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Abstract: The article proves the necessity of introduction of the course that describes the features of events in the academic program for Bachelors of the specialty «Advertising and PR». The role of event-marketing in formation of professional competences is analyzed. The concept «event» is studied. The opinion of the author of the article on the correlation of the concepts «event» and «special event» is presented. The definitions of the concepts «event», «campaign» and «occasion» are given. The idea that lies in the basis of the research is that occasions, as the basis of events, are objective, real and subjective and artificially created at the same time. The forms of events and their goals are described. The emphasis in the emotionally-rational balance of the process of organizing event is specified. The author pays attention to the questions that arise in the process of developing and implementation of the program «event-marketing» and describes theoretical and practical aspects of event-marketing, which are connected with the independent work of students. The article discusses the possibilities of training competitive specialists in the sphere of «Advertising and PR» at the university. The questions of attracting the employer’s attention and winning their trust are analyzed.