Mathematical models, which are means to reflect almost all processes and phenomena, penetrate intensively into all life spheres and play an important role in both natural science, engineering research and humanities. In this regard, new requirements are being put forward for training future specialists of various qualifications, to form professional competencies of which it’s necessary to master mathematics foundations. The article substantiates the importance to form mathematical competence of students of humanitarian specialties. Under the humanitarian specialties here, we mean specialties related to business, such as «Trade», «Management», «Marketing», «Advertising and public relations», etc. At the same time, the authors note that each specialty has a component reflecting and modeling real situations in the industry, which is quite interesting and accessible to junior students of the listed specialties and can be demonstrated even in the math basic course. The article emphasize that the topic relevance is dictated by the transition to a competency-based learning model, which, among other things, implies the development of independent learning skills among university students. The paper shows that the introduction of professional orientation in teaching mathematical disciplines is complicated by the lack of appropriate technologies and standards, as well as by a drop in the level of school mathematics training. It analyzes some aspects of this issue and emphasizes that motivational aspects should be put at the forefront while developing mathematics courses for students of humanitarian specialties of the university. The authors conclude that the competent mathematics course elaboration for students studying in the humanities will help to understand the importance of mathematical foundations for their further growth, awaken their desire to analyze, highlight the main thing, reason, see many ways to solve professional problems.