Capital: Nairobi
Population: 55.86 million (2022 est.)
GDP (Purchasing Power Parity): $226.94 billion (2020 est., in 2017 dollars)
Currency: Kenyan Shillings (KES)
Language: English (official), Kiswahili (official), numerous indigenous
UNESCO Student Mobility Number:
Kenya has 14,060 students studying abroad according to UNESCO.
CIA World Factbook
59.16% of Kenya’s population is under 25 years of age.
OVERVIEW
The government of Kenya continues to place a high priority on education in its budgetary allocation, in line with its mandate of ensuring every Kenyan citizen is literate and able to access basic education. In the 2020-2021 national budget announcement, the education sector was allocated KSh 497.7 billion ($4.4 billion) or 26.7% of the national budget. Of this, KSh 59.4 billion ($524.8 million) was allocated for free secondary education and KSh 12.4 billion ($109.6 million) for free primary school education. The Treasury further allocated KSh 2 billion ($17.7 million) for the recruitment of five thousand teachers, KSh 1.8 billion ($15.9 million) for the school feeding program, KSh 6.3 billion ($55.7 million) to TVET (technical and vocational education and training institutions), KSh 4 billion ($35.3 million) for exam registration fee waivers for class 8 and fourth form students, and KSh 800 million ($7.1 million) for digital learning programs as well as for implementing the Competence-Based Curriculum (CBC). The Higher Education Loans Board that offers student loans was allocated KSh 16.8 billion ($148.4 million).
All learning institutions were shut down in early March 2020 by the government to contain the Covid-19 pandemic. Prior to this, the Ministry of Education was following an expansion strategy for both primary and secondary schools and implementing a newly rolled-out curriculum. The education sector was grappling with increased demand and limited resources, giving a chance for private investors to venture into the sector. The number of private schools increased from 7,742 in 2014 to 16,594 in 2020, showing the increase in demand for education services.
International private equity and individual investors responded to the opportunity in the Kenyan education sector with numerous acquisitions and investments in various educational institutions. Tuition fees for private education remain costly, hence government intervention with the help of international bodies and aid agencies like UNICEF, USAID, World Vision, and JICA, among others, who have contributed significantly to the expansion and development of education in the country, especially in public institutions.
Resumption of learning activities in the country commenced in October 2020 with selected classes from grade 4, class 8, form 4, and final year university students fully resuming learning in January 2021 in line with Covid-19 protocols and guidelines. The Treasury further allocated KSh 11.2 billion ($98.9 million) to schools to manage pending bills accrued during the pandemic.
Table 1: Top Areas of Study for Kenyan Students
|
Major Field of Specialization |
2020-2021 |
|
Business and Management |
13% |
|
Education |
4% |
|
Engineering |
22% |
|
Fine and Applied Arts |
3% |
|
Health Professions |
15% |
|
Humanities |
5% |
|
Math/Computer Science |
13% |
|
Physical and Life Sciences |
10% |
|
Social Sciences |
8% |
OPPORTUNITIES
Most opportunities are found in recruiting for undergraduate and graduate programs in the United States. Kenyan students have high interest in studying technology and computer sciences and are especially interested in courses not offered by local universities.
|
|
2021-2022 |
2020-2021 |
2019-2020 |
2018-2019 |
|
Undergraduate |
1,954 |
1,913 |
2,106 |
2,008 |
|
Graduate |
1,202 |
1,072 |
1,113 |
928 |
|
Non-Degree |
60 |
43 |
56 |
69 |
|
OPT |
583 |
474 |
435 |
447 |
DIGITAL MARKETING STRATEGIES
Students in universities and high school use various platforms to stay up to date with their learning. The pandemic period has seen skyrocketing use of online education platforms. Zoom and Google Meet are the primary platforms for administering classes among university students, while local platforms such as Kytabu and E-limu are used by high school and primary school students. The number one social media site used by students is Facebook, although at a declining rate. Instagram follows, with YouTube gaining traction throughout the country. Large telecommunications companies saw the potential that YouTube has and started offering YouTube bundles and educational bundles to students for use in their learning.
Students use Google to do basic research on many topics, as it is the most available platform in the country, largely because of the widespread ownership of Android devices among many students. Primarily, students use Google to look for various job opportunities, but local platforms like Fuzu and Brightermonday also have strong usage for accessing employment opportunities. In-country schools mainly use Facebook to reach students and Instagram to appeal to new students. Twitter is also used to lure students, with schools Tweeting various achievements and/or events. Parents and students receive information about educational opportunities through platforms such as Facebook. Educational marketers know the value that the platform brings. WhatsApp also plays a role in sharing some of the information from other social media platforms.
U.S education institutions should take advantage of the thriving digital space in Kenya by investing in content creation to attract Kenyan students. Virtual school tours, student life, and educational benefits are some of the aspects that they should focus on. Facebook should be the primary platform of use, along with Google to target the specific demographic and to target parents who fund their children’s educational dreams. YouTube and Instagram should also be utilized to appeal to students looking to study in the U.S.
EVENTS
- International Schools & Education Fair Africa (ISEF): https://www.isefafrica.com/
- The best time for recruiting students is during annual education fairs, KCSE (Local) - January - March & May – July and international during September - November & January – April.
RESOURCES
- U.S. Commercial Service – Kenya: https://www.trade.gov/kenya
- Ministry of Education – Scholarships: https://www.education.go.ke/scholarships-0
U.S. COMMERCIAL SERVICE CONTACT
Catherine Malinda, Commercial Specialist
U.S. Commercial Service – Nairobi, Kenya
Email: Catherine.Malinda@trade.gov
Phone: +254 20 363 6064