The Department of Marketing and Media Studies (MMS) is an academic department within the Faculty of Marketing and International Business (FMIB) at Makerere University Business School (MUBS), Kampala, Uganda.
The Department serves as a centre for teaching, research, innovation, professional development and community engagement in marketing, media, digital marketing, and related areas of contemporary marketing practice. Its academic orientation responds to the increasingly technology-driven, data-intensive, and globally connected nature of modern markets.
The Department’s activities are situated within MUBS’s broader mandate of providing business and management education, professional development, research, and knowledge that contributes to socio-economic development. The Faculty identifies areas of expertise, including marketing analytics, digital strategy, consumer profiling, and market analysis.
The Department contributes to the education and professional preparation of students at undergraduate and postgraduate levels. MUBS’s Bachelor of Marketing is designed to provide broad marketing knowledge and expose students to practices applicable in industry, while preparing graduates for technical roles within marketing functions. Its stated graduate outcomes include the ability to understand marketing disciplines, conduct market analysis, apply marketing tools, develop professionally, and undertake marketing work ethically and competently.
At the postgraduate level, the Master of Science in Marketing develops capabilities in marketing strategy, modern digital technologies, marketing models, sustainable branding, market research and data interpretation. The programme also emphasises solving marketing challenges and developing partnerships locally and internationally.
The Department of Marketing and Media Studies at Makerere University Business School occupies an important position within the Faculty of Marketing and International Business. Its role extends beyond the teaching of conventional marketing concepts to encompass contemporary areas such as digital marketing, marketing analytics, media, technology, innovation, sustainability, and data-driven decision-making.
Its academic programmes already emphasise marketing strategy, digital technologies, market research, data interpretation and the development of professional marketing competencies. The Department can build on this foundation to strengthen its position as a regional centre for marketing knowledge, digital marketing innovation, marketing analytics and African consumer-market research.
In this role, the Department can contribute simultaneously to academic scholarship, professional competence, business competitiveness, innovation, and Uganda’s socio-economic transformation, while preparing graduates to operate effectively in increasingly digital, interconnected and technology-enabled markets.
