The course is designed to equip the trainee with relevant knowledge, skills and attitudes to enable him/her to perform administrative duties as a middle level manager in a firm. The course is packaged in three modules namely:

Diploma in Sales & Marketing Module I

Diploma in Sales & Marketing Module II

Diploma in Sales & Marketing Module III

The course is concerned with the application of management principles in business performance as well as implementation of procedures and processes related to business management.

The growing demand for professionals in Marketing in different sectors makes pursuing a career in this field a wise career move. Executives and managers in marketing, advertising and public relations are required in almost all industries. This is why you can readily find a rewarding job once you earn a diploma in this field of specialization. Eg marketing executive/ officer, Advertising officer, marketing research analyst, Sales officer, Product officer etc

ACADEMIC PROGRESSION: Bachelors degree in Marketing Management, Bachelors degree in Sales Management, Bachelors degree in Commerce (Sales & Marketing Option)


  1. Passed relevant craft course in sales & marketing OR
  2. Passed KCSE with an average of C- (C MINUS) OR
  3. Equivalent qualifications as determined by KNEC

The course is designed to help a student to:

  1. Recognize the role played by the different departments in a firm.
  2. Use tools of analysis in decision making in a firm.
  3. Communicate effectively in day to day business management activities.
  4. Apply legal aspects in business management
  5. Demonstrate knowledge of emerging issues in business.

Recognise self-employment as an alternative to formal employment


CATS (Internal)…………………………… 30%

Main Exam (External- KNEC)……………. 70%

Industrial Attachment/ Internship of 660 Hours before end of the course


Communication skills



Principles & Practice of Selling

Principles & Practice of marketing



Principles & Practice of Management

Sales Management

Legal Aspects in Sales & Marketing

Quantitative Methods

Marketing Management

Public Relations

Business Plan


International Marketing

Strategic Planning in Sales

Marketing Information & Research

Marketing Planning & Control

Financial Aspects of Marketing

Research Project