Business

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 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.

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

Communication Theory
Media Studies
Marketing Management
Consumer Behaviour
Marketing Research
Advertising
Public Relations
Brand Management
Digital Marketing
Corporate Communication

Modules

12 in the programme

Introduction 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

Unique integration of communication and marketing disciplines creating versatile graduates.
Offered at JKUAT, a well-established public university with strong industry linkages.
Affordable public university tuition compared to private institutions.
Prepares graduates for professional certifications such as CIM and Google Ads.

Against it

Only offered at JKUAT under this specific CUE-registered title.
Programme does not have published KUCCPS fee data or recent cutoff points, indicating limited KUCCPS placement activity.
Graduates face competition from both pure marketing and pure communication graduates.
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 courses

Public204k to 283k

204k at Kenyatta University283k 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 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 recorded

Higher 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

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 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.

How you are assessed

4 components

Continuous 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

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 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

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.