Analysis of competencies and training content of bachelors in field of «Advertising and public relations» as basis for training content project development

The importance of studying the training content of manager in marketing communications at the university is justified by the changing requirements of the market to Bachelor’s competences in Advertising and Public Relations, which are formed in the educational process, and reflects the changes occurring in the field of marketing communications. The paper analyzes the existing competences and characterizes the additional competencies that are in demand in the labor market for the specialists in the field of Advertising and Public Relations. These competencies are related to manager competencies. The conclusion is made that the list of competencies of the Bachelor in the field of «Ad-vertising and Public Relations» needs to be expended and some managerial competencies should be added to it. To form the additional competencies of the Bachelor in Advertising and Public Relations the introduction of a special course «Image-building Culture of Manager in Marketing Communications» is suggested.