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Media & Communication

Certificate in Social Media Marketing

The Certificate in Social Media Marketing provides foundational training in social media strategy, content creation, digital marketing, social media analytics, and online brand management. Students learn social media platforms, content marketing, social media advertising, community management, and social media analytics. The programme is designed for individuals seeking entry-level positions in digital marketing or as a pathway to further studies in marketing and communication.

Students develop competencies in social media strategy, content creation, social media advertising, community management, social media analytics, influencer marketing, and digital brand management. The curriculum covers introduction to social media marketing, social media platforms and strategy, content creation and curation, social media advertising, community management, social media analytics, influencer marketing, and social media marketing project work. Practical skills are developed through case studies and campaign development exercises.

Social media marketing skills are in high demand in Kenya as businesses increasingly use digital platforms to reach customers. Companies, agencies, NGOs, and media organisations require personnel who can manage social media presence, create content, and run digital marketing campaigns. Kenya's growing internet penetration and mobile usage create sustained demand for social media marketing skills. The programme addresses the demand for foundational digital marketing training.

The programme combines classroom lectures with case studies, practical exercises, and social media campaign project work. Students study social media concepts, create content, develop advertising campaigns, and analyse social media metrics. Teaching methods include lectures, case studies, group discussions, and project-based work. The programme emphasises practical social media marketing skills.

Graduates find employment as social media assistants, digital marketing assistants, content creators, community managers, or social media coordinators in companies, digital agencies, NGOs, and media organisations. The certificate also provides a pathway to diploma programmes in digital marketing and social media marketing.

This programme is ideal for KCSE graduates with an interest in digital marketing, social media, and online communication, as well as individuals seeking practical skills for Kenya's growing digital economy. The programme provides directly employable skills in social media marketing.

Duration
1 year
Private, up to
Ksh 100,000
Job market
High

The programme

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

Practicalities

Study mode
Full-time, Part-time
Attachment
0 months
Average class
25 students
Award
Certificate

What you study

10 subjects
  • Introduction to Social Media Marketing
  • Social Media Platforms and Strategy
  • Content Creation and Curation
  • Social Media Advertising
  • Community Management
  • Social Media Analytics
  • Influencer Marketing
  • Digital Brand Management
  • Social Media Ethics and Regulation
  • Social Media Campaign Project

Modules

8 in the programme

  • Introduction to Social Media Marketing

    Year 1Semester 13 creditsCore

    Introduction to social media marketing covering social media concepts, the digital marketing landscape, social media platforms, and the role of social media in marketing.

  • Social Media Platforms and Strategy

    Year 1Semester 13 creditsCore

    Social media platforms covering Facebook, Instagram, Twitter, LinkedIn, TikTok, YouTube, platform characteristics, algorithm basics, and developing social media strategy.

  • Content Creation and Curation

    Year 1Semester 13 creditsCore

    Content creation covering content types, visual content, copywriting for social media, content calendars, content curation, and tools for content creation.

  • Social Media Advertising

    Year 1Semester 13 creditsCore

    Social media advertising covering paid social campaigns, Facebook and Instagram ads, audience targeting, ad creative, budget management, and ad performance optimisation.

  • Community Management and Engagement

    Year 1Semester 23 creditsCore

    Community management covering building online communities, managing engagement, responding to comments and messages, handling online reputation, and community guidelines.

  • Social Media Analytics and Measurement

    Year 1Semester 23 creditsCore

    Social media analytics covering metrics, KPIs, social media insights, analytics tools, measuring ROI, and using data to optimise social media performance.

  • Influencer Marketing and Digital Brand Management

    Year 1Semester 23 creditsCore

    Influencer marketing covering influencer identification, collaboration, campaign management, and digital brand management including brand voice, consistency, and online reputation.

  • Social Media Campaign Project and Capstone

    Year 1Semester 23 creditsCore

    A social media campaign project developing a complete social media marketing plan, content calendar, advertising strategy, and analytics framework for a real or simulated brand.

Specialisations

  • Content Marketing

    Focus on content strategy, content creation, visual content, copywriting, and content calendar management for social media.

  • Social Media Advertising

    Focus on paid social media campaigns, audience targeting, ad creative, budget management, and ad performance optimisation.

  • Community Management

    Focus on building and managing online communities, engagement strategies, online reputation, and community guidelines.

A day as a student

A typical day combines morning lectures on social media marketing theory with afternoon practical exercises and campaign development. Students create social media content, develop advertising campaigns, analyse social media metrics, and practise community management. Group work involves developing social media strategies and creating content calendars. The programme emphasises practical social media marketing and content creation skills.

The trade offs

In its favour

  • High demand for social media marketing skills in Kenya's growing digital economy.
  • Provides directly employable skills with free industry certifications available (Google, HubSpot, Meta).
  • Provides a pathway to diploma programmes in digital marketing and social media marketing.

Against it

  • The programme is offered at only one university, limiting accessibility.
  • Social media platforms and algorithms change rapidly, requiring continuous learning.
  • Social media roles may involve managing online criticism and reputation issues.

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
Private20k to 100k
20k at Kenya Online College100k at ADMI

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

No public offering. KOC 20K, ADMI 50K/sem priv (admi.africa).

HELB loans and NGCDF bursaries are available for eligible Kenyan students. Lukenya University may offer institutional scholarships for qualifying students.

Funding options

  • HELB Loan

  • NGCDF Bursary

Scholarships

2 recorded

  • HELB 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

Getting in

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

What you need

KCSE mean grade
D
Alternative entry
KCSE D (Plain) or equivalent. Contact Lukenya University for specific entry requirements.

How you are assessed

3 components

  • Continuous Assessment Tests

    Written examination40% of the mark

    Regular CATs evaluating understanding of social media marketing, content strategy, and analytics concepts.

  • Practical Assignments and Campaign Projects

    Project30% of the mark

    Content creation assignments, social media campaign development, and analytics exercises.

  • End of Semester Examinations and Capstone Campaign

    Project30% of the mark

    Final examinations and a capstone social media campaign project demonstrating applied competencies.

Accreditation

Lukenya University is accredited by the Commission for University Education (CUE). The programme is offered as a short course.

Accredited by

  • Commission for University Education

    AcademicRequired

    Lukenya University is accredited by CUE.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

4 roles

  • Social Media Assistant

    High demandKsh 18,000 to Ksh 55,000

    Assists in managing social media accounts for companies or agencies, creating content, scheduling posts, engaging with audiences, and monitoring social media performance.

  • Digital Marketing Assistant

    High demand

    Supports digital marketing operations in companies or agencies, assisting with social media campaigns, content creation, digital advertising, and performance reporting.

  • Content Creator

    High demand

    Creates social media content including graphics, videos, and written posts for brands, managing content calendars and ensuring brand consistency across platforms.

  • Community Manager

    Moderate demand

    Manages online communities for brands or organisations, engaging with followers, moderating discussions, responding to enquiries, and building community engagement.

Graduate outcomes

Graduates find employment as social media assistants, digital marketing assistants, and content creators in companies, digital agencies, NGOs, and media organisations, with opportunities for progression to diploma programmes.

Tools you will learn

  • Canva

    ToolPrimary

  • Meta Ads Manager

    Tool

Certifications

Industry links

Common misconceptions

  • Social media marketing is just about posting on Facebook.

    Social media marketing involves strategy, content creation, advertising, analytics, community management, and brand management across multiple platforms.

  • Anyone can do social media marketing without training.

    Professional social media marketing requires skills in content strategy, data analysis, advertising, platform algorithms, and brand management.

  • A certificate in social media marketing has limited career value.

    Digital marketing is one of Kenya's fastest-growing fields, and the certificate provides directly employable skills with a pathway to diploma programmes.

  • Social media marketing is only for young people.

    Social media marketing is a professional skill valuable for all ages, with demand across all sectors of the economy.

Related courses

Further reading

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