Business

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.

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.

Duration: 4 years
Public, up to: Ksh 183,600
Job market: High

The programme

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

Practicalities

Study mode: Full-time
Attachment: 6 months
Average class: 30 students
Award: Bachelor

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 favour

Growing demand for marketing innovation professionals due to digital transformation and technology adoption.
Marketing innovation and technology offer diverse career opportunities in marketing agencies, technology companies, and corporations.
Digital marketing and marketing technology provide hands-on experience with marketing automation and analytics.

Against it

Marketing technology requires continuous learning of new tools and digital platforms.
Digital marketing involves fast-paced environments and requires keeping up with rapidly changing trends.

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

Getting in

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

What you need

KCSE mean grade: C+ (plus) mean grade at KCSE
Alternative entry: Diploma holders in Marketing, Business Administration, Information Technology, or related fields with Credit pass from recognized institutions may also apply.

English/Kiswahili
C
Mathematics
C
Business Studies/Economics
C
Any Group II subject
C

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

Accredited by Commission for University Education (CUE).

Accredited by

Commission for University Education
NationalRequired
Mandatory accreditation for all university programmes in Kenya.

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

Industry links

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.