Business

Master of Science in Marketing, Innovation and Technology

The Master of Science in Marketing, Innovation and Technology is a postgraduate programme that prepares professionals for advanced practice at the intersection of marketing, innovation, and technology. The programme departs from generic marketing courses by examining how innovation and technology proactively shape and create new markets and marketing landscapes.

Core areas include marketing management, consumer psychology, business analytics, digital marketing, innovation management, strategic marketing in high-tech firms, intellectual property, research methods, and research project. Students engage with both theoretical and practical work through coursework, seminars, and research.

The programme is offered by the Co-operative University of Kenya through the School of Business, Co-operative and Community Development. CUK is a public university offering the programme over two academic years with intakes in January, May, and September.

Students develop competencies in marketing innovation, technology commercialisation, digital strategy, consumer insights, and strategic marketing for high-tech environments. The programme includes coursework, examinations, seminars, and a supervised research project, preparing graduates to drive marketing innovation in a technology-driven economy.

CUK charges approximately KES 145,960/year for this programme, including tuition of KES 125,126 and other charges of KES 20,834. Entry requires a Bachelor's degree in Economics, Business Administration, Business Management, or related fields from a recognised institution.

Graduates pursue careers as marketing innovation managers, digital marketing strategists, technology commercialisation specialists, brand innovation managers, marketing analysts, and lecturers in marketing and innovation across technology firms, manufacturing companies, advertising agencies, research firms, and universities.

Skills Required

Marketing Innovation and Technology Strategy
Consumer Psychology and Experience Insights
Business Analytics and Data-Driven Marketing
Digital Marketing and Retail Strategy
Innovation and Change Management
Strategic Marketing in High-Tech Firms
Marketing of Disruptive Innovations
Intellectual Property and Innovation Law
Research Methods in Marketing Innovation
Academic Writing and Research Project

Key Subjects

Marketing Management Theory and Practice
Consumer Psychology, Experience and Insights
Business Analytics
Managing Innovation and Change Strategy
Retail Marketing and Digital Strategy
Strategic Market Planning in High-Tech Firms
Marketing of Disruptive Innovations and Technologies
Intellectual Property and Innovation Law
Research Methods
Research Project

Certifications

MSK Professional Certification
CIM Professional Certification

Specializations

Marketing Innovation

Focuses on marketing innovation, covering innovation, strategy, change, commercialisation, and managing marketing innovation.

Digital Marketing Strategy

Examines digital marketing strategy, covering social media, SEO, content, analytics, and managing digital marketing.

Technology Commercialisation

Covers technology commercialisation, covering innovation, marketing, disruption, strategy, and commercialising technology.

Consumer Psychology

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

High-Tech Marketing

Examines high-tech marketing, covering strategy, planning, innovation, disruption, and marketing high-tech products.

Innovation Law and IP

Covers innovation law and IP, covering intellectual property, law, protection, commercialisation, and managing innovation law.

Duration: 2 years
Public, up to: Ksh 145,960
Private, up to: Ksh 700,000
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

Marketing Management Theory and Practice
Consumer Psychology, Experience and Insights
Business Analytics
Managing Innovation and Change Strategy
Retail Marketing and Digital Strategy
Strategic Market Planning in High-Tech Firms
Marketing of Disruptive Innovations and Technologies
Intellectual Property and Innovation Law
Research Methods
Research Project

Modules

12 in the programme

Marketing Management — Theory and Practice
Year 1Semester 13 creditsCore
Examines marketing management theory, practice, strategy, planning, and managing marketing operations.
Business Analytics
Year 1Semester 13 creditsCore
Covers data, statistics, modelling, visualisation, and managing business data for marketing decisions.
Leadership, Management and Governance in Cooperatives
Year 1Semester 13 creditsCore
Examines leadership, management, governance, cooperatives, and managing cooperative organisations.
Managing Innovation and Change Strategy
Year 1Semester 13 creditsCore
Covers innovation, change, strategy, management, and managing innovation and change in organisations.
Consumer Psychology, Experience and Insights
Year 1Semester 13 creditsCore
Examines psychology, experience, insights, decision-making, and managing consumer insights.
Information and Communication Technologies
Year 1Semester 13 creditsCore
Covers ICT, systems, technology, digital, and managing information and communication technologies.
Marketing and Behavioural Economics
Year 1Semester 23 creditsCore
Examines marketing, behavioural economics, psychology, decision-making, and applying behavioural economics in marketing.
Retail Marketing and Digital Strategy
Year 1Semester 23 creditsCore
Covers retail, marketing, digital, strategy, and managing retail marketing and digital strategy.
Strategic Market Planning in High-Tech Firms
Year 1Semester 23 creditsCore
Examines strategy, planning, competitive, positioning, and managing marketing strategy in high-tech firms.
Marketing of Disruptive Innovations and Technologies
Year 1Semester 23 creditsCore
Covers disruption, innovation, technology, commercialisation, and marketing disruptive innovations and technologies.
Intellectual Property and Innovation Law
Year 1Semester 23 creditsCore
Examines IP, law, protection, commercialisation, and managing intellectual property and innovation law.
Research Methods and Research Project
Year 2Semester 16 creditsCore
Covers research design, data collection, analysis, methods, and conducting a supervised research project on a marketing, innovation, and technology topic, assessed through written submission.

Specialisations

Marketing Innovation
Focuses on marketing innovation, covering innovation, strategy, change, commercialisation, and managing marketing innovation.
Digital Marketing Strategy
Examines digital marketing strategy, covering social media, SEO, content, analytics, and managing digital marketing.
Technology Commercialisation
Covers technology commercialisation, covering innovation, marketing, disruption, strategy, and commercialising technology.
Consumer Psychology
Focuses on consumer psychology, covering behaviour, experience, insights, decision-making, and managing consumer insights.
High-Tech Marketing
Examines high-tech marketing, covering strategy, planning, innovation, disruption, and marketing high-tech products.
Innovation Law and IP
Covers innovation law and IP, covering intellectual property, law, protection, commercialisation, and managing innovation law.

A day as a student

A typical day during the MSc in Marketing, Innovation and Technology programme combines lectures, case studies, project work, seminars, and independent study. Sessions cover marketing management, consumer psychology, business analytics, digital marketing, and innovation management. Marketing management sessions examine theory, practice, strategy, and managing marketing operations. Consumer psychology sessions cover behaviour, experience, insights, decision-making, and managing consumer insights. Business analytics sessions cover data, statistics, modelling, visualisation, and managing business data. Innovation management sessions cover innovation, change, strategy, commercialisation, and managing innovation. Digital marketing sessions cover social media, SEO, content, analytics, and managing digital marketing. Strategic marketing sessions cover strategy, planning, competitive, positioning, and managing marketing strategy in high-tech firms. Disruptive innovation sessions cover disruption, technology, commercialisation, strategy, and marketing disruptive innovations. Intellectual property sessions cover IP, law, protection, commercialisation, and managing innovation law. Research methods sessions prepare students for their research project, covering research design, data collection, and analysis. Case studies provide opportunities to analyse real-world marketing innovation scenarios and develop solutions. Project work provides hands-on experience with marketing innovation, digital strategy, and technology commercialisation. Seminars provide opportunities for presenting research findings and debating current issues in marketing, innovation, and technology. Guest lectures from experienced marketing innovators, technology entrepreneurs, and digital strategists provide practical insights. The programme culminates in a supervised research project on a marketing, innovation, and technology topic.

The trade offs

In its favour

Unique programme combining marketing with innovation and technology, filling a niche in Kenya's tech-driven economy.
CUK offers competitive fees at approximately KES 145,960/year.
Programme offers intakes in January, May, and September, providing flexibility.
Graduates are eligible for MSK and CIM professional certifications.

Against it

Only one university (CUK, public) confirmed offering this specific programme.
No private university confirmed offering this programme.
Programme is relatively new and may lack established alumni networks.
Programme requires business or related background, limiting access for non-related graduates.

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

Public146k to 146k

146k at The Co-operative University of Kenya146k at The Co-operative University of Kenya

Private119k to 700k

119k at Mount Kenya University700k 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

CUK ~142.5K/yr (eafinder CUK fee structure). Private unverified - not confirmed at MKU/Strathmore

HELB postgraduate loans are available for Kenyan students. CUK may offer scholarships for eligible students. CIM may offer bursaries for marketing education. Some technology companies, innovation hubs, and industry bodies may sponsor staff for postgraduate study.

Funding options

HELB Postgraduate Loan
CUK Scholarship
CIM Bursary

Scholarships

3 recorded

HELB Postgraduate Loan
LoanKsh 200,000Kenyan
Kenyan students pursuing postgraduate studies at recognised universities.
CUK Scholarship
ScholarshipKsh 145,960Kenyan
The Co-operative University of Kenya 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: CUK admits students with a Bachelor's degree in Economics, Business Administration, Business Management, or any field plus a professional qualification and practice in marketing. Also accepts Bachelor's in Technology, Computing, ICT, or Innovation and Entrepreneurship. Contact the university 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, seminar presentations, and class participation.
Written Examinations
Examination70% of the mark
Written examinations covering marketing management, consumer psychology, business analytics, and innovation management.
Seminar and Project Assessment
Project40% of the mark
Practical assessment through marketing innovation projects, case studies, seminar presentations, and demonstrating marketing innovation skills.
Research Project
Research100% of the mark
Supervised research project on a marketing, innovation, and technology topic, demonstrating mastery of research methods and marketing innovation knowledge, assessed through written submission.

Accreditation

The programme is accredited by the Commission for University Education (CUE). The Co-operative University of Kenya (public) offers MSc in Marketing, Innovation and Technology through the School of Business, Co-operative and Community Development. The programme meets CUE standards for postgraduate training in marketing, innovation, and technology. Graduates are eligible for MSK professional certification and CIM professional certification.

Accredited by

Commission for University Education (CUE)
Academic accreditationRequired
Programme accredited by CUE. The Co-operative University of Kenya (public) offers MSc in Marketing, Innovation and Technology through the School of Business, Co-operative and Community Development. The programme meets CUE standards for postgraduate training in marketing, innovation, and technology. 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 Innovation Manager
High demandKsh 120,000 to Ksh 500,000
Manages marketing innovation, overseeing innovation, strategy, commercialisation, and managing marketing innovation.
Digital Marketing Strategist
High demandKsh 100,000 to Ksh 450,000
Develops digital marketing strategy, overseeing social media, SEO, content, analytics, and managing digital marketing.
Technology Commercialisation Specialist
Moderate demandKsh 120,000 to Ksh 500,000
Manages technology commercialisation, overseeing innovation, marketing, disruption, and commercialising technology.
Brand Innovation Manager
Moderate demandKsh 100,000 to Ksh 450,000
Manages brand innovation, overseeing strategy, identity, innovation, and managing brand innovation.
Marketing Analyst
High demandKsh 90,000 to Ksh 400,000
Conducts marketing analysis, overseeing data, analytics, insights, and managing marketing data.
Marketing and Innovation Lecturer
Moderate demandKsh 100,000 to Ksh 450,000
Teaches marketing and innovation 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.
Tableau
Software
Tableau for data visualisation, covering dashboards, analytics, reporting, and managing business data.
HubSpot
Software
HubSpot for marketing automation, covering campaigns, CRM, analytics, and managing marketing operations.
SPSS
Software
SPSS for statistical analysis, covering data, statistics, analysis, and managing research data.

Industry links

Common misconceptions

Marketing innovation is just about new advertising campaigns.
Marketing innovation covers comprehensive innovation, technology, commercialisation, strategy, and change management beyond just new advertising campaigns.
This programme is just another marketing degree.
This programme uniquely combines marketing with innovation and technology, focusing on how innovation shapes markets rather than traditional marketing practices.
Technology commercialisation is just about selling tech products.
Technology commercialisation covers comprehensive innovation, marketing, disruption, strategy, and IP management beyond just selling tech products.
Digital marketing is just about social media.
Digital marketing covers comprehensive SEO, content, analytics, automation, and strategy beyond just social media.
This programme is only for marketing professionals.
Marketing innovation skills are valuable for technologists, entrepreneurs, designers, and product managers beyond just marketing professionals.
Innovation law is just about patents.
Innovation law covers comprehensive IP, trademarks, copyrights, commercialisation, and protection beyond just patents.