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Bachelor of Science in Marketing Innovation and Technology

This Bachelor's programme prepares students for professional careers in marketing innovation and technology. It develops expertise in digital marketing, marketing technology, innovation management, marketing analytics, and technology-driven marketing while building comprehensive skills for managing innovative marketing effectively.

Duration
4 years
Next intake January 2027
Public tuition
Ksh 183,600
Ksh 734,400 total
Job market
High
Market demand for graduates

The short answer

What it costs
Up to Ksh 183,600 a year at a public institution, Ksh 734,400 for the whole course.The detail
Who can get in
A KCSE mean grade of C+ (plus) mean grade at KCSE or above, plus 4 subject grades. There is another way in without it.The detail
How long, and when
Takes 4 years, full-time, with 6 months of attachment. Next intake January 2027, at 1 institution.The detail
Where it leads
8 careers in the catalogue. The least exposed to AI is Forensic Audit Investigator, at 17 out of 100.The detail

The programme

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

Overview

Students analyse marketing innovation needs, design marketing strategies, implement technology-driven techniques, evaluate marketing performance, conduct research, apply ethical principles, manage marketing projects, and develop sustainable marketing practices. They also strengthen analytical thinking, marketing innovation skills, communication, teamwork, and technological abilities.

Kenya requires marketing innovation and technology to support digital transformation, enhance marketing effectiveness, and promote technology-driven business growth, creating demand for professionals who can work in digital marketing, marketing technology, innovation management, and support the marketing and technology sectors.

The programme combines coursework, marketing practice, case studies, research projects, and technology training. Students gain hands-on experience through digital marketing, marketing technology, and marketing analytics.

Graduates pursue careers as digital marketing managers, marketing technologists, innovation managers, marketing analysts, and marketing consultants across marketing agencies, technology companies, corporations, and consulting firms.

The programme is ideal for students interested in marketing innovation and technology, digital marketing, marketing technology, innovation management, and marketing analytics. The programme emphasises practical skills through case studies, industrial attachments, and research projects that prepare graduates for real-world business challenges.

What you study

6 subjects
  • Marketing Innovation and Technology
  • Digital Marketing
  • Marketing Technology
  • Innovation Management
  • Marketing Analytics
  • Technology-driven Marketing

Modules

12 in the programme

  • Introduction to Marketing Innovation and Technology

    Year 1Semester 13 creditsCore

    Comprehensive introduction to marketing innovation and technology, covering marketing concepts, technology principles, and approaches to digital marketing.

  • Digital Marketing

    Year 1Semester 23 creditsCore

    Study of digital marketing, covering social media marketing, content marketing, email marketing, and digital advertising.

  • Marketing Technology

    Year 1Semester 33 creditsCore

    Examination of marketing technology, covering marketing automation, CRM systems, marketing analytics tools, and technology integration.

  • Innovation Management

    Year 2Semester 13 creditsCore

    Study of innovation management, covering innovation processes, product innovation, service innovation, and innovation strategy.

  • Marketing Analytics

    Year 2Semester 23 creditsCore

    Analysis of marketing analytics, covering data analysis, marketing metrics, performance measurement, and data-driven marketing.

  • Technology-driven Marketing

    Year 2Semester 33 creditsCore

    Development of technology-driven marketing skills, covering AI in marketing, mobile marketing, emerging technologies, and marketing innovation.

  • Consumer Behavior

    Year 3Semester 13 creditsCore

    Study of consumer behavior, covering consumer psychology, digital consumer behavior, consumer insights, and customer journey.

  • Marketing Strategy

    Year 3Semester 23 creditsCore

    Examination of marketing strategy, covering strategic marketing, brand strategy, digital strategy, and marketing planning.

  • Strategic Management

    Year 3Semester 33 creditsCore

    Study of strategic management, covering strategic analysis, strategy formulation, and strategic implementation in marketing context.

  • Marketing Ethics

    Year 4Semester 13 creditsCore

    Analysis of ethical issues in marketing innovation, covering digital ethics, privacy ethics, and ethical decision-making in marketing practice.

  • Marketing Innovation and Technology Practice

    Year 4Semester 23 creditsCore

    Practical marketing work where students apply learned skills in digital marketing, marketing technology, and marketing analytics.

  • Marketing Innovation and Technology Research Project

    Year 4Semester 36 creditsCore

    Independent research project on marketing innovation topic, demonstrating mastery of marketing innovation and technology theory and practice.

Specialisations

  • Digital Marketing

    Focus on social media marketing, content marketing, and digital advertising for digital marketing careers.

  • Marketing Analytics

    Focus on data analysis, marketing metrics, and performance measurement. 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 Technology

    Specialization in marketing automation, CRM systems, and technology integration. 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.

  • General Practice

    Broad foundational knowledge covering core principles and practices in the field. 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

Students attend lectures, conduct digital marketing, participate in case studies, and engage in marketing technology.

The trade-offs

In its favourAgainst it
Growing demand for marketing innovation professionals due to digital transformation and technology adoption.Marketing technology requires continuous learning of new tools and digital platforms.
Marketing innovation and technology offer diverse career opportunities in marketing agencies, technology companies, and corporations.Digital marketing involves fast-paced environments and requires keeping up with rapidly changing trends.
Digital marketing and marketing technology provide hands-on experience with marketing automation and analytics.—

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
Public176k to 184k
176k at Jomo Kenyatta University of Agriculture and Technology184k at Co-operative University of Kenya

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

CUK 183,600/yr KUCCPS; JKUAT 175,950/yr. Private unverified. Src: newsblaze, educationnewshub

HELB loans available for eligible students. Some universities offer scholarships based on academic performance.

Funding options

  • Higher Education Loans Board (HELB)

Scholarships

3 recorded

  • 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

    Residents of respective counties pursuing undergraduate studies

Scholarships you could apply for

6 usable where it is taught
Save one and be reminded before it closes

Getting in

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

What you need

KCSE mean grade
C+ (plus) mean grade at KCSEminimum entry
Alternative entry

Diploma holders in Marketing, Business Administration, Information Technology, or related fields with Credit pass from recognized institutions may also apply.

Subject requirements
English/KiswahiliC
MathematicsC
Business Studies/EconomicsC
Any Group II subjectC

When it next starts

Taught at 1 institution
January 20271 institution

Including The Co-operative University of Kenya.

May 20271 institution

Including The Co-operative University of Kenya.

September 20271 institution

Including The Co-operative University of Kenya.

How you are assessed

4 components

  • Continuous Assessment Tests

    Cat30% of the mark

    Regular tests, assignments, and marketing exercises throughout the semester evaluating knowledge and practical skills.

  • Practice Assessments

    Practicum100% of the mark

    Evaluation of marketing innovation skills, marketing work, and practical applications through digital marketing and case studies.

  • Research Project

    Project100% of the mark

    Independent research project on marketing innovation topic, demonstrating mastery of marketing innovation and technology theory and practice.

  • End of Semester Examinations

    Exam70% of the mark

    Comprehensive written examinations at the end of each semester testing understanding of digital marketing, marketing technology, and innovation management.

Accreditation

  • Commission for University Education

    NationalRequired

    Mandatory accreditation for all university programmes in Kenya.

Accredited by Commission for University Education (CUE).

Where it leads

The roles it opens, and what you leave with.

Where graduates go

5 roles

  • Marketing Analyst

    High demandKsh 52,000 to Ksh 115,000

    Analyse marketing data, conduct marketing analytics, and support data-driven marketing and performance measurement.

  • Marketing Consultant

    Medium demandKsh 56,000 to Ksh 125,000

    Provide marketing expertise, consult on digital strategy, and support organizations in marketing innovation.

  • Innovation Manager

    High demandKsh 56,000 to Ksh 125,000

    Manage innovation initiatives, develop innovation strategies, and oversee product innovation and service innovation.

  • Marketing Technologist

    High demandKsh 56,000 to Ksh 125,000

    Manage marketing technology, implement marketing automation, and work in CRM systems and technology integration.

  • Digital Marketing Manager

    High demandKsh 54,000 to Ksh 120,000

    Manage digital marketing, develop digital strategies, and coordinate digital campaigns and online presence.

Graduate outcomes

Graduates work in marketing innovation and technology across Kenya's marketing and technology sectors.

Where these fields lead

8 careers

Tools you will learn

  • AutoCAD

    DesignPrimary

  • MATLAB

    CodePrimary

  • Microsoft Project

    Project management

  • SolidWorks

    Design

  • Microsoft Excel

    Spreadsheet

  • Python

    Code

Certifications

Common misconceptions

  • This programme has limited career opportunities.

    Graduates pursue diverse career paths across multiple sectors in Kenya and internationally.

  • The programme is only for top-performing students.

    While academic excellence is valued, the programme accepts students meeting the minimum KCSE requirements and supports diverse learners.

  • Graduates cannot find employment in Kenya.

    Kenya's growing economy creates demand for qualified graduates across public, private, and NGO sectors.

  • The degree is not recognised internationally.

    The programme is accredited by CUE and is recognised under regional and international qualification frameworks.

Further reading

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