Abstract
Personification and individualization in learning and teaching master’s students aims to mold high-level specialists able to integrate successfully to the international professional community. The article discusses a synergy of approaches such as system and matrix modelling of professional activity, learner-centered teaching techniques, adaptive learning, learning trajectories, event techniques, and formative assessment. These include the potential of an entrepreneur master’s programme leading to a startup. The researcher uses methods such are observation, case study, experiment, and instructional modelling. The study is based on the current Journalism, Advertisement, and PR master’s programmes at Saint Petersburg State University and a new one — Foreign Languages and Translation in the Media. The ultimate goal of this new approach is to enhance students’ awareness of taking a master’s programme as part of their successful careers. Further research will include developing qualitative and quantitative measurement tools to monitor student’s progress.
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