Media & Communication

Bachelor of Science in Graphic Communication and Advertising

The Bachelor of Science in Graphic Communication and Advertising is a degree programme that equips students with knowledge and skills in in graphic communication and advertising. The programme falls under the Media & Communication category and typically spans 4 years of full-time study at accredited Kenyan universities.

The curriculum covers Introduction to Mass Communication, Introduction to Advertising, Graphic Design, Photography and Photojournalism, Public Relations, Copywriting. Students engage with both theoretical foundations and practical applications, developing competencies in Advertising and Copy Writing, Brand Strategy, Communication Research Methods, Digital Media Production, Graphic Design. The coursework is designed to build progressive understanding from foundational concepts to advanced topics.

Throughout the programme, students study Introduction to Mass Communication, Introduction to Advertising, English for Journalists, News Writing, Public Relations and Advertising. The teaching approach combines lectures, laboratory practicals, tutorials, assignments and independent research projects. This blend ensures graduates can apply theoretical knowledge to real-world problems in their field.

The programme offers specialisations in Graphic Design, Advertising, Public Relations. Students can focus their studies on areas of particular interest, allowing them to tailor their degree to specific career goals. The flexibility enables graduates to pursue diverse professional paths within the sector.

Graduates of the Bachelor of Science in Graphic Communication and Advertising pursue careers as Junior Graphic Designer, Advertising Copywriter, Public Relations Assistant, Digital Content Creator. They find employment in various sectors including government agencies, private companies, research institutions, non-governmental organisations and academic institutions. The degree opens doors to both local and international opportunities.

The programme is accredited by the Commission for University Education (CUE) and offered at recognised universities across Kenya. Students benefit from industry attachments, fieldwork and practical training that complement classroom learning and enhance employability upon graduation.

Duration: 4 years
Public, up to: Ksh 204,000
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

Introduction to Mass Communication
Introduction to Advertising
Graphic Design
Photography and Photojournalism
Public Relations
Copywriting
Digital Media and Internet Publishing
Communication Research Methods
Organisational Communication
Advertising Layout and Production

Modules

10 in the programme

Introduction to Mass Communication
Year 1Semester 13 creditsCore
Foundations of mass communication theory, media systems, and communication models.
Introduction to Advertising
Year 2Semester 13 creditsCore
Principles of advertising, advertising industry structure, and campaign development.
English for Journalists
Year 2Semester 13 creditsCore
Language skills for media professionals including writing, editing, and proofreading.
News Writing
Year 2Semester 13 creditsCore
Techniques of news gathering, writing, and reporting for print and digital media.
Advertising and Copy Writing
Year 3Semester 13 creditsCore
Advertising and Copy Writing: Copywriting techniques for print, broadcast, and digital advertising campaigns. Covers theoretical foundations, practical applications, and industry-relevant skills.
Public Relations and Advertising
Year 3Semester 23 creditsCore
Integration of public relations and advertising in corporate communication strategy.
Digital Interactive and Direct Advertising
Year 4Semester 13 creditsCore
Digital advertising platforms, interactive media, and direct marketing strategies.
Advanced Graphic Communication
Year 4Semester 23 creditsCore
Advanced Graphic Communication: Advanced graphic design techniques, visual branding, and production management. Develops practical skills for academic and professional contexts.
Digital Animation
Year 4Semester 23 creditsCore
Digital Animation: 2D and 3D animation techniques for advertising and digital media production. Covers theoretical foundations, practical applications, and industry-relevant skills.
Advertising Layout and Production
Year 4Semester 23 creditsCore
Print and digital advertising layout, pre-press production, and quality control.

Specialisations

Graphic Design
Focus on visual design, typography, layout, and print production for commercial communications. 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
Specialisation in advertising strategy, copywriting, campaign 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.
Public Relations
Focus on corporate communication, media relations, reputation management, and stakeholder engagement.
Digital Media
Specialisation in digital content creation, internet publishing, social media, and multimedia production.

A day as a student

A typical day involves attending communication lectures, working on graphic design projects in the studio, shooting and editing photographs, writing advertising copy, reviewing peer campaigns, and preparing presentations for client briefs.

The trade offs

In its favour

Combines creative design skills with strategic communication and advertising knowledge.
Strong industry demand for digital content creators and advertising professionals in Kenya.
Programme includes practical studio work, field attachment, and real-world campaign projects.

Against it

Requires significant investment in design software and hardware for coursework.
Competitive job market requiring a strong portfolio to secure employment.

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

Public144k to 204k

144k at Rongo University204k at Moi 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

Moi Univ ~204K/yr (eafinder). Rongo Univ ~144K/yr (victormatara). Private: unverified.

Government scholarships cover up to 53% of tuition for needy students. HELB provides loans up to Ksh 60,000. County government bursaries are also available.

Funding options

HELB Undergraduate Loan
Loan
Kenyan citizens enrolled in accredited undergraduate programmes
Government Scholarship (New Funding Model)
Scholarship
Needy students placed by KUCCPS in public universities
County Government Bursaries
Bursary
Kenyan students from respective counties demonstrating financial need

Scholarships

5 recorded

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 demonstrating financial need.
Higher Education Fund (HEF)
Government fundingKenyan
Kenyan students in public universities under the new funding model based on financial need assessment.
County Government Bursaries
BursaryKenyan
Kenyan students from respective counties demonstrating financial need.

Getting in

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

What you need

KCSE mean grade: C+ (Plus)
Alternative entry: Diploma in Journalism, Public Relations, Information Technology, or relevant field from a recognised institution. OR A Level with at least two principal passes. OR any other qualification recognised by the Moi University Senate.

How you are assessed

2 components

Continuous Assessment Tests and Assignments
Coursework30% of the mark
Written tests, assignments, and practical exercises throughout the semester.
End of Semester Examinations
Examination70% of the mark
Written examinations covering all course content for the semester.

Accreditation

Accredited by the Commission for University Education (CUE). The programme is offered under the School of Human Resource Development at Moi University.

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

5 roles

Junior Graphic Designer
High demandKsh 35,000 to Ksh 60,000
Entry-level design role creating visual content for advertising and branding projects.
Advertising Copywriter
Moderate demandKsh 40,000 to Ksh 70,000
Writing advertising copy for print, broadcast, and digital media campaigns.
Public Relations Assistant
High demandKsh 35,000 to Ksh 55,000
Supporting PR campaigns, media relations, and corporate communication activities.
Digital Content Creator
High demandKsh 30,000 to Ksh 65,000
Creating digital media content for social media, websites, and online advertising.
Brand Executive
Moderate demandKsh 45,000 to Ksh 80,000
Managing brand identity, brand communications, and marketing collateral.

Graduate outcomes

Graduates pursue careers as graphic designers, advertising executives, copywriters, brand managers, and public relations officers in advertising agencies, media houses, and corporate communication departments.

Where these fields lead

8 careers

Tools you will learn

Adobe Illustrator
SoftwarePrimary
Vector graphics software for logo design and brand identity creation.
Adobe Photoshop
SoftwarePrimary
Image editing software for advertising visuals and graphic design.
Adobe InDesign
Software
Page layout software for print media and publication design.
Canva
Software
Graphic design platform for social media content and marketing materials.
CorelDRAW
Software
Vector illustration software for graphic design and advertising.

Certifications

Industry links

Common misconceptions

Graphic communication is just about drawing.
The programme covers strategic communication, advertising theory, media production, and brand management alongside design skills.
Graduates can only work in advertising agencies.
Graduates work in media houses, corporate communication departments, publishing firms, NGOs, and government communications.
The programme does not require digital skills.
The curriculum includes digital animation, internet publishing, multimedia production, and digital advertising.
Graphic communication is the same as fine art.
The programme integrates communication theory, advertising strategy, and commercial design rather than purely artistic expression.