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.
The short answer
- What it costs
- Up to Ksh 100,000 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, with 0 months of attachment. Next intake January 2027, at 1 institution.The detail
The programme
What you study, how long it takes, and how it is delivered.
Overview
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.
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 programmeIntroduction 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 | Against it |
|---|---|
| High demand for social media marketing skills in Kenya's growing digital economy. | The programme is offered at only one university, limiting accessibility. |
| Provides directly employable skills with free industry certifications available (Google, HubSpot, Meta). | Social media platforms and algorithms change rapidly, requiring continuous learning. |
| Provides a pathway to diploma programmes in digital marketing and social media marketing. | 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 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
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 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
1 usable where it is taught- Moringa School Craftbyte Scholarship
QuarterlyFullMoringa School
Full software development course
Getting in
The grades, the alternatives, and who accredits the award.
What you need
KCSE D (Plain) or equivalent. Contact Lukenya University for specific entry requirements.
When it next starts
Taught at 1 institutionIncluding Lukenya University.
Including Lukenya University.
Including Lukenya University.
How you are assessed
3 componentsContinuous 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
Commission for University Education
AcademicRequired
Lukenya University is accredited by CUE.
Lukenya University is accredited by the Commission for University Education (CUE). The programme is offered as a short course.
Where it leads
The roles it opens, and what you leave with.
Where graduates go
4 rolesSocial 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.