Media & Communication

Master of Arts in Communication and Media Studies

The Master of Arts in Communication and Media Studies is a postgraduate programme that provides advanced training in communication theory, media analysis, and strategic communication practices. Offered at Maseno University and Pwani University, the programme blends theoretical frameworks with practical applications, enabling students to critically examine the evolving media landscape and conduct impactful research.

The curriculum covers advanced topics including communication theories, media law and ethics, research methods, African communication systems, media and democracy, and behaviour change communication. Students choose between a thesis or project pathway, with elective courses allowing specialisation in areas such as broadcast media, public relations, health communication, and photojournalism.

Admission requires a bachelor's degree with at least an Upper Second Class Honours in communication, media studies, or a related discipline from a recognised university. Applicants with a Lower Second Class Honours and at least two years of relevant work or research experience may also be considered. The programme is delivered through coursework, seminars, practical exercises, and independent research.

Both institutions are accredited by the Commission for University Education (CUE), ensuring that the programme meets national quality standards for university education in Kenya. The programme prepares graduates for careers in media, academia, corporate communication, public relations, and development communication.

Career prospects include roles in media management, journalism, public relations, corporate communication, development communication, and academia. Graduates work in media houses, government, non-governmental organisations, corporate sector, and educational institutions. The programme also provides a foundation for doctoral studies in communication and related fields.

With Kenya's dynamic media environment and the growing importance of evidence-based communication in governance, public health, and development, the programme addresses a clear market need for professionals who can bridge theory and practice in communication and media studies.

Skills Required

Advanced communication theory analysis
Media research methodology
Media law and ethical reasoning
Strategic media management
Behaviour change communication design
Broadcast media production and writing
Intercultural communication competence
Public relations management
Photojournalism and visual storytelling
Academic writing and dissertation research

Key Subjects

Advanced Theories of Communication
Media Law and Ethics
African Communication Systems
Research Methods in Communication
Media and Democracy
Intercultural Communication
Behaviour Change Communication
Strategic Media House Management
Broadcast Media Writing and Production
Public Relations Management

Certifications

Media Council of Kenya Journalist Accreditation
Public Relations Society of Kenya (PRSK) Certification
Google Digital Marketing Certification
IABC Strategic Communication Management Certification

Specializations

Media Studies

Focuses on advanced media theory, media effects, audience analysis, and the political economy of media in African and global contexts.

Public Relations Management

Covers strategic PR planning, reputation management, stakeholder engagement, and corporate communication in contemporary organisational settings.

Broadcast Media

Develops skills in broadcast media writing, production, and management for radio, television, and digital platforms.

Health Communication

Examines integrated health communication, behaviour change campaigns, and public health messaging strategies.

Development Communication

Explores the role of communication in social change, development projects, and community engagement in African contexts.

Photojournalism

Focuses on visual storytelling, advanced news photography, and the ethical dimensions of photojournalism in contemporary media.

Environmental Communication

Addresses communication strategies for environmental issues, climate change awareness, and natural resource management.

Media Entrepreneurship

Covers strategic media house management, media business models, and entrepreneurial approaches to media ventures.

Duration: 2 years
Public, up to: Ksh 118,350
Private, up to: Ksh 340,900
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: 20 students
Award: Masters

What you study

10 subjects

Advanced Theories of Communication
Media Law and Ethics
African Communication Systems
Research Methods in Communication
Media and Democracy
Intercultural Communication
Behaviour Change Communication
Strategic Media House Management
Broadcast Media Writing and Production
Public Relations Management

Modules

12 in the programme

Advanced Theories of Communication
Year 1Semester 13 creditsCore
Critical examination of advanced communication theories including systems theory, critical theory, cultural studies, and African communication perspectives.
Media Law and Ethics
Year 1Semester 13 creditsCore
Legal and ethical frameworks governing media practice in Kenya and East Africa, including press freedom, defamation, and regulatory compliance.
African Communication Systems
Year 1Semester 13 creditsCore
Study of indigenous African communication systems, oral traditions, and the evolution of communication practices in African societies.
Strategic Media House Management and Entrepreneurship
Year 1Semester 13 creditsCore
Principles of media business management, editorial leadership, media entrepreneurship, and sustainable media business models.
Sociology of News
Year 1Semester 13 creditsCore
Sociological analysis of news production, news values, gatekeeping, and the social forces shaping journalistic content.
Research Methods in Communication
Year 1Semester 23 creditsCore
Quantitative and qualitative research methods for communication studies, including survey design, content analysis, and ethnographic approaches.
Media and Democracy
Year 1Semester 23 creditsCore
Examines the relationship between media systems and democratic governance, including the role of media in elections, public sphere theory, and political communication.
Intercultural Communication
Year 1Semester 23 creditsCore
Theories and practices of communication across cultural boundaries, with emphasis on African intercultural contexts and globalisation.
Behaviour Change Communication
Year 1Semester 23 creditsCore
Design and evaluation of communication interventions for behaviour change in health, environment, and development contexts.
Broadcast Media Production
Year 2Semester 33 creditsElective
Practical skills in broadcast media production for radio and television, including scripting, editing, and studio operations.
Public Relations Management
Year 2Semester 33 creditsElective
Advanced PR strategy, campaign management, crisis communication, and stakeholder engagement in contemporary organisational settings.
Research Project / Thesis
Year 2Semester 412 creditsCore
Independent research project or thesis under supervision, involving proposal development, data collection, analysis, and dissertation writing.

Specialisations

Media Studies
Focuses on advanced media theory, media effects, audience analysis, and the political economy of media in African and global contexts.
Public Relations Management
Covers strategic PR planning, reputation management, stakeholder engagement, and corporate communication in contemporary organisational settings.
Broadcast Media
Develops skills in broadcast media writing, production, and management for radio, television, and digital platforms.
Health Communication
Examines integrated health communication, behaviour change campaigns, and public health messaging strategies.
Development Communication
Explores the role of communication in social change, development projects, and community engagement in African contexts.
Photojournalism
Focuses on visual storytelling, advanced news photography, and the ethical dimensions of photojournalism in contemporary media.
Environmental Communication
Addresses communication strategies for environmental issues, climate change awareness, and natural resource management.
Media Entrepreneurship
Covers strategic media house management, media business models, and entrepreneurial approaches to media ventures.

A day as a student

A typical day begins with a morning lecture on advanced communication theories or media law, followed by a seminar discussion on media and democracy in African contexts. Afternoons involve practical sessions in broadcast media writing or photojournalism, group project work on behaviour change communication campaigns, or independent research in the library. Students regularly engage with guest speakers from media houses and PR firms. Those on the thesis track dedicate significant time to data collection and analysis, while project-track students develop practical media deliverables under supervision.

The trade offs

In its favour

Programme offers both thesis and project pathways, accommodating students with different career goals in academia or industry.
Curriculum includes unique courses on African communication systems and environmental communication not commonly found elsewhere.
Both institutions are public universities with relatively affordable tuition compared to private alternatives.
Flexible study modes with full-time and part-time options accommodate working professionals.

Against it

Only two universities offer this specific programme, limiting geographic choice for prospective students.
Limited specialised media production facilities compared to larger, better-resourced institutions.
Programme requires completion of a research project or thesis, which can extend duration beyond the standard two years for some students.
Fewer industry partnerships and internship opportunities compared to programmes offered in Nairobi-based institutions.

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

Public105k to 118k

105k at Pwani University118k at Maseno University

Private341k to 341k

341k at USIU-Africa341k at USIU-Africa

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

Pwani 105,400/yr (pu.ac.ke). Maseno 118,350/yr (yumpu). USIU 340,900/yr (usiu.ac.ke). KCA unverified.

HELB offers postgraduate loans for Kenyan students pursuing master's degrees at public universities. Maseno University and Pwani University may offer institution-specific financial support for qualifying postgraduate students based on academic merit and financial need.

Funding options

HELB Postgraduate Loan
Maseno University Graduate Scholarships
Pwani University Postgraduate Financial Aid

Scholarships

4 recorded

HELB Postgraduate Loan
LoanKsh 200,000Kenyan
Kenyan citizens pursuing postgraduate studies at recognised universities. Applicants must meet HELB eligibility criteria.
Maseno University Graduate Scholarship
ScholarshipKsh 80,000Kenyan
Qualifying postgraduate students at Maseno University based on academic merit and financial need.
Aga Khan Foundation International Scholarship
ScholarshipKsh 500,000
Outstanding students from developing countries pursuing postgraduate studies in development-related fields.
Ford Foundation Fellowship
ScholarshipKsh 400,000
Postgraduate students pursuing degrees that contribute to social justice, media freedom, and democratic governance.

Getting in

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

What you need

KCSE mean grade: N/A (Postgraduate)
Alternative entry: Applicants with a first degree and a graduate diploma in Communication and Media may also be considered. Those with a Postgraduate Diploma and one year of relevant experience may qualify. Credit transfers may be allowed for equivalent master's-level courses from recognised institutions.

How you are assessed

4 components

Continuous Assessment Tests
Coursework40% of the mark
Ongoing assessment through seminar papers, tutorials, essays, practical exercises, and assignments throughout each semester.
End-of-Semester Written Examination
Examination60% of the mark
Three-hour written examination paper conducted at the end of each semester for each course unit.
Research Project / Thesis
Project100% of the mark
Independent research project or thesis assessed through written submission and oral defence, equivalent to a significant portion of the programme.
Practical Media Production Assessment
Practical30% of the mark
Assessment of practical skills in broadcast media production, photojournalism, and news writing for project-track students.

Accreditation

The programme is accredited by the Commission for University Education (CUE), Kenya's statutory body for university quality assurance. Both Maseno University and Pwani University are CUE-accredited institutions.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
Statutory accreditation required for all university programmes in Kenya. Both Maseno University and Pwani University are CUE-accredited institutions.
Media Council of Kenya
Professional accreditation
Statutory body that accredits journalists and regulates media standards in Kenya. Relevant for graduates pursuing journalism careers.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

6 roles

Media Manager
Moderate demandKsh 120,000 to Ksh 300,000
Manages media operations, editorial teams, and content strategy for media organisations or corporate communication departments.
Corporate Communications Manager
High demandKsh 150,000 to Ksh 400,000
Leads internal and external communication strategy for organisations, managing reputation and stakeholder relations.
Broadcast Journalist
Moderate demandKsh 80,000 to Ksh 200,000
Produces and presents news and current affairs content for radio, television, and digital media platforms.
Public Relations Manager
High demandKsh 120,000 to Ksh 300,000
Manages PR campaigns, media relations, and crisis communication for organisations or PR agencies.
University Lecturer in Communication
Moderate demandKsh 100,000 to Ksh 250,000
Teaches communication and media studies at undergraduate and postgraduate levels, conducts research, and supervises student projects.
Communications Officer
High demandKsh 80,000 to Ksh 180,000
Supports communication activities including content creation, social media management, and internal communications for organisations.

Graduate outcomes

Graduates pursue careers in media management, journalism, public relations, corporate communication, development communication, and academia across media houses, government, NGOs, and the corporate sector.

Where these fields lead

8 careers

Tools you will learn

SPSS
Research softwarePrimary
Statistical analysis software for quantitative communication research and data analysis.
NVivo
Research softwarePrimary
Qualitative data analysis software for coding and analysing text, audio, and video data in communication research.
Adobe Premiere Pro
Media production
Video editing software used for broadcast media production and multimedia content creation.
Adobe InDesign
Media production
Desktop publishing software for print media production, layout design, and editorial work.
Google Analytics
Digital media
Web analytics platform for measuring digital communication effectiveness and audience engagement.

Industry links

Common misconceptions

This programme is identical to the MA in Communication offered at other universities.
While related, this programme has a distinct curriculum emphasising African communication systems, environmental communication, and media entrepreneurship, reflecting the strengths of the offering institutions.
You need an undergraduate degree specifically in communication to apply.
Maseno University accepts applicants with first degrees in any discipline of Natural Sciences, Social Sciences, or Humanities, or those with a first degree plus a graduate diploma in Communication and Media.
The programme is purely theoretical with no practical components.
The curriculum includes practical courses in broadcast media production, photojournalism, and news writing, alongside theoretical foundations. Students can choose a project pathway with skills-based courses.
Part-time study takes the same duration as full-time.
Full-time students complete the programme in a minimum of two years, while part-time students may take up to four years to complete all requirements.
Graduates can only work in traditional media houses.
Graduates pursue diverse careers in corporate communication, public relations, development communication, academia, government, and non-governmental organisations beyond traditional journalism.
The programme is only offered at Maseno University.
The programme is offered at both Maseno University and Pwani University, giving students choice in location and campus environment.