Business

Bachelor of Commerce in Marketing

The Bachelor of Commerce in Marketing is a four-year degree programme offered at Daystar University through the School of Business and Economics. The programme combines commerce education with specialised training in marketing management, preparing graduates for careers in marketing strategy, brand management, market research, and digital marketing.

The curriculum covers marketing management, consumer behaviour, marketing research, marketing communication, public relations, international marketing, digital marketing, sales management, accounting, economics, statistics, management information systems, human resource management, business law, and strategic management.

Students develop skills in market analysis, marketing strategy, brand management, consumer behaviour analysis, marketing research, digital marketing, sales management, marketing communication, public relations, and international marketing.

Graduates pursue careers as marketing executives, brand managers, market research analysts, digital marketing specialists, sales managers, and public relations officers. They find employment in corporations, advertising agencies, media houses, NGOs, government departments, and consulting firms.

The programme is offered at Daystar University (private, KSH 242,800 per year) at the Athi River and Nairobi campuses. Daystar University is a Christian-based institution known for its values-driven business education.

Accreditation is provided by the Commission for University Education (CUE), the statutory body responsible for quality assurance and regulation of university education in Kenya. Admission requires a KCSE mean grade of C+ with at least C Plain in Mathematics.

Duration: 4 Years
Public, up to: Ksh 260,000
Private, up to: Ksh 242,800
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

Marketing Management
Consumer Behaviour
Marketing Research
Marketing Communication
Public Relations
International Marketing
Digital Marketing
Sales Management
Business Law
Strategic Management

Modules

12 in the programme

Principles of Management
Year 1Semester 13 creditsCore
Foundational concepts of management, planning, organising, leading, and controlling.
Financial Accounting
Year 1Semester 13 creditsCore
Financial Accounting: Introduction to accounting principles, financial statements, and bookkeeping. Covers financial reporting, budgeting, investment analysis, and regulatory frameworks.
Microeconomics
Year 1Semester 23 creditsCore
Microeconomics: Economic principles at the individual and firm level, supply and demand. Covers economic theory, market analysis, and policy evaluation.
Business Law
Year 1Semester 23 creditsCore
Business Law: Legal framework for business operations including contracts and commercial law. Examines statutory frameworks, case law, and regulatory compliance in the Kenyan context.
Marketing Management
Year 2Semester 13 creditsCore
Marketing Management: Marketing principles, marketing mix, and marketing strategy development. Covers market analysis, consumer behaviour, branding, and promotional strategies.
Consumer Behaviour
Year 2Semester 23 creditsCore
Analysis of consumer decision-making processes, motivations, and behaviour patterns.
Marketing Research
Year 3Semester 13 creditsCore
Marketing Research: Research methods for marketing, data collection, analysis, and reporting. Covers market analysis, consumer behaviour, branding, and promotional strategies.
Marketing Communication
Year 3Semester 23 creditsCore
Marketing Communication: Integrated marketing communication, advertising, and promotion strategies. Develops practical skills for academic and professional contexts.
Digital Marketing
Year 4Semester 13 creditsCore
Online marketing, social media marketing, SEO, and digital advertising strategies.
International Marketing
Year 4Semester 13 creditsCore
Global marketing strategy, cross-cultural marketing, and international market entry.
Strategic Marketing
Year 4Semester 23 creditsCore
Strategic marketing planning, competitive positioning, and marketing performance measurement.
Industrial Attachment and Research Project
Year 4Semester 26 creditsCore
Supervised industrial attachment at a marketing department or agency and final-year research project.

Specialisations

Brand Management
Focus on brand strategy, brand equity, and brand positioning. 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.
Digital Marketing
Focus on online marketing, social media, and digital advertising strategies. 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.
Marketing Research
Focus on market research methods, data analysis, and consumer insights. 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
Focus on global marketing strategy and cross-border market development. 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.
Sales Management
Focus on sales strategy, sales team management, and customer relationship management. 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.
Marketing Communication
Focus on advertising, public relations, and integrated marketing communication. 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 at Daystar University's Athi River campus combines lectures, marketing case studies, and project work. Morning sessions cover marketing management, consumer behaviour, and marketing research, while afternoons focus on marketing communication, digital marketing, and international marketing through case discussions and presentations. Students work on marketing plans, brand strategy projects, and market research exercises. The Christian-based environment integrates discussions on ethical marketing practices.

The trade offs

In its favour

Globally oriented marketing curriculum covering digital, international, and strategic marketing.
Christian values integration emphasises ethical marketing practices and integrity.
Small class sizes allow for personalised attention and interactive case discussions.
Prepares graduates for professional marketing certifications such as CIM and Google Ads.

Against it

Private university fees are among the highest for BCom programmes in Kenya.
Only offered at Daystar University under this specific CUE-registered title.
Marketing graduates face strong competition for entry-level roles in top agencies and corporations.
Digital marketing skills require continuous self-learning beyond the curriculum due to rapid technology changes.

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 260k

184k at Kenyatta University260k at University of Nairobi

Private105k to 243k

105k at Mount Kenya University243k at Daystar 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 BCom 183.6K, UoN ~260K/yr (mawese/uonbi). MKU 105K, Daystar 242.8K (KUCCPS).

HELB loans are available for qualifying Kenyan students. County government bursaries and Daystar University internal scholarships are also available. MSK may offer student membership benefits for marketing majors.

Funding options

Higher Education Loans Board (HELB)
County Government Bursaries
Daystar University Scholarships

Scholarships

5 recorded

Higher Education Loans Board (HELB) Loan
Government loanKsh 60,000Kenyan
Kenyan students admitted to recognised universities. Must demonstrate financial need.
Daystar University Scholarships
University scholarshipKenyan
Students with outstanding academic performance or demonstrated financial need at Daystar University.
County Government Bursaries
Government bursaryKenyan
Kenyan students from respective counties demonstrating financial need.
Higher Education Fund (HEF)
BursaryKenyan
Kenyan undergraduate students placed by KUCCPS in public universities
ICPAK Scholarship for Accounting and Finance Students
ScholarshipKenyan
Bright and needy students admitted to accounting or finance programmes

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+ with at least C in Mathematics; OR KACE with two principal passes; OR a relevant diploma from a recognised institution.

How you are assessed

4 components

Continuous Assessment Tests
Coursework30% of the mark
Written tests, assignments, and marketing case study analyses throughout the semester.
Marketing Plan and Campaign Projects
Practical20% of the mark
Development of marketing plans, campaign strategies, and brand project presentations.
End of Semester Examinations
Examination50% of the mark
Written examinations covering all course content for the semester.
Industrial Attachment Report
Project100% of the mark
Final-year industrial attachment at a marketing department or agency including supervisor evaluation and report.

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

Marketing Executive
High demandKsh 40,000 to Ksh 150,000
Develops and implements marketing campaigns, manages brand activities, and supports sales.
Brand Manager
Moderate demandKsh 55,000 to Ksh 200,000
Manages brand strategy, positioning, and equity for products and services.
Market Research Analyst
Moderate demandKsh 45,000 to Ksh 140,000
Conducts market research, analyses consumer data, and provides insights for marketing decisions.
Digital Marketing Specialist
High demandKsh 45,000 to Ksh 180,000
Manages digital marketing campaigns, social media, SEO, and online advertising.
Sales Manager
High demandKsh 50,000 to Ksh 200,000
Leads sales teams, develops sales strategies, and manages customer relationships.
Public Relations Officer
Moderate demandKsh 40,000 to Ksh 130,000
Manages corporate communications, media relations, and public image.

Graduate outcomes

Graduates work as marketing executives, brand managers, and digital marketing specialists in corporations, agencies, and media houses. Demand is high with growing digital marketing and brand management sectors.

Where these fields lead

8 careers

Tools you will learn

Google Analytics
AnalyticsPrimary
Web analytics tool for tracking and reporting website traffic and marketing performance.
Microsoft Excel
SpreadsheetPrimary
Spreadsheet tool for market analysis, campaign tracking, and data management.
Hootsuite
Social media
Social media management platform for scheduling, monitoring, and analytics.
Canva
Design
Design tool for creating marketing materials, social media graphics, and presentations.
Mailchimp
Email marketing
Email marketing platform for campaigns, automation, and audience management.

Certifications

Industry links

Common misconceptions

Marketing is just about advertising and selling.
Marketing encompasses strategy, research, brand management, consumer behaviour analysis, digital marketing, and international market development.
A marketing degree is not as rigorous as accounting or finance.
The programme includes rigorous coursework in marketing research, data analysis, consumer behaviour, and strategic marketing planning.
Daystar University only offers theology and communications courses.
Daystar has a comprehensive School of Business and Economics offering five BCom majors including Marketing.
Marketing graduates only work in advertising agencies.
Graduates work in corporations, NGOs, government, media houses, consulting firms, and increasingly in digital marketing and tech companies.