Business

Diploma in Sales and Marketing

The Diploma in Sales and Marketing is a KUCCPS-listed programme (Business & Related cluster) that trains graduates in the principles and practice of selling products and services and building brand and market presence.

Students study marketing principles, sales techniques and management, market research, digital marketing basics, and consumer behaviour, building a practical toolkit for revenue-generating roles. Skills RequiredSales TechniquesMarketing PrinciplesMarket ResearchDigital Marketing BasicsConsumer Behaviour AnalysisKey SubjectsPrinciples of MarketingSales ManagementMarket ResearchConsumer BehaviourDigital Marketing BasicsCertificationsMarketing Society of Kenya (MSK) recognition pathwaysSpecializationsSales ManagementFocus on managing sales teams, targets, and customer relationships. Digital MarketingFocus on online marketing channels including social media and search. Skills RequiredConsumer behaviour analysisDigital Marketing BasicsMarket ResearchMarketing PrinciplesSales TechniquesKey SubjectsPrinciples of MarketingSales ManagementMarket ResearchConsumer BehaviourDigital Marketing BasicsResearch MethodsCertificationsKenya National Qualifications Authority (KNQA) CertificationSpecializationsSales ManagementFocus on managing sales teams, targets, and customer relationships. Digital MarketingFocus on online marketing channels including social media and search.

Every business in Kenya, from SMEs to multinationals, needs sales and marketing staff, and the growth of digital and social media marketing has expanded demand for marketers who understand both traditional and online channels.

Training combines classroom marketing theory with sales role-play, market research projects, and increasingly digital marketing practicals, plus a supervised industrial attachment.

Graduates work as sales representatives, marketing assistants, and brand/promotions officers across virtually every industry, with progression into a Bachelor of Commerce (Marketing) or Marketing Society of Kenya professional qualifications.

The programme suits students who enjoy persuasion, communication, and customer-facing work and want a broadly applicable business qualification centred on sales and marketing.

Duration: 2-3 years
Public, up to: Ksh 67,189
Private, up to: Ksh 103,700
Job market: High

The programme

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

Practicalities

Study mode: Full-time
Attachment: 3 months
Average class: 35 students
Award: Diploma

What you study

6 subjects

Principles of Marketing
Sales Management
Market Research
Consumer Behaviour
Digital Marketing Basics
Research Methods

Modules

10 in the programme

Principles of Marketing
Year 1Semester 13 creditsCore
Core marketing concepts including the marketing mix and segmentation for professional practice and competency development in the field.
Sales Management
Year 1Semester 13 creditsCore
Techniques and management of sales teams and processes for professional practice and competency development in the field.
Sales Management
Year 2Semester 13 creditsCore
Sales team management and strategy including planning, organising, staffing, and controlling operational activities and resources.
Marketing Management
Year 2Semester 13 creditsCore
Marketing strategy and planning including planning, organising, staffing, and controlling operational activities and resources.
International Marketing
Year 2Semester 13 creditsCore
Global marketing principles including market analysis, promotion strategies, and customer relationship management techniques.
Market Research
Year 2Semester 13 creditsCore
Methods for researching markets and consumer preferences for professional practice and competency development in the field.
Consumer Behaviour
Year 2Semester 23 creditsCore
Understanding how consumers make purchasing decisions for professional practice and competency development in the field.
Marketing Planning and Control
Year 3Semester 13 creditsCore
Marketing plan development including market analysis, promotion strategies, and customer relationship management techniques.
Digital Marketing Basics
Year 3Semester 13 creditsCore
Introduction to online and social media marketing channels for professional practice and competency development in the field.
Industrial Attachment
Year 3Semester 26 creditsCore
Supervised placement in a sales or marketing department for professional practice and competency development in the field.

Specialisations

Sales Management
Focus on managing sales teams, targets, and customer relationships, with emphasis on practical application in Kenyan industry contexts and compliance with relevant national standards and regulatory requirements.
Digital Marketing
Focus on online marketing channels including social media and search, with emphasis on practical application in Kenyan industry contexts and compliance with relevant national standards and regulatory requirements.
Customer Relationship Management
Focus on CRM systems, customer retention strategies, customer experience management, and relationship marketing within Kenyan business and retail environments.
Brand Management
Focus on brand strategy, brand positioning, brand communication, and brand equity management within Kenyan marketing and consumer brand environments.

A day as a student

Days combine marketing theory with sales role-play, market research group projects, and increasingly computer-lab sessions on digital and social media marketing tools.

The trade offs

In its favour

Broadly applicable across every sector, with commission-based sales offering high earning potential for strong performers.
Growing digital marketing content keeps the qualification relevant to current business needs.

Against it

Sales roles often carry target pressure and can have variable, commission-linked income.
The business diploma market is crowded, so standing out requires strong practical skills or specialisation.

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

Public67k to 67k

67k at Kabete National Polytechnic67k at Eldoret Polytechnic

Private104k to 104k

104k at Kabarak University104k at Kabarak University

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

TVET 67,189/yr public. Kabarak 103,700/yr private (kabarak.ac.ke).

Students can access HELB loans and county bursaries; many companies hire and sponsor students directly into commission-based sales roles during study.

Funding options

HELB TVET/Diploma Loan
Loan
Needy Kenyan students enrolled in accredited diploma programmes.
County Government Bursaries
Bursary
Bursaries for needy students from their respective counties.

Scholarships

2 recorded

County Government Bursaries
BursaryKsh 20,000Kenyan
Bursaries for needy students from their respective counties.
HELB TVET/Diploma Loan
LoanKsh 60,000Kenyan
Needy Kenyan students enrolled in accredited diploma programmes.

Getting in

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

What you need

KCSE mean grade: C-
Alternative entry: A relevant certificate in business or marketing from a recognised institution.

How you are assessed

3 components

Continuous Assessment Tests
Coursework30% of the mark
Tests across marketing and sales theory units.
Market Research Project
Coursework20% of the mark
Group project applying market research methods.
Final Examinations
Examination50% of the mark
End-of-semester written examinations.

Accreditation

KUCCPS-listed diploma (Business & Related cluster); examined by KNEC at most offering institutions.

Accredited by

Kenya National Qualifications Authority
Qualification recognitionRequired
Recognised under Kenya's TVET qualifications framework.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

4 roles

Brand Manager
Moderate demandKsh 45,000 to Ksh 90,000
Manages brand strategy, brand communication, and brand positioning for consumer brands and companies in the Kenyan marketing sector.
Sales Representative
High demandKsh 25,000 to Ksh 50,000
Sells products or services for a company, often with a commission component.
Marketing Assistant
High demandKsh 26,000 to Ksh 42,000
Supports marketing campaigns, research, and brand activities.
Brand/Promotions Officer
Moderate demandKsh 28,000 to Ksh 45,000
Coordinates brand promotions and marketing events for a company.

Graduate outcomes

Graduates work as sales representatives, marketing assistants, and brand/promotions officers across virtually every industry.

Where these fields lead

8 careers

Tools you will learn

HubSpot CRM
Crm softwarePrimary
Customer relationship management platform for tracking sales leads, customer interactions, and marketing campaigns.
Google Analytics
Digital marketingPrimary
Web analytics tool for tracking website traffic, user behaviour, and digital marketing campaign performance.
Microsoft Excel
Data analysis
Sales forecasting, market analysis, budgeting, and marketing data management.
Meta Ads Manager
Digital marketing
Social media advertising platform for creating and managing Facebook and Instagram marketing campaigns.
Canva
Design tool
Graphic design platform for creating marketing materials, social media posts, and promotional content.

Industry links

Common misconceptions

Marketing is just advertising.
The curriculum covers market research, consumer behaviour, and sales management, a broader function than advertising alone.
Sales jobs don't require formal training.
Structured sales techniques, negotiation, and customer relationship skills taught in this diploma improve performance and career progression.