Master of Science in Marketing
<p>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.
The short answer
- What it costs
- Up to Ksh 353,500 a year at a public institution, Ksh 707,000 for the whole course. Up to Ksh 326,323 a year at a private one.The detail
- Who can get in
- A KCSE mean grade of N/A (Postgraduate) or above. There is another way in without it.The detail
- How long, and when
- Takes 2 years, full-time, part-time, with 0 months of attachment. Next intake January 2027, at 5 institutions.The detail
- Where it leads
- 8 careers in the catalogue. The least exposed to AI is Early Childhood Strategist, at 10 out of 100.The detail
The programme
What you study, how long it takes, and how it is delivered.
Overview
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.
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 programmeMarketing 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 | Against it |
|---|---|
| High demand for marketing professionals with Kenya's growing consumer market and digital economy. | UoN fees are higher at approximately KES 353,500/year compared to KU. |
| Programme offered by two leading public universities (KU, UoN), providing institutional choice. | No private university confirmed offering this specific programme. |
| KU offers competitive fees at KES 246,000/year. | Programme requires business or related background, limiting access for non-related graduates. |
| Graduates are eligible for MSK and CIM professional certifications. | 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 coursesAnnual 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 recordedHELB 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.
Scholarships you could apply for
2 usable where it is taught- Chevening Scholarships Kenya
Closes 30 November 2026FullUK Government
Full masters in UK
- AfDB Japan Scholarship Program
Closes 28 February 2027FullAfrican Development Bank
Full graduate study abroad
Getting in
The grades, the alternatives, and who accredits the award.
What you need
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.
When it next starts
Taught at 5 institutionsIncluding The Co-operative University of Kenya, Kenyatta University, Africa Nazarene University.
Including The Co-operative University of Kenya, Kenyatta University, Africa Nazarene University.
Including The Co-operative University of Kenya, Kenyatta University, Africa Nazarene University.
How you are assessed
4 componentsCoursework 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
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.
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.
Where it leads
The roles it opens, and what you leave with.
Where graduates go
6 rolesMarketing 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
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.
Where these fields lead
8 careers- Early Childhood StrategistEducation10Low exposure
- Special Needs EducatorEducation10Low exposure
- Career Guidance CounselorEducation11Low exposure
- Cloud Security EngineerTechnology14Low exposure
- Early Literacy SpecialistEducation14Low exposure
- Industrial Robotics ProgrammerTechnology14Low exposure
- STEM Laboratory EducatorEducation14Low exposure
- TVET Competency AssessorEducation14Low exposure
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.