The article presents the content and methods of conducting a study course on teaching journalism, which is developed for the master's degree level of education. The author uses his experience as a Professor at Saint Petersburg State University. He argues with those colleagues who believe that teaching journalism can be limited to teaching practical instrumental skills. The concept of the described course is based on the model of journalism education as a systemic phenomenon, which includes a comprehensive social and humanitarian background at the university level, the formation of advanced professional ideology and labor technique. Structurally, the article is built in the form of in detail characteristics of the factors that have a decisive influence on the organization and methods of training. The author draws attention to the following factors: normative (officially established standards of education), personnel (team and qualification of teachers), professional and practical (industry requests), audience (characteristics of students), and organizational and methodological (organization of the educational process). None of them can be considered dominant while each one dictates some parameters of teaching that need to be taken into account.