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Abstract: The article deals with the problems of content of the course “Media Planning” for Bachelors in the field “Advertisement and Public Relations”. The aim of the course is to get the basic knowledge and skills of effective advertizing in advertisement campaigns with a limited budget. The article formulates the prerequisites of media planning, its fundamental requirements in the course of planning and organization of an advertisement campaign and describes and analyzes some cases in which the author substantiates the choice of media planning instruments in accordance with changes in the market. It also analyzes the content of the course in the context of State Educational Standards and the requirements to an applicant for the position of a media planner. The author presents an integrative approach as a basis for working out the content of the main modules of the course of “Media Planning” and explains the importance of an integrative approach which consists in the orientation of education process on innovation development and includes interdisciplinary and interdisciplinary levels of integration. The article demonstrates the integrative correlation of theoretical foundation and practical knowledge which guarantees the interpenetration of the basic competences on the level of content, in the result of which students obtain new integrative knowledge, skills and experience. On the basis of analysis of the standards of training and the requirements of the professional sphere, the author makes an attempt to formulate the structure of the students’ competence in the field of media planning with the corresponding results of training at three levels (regular, advanced and high).