Media & Communication

Master of Arts in Strategic Communications

The Master of Arts in Strategic Communications is a postgraduate programme that combines real-life practice with academic rigour to position communication professionals for leadership in a complex and rapidly changing media landscape. The programme equips students with strategic communication skills needed to drive impact across corporate, public, and development sectors.

Core areas of study include strategic communication theory, risk and crisis communication, leadership and innovation, health and development communication, global communication, political communication, financial communication and investor relations, digital media strategy, stakeholder engagement, and research methods. Students engage with emerging issues in the communication environment across multiple markets.

The programme is offered by Aga Khan University through its Graduate School of Media and Communications (GSMC) in Nairobi. The GSMC is a premier media and communications school offering world-class training that blends practice, critical thinking, and theory. The programme is designed for communication professionals seeking to advance their strategic capabilities.

Students develop competencies in strategic message design, stakeholder analysis, crisis communication management, digital media strategy, brand positioning, campaign planning, communication research, and leadership. The programme combines coursework, practical projects, and a research component, integrating theoretical knowledge with real-world communication challenges.

The programme is delivered over two years with a curriculum that spans different forms of strategic communication across markets. Students learn to leverage stakeholder insights to deliver action-inspiring messages and build mutually beneficial relationships between organisations and their stakeholders.

Graduates pursue careers as communication directors, strategic communication consultants, corporate affairs managers, public relations managers, crisis communication specialists, political communication strategists, and development communication specialists in corporate organisations, government, NGOs, international organisations, and media houses.

Skills Required

Strategic Communication Planning
Risk and Crisis Communication
Digital Media Strategy
Stakeholder Engagement and Analysis
Corporate Communication Management
Political Communication
Health and Development Communication
Financial Communication and Investor Relations
Brand Positioning and Reputation Management
Communication Research Methods

Key Subjects

Strategic Communication Theory
Risk and Crisis Communication
Leadership and Innovation in Communication
Health and Development Communication
Global Communication
Political Communication
Financial Communication and Investor Relations
Digital Media Strategy
Stakeholder Engagement
Communication Research Methods

Certifications

PRSK Professional Certification
IABC Strategic Communication Certification

Specializations

Corporate Communication

Focuses on corporate communication strategy, brand management, reputation management, investor relations, and internal communication in corporate organisations.

Crisis and Risk Communication

Examines crisis communication theory and practice, risk communication strategies, crisis management frameworks, and organisational resilience through effective communication.

Political Communication

Covers political communication strategies, campaign communication, government public affairs, political messaging, and media relations in political contexts.

Health and Development Communication

Focuses on health communication, development communication, behaviour change communication, and social mobilisation in public health and development programmes.

Digital Media Strategy

Examines digital media strategy, social media management, content strategy, digital storytelling, and online reputation management in contemporary communication practice.

Financial Communication

Covers financial communication, investor relations, financial reporting communication, and corporate financial messaging for stakeholders and markets.

Global Communication

Explores global communication strategies, cross-cultural communication, international media relations, and communication in multinational and multicultural contexts.

Leadership Communication

Focuses on leadership communication, executive communication coaching, change communication, and communication for organisational leadership and innovation.

Duration: 2 years
Public, up to: Ksh 220,500
Private, up to: Ksh 597,528
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

Strategic Communication Theory
Risk and Crisis Communication
Leadership and Innovation in Communication
Health and Development Communication
Global Communication
Political Communication
Financial Communication and Investor Relations
Digital Media Strategy
Stakeholder Engagement
Communication Research Methods

Modules

10 in the programme

Strategic Communication Theory and Practice
Year 1Semester 13 creditsCore
Examines strategic communication theories, frameworks, and models, including message design, audience analysis, and communication strategy development across sectors.
Risk and Crisis Communication
Year 1Semester 13 creditsCore
Covers crisis communication theory and practice, risk communication strategies, crisis management frameworks, and organisational resilience through effective communication.
Leadership and Innovation in Communication
Year 1Semester 13 creditsCore
Examines leadership communication, change communication, innovation in communication practice, and leading communication teams in organisations.
Health and Development Communication
Year 1Semester 13 creditsCore
Covers health communication, development communication, behaviour change communication, and social mobilisation in public health and development programmes.
Global Communication
Year 1Semester 23 creditsCore
Explores global communication strategies, cross-cultural communication, international media relations, and communication in multinational and multicultural contexts.
Political Communication
Year 1Semester 23 creditsCore
Covers political communication strategies, campaign communication, government public affairs, political messaging, and media relations in political contexts.
Financial Communication and Investor Relations
Year 1Semester 23 creditsCore
Examines financial communication, investor relations, financial reporting communication, and corporate financial messaging for stakeholders and markets.
Digital Media Strategy
Year 1Semester 23 creditsCore
Covers digital media strategy, social media management, content strategy, digital storytelling, and online reputation management in contemporary communication practice.
Stakeholder Engagement and Management
Year 2Semester 13 creditsCore
Examines stakeholder identification, analysis, engagement strategies, relationship management, and building mutually beneficial relationships between organisations and stakeholders.
Research Project
Year 2Semester 26 creditsCore
Original research project or strategic communication campaign demonstrating mastery of strategic communication theory and practice, assessed through written submission and oral presentation.

Specialisations

Corporate Communication
Focuses on corporate communication strategy, brand management, reputation management, investor relations, and internal communication in corporate organisations.
Crisis and Risk Communication
Examines crisis communication theory and practice, risk communication strategies, crisis management frameworks, and organisational resilience through effective communication.
Political Communication
Covers political communication strategies, campaign communication, government public affairs, political messaging, and media relations in political contexts.
Health and Development Communication
Focuses on health communication, development communication, behaviour change communication, and social mobilisation in public health and development programmes.
Digital Media Strategy
Examines digital media strategy, social media management, content strategy, digital storytelling, and online reputation management in contemporary communication practice.
Financial Communication
Covers financial communication, investor relations, financial reporting communication, and corporate financial messaging for stakeholders and markets.
Global Communication
Explores global communication strategies, cross-cultural communication, international media relations, and communication in multinational and multicultural contexts.
Leadership Communication
Focuses on leadership communication, executive communication coaching, change communication, and communication for organisational leadership and innovation.

A day as a student

A typical day involves attending lectures at AKU's Graduate School of Media and Communications on strategic communication theory, crisis communication, or digital media strategy. Students engage in case study discussions analysing real-world communication challenges faced by corporate, public, and development organisations. Practical workshops involve crafting strategic communication plans, designing crisis response protocols, and developing digital media campaigns. Guest lectures from senior communication professionals, corporate affairs directors, and media strategists provide industry insights. Students work on portfolio projects building a body of work that demonstrates their strategic communication capabilities. The programme's location at AKU's Nairobi campus provides access to a vibrant media and communications ecosystem with opportunities for networking and internships.

The trade offs

In its favour

Programme offered at AKU's Graduate School of Media and Communications, a premier institution with world-class facilities and faculty.
Curriculum covers diverse strategic communication areas including crisis, political, health, financial, and digital communication, providing versatile expertise.
Programme combines academic rigour with real-life practice, including portfolio projects and industry engagement.
High demand for strategic communication professionals in corporate, government, NGO, and development sectors in Kenya and East Africa.

Against it

Only offered at one private university with high tuition fees, making it less accessible than public university alternatives.
Programme requires relevant work experience, limiting access for recent graduates without professional communication experience.
High tuition fees at KES 298,764 per year may be prohibitive for some students without employer sponsorship or financial aid.
Limited to one institution means no alternative providers or fee competition for this specific programme.

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

Public118k to 221k

118k at Maseno University221k at University of Nairobi

Private258k to 598k

258k at USIU-Africa598k at Aga Khan 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

UoN 441K/2yr, Maseno 237K/2yr (official). AKU 298.8K/sem, USIU 128.8K/sem (aku.edu, eafinder)

The programme offers needs-based financial assistance through Aga Khan University. HELB postgraduate loans are available for Kenyan students. Employers may sponsor communication professionals for career advancement.

Funding options

HELB Postgraduate Loan
AKU Needs-Based Financial Assistance
Employer Sponsorship

Scholarships

3 recorded

AKU Needs-Based Financial Assistance
ScholarshipKsh 200,000
AKU students demonstrating financial need. The programme offers needs-based financial assistance to qualifying students.
HELB Postgraduate Loan
LoanKsh 200,000Kenyan
Kenyan students pursuing postgraduate studies at recognised universities.
Employer Sponsorship
ScholarshipKsh 300,000
Communication professionals sponsored by employers for career advancement in strategic communications. Common in corporate and NGO sectors.

Getting in

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

What you need

KCSE mean grade: N/A (Postgraduate)
Alternative entry: All applicants must demonstrate academic and intellectual ability, outstanding written and verbal communication skills in English, basic computer literacy, broad knowledge of history and current affairs, and experience in strategic communications. Applications are submitted online through the AKU admissions portal.

How you are assessed

4 components

Continuous Assessment
Coursework40% of the mark
CATs, strategic communication plan development, case study analysis, campaign design exercises, and seminar presentations conducted throughout each semester.
Practical Projects
Practical30% of the mark
Portfolio projects involving real-world strategic communication challenges, campaign development, crisis simulation exercises, and digital media strategy implementation.
Final Examination
Examination30% of the mark
End-of-semester examination covering strategic communication theory, crisis communication, and specialised communication areas, including essay questions and case analysis.
Research Project
Research100% of the mark
Original research project or strategic communication campaign demonstrating mastery of strategic communication theory and practice, assessed through written submission and oral presentation.

Accreditation

The programme is accredited by the Commission for University Education (CUE). Aga Khan University is a CUE-accredited private university. The Graduate School of Media and Communications is a premier institution offering world-class communication training in East Africa.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
Programme accredited by CUE. Aga Khan University is a CUE-accredited private university. The Graduate School of Media and Communications offers this programme in Nairobi.
Public Relations Society of Kenya (PRSK)
Professional certification
Kenyan professional body for PR and communication professionals. Graduates may pursue PRSK professional certification for career advancement and professional recognition.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

6 roles

Communication Director
High demandKsh 150,000 to Ksh 600,000
Leads communication strategy and teams in corporate organisations, government agencies, or NGOs, overseeing internal and external communication, brand management, and stakeholder relations.
Strategic Communication Consultant
Moderate demandKsh 120,000 to Ksh 500,000
Provides consulting services on strategic communication, crisis management, brand strategy, and communication planning for diverse clients across sectors.
Corporate Affairs Manager
High demandKsh 120,000 to Ksh 450,000
Manages corporate affairs, public relations, stakeholder engagement, and corporate reputation for companies and organisations.
Crisis Communication Specialist
Moderate demandKsh 100,000 to Ksh 400,000
Specialises in crisis communication management, helping organisations prepare for, respond to, and recover from crises through strategic communication.
Political Communication Strategist
Moderate demandKsh 100,000 to Ksh 450,000
Develops and implements political communication strategies for political parties, candidates, government agencies, or advocacy campaigns.
Development Communication Specialist
High demandKsh 90,000 to Ksh 350,000
Designs and manages communication strategies for development programmes in NGOs, international organisations, or government, supporting behaviour change and social mobilisation.

Graduate outcomes

Graduates pursue careers as communication directors, strategic communication consultants, corporate affairs managers, and PR managers in corporate organisations, government, NGOs, and international organisations.

Where these fields lead

8 careers

Tools you will learn

Adobe Creative Suite
SoftwarePrimary
Creative software suite including Photoshop, Illustrator, and InDesign for visual communication, content creation, and brand asset development.
Hootsuite
SoftwarePrimary
Social media management platform for scheduling, monitoring, and analysing social media campaigns across multiple channels.
Google Analytics
Software
Web analytics platform for measuring digital communication campaign performance, audience behaviour, and content effectiveness.
Meltwater
Software
Media intelligence platform for media monitoring, social listening, and reputation management across traditional and digital media.

Industry links

Common misconceptions

Strategic communications is just about public relations.
The programme covers a broad range of strategic communication including crisis communication, political communication, health communication, financial communication, and digital media strategy, going well beyond traditional PR.
This programme is only for journalists.
The programme is designed for communication professionals across sectors including corporate communication, public affairs, development communication, and political communication, not just journalism.
Strategic communications is soft skill with no analytical rigour.
The programme involves communication research methods, stakeholder analysis, data-driven strategy, and evidence-based communication planning, requiring strong analytical capabilities.
Digital media has made strategic communications obsolete.
Digital media has increased the complexity and importance of strategic communications, requiring professionals who can navigate multi-channel environments and leverage digital tools strategically.
You need a media or journalism background to study strategic communications.
The programme accepts graduates from diverse backgrounds including business, public relations, political science, and development studies, as strategic communication is inherently multidisciplinary.
Strategic communications has limited career prospects in Kenya.
Growing corporate, NGO, and government demand for professional communication management has created strong career prospects for strategic communication specialists in Kenya and East Africa.