Business

Master of Science in Marketing

The Master of Science in Marketing is a postgraduate programme that prepares professionals for advanced practice in marketing strategy, consumer behaviour, market research, and brand management. The programme combines marketing theory with quantitative analysis, digital marketing, and strategic decision-making.

Core areas include marketing management, consumer behaviour, market research, marketing analytics, digital marketing, brand management, marketing strategy, research methods, and thesis. Students engage with both theoretical and practical work through coursework, case studies, projects, and research.

The programme is offered by Kenyatta University and the University of Nairobi. Both are public universities offering the programme over two academic years through full-time and part-time modes of study.

Students develop competencies in marketing strategy, consumer analysis, market research, digital marketing, and brand management. The programme includes coursework, examinations, projects, industrial attachment, and a supervised research thesis, preparing graduates to address complex marketing challenges in a dynamic business environment.

Kenyatta University charges KES 246,000/year for MSc Marketing. The University of Nairobi charges approximately KES 353,500/year (KES 707,000 total). Entry requires a Bachelor's degree with at least Second Class Honours in business, commerce, marketing, or related fields from a recognised institution.

Graduates pursue careers as marketing managers, brand managers, market research analysts, digital marketing specialists, marketing consultants, and lecturers in marketing across manufacturing companies, service firms, advertising agencies, research firms, and universities.

Skills Required

Marketing Strategy and Planning
Consumer Behaviour Analysis
Market Research and Analytics
Digital Marketing and Social Media
Brand Management and Strategy
Marketing Communications and Advertising
Pricing and Product Management
Marketing Metrics and Performance
Research Methods in Marketing
Academic Writing and Thesis Research

Key Subjects

Marketing Management
Consumer Behaviour
Market Research and Analytics
Digital Marketing
Brand Management
Marketing Strategy
Marketing Communications
International Marketing
Research Methods in Marketing
Thesis Research

Certifications

MSK Professional Certification
CIM Professional Certification

Specializations

Digital Marketing

Focuses on digital marketing, covering social media, SEO, content, analytics, and managing digital marketing.

Brand Management

Examines brand management, covering strategy, identity, equity, positioning, and managing brands.

Market Research

Covers market research, covering design, data, analysis, reporting, and managing market research.

Consumer Behaviour

Focuses on consumer behaviour, covering psychology, decision-making, segmentation, and managing consumer insights.

Marketing Analytics

Examines marketing analytics, covering data, metrics, modelling, optimisation, and managing marketing data.

International Marketing

Covers international marketing, covering strategy, entry, adaptation, trade, and managing international marketing.

Duration: 2 years
Public, up to: Ksh 353,500
Private, up to: Ksh 326,323
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: 25 students
Award: Masters

What you study

10 subjects

Marketing Management
Consumer Behaviour
Market Research and Analytics
Digital Marketing
Brand Management
Marketing Strategy
Marketing Communications
International Marketing
Research Methods in Marketing
Thesis Research

Modules

12 in the programme

Marketing Management
Year 1Semester 13 creditsCore
Examines strategy, planning, implementation, control, and managing marketing operations.
Consumer Behaviour
Year 1Semester 13 creditsCore
Covers psychology, decision-making, segmentation, targeting, and managing consumer insights.
Research Methods in Marketing
Year 1Semester 13 creditsCore
Covers research design, data collection, analysis, methods, and conducting research, preparing students for their thesis.
Market Research and Analytics
Year 1Semester 13 creditsCore
Examines design, data, analysis, reporting, metrics, and managing market research.
Digital Marketing
Year 1Semester 23 creditsCore
Covers social media, SEO, content, analytics, automation, and managing digital marketing.
Brand Management
Year 1Semester 23 creditsCore
Examines strategy, identity, equity, positioning, architecture, and managing brands.
Marketing Strategy
Year 1Semester 23 creditsCore
Covers strategy, planning, competitive, positioning, implementation, and managing marketing strategy.
Marketing Communications
Year 1Semester 23 creditsCore
Examines advertising, promotion, PR, integration, media, and managing marketing communications.
International Marketing
Year 2Semester 13 creditsCore
Covers strategy, entry, adaptation, trade, operations, and managing international marketing.
Marketing Analytics and Metrics
Year 2Semester 13 creditsCore
Examines data, metrics, modelling, optimisation, ROI, and managing marketing analytics.
Product and Pricing Management
Year 2Semester 13 creditsCore
Covers product, development, lifecycle, pricing, strategy, and managing products and pricing.
Research Thesis
Year 2Semester 29 creditsCore
Original supervised research thesis on a marketing topic, demonstrating mastery of research methods and marketing knowledge, assessed through written submission and oral defence.

Specialisations

Digital Marketing
Focuses on digital marketing, covering social media, SEO, content, analytics, and managing digital marketing.
Brand Management
Examines brand management, covering strategy, identity, equity, positioning, and managing brands.
Market Research
Covers market research, covering design, data, analysis, reporting, and managing market research.
Consumer Behaviour
Focuses on consumer behaviour, covering psychology, decision-making, segmentation, and managing consumer insights.
Marketing Analytics
Examines marketing analytics, covering data, metrics, modelling, optimisation, and managing marketing data.
International Marketing
Covers international marketing, covering strategy, entry, adaptation, trade, and managing international marketing.

A day as a student

A typical day during the MSc in Marketing programme combines lectures, case studies, project work, seminars, and independent study. Sessions cover marketing management, consumer behaviour, market research, digital marketing, and brand management. Marketing management sessions examine strategy, planning, implementation, control, and managing marketing. Consumer behaviour sessions cover psychology, decision-making, segmentation, targeting, and managing consumer insights. Market research sessions cover design, data, analysis, reporting, and managing research. Digital marketing sessions cover social media, SEO, content, analytics, and managing digital marketing. Brand management sessions cover strategy, identity, equity, positioning, and managing brands. Marketing analytics sessions cover data, metrics, modelling, optimisation, and managing marketing data. Marketing communications sessions cover advertising, promotion, PR, integration, and managing communications. International marketing sessions cover strategy, entry, adaptation, trade, and managing international marketing. Research methods sessions prepare students for their thesis, covering research design, data collection, and analysis. Case studies provide opportunities to analyse real-world marketing scenarios and develop solutions. Project work provides hands-on experience with marketing strategy, research, and campaigns. Seminars provide opportunities for presenting research findings and debating current issues in marketing. Guest lectures from experienced marketing managers, brand directors, and research analysts provide practical insights. The programme culminates in a supervised research thesis on a marketing topic.

The trade offs

In its favour

High demand for marketing professionals with Kenya's growing consumer market and digital economy.
Programme offered by two leading public universities (KU, UoN), providing institutional choice.
KU offers competitive fees at KES 246,000/year.
Graduates are eligible for MSK and CIM professional certifications.

Against it

UoN fees are higher at approximately KES 353,500/year compared to KU.
No private university confirmed offering this specific programme.
Programme requires business or related background, limiting access for non-related graduates.
Marketing field is competitive, requiring continuous skills updating.

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

Public246k to 354k

246k at Kenyatta University354k at University of Nairobi

Private119k to 326k

119k at Mount Kenya University326k at Strathmore 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

KU 246K, UoN 353.5K/yr (kenyaeducationguide). MKU 119.1K, Strathmore 326K/yr (SBS)

HELB postgraduate loans are available for Kenyan students. KU and UoN may offer scholarships for eligible students. CIM may offer bursaries for marketing education. Some companies, advertising agencies, and industry bodies may sponsor staff for postgraduate study.

Funding options

HELB Postgraduate Loan
KU Scholarship
CIM Bursary

Scholarships

3 recorded

HELB Postgraduate Loan
LoanKsh 200,000Kenyan
Kenyan students pursuing postgraduate studies at recognised universities.
KU Scholarship
ScholarshipKsh 246,000Kenyan
Kenyatta University offers scholarships for eligible postgraduate students.
CIM Bursary
ScholarshipKsh 150,000
CIM may offer bursaries for marketing education and professional development.

Getting in

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

What you need

KCSE mean grade: N/A (Postgraduate)
Alternative entry: KU and UoN require a Bachelor's degree with at least Second Class Honours (Upper Division) in a relevant field. Lower Second Class may be considered with relevant work experience. Contact respective universities for specific admission requirements.

How you are assessed

4 components

Coursework and Continuous Assessment
Coursework30% of the mark
Continuous assessment through coursework assignments, case study analyses, project reports, seminar presentations, and class participation.
Written Examinations
Examination70% of the mark
Written examinations covering marketing management, consumer behaviour, market research, and digital marketing.
Project and Case Study Assessment
Project40% of the mark
Practical assessment through marketing projects, case studies, campaign development, and demonstrating marketing skills.
Research Thesis
Research100% of the mark
Original supervised research thesis on a marketing topic, demonstrating mastery of research methods and marketing knowledge, assessed through written submission and oral defence.

Accreditation

The programme is accredited by the Commission for University Education (CUE). Kenyatta University (public) offers MSc in Marketing through the School of Business, and the University of Nairobi (public) offers MSc in Marketing through the Department of Business Administration. Both programmes meet CUE standards for postgraduate training in marketing. Graduates are eligible for MSK professional certification and CIM professional certification.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
Programme accredited by CUE. Kenyatta University (public) offers MSc in Marketing through the School of Business, and the University of Nairobi (public) offers MSc in Marketing through the Department of Business Administration. Both programmes meet CUE standards for postgraduate training in marketing. Graduates are eligible for MSK professional certification and CIM professional certification.

Where it leads

The roles it opens, and what you leave with.

Where graduates go

6 roles

Marketing Manager
High demandKsh 120,000 to Ksh 500,000
Manages marketing operations, overseeing strategy, planning, implementation, and managing marketing.
Brand Manager
High demandKsh 100,000 to Ksh 450,000
Manages brand operations, overseeing strategy, identity, equity, and managing brands.
Market Research Analyst
Moderate demandKsh 90,000 to Ksh 400,000
Conducts market research, overseeing design, data, analysis, and managing research.
Digital Marketing Specialist
High demandKsh 90,000 to Ksh 450,000
Manages digital marketing, overseeing social media, SEO, content, analytics, and managing digital marketing.
Marketing Consultant
Moderate demandKsh 120,000 to Ksh 500,000
Provides marketing consulting, overseeing advisory, assessment, strategy, and managing consulting.
Marketing Lecturer
Moderate demandKsh 100,000 to Ksh 450,000
Teaches marketing at university or college level, overseeing instruction, research, and academic supervision.

Graduate outcomes

Where these fields lead

8 careers

Tools you will learn

Google Analytics
SoftwarePrimary
Google Analytics for digital marketing analytics, covering data, metrics, analysis, and managing digital marketing data.
SPSS
Software
SPSS for statistical analysis, covering data, statistics, analysis, and managing research data.
HubSpot
Software
HubSpot for marketing automation, covering campaigns, CRM, analytics, and managing marketing operations.
Tableau
Software
Tableau for data visualisation, covering dashboards, analytics, reporting, and managing marketing data.

Industry links

Common misconceptions

Marketing is just about advertising.
Marketing covers comprehensive strategy, research, consumer behaviour, analytics, and management beyond just advertising.
Digital marketing is just about social media.
Digital marketing covers comprehensive SEO, content, analytics, automation, and strategy beyond just social media.
Market research is just about surveys.
Market research covers comprehensive design, data, analysis, reporting, and insights beyond just surveys.
Brand management is just about logos.
Brand management covers comprehensive strategy, identity, equity, positioning, and management beyond just logos.
This programme is only for business graduates.
Marketing skills are valuable for psychologists, statisticians, designers, and communicators beyond just business graduates.
Marketing careers are limited in Kenya.
Kenya's growing consumer market and digital economy create high demand for marketing professionals across sectors.