Business

Diploma in Social Media Marketing

The Diploma in Social Media Marketing is a programme that equips students with knowledge and practical skills in social media marketing, digital content creation, social media strategy and online brand management. Offered at Lukenya University in collaboration with AISE, the programme prepares students for digital marketing roles in a rapidly evolving social media landscape.

The curriculum covers social media fundamentals, content creation, social media strategy, Facebook and Instagram marketing, LinkedIn marketing, YouTube and TikTok marketing, social media advertising, social commerce, analytics and reporting, digital marketing basics, brand management, AI-powered social media tools, customer engagement, research methods and practicum. Students develop both theoretical knowledge and practical social media marketing skills.

Kenya's digital economy is growing rapidly, with businesses increasingly relying on social media for marketing, customer engagement and brand building. The programme responds to the need for trained social media marketers who can create effective campaigns, manage online communities and drive business results through social media platforms.

The programme is delivered through regular classes, practical workshops, project-based learning, case studies, group discussions and practicum. Students gain hands-on experience through social media campaign projects, content creation assignments and supervised practicum in marketing departments or digital agencies.

Graduates pursue careers as social media managers, digital marketing assistants, content creators, social media strategists and community managers in marketing agencies, corporate marketing departments, media houses and as freelancers. They can also progress to a Bachelor of Commerce in Marketing or related degree programmes.

Prospective students should have interest in social media, digital marketing and content creation. The programme is suitable for students seeking careers in the digital marketing and social media industry.

Duration: 2 years
Private, up to: Ksh 106,500
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: 25 students
Award: Diploma

What you study

8 subjects

Social Media Fundamentals and Content Creation
Social Media Strategy and Brand Management
Facebook, Instagram and LinkedIn Marketing
YouTube, TikTok and Social Video Marketing
Social Media Advertising and Social Commerce
Analytics, Reporting and AI-Powered Social Tools
Research Methods and Social Media Campaign Project
Practicum and Digital Marketing Practice

Modules

8 in the programme

Social Media Fundamentals and Content Creation
Year 1Semester 13 creditsCore
Covers social media fundamentals, platform ecosystems, content creation, visual content, copywriting, storytelling and content calendars.
Social Media Strategy and Brand Management
Year 1Semester 13 creditsCore
Covers social media strategy, brand voice, brand identity, social media planning, audience analysis, competitor analysis and brand management on social platforms.
Facebook, Instagram and LinkedIn Marketing
Year 1Semester 23 creditsCore
Covers Facebook marketing, Instagram marketing, Meta Business Suite, LinkedIn marketing, professional networking, B2B social media and community management.
YouTube, TikTok and Social Video Marketing
Year 1Semester 23 creditsCore
Covers YouTube marketing, TikTok marketing, short-form video content, video production basics, video strategy and social video trends.
Social Media Advertising and Social Commerce
Year 2Semester 13 creditsCore
Covers social media advertising, Facebook Ads, Instagram Ads, campaign management, budgeting, social commerce, affiliate marketing and influencer marketing.
Analytics, Reporting and AI-Powered Social Tools
Year 2Semester 13 creditsCore
Covers social media analytics, Meta Analytics, Google Analytics, reporting, KPIs, AI-powered content tools, social listening and data-driven optimisation.
Research Methods and Social Media Campaign Project
Year 2Semester 23 creditsCore
Covers research methods, market research and a social media campaign project, assessed through a campaign plan, execution and performance report.
Practicum and Digital Marketing Practice
Year 2Semester 26 creditsCore
A supervised practicum in a marketing department, digital agency or media house, assessed through a practicum report and supervisor evaluation.

Specialisations

Content Creation
Focuses on visual content, video production and copywriting for careers as content creators.
Social Media Advertising
Specialises in paid social media campaigns and advertising for careers as digital marketing assistants.
Community Management
Focuses on audience engagement and community building for careers as community managers.
Analytics and Strategy
Specialises in data analysis and social media strategy for careers as social media strategists.

A day as a student

A typical day begins with a morning lecture on social media strategy or content creation, followed by a practical workshop on Facebook Ads or Instagram marketing. Afternoon sessions may include a content creation lab, an analytics workshop, or a social media campaign project session. Students also work on campaign projects and content portfolios.

The trade offs

In its favour

Social media marketing is a high-demand skill in Kenya's growing digital economy.
The programme covers all major social media platforms and AI-powered tools.
Graduates can work as freelancers or in-house marketers, offering flexible career paths.

Against it

The programme is offered at only one university, limiting study options.
Social media platforms and algorithms change rapidly, requiring continuous learning.

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

Private99k to 107k

99k at Zetech University107k at Zetech 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

Zetech Diploma in Digital Mktg 99K-106.5K/yr (scribd ZU fee 2026). No public social-media diploma.

Students can access HELB loans. Lukenya University may offer internal bursaries for diploma students.

Funding options

HELB Loan

Scholarships

1 recorded

HELB Loan
LoanKsh 40,000Kenyan
Kenyan students enrolled in accredited programmes at recognised institutions

Getting in

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

What you need

KCSE mean grade: C-
Alternative entry: Certificate in a relevant area of study, or equivalent qualification.

How you are assessed

4 components

Continuous Assessment Tests
Written examination30% of the mark
Mid-semester and end-of-semester written tests covering social media fundamentals, strategy, platform marketing and content creation.
Content Portfolio
Project40% of the mark
Assessment of a content portfolio including social media posts, videos, graphics and content calendars.
Social Media Campaign Project
Project30% of the mark
A social media campaign project, assessed through a campaign plan, execution, performance report and presentation.
Practicum Report
Practicum100% of the mark
Assessment of performance during supervised practicum in a marketing department or digital agency.

Accreditation

Accredited by the Commission for University Education (CUE). The programme is offered at Lukenya University in collaboration with AISE.

Accredited by

Commission for University Education
AcademicRequired
Accredited by the Commission for University Education (CUE). The programme is offered at Lukenya University in collaboration with AISE.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

4 roles

Social Media Manager
High demandKsh 40,000 to Ksh 200,000
Manages social media accounts, creates content, runs advertising campaigns, engages with audiences and reports on social media performance for businesses and organisations.
Digital Marketing Assistant
High demandKsh 35,000 to Ksh 180,000
Supports digital marketing activities, assists with social media campaigns, creates content and helps with analytics and reporting in marketing agencies and corporate departments.
Content Creator
Moderate demandKsh 30,000 to Ksh 170,000
Creates social media content, produces videos and graphics, writes copy and develops content strategies for brands, agencies and personal ventures.
Community Manager
Moderate demandKsh 32,000 to Ksh 165,000
Manages online communities, engages with followers, handles customer queries on social media and builds brand loyalty for businesses and organisations.

Graduate outcomes

Graduates work as social media managers, digital marketing assistants, content creators and social media strategists in marketing agencies, corporate marketing departments and media houses.

Where these fields lead

8 careers

Tools you will learn

Meta Business Suite
ToolPrimary
Google Analytics
Tool
Canva
Tool

Certifications

Commission for University Education (CUE) Accreditation

Industry links

Common misconceptions

Social media marketing is just about posting on Facebook and Instagram.
Social media marketing involves strategy, content creation, advertising, analytics, community management and data-driven decision-making across multiple platforms.
Anyone can do social media marketing without training.
Effective social media marketing requires understanding of algorithms, advertising platforms, analytics, content strategy and brand management, which the programme teaches systematically.
A diploma in social media marketing is not a real qualification.
The programme is accredited by CUE and provides comprehensive training in digital marketing, preparing graduates for professional roles in the growing digital economy.
Social media marketing has no career prospects in Kenya.
Kenya's digital economy is growing rapidly, with businesses increasingly investing in social media marketing, creating demand for trained professionals.