing consultancies or pursue entrepreneurial ventures.

This programme is ideal for individuals with creativity, analytical skills and interest in consumer behaviour. Students who enjoy communication, strategy and working in dynamic environments will find this programme particularly engaging.

Duration: 4 years
Public, up to: Ksh 220,150
Private, up to: Ksh 225,500
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: 50 students
Award: Bachelor

What you study

10 subjects

Principles of Marketing
Consumer Behaviour and Psychology
Marketing Research and Analytics
Digital Marketing and Social Media
Brand Management and Strategy
Advertising and Promotion
Sales Management and Personal Selling
International Marketing
Marketing Strategy and Planning
Customer Relationship Management

Modules

12 in the programme

Principles of Business Management
Year 1Semester 13 creditsCore
Fundamental concepts of business organisation, management theory and organisational behaviour
Principles of Marketing
Year 1Semester 23 creditsCore
Fundamental marketing concepts, including the marketing mix, market segmentation and marketing orientation
Business Economics
Year 1Semester 33 creditsCore
Microeconomics and macroeconomics applied to business and marketing decision-making
Consumer Behaviour and Psychology
Year 2Semester 13 creditsCore
Psychological and social factors influencing consumer decision-making and purchasing behaviour
Marketing Research and Analytics
Year 2Semester 23 creditsCore
Methods for collecting, analysing and interpreting market data to inform marketing decisions
Advertising and Promotion
Year 2Semester 33 creditsCore
Design and management of advertising campaigns, including media planning and promotional strategies
Digital Marketing and Social Media
Year 3Semester 13 creditsCore
Digital marketing channels, including social media marketing, SEO, content marketing and email marketing
Brand Management and Strategy
Year 3Semester 23 creditsCore
Building, measuring and managing brand equity, including brand positioning and brand architecture
Sales Management and Personal Selling
Year 3Semester 33 creditsCore
Sales Management and Personal Selling: Management of sales teams, sales strategies and personal selling techniques Covers planning, organising, leadership, and control in organisational contexts.
International Marketing
Year 4Semester 13 creditsCore
Marketing across borders, including international market entry strategies and global brand management
Research Project
Year 4Semester 23 creditsCore
Independent research on a selected marketing topic producing a scholarly dissertation
Industrial Attachment
Year 4Semester 36 creditsCore
Supervised placement at a marketing department, advertising agency or digital marketing firm

Specialisations

Sales Management
Specialization in Sales Management, preparing graduates for careers such as marketing-manager-general.
Digital Marketing
Specialization in Digital Marketing, preparing graduates for careers such as digital-marketing-manager.
Advertising
Specialization in Advertising, preparing graduates for careers such as marketing. 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.
Brand Management
Specialization in Brand Management, preparing graduates for careers such as brand-manager. 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.
International Marketing
Specialization in International Marketing, preparing graduates for careers such as marketing-manager-general.
Marketing Research
Specialization in Marketing Research, preparing graduates for careers such as marketing. 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.

A day as a student

A typical day combines morning lectures on marketing strategy or consumer behaviour with afternoon workshops on digital marketing or campaign development. Students may analyse market data, create social media content, develop marketing plans or work on brand positioning case studies.

The trade offs

In its favour

Dynamic and creative career with diverse industry opportunities
Digital marketing skills are in high demand
Strong career progression to senior management roles
Marketing skills are transferable across all industries

Against it

Marketing roles can involve pressure to meet targets and deadlines
Digital marketing landscape changes rapidly, requiring continuous learning
Entry-level roles may involve fieldwork and customer-facing activities
Some marketing budgets are vulnerable to economic downturns

What it costs

Tuition at both ends of the market, and how to pay for it.

What it costs, and where

Against 331 business courses

Public184k to 220k

184k at Kenyatta University220k at University of Nairobi

Private105k to 226k

105k at Mount Kenya University226k at Riara 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

KU 183,600, UoN 220,150/yr (KUCCPS). Riara 225,500, MKU 105K (KUCCPS/MKU).

Students may access HELB loans and county bursaries. Some marketing agencies and corporate marketing departments offer internship stipends.

Funding options

Higher Education Loans Board (HELB)
LoanKsh 60,000
National Government Affirmative Action Fund (NGAAF)
Bursary
County Government Bursaries
Bursary

Scholarships

3 recorded

Higher Education Loans Board (HELB) Loan
LoanKsh 60,000Kenyan
Kenyan students admitted to recognised universities
County Government Bursaries
BursaryKenyan
Residents of respective counties
Higher Education Fund (HEF)
BursaryKenyan
Kenyan undergraduate students placed by KUCCPS in public universities

Getting in

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

What you need

KCSE mean grade: C+
Alternative entry: Relevant diploma or equivalent qualification

Mathematics A/B
C+
English/Kiswahili
C+
Any Group II subject
C+
Any Group III, IV or V subject
C+

How you are assessed

4 components

Final Examination
Coursework40% of the mark
Continuous Assessment Tests (CATs)
Coursework30% of the mark
Research Project
Coursework100% of the mark
Marketing Plans and Campaign Projects
Coursework30% of the mark

Accreditation

Accredited by the Commission for University Education (CUE). Professional certifications such as CIM or DMI enhance career prospects.

Accredited by

Commission for University Education (CUE)
InstitutionalRequired

Where it leads

The roles it opens, and what you leave with.

Where graduates go

5 roles

Sales Manager
High demandKsh 55,000 to Ksh 180,000
Leads sales teams, develops sales strategies and manages customer relationships
Marketing Manager
High demandKsh 60,000 to Ksh 200,000
Develops and implements marketing strategies to drive brand growth and customer acquisition
Digital Marketing Specialist
High demandKsh 50,000 to Ksh 150,000
Creates and manages digital marketing campaigns across social media, web and email channels
Marketing Research Analyst
Moderate demandKsh 50,000 to Ksh 130,000
Conducts market research and analyses data to inform marketing and business strategies
Brand Manager
Moderate demandKsh 60,000 to Ksh 180,000
Manages brand positioning, identity and equity for products or organisations

Graduate outcomes

Graduates work as marketing managers, brand managers, digital marketing specialists, sales managers and advertising executives in corporate marketing departments, agencies and media houses.

Where these fields lead

8 careers

Tools you will learn

SAP FICO
ErpPrimary
SAP financial and controlling module.
QuickBooks Enterprise
Accounting
Advanced accounting for SMEs.
Microsoft Excel
SpreadsheetPrimary
Financial modelling and analysis.
SAP ERP
ErpPrimary
Oracle ERP
Erp

Certifications

Industry links

Common misconceptions

Marketing is just about advertising
Marketing covers strategy, research, product development, pricing, distribution, branding and customer relationship management.
Marketing is not a serious career
Marketing drives revenue growth and is critical to business success, with senior marketing roles commanding significant compensation.
Digital marketing has replaced traditional marketing
Both traditional and digital marketing are important, with the most effective strategies integrating both approaches.
You need to be outgoing to study marketing
Marketing requires analytical thinking, creativity and strategic planning, not just extroversion.