Media & Communication

Bachelor of Mass Communication

The Bachelor of Mass Communication is a four-year programme that prepares students for media, communication, public relations and corporate communication roles. Students study mass communication, journalism, broadcasting, public relations and media studies. The programme combines practical media skills with communication theory for diverse communication careers.

Students develop competencies in news writing, broadcasting, public relations, media production, corporate communication and digital media. They learn to write content, produce media, manage PR campaigns and communicate strategically. The programme covers mass communication theory, journalism, broadcasting, PR and digital media.

In Kenya, mass communication is a dynamic field with growing media and communication platforms. Kenya's vibrant media landscape and corporate communication needs create opportunities. The Media Council of Kenya regulates journalism practice. Graduates find roles in media houses, PR firms, corporate communication, government, NGOs and digital media.

Teaching is delivered through lectures, media practicals, studio sessions, industrial attachment and research projects. Students write content, produce media, operate studio equipment and undertake industrial attachment. The programme includes a final-year media project or research.

Graduates pursue careers as communication officers, PR officers, journalists, media producers and corporate communication managers. Some work for media houses or PR firms. Others join corporate communication departments, government or NGOs.

This programme is ideal for individuals with communication skills, creativity and interest in media and public relations.

Duration: 4 years
Public, up to: Ksh 204,000
Job market: Moderate

The programme

What you study, how long it takes, and how it is delivered.

Practicalities

Study mode: Full-time
Attachment: 3 months
Average class: 60 students
Award: Bachelor

What you study

10 subjects

Mass Communication Theory
Journalism and News Writing
Broadcasting and Media Production
Public Relations and Corporate Communication
Media Law and Ethics
Digital Media and Communication
Advertising and Marketing Communication
Media Research Methods
Development Communication
Strategic Communication

Modules

12 in the programme

Introduction to Mass Communication
Year 1Semester 13 creditsCore
Introduction to Mass Communication: Fundamentals of mass communication, theories and media systems Develops practical skills for academic and professional contexts.
Communication Theory
Year 1Semester 23 creditsCore
Communication Theory: Communication models, theories and mass communication principles Develops practical skills for academic and professional contexts.
Journalism and News Writing
Year 1Semester 33 creditsCore
News writing, reporting and journalistic skills. The module covers theoretical foundations, practical applications and industry-relevant skills, assessed through continuous assessment tests, course...
Broadcasting and Media Production
Year 2Semester 13 creditsCore
Radio and TV production, broadcasting and studio operations. The module covers theoretical foundations, practical applications and industry-relevant skills, assessed through continuous assessment t...
Media Law and Ethics
Year 2Semester 23 creditsCore
Media law, press freedom, ethics and professional standards. The module covers theoretical foundations, practical applications and industry-relevant skills, assessed through continuous assessment t...
Public Relations and Corporate Communication
Year 2Semester 33 creditsCore
PR principles, corporate communication and media relations. The module covers theoretical foundations, practical applications and industry-relevant skills, assessed through continuous assessment te...
Digital Media and Communication
Year 3Semester 13 creditsCore
Digital Media and Communication: Digital media, social media, online communication and content management Develops practical skills for academic and professional contexts.
Advertising and Marketing Communication
Year 3Semester 23 creditsCore
Advertising and Marketing Communication: Advertising principles, marketing communication and campaign management Develops practical skills for academic and professional contexts.
Development Communication
Year 3Semester 33 creditsCore
Development Communication: Development communication, social change and communication for development Develops practical skills for academic and professional contexts.
Strategic Communication
Year 4Semester 13 creditsCore
Strategic Communication: Strategic communication planning, campaign management and evaluation Develops practical skills for academic and professional contexts.
Media Management
Year 4Semester 23 creditsCore
Media Management: Media management, media economics and organisation management Covers planning, organising, leadership, and control in organisational contexts.
Final Year Media Project/Research
Year 4Semester 36 creditsCore
Independent media production project or research. The module covers theoretical foundations, practical applications and industry-relevant skills, assessed through continuous assessment tests, cours...

Specialisations

Advertising
Specialization in Advertising, preparing graduates for careers such as pr-officer. 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 Media
Specialization in Digital Media, preparing graduates for careers such as journalist. 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
Specialization in Public Relations, preparing graduates for careers such as pr-officer. 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.
Corporate Communication
Specialization in Corporate Communication, preparing graduates for careers such as pr-officer. 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.
Journalism
Specialization in Journalism, preparing graduates for careers such as journalist. 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.
Broadcasting
Specialization in Broadcasting, preparing graduates for careers such as journalist. 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 communication theory or journalism with afternoon media practicals, studio sessions or project work. Students may write articles, produce media content, operate studio equipment or work on PR campaigns.

The trade offs

In its favour

Diverse career paths in media, PR and corporate communication
Dynamic field with digital media growth
Relevant to all sectors requiring communication
Opportunity to shape public discourse

Against it

Media industry can be competitive
Some media roles require irregular hours
MCK accreditation required for journalism practice
Media freedom and safety can be challenging

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

Public102k to 204k

102k at Technical University of Mombasa204k at Jomo Kenyatta University of Agriculture and Technology

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

Pub: TUM 102,000 to JKUAT 204,000/yr. Private unverified. KUCCPS sources.

Students may access HELB loans and county bursaries. Some media houses and PR firms 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

5 recorded

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

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

English or Kiswahili
C+
Mathematics A/B or any Group II
C
Any Group III, IV or V 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)
Coursework20% of the mark
Media Practicals and Project Work
Coursework30% of the mark
Industrial Attachment Report
Coursework10% of the mark

Accreditation

Accredited by the Commission for University Education (CUE). MCK accreditation is required for professional journalism practice in Kenya.

Accredited by

Media Council of Kenya (MCK)
InstitutionalRequired
Commission for University Education (CUE)
InstitutionalRequired

Where it leads

The roles it opens, and what you leave with.

Where graduates go

5 roles

PR Officer
Moderate demandKsh 55,000 to Ksh 200,000
Manages public relations and media relations
Media Producer
Moderate demandKsh 60,000 to Ksh 250,000
Produces media content for various platforms
Corporate Communication Manager
Moderate demandKsh 80,000 to Ksh 300,000
Manages corporate communication strategy
Journalist
Moderate demandKsh 50,000 to Ksh 200,000
Reports and writes for media organisations
Communication Officer
High demandKsh 55,000 to Ksh 200,000
Manages communication for organisations

Graduate outcomes

Graduates work as communication officers, PR officers, journalists, media producers and corporate communication managers in media houses, PR firms, corporate communication, government, NGOs and digital media.

Where these fields lead

8 careers

Tools you will learn

Adobe Premiere Pro
Editing softwarePrimary
Film editing.
DaVinci Resolve
Editing software
Colour grading and editing.
Adobe Photoshop
SoftwarePrimary
Image editing and graphic design software for creating visual content for print, digital media, and social media platforms.
WordPress
Software
Content management system for web publishing, blog management, and online content creation used by media houses and corporate websites.
Hootsuite
Software
Social media management platform for scheduling posts, monitoring engagement, and analysing social media performance across multiple platforms.

Certifications

Industry links

Common misconceptions

Mass communication is just about journalism
Mass communication covers PR, corporate communication, advertising, broadcasting and digital media.
There are no jobs in mass communication
Digital media, corporate communication and PR create demand.
You don't need a degree for mass communication
Professional communication requires training in theory, ethics, law and production.
Mass communication is the same as journalism
Mass communication is broader, covering PR, advertising and corporate communication.