Abstract:

The paper aims to present a model that has been developed in accordance with the results of a long-term analysis of secondary data resources and research activities (qualitative as well as quantitative research) at the Faculty of Multimedia Communications of TBU in Zlín. The model is based on the practical participation of students in particular stages of their studies, subsequent evaluation of these activities and modification of the content, form as well as the number of lessons according to the requirements of business and industry. The model effectively improves students’ competences not only as regards their expertise, but also their soft skills (teamwork, presentation skills, etc.). The implementation of the model is determined by cultural and professional factors, but serves as proven ‘best practice’ in the Central European scale at marketing and/or communications-oriented education institutions.

Keywords:

Higher education, model, practical participation, students´ competences, marketing oriented education.