Certificate in Sales and Marketing
The Certificate in Sales and Marketing provides foundational training in sales principles, marketing fundamentals, customer relationship management, selling skills, and marketing communications. Students learn sales techniques, marketing concepts, customer service, digital marketing basics, and sales management. The programme is designed for individuals seeking entry-level positions in sales and marketing or as a pathway to further studies in business and marketing.
The short answer
- What it costs
- Up to Ksh 67,189 a year at a public institution, Ksh 67,189 for the whole course. Up to Ksh 97,700 a year at a private one.The detail
- Who can get in
- A KCSE mean grade of D+ or above. There is another way in without it.The detail
- How long, and when
- Takes 1 year, full-time, part-time, evening and weekend, with 0 months of attachment. Next intake January 2027, at 7 institutions.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 develop competencies in sales techniques, marketing principles, customer relationship management, selling skills, marketing communication, and digital marketing basics. The curriculum covers introduction to marketing, sales principles and techniques, customer service and relationship management, marketing communication, digital marketing basics, sales management, consumer behaviour, and sales and marketing project work. Practical skills are developed through case studies and sales exercises.
Sales and marketing skills are in high demand across all sectors of Kenya's economy. Every business requires sales and marketing personnel to sell products, manage customer relationships, and promote brands. Kenya's growing consumer market, FMCG sector, and digital economy create sustained demand for sales and marketing skills. The programme addresses the demand for foundational sales and marketing training.
The programme combines classroom lectures with case studies, practical exercises, and sales project work. Students study marketing concepts, practise selling techniques, develop marketing materials, and analyse consumer behaviour. Teaching methods include lectures, case studies, group discussions, and project-based work. The programme emphasises practical selling and marketing skills needed in business.
Graduates find employment as sales assistants, marketing assistants, customer service representatives, sales representatives, or brand promoters in companies across all sectors including FMCG, retail, banking, telecommunications, and manufacturing. The certificate also provides a pathway to diploma programmes in sales and marketing, business management, and marketing.
This programme is ideal for KCSE graduates with an interest in sales, marketing, and business, as well as individuals seeking practical skills for employment in Kenya's commercial sector. The programme provides directly employable skills in selling and marketing.
What you study
10 subjects- Introduction to Marketing
- Sales Principles and Techniques
- Customer Service and Relationship Management
- Marketing Communication
- Digital Marketing Basics
- Sales Management
- Consumer Behaviour
- Personal Selling
- Retail Marketing
- Sales and Marketing Project
Modules
8 in the programmeIntroduction to Marketing
Year 1Semester 13 creditsCore
Introduction to marketing covering marketing concepts, marketing mix, market segmentation, marketing environment, and the role of marketing in business.
Sales Principles and Techniques
Year 1Semester 13 creditsCore
Sales principles covering selling process, sales techniques, prospecting, sales presentations, handling objections, closing sales, and sales ethics.
Customer Service and Relationship Management
Year 1Semester 13 creditsCore
Customer service covering service principles, customer satisfaction, complaint handling, CRM systems, and building and managing customer relationships.
Marketing Communication and Consumer Behaviour
Year 1Semester 13 creditsCore
Marketing communication covering advertising, promotion, branding, and consumer behaviour including buying motives, decision-making, and consumer psychology.
Digital Marketing Basics
Year 1Semester 23 creditsCore
Digital marketing basics covering social media marketing, email marketing, online advertising, content marketing, and using digital platforms for sales and marketing.
Sales Management
Year 1Semester 23 creditsCore
Sales management covering sales planning, sales territory management, sales team coordination, sales performance tracking, and managing sales operations.
Retail Marketing and Personal Selling
Year 1Semester 23 creditsCore
Retail marketing covering retail operations, merchandising, retail sales, and personal selling skills for retail and field sales environments.
Sales and Marketing Project and Capstone
Year 1Semester 23 creditsCore
A sales and marketing project developing a marketing plan, sales campaign, or market analysis for a real or simulated business, demonstrating applied sales and marketing competencies.
Specialisations
Personal Selling and Sales Management
Focus on selling techniques, sales team management, sales territory management, and achieving sales targets.
Digital Marketing
Focus on social media marketing, online advertising, content marketing, and digital platforms for sales and marketing.
Retail Marketing
Focus on retail operations, merchandising, retail sales, and customer service in retail environments.
A day as a student
A typical day combines morning lectures on marketing principles or sales techniques with afternoon case study discussions and practical exercises. Students practise selling techniques, develop marketing materials, analyse consumer behaviour, and create sales plans. Group work involves developing marketing campaigns and sales presentations. The programme emphasises practical selling and marketing skills needed in business environments.
The trade-offs
| In its favour | Against it |
|---|---|
| High demand for sales and marketing skills across all sectors of Kenya's economy. | Fee data is not publicly available for all institutions; estimates based on comparable programmes. |
| Offered at multiple universities (5 institutions) including public and private, providing accessibility. | Senior marketing roles require diploma or degree-level qualifications plus professional certification. |
| Provides directly employable skills with a pathway to diploma and degree programmes in marketing and business. | Sales roles often involve target pressure and commission-based compensation structures. |
What it costs
Tuition at both ends of the market, and how to pay for it.
What it costs, and where
Against 331 business coursesAnnual 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
Public TVET 67,189/yr. Private: MKU 61,650, Kabarak 97,700/yr (victormatara.com, kabarak.ac.ke).
HELB loans and NGCDF bursaries are available for eligible Kenyan students. Universities may offer institutional scholarships for qualifying students.
Funding options
HELB Loan
NGCDF Bursary
Scholarships
2 recordedHELB Loan
LoanKsh 40,000Kenyan
Kenyan students enrolled in certificate programmes at chartered universities
NGCDF Bursary
BursaryKenyan
Kenyan students from respective constituencies pursuing certificate-level studies
Scholarships you could apply for
10 usable where it is taught- Equity Group Foundation Wings to Fly
Closes 28 February 2027FullEquity Bank
Full secondary + university
- Aga Khan Foundation Scholarship
Closes 31 March 2027FullAga Khan Foundation
Full university study
- KCB Foundation Scholarship
Closes 31 March 2027FullKCB Bank
Full tuition + stipend
- Mombasa Cement Scholarship
Closes 31 May 2027PartialMombasa Cement Ltd
KES 100,000 per year
- Safaricom Foundation ICT Scholarship
Closes 30 June 2027FullSafaricom Foundation
Full tuition + internship
- Family Bank Foundation Education Support
Closes 30 June 2027PartialFamily Bank
KES 80,000 per year
- HELB Undergraduate Scholarship
Closes 31 July 2027PartialHigher Education Loans Board
KES 40,000 to 60,000 per year
- County Government Scholarships
Varies by countyPartialCounty Governments
KES 50,000 to 200,000 per year
Getting in
The grades, the alternatives, and who accredits the award.
What you need
KCSE D+ (Plus) for Kabarak University; KCSE C- (Minus) for TUK. Other institutions accept D+ or equivalent.
When it next starts
Taught at 7 institutionsIncluding Eastern Kenya Integrated University, Kiriri Women's University of Science and Technology, Makueni University College.
Including Kiriri Women's University of Science and Technology, Makueni University College, Kabarak University.
Including Eastern Kenya Integrated University, Kiriri Women's University of Science and Technology, Makueni University College.
How you are assessed
3 componentsContinuous Assessment Tests
Written examination40% of the mark
Regular CATs evaluating understanding of marketing, sales, and consumer behaviour concepts.
Case Studies and Practical Assignments
Project30% of the mark
Case study analyses of sales scenarios, marketing assignments, and selling technique exercises.
End of Semester Examinations and Capstone Project
Project30% of the mark
Final examinations and a capstone sales and marketing project demonstrating applied competencies.
Accreditation
Commission for University Education
AcademicRequired
All offering universities are chartered by CUE.
All offering universities are chartered by the Commission for University Education (CUE). The programme provides foundational sales and marketing training.
Where it leads
The roles it opens, and what you leave with.
Where graduates go
4 rolesSales Assistant
High demandKsh 18,000 to Ksh 55,000
Assists in sales operations in companies, supporting customer engagement, product presentations, order processing, and sales coordination.
Marketing Assistant
High demand
Supports marketing operations in companies, assisting with marketing campaigns, content creation, market research, and marketing coordination.
Customer Service Representative
High demand
Handles customer enquiries, complaints, and service requests in companies, providing product information, resolving issues, and maintaining customer satisfaction.
Sales Representative
High demand
Sells products or services to customers in field or retail settings, managing accounts, building relationships, and achieving sales targets.
Graduate outcomes
Graduates find employment as sales assistants, marketing assistants, and customer service representatives in companies across all sectors, with opportunities for progression to diploma programmes.
Where these fields lead
8 careers- Forensic Audit InvestigatorBusiness17Low exposure
- Franchise Operations ManagerBusiness18Low exposure
- Infrastructure Finance SpecialistBusiness18Low exposure
- Intermodal Reefer TechnicianBusiness18Low exposure
- Climate Risk UnderwriterBusiness19Low exposure
- Coldchain Logistics ManagerBusiness19Low exposure
- Municipal Finance SpecialistBusiness19Low exposure
- Islamic Banking SpecialistBusiness20Low exposure
Certifications
Industry links
Common misconceptions
Sales is just about talking people into buying things.
Professional sales involves understanding customer needs, building relationships, providing solutions, and managing long-term customer relationships, not just persuasion.
Marketing and sales are the same thing.
Marketing covers market research, branding, promotion, and strategy, while sales focuses on direct selling and revenue generation. Both work together but are distinct functions.
A certificate in sales and marketing has limited career value.
Every business needs sales and marketing personnel, and the certificate provides a pathway to diploma and degree programmes in marketing and business management.
Sales and marketing is only for extroverts.
Sales and marketing require a range of skills including analysis, strategy, communication, and relationship building, suitable for different personality types.