Abstract:

The prevailing separability of the major partners represented by universities vs. economical entities (commercial as well as non-commercial ones) continually reflecting in the current relationship of the theory vs. the real-life practice at numerous universities, continues to be one of the major problem areas in Czech higher education. The existing educational system thus increasingly represents the reflection of quality and readiness of university graduates to raise their employability within the labour market as well as for the needs of their community, which is based on the required key competences university graduates must possess, i.e. appropriate knowledge, skills and abilities reflecting the requirements of the educational entities on one side, in continuity with the requirements of employers on the other. The study is both the presentation of the current higher education in the Czech Republic with the reflection of preferences of the Structured Settlement on the White Paper on Tertiary Education, and at the same time with the requirements of the Strategy of Human Research Development for the Czech Republic. What remains, however, the preference is the reflection of the requirement formulated in the Europe 2020, the content of which presents the possibility of a potential solution for the necessity to interlink the theoretical learning with practical training applied in education of students of the Faculty of Multimedia Communications at Tomas Bata University in Zlín, and which lies in the realization of a special course called Projects of non-governmental organizations. The base of the course consists of results of researches and surveys focused on the non-commercial sphere, particularly on the area of non-commercial marketing communications and the increasing need of marketing specialists. The aim of the course is to present possibilities of the application of team work during project management of a non-commercial nature within the contemporary social context of a partner environment, to expand reciprocal cooperation with the non-profit sector, to enhance students' interest in the regional events, or also to define their future specialization in non-commercial marketing communication.

Keywords:

Higher education, labour market, employability of graduates, theory and practice.