Bachelor of Communication and Marketing
The Bachelor of Communication and Marketing is a four-year degree programme offered at Jomo Kenyatta University of Agriculture and Technology (JKUAT). The programme combines communication studies with marketing management, preparing graduates for careers that bridge media, corporate communication, and marketing.
The short answer
- What it costs
- Up to Ksh 283,000 a year at a public institution, Ksh 1,132,000 for the whole course. Up to Ksh 242,800 a year at a private one.The detail
- Who can get in
- A KCSE mean grade of C+ (Plus) or above. There is another way in without it.The detail
- How long, and when
- Takes 4 years, full-time, with 3 months of attachment. Next intake January 2027, at 4 institutions.The detail
- Where it leads
- 8 careers in the catalogue. The least exposed to AI is Early Childhood Strategist, at 10 out of 100.The detail
The programme
What you study, how long it takes, and how it is delivered.
Overview
The curriculum covers communication theory, media studies, journalism, public relations, marketing management, consumer behaviour, marketing research, advertising, brand management, digital marketing, corporate communication, communication skills, and research methodology.
Students develop skills in corporate communication, marketing strategy, brand management, public relations, advertising, digital marketing, media relations, consumer behaviour analysis, marketing research, and communication planning.
Graduates pursue careers as marketing communication specialists, brand managers, public relations officers, corporate communication officers, advertising executives, media planners, digital marketing specialists, and marketing executives. They find employment in corporations, advertising agencies, PR firms, media houses, NGOs, government departments, and consulting firms.
The programme is offered at JKUAT (public, KSH 204,000 per year) at the main campus in Juja, Kiambu County. JKUAT is a public university established in 1981 with Japanese government assistance and is known for its technology and business programmes.
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- in English or Kiswahili and a pass in Mathematics.
What you study
10 subjects- Communication Theory
- Media Studies
- Marketing Management
- Consumer Behaviour
- Marketing Research
- Advertising
- Public Relations
- Brand Management
- Digital Marketing
- Corporate Communication
Modules
12 in the programmeIntroduction to Communication
Year 1Semester 13 creditsCore
Introduction to Communication: Foundational concepts of communication theory, models, and processes. Develops practical skills for academic and professional contexts.
Principles of Marketing
Year 1Semester 13 creditsCore
Principles of Marketing: Introduction to marketing principles, marketing mix, and marketing strategy. Covers market analysis, consumer behaviour, branding, and promotional strategies.
Communication Skills
Year 1Semester 13 creditsCore
Communication Skills: Written and oral communication skills for academic and professional contexts. Develops practical skills for academic and professional contexts.
Media Studies
Year 1Semester 23 creditsCore
Media Studies: Overview of media systems, media history, and media's role in society. Covers theoretical foundations, practical applications, and industry-relevant skills.
Marketing Management
Year 2Semester 13 creditsCore
Advanced marketing principles, strategic marketing planning, and market analysis.
Consumer Behaviour
Year 2Semester 23 creditsCore
Analysis of consumer decision-making processes, motivations, and behaviour patterns.
Advertising and Promotion
Year 3Semester 13 creditsCore
Advertising strategy, creative development, media planning, and promotion management.
Public Relations
Year 3Semester 23 creditsCore
PR principles, media relations, crisis communication, and corporate reputation management.
Corporate Communication
Year 4Semester 13 creditsCore
Internal and external corporate communication, corporate identity, and stakeholder management.
Digital Marketing
Year 4Semester 13 creditsCore
Online marketing, social media marketing, SEO, and digital advertising strategies.
Brand Management
Year 4Semester 23 creditsCore
Brand strategy, brand equity, brand positioning, and brand portfolio management.
Industrial Attachment and Research Project
Year 4Semester 26 creditsCore
Supervised industrial attachment at a communication or marketing organisation and final-year research project.
Specialisations
Corporate Communication
Focus on internal and external corporate communication, media relations, and corporate identity. 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 Management
Focus on marketing strategy, marketing mix, and 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.
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.
Public Relations
Focus on PR strategy, media relations, and crisis 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.
Advertising
Focus on advertising strategy, creative development, and media planning. 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 JKUAT's Juja campus combines lectures, case studies, and practical projects. Morning sessions cover communication theory, media studies, and marketing management, while afternoons focus on advertising, digital marketing, and corporate communication through case discussions and presentations. Students work on marketing communication plans, brand strategy projects, and PR campaigns. The campus environment integrates technology with communication and marketing studies.
The trade-offs
| In its favour | Against it |
|---|---|
| Unique integration of communication and marketing disciplines creating versatile graduates. | Only offered at JKUAT under this specific CUE-registered title. |
| Offered at JKUAT, a well-established public university with strong industry linkages. | Programme does not have published KUCCPS fee data or recent cutoff points, indicating limited KUCCPS placement activity. |
| Affordable public university tuition compared to private institutions. | Graduates face competition from both pure marketing and pure communication graduates. |
| Prepares graduates for professional certifications such as CIM and Google Ads. | Digital marketing and communication technology skills require continuous self-learning beyond the curriculum. |
What it costs
Tuition at both ends of the market, and how to pay for it.
What it costs, and where
Against 331 business coursesAnnual 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 Comm/Media 204K, UoN Journalism 283K (KUCCPS). MKU 105K, Daystar 242.8K.
HELB loans are available for qualifying Kenyan students. County government bursaries and JKUAT internal scholarships are also available. MSK and PRSK may offer student membership benefits.
Funding options
Higher Education Loans Board (HELB)
County Government Bursaries
JKUAT Internal Scholarships
Scholarships
5 recordedHigher Education Loans Board (HELB) Loan
Government loanKsh 60,000Kenyan
Kenyan students admitted to recognised universities. Must demonstrate financial need.
County Government Bursaries
Government bursaryKenyan
Kenyan students from respective counties demonstrating financial need.
JKUAT Internal Scholarships
University scholarshipKenyan
Students with outstanding academic performance or demonstrated financial need at JKUAT.
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
Scholarships you could apply for
11 usable where it is taught- Equity Group Foundation Wings to Fly
Closes 28 February 2027FullEquity Bank
Full secondary + university
- Aga Khan Foundation Scholarship
Closes 31 March 2027FullAga Khan Foundation
Full university study
- KCB Foundation Scholarship
Closes 31 March 2027FullKCB Bank
Full tuition + stipend
- Mombasa Cement Scholarship
Closes 31 May 2027PartialMombasa Cement Ltd
KES 100,000 per year
- Safaricom Foundation ICT Scholarship
Closes 30 June 2027FullSafaricom Foundation
Full tuition + internship
- Family Bank Foundation Education Support
Closes 30 June 2027PartialFamily Bank
KES 80,000 per year
- HELB Undergraduate Scholarship
Closes 31 July 2027PartialHigher Education Loans Board
KES 40,000 to 60,000 per year
- County Government Scholarships
Varies by countyPartialCounty Governments
KES 50,000 to 200,000 per year
Getting in
The grades, the alternatives, and who accredits the award.
What you need
KCSE mean grade C+ with a pass in Mathematics and at least C- in English or Kiswahili; OR KACE with two principal passes and one subsidiary pass with a pass in Mathematics at KCE; OR a relevant diploma from a recognised institution.
When it next starts
Taught at 4 institutionsIncluding Daystar University, Kenyatta University, Jomo Kenyatta University of Agriculture and Technology.
Including Daystar University, Kenyatta University, Jomo Kenyatta University of Agriculture and Technology.
Including Daystar University, Kenyatta University, Jomo Kenyatta University of Agriculture and Technology.
How you are assessed
4 componentsContinuous Assessment Tests
Coursework30% of the mark
Written tests, assignments, and case study analyses throughout the semester.
Marketing Communication Projects
Practical20% of the mark
Development of marketing communication plans, brand strategies, and PR campaign 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 communication or marketing organisation including supervisor evaluation and report.
Accreditation
Commission for University Education (CUE)
Academic accreditationRequired
CUE is the statutory body responsible for the accreditation and quality assurance of university programmes in Kenya.
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.
Where it leads
The roles it opens, and what you leave with.
Where graduates go
6 rolesMarketing Communication Specialist
High demandKsh 40,000 to Ksh 150,000
Develops and implements marketing communication campaigns integrating advertising, PR, and digital marketing.
Brand Manager
Moderate demandKsh 55,000 to Ksh 200,000
Manages brand strategy, positioning, and equity for products and services.
Corporate Communication Officer
High demandKsh 40,000 to Ksh 140,000
Manages corporate communications, media relations, and internal communication.
Public Relations Officer
Moderate demandKsh 40,000 to Ksh 130,000
Manages PR activities, media relations, and corporate public image.
Digital Marketing Specialist
High demandKsh 45,000 to Ksh 180,000
Manages digital marketing campaigns, social media, SEO, and online advertising.
Advertising Executive
Moderate demandKsh 40,000 to Ksh 140,000
Develops advertising strategies, manages client relationships, and oversees creative campaigns.
Graduate outcomes
Graduates work as marketing communication specialists, brand managers, and corporate communication officers in corporations, agencies, and media houses. Demand is high with growing integration of communication and marketing functions.
Where these fields lead
8 careers- Early Childhood StrategistEducation10Low exposure
- Special Needs EducatorEducation10Low exposure
- Career Guidance CounselorEducation11Low exposure
- Early Literacy SpecialistEducation14Low exposure
- STEM Laboratory EducatorEducation14Low exposure
- TVET Competency AssessorEducation14Low exposure
- Vocational Workshop InstructorEducation14Low exposure
- Montessori EducatorEducation15Low exposure
Tools you will learn
Microsoft Excel
SpreadsheetPrimary
Spreadsheet tool for market analysis, campaign tracking, and data management.
Google Analytics
AnalyticsPrimary
Web analytics tool for tracking marketing performance and audience insights.
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
Communication and marketing is the same as mass communication.
This programme specifically integrates communication studies with marketing management, preparing graduates for roles that bridge both disciplines.
The programme only leads to jobs in advertising agencies.
Graduates work in corporate communication, brand management, public relations, digital marketing, and media planning across various sectors.
Marketing and communication are separate fields that do not overlap.
Modern organisations increasingly integrate communication and marketing functions, creating demand for professionals skilled in both areas.
JKUAT only offers engineering and technology programmes.
JKUAT has a comprehensive College of Human Resource Development offering communication, marketing, and business programmes.